When it comes to digital marketing strategies, how to increase website visibility on Google is one of the top queries our team of marketing experts get asked regularly. Getting found on search engines and ranking high in search results is paramount to attracting new visitors to your website, offering your yachting business the opportunity to expand and establish authority in the market. But where do you start?
How to increase website visibility on Google: the basics
Getting the basics right is the first step in optimising your site for search rankings, from the metadata to your website images. Here we harness the professional expertise of our digital marketing and SEO positioning professionals to take a closer look at the top five tips of how to improve website visibility – and instantly see results.
1. Metadata optimisation
The metadata comprises the Title Tag – or Meta Title – and the Meta Description. The Title Tag is the second-most important element of on-page SEO and appears in two key places: search engine results pages and the browser.
As a general rule of thumb, Title Tags should steer away from the poetic and stick to best practice. The Title Tag should be between 50-60 characters long and be catchy, relevant and straightforward.
Meta descriptions are your marketing copy and should provide a descriptive and compelling description of the page’s content. Meta descriptions feature on your organic search listing as preview snippets for a webpage and are very important to attract clicks from search results. They should ideally be between 155 to 160 characters, incorporate a clear call to action, and include your keyword as early as possible.
Our best tip to improve website visibility is to ensure both meta titles and meta descriptions are in line with the content on the page. Avoid duplicating your Title Tags and Meta Descriptions to avoid a high bounce rate, include a call to action when appropriate, and leverage branding opportunities.
A good metadata tool is HigherVisitbility.com, where you can check the length of your URL, Meta Title and Meta Description, and see a preview of your snippet on Google.
2. Internal links
Adding internal links throughout your website is a fantastic way to improve your website’s visibility on Google by working to create connections between your website pages. When done correctly, internal linking will increase your site’s page authority on search engines, making it more likely to be seen by your target market.
It’s not just about search rankings. Adding internal links also has many advantages for your website visitors, helping create a better user experience by suggesting relevant directions to more information.
Best practice for internal linking includes ensuring that the link is relevant. By adding irrelevant links, you risk negatively impacting your results.
3. Image optimisation
Image optimisation also comes down to SEO and can help increase website visibility on Google. The aim? Getting website images to rank higher on image search engines results in higher visibility and more visitors. With this in mind, setting some time aside to optimise your site images is undoubtedly worth the time and effort.
The first step is image compression: always compress your images before uploading them to your site. The ‘heavier’ your site is, the slower the speed, negatively impacting user experience. According to HTTP Archive, “images make-up on average 21% of a total webpage’s weight”.
The second element of image optimisation is Image Alt tags. Alt tags describe the content of an image file and describe the function of the image on the page. They are also a text alternative to images when a browser can’t correctly render them.
Paying attention to Alt tags and text is also beneficial to your overall on-page SEO and is often as simple as plainly describing the image’s content. For example, a yacht listing profile image on a brokerage page could follow this template: [Yacht Name] + ‘yacht for sale’ + ‘by’ [Broker Name] e.g. ‘Utopia IV yacht for sale by Rossinavi’
Our team recommends a few handy tools to easily optimise your images online or with specific software. You can compress your PNG or JPEG images in Photoshop or opt to use tools like TinyPNG or ImageAlpha. For those looking for an all-encompassing tool for image optimisation, Optimole is a set-it-and-forget-it image optimisation tool that compresses images and is available as a WordPress plugin.
4. URL structure
URL structure is an essential element of how to increase website visibility. Keeping URLs as simple, relevant, compelling, short and accurate as possible is crucial. By creating clear and concise URLs for each page on your website, you offer both your users and search engines the chance to quickly understand what this particular page is about and where they are on your website.
Relevance Yacht’s team of SEO experts create hundreds of new pages for clients in the yachting industry on a monthly basis, ensuring our clients’ high visibility in search results. Here are some key things to remember when making a URL for your website.
- A URL should ideally be as short as possible, preferably 50 – 60 characters but shouldn’t go over 100 characters
- Write URLs so that a person who sees only the URL can have a good idea of what to expect on the page
- URLs should be descriptive and meaningful. This means including all subfolders to help users understand the website hierarchy
- Avoid capitalisation and underscores, use all lowercase and hyphens
- Include relevant keywords in URLs to help increase your website visibility on Google.
5. FAQ content
Having a well-written frequently asked questions (FAQ) section on your website is an excellent way to show your customers that you care about their experience and understand their questions and concerns. More than that, however, a detailed FAQ page is a fantastic tool to boost your search engine rankings and increase website visibility.
Though creating a FAQ page can be daunting, start by simply identifying the top 10 questions and queries your customers typically ask. Once you have identified the key questions, write the simplified answer in two or three sentences underneath. Remember to include specific keywords relevant to your brand throughout the FAQ text, and include internal links to your products or service pages, where applicable.
A comprehensive SEO strategy is one of the most effective ways to increase your website visibility, and Relevance Yacht is proud to deliver exceptional results to our clients time and time again.
6 – Blogging
Creating informative and engaging blog posts is a great way to boost your website visibility on Google, while also incorporating keywords related to your product or service. Google prioritises websites that are updated regularly, so websites that continually add blog posts signal to search engines that their website is active and offering fresh, relevant content.
Blogging also offers a superb opportunity to establish yourself as an authoritative voice in your industry, by providing in-depth news and market analysis on topics that you know your audience will be interested in.
Not only does blogging help boost your website visibility, but it also creates a rich bank of content that can be shared with your audience on social media platforms and in newsletters. That rich bank of content can also be repurposed – for example, a blog post can be turned into a video or an infographic – creating multiple pieces of content to educate, inform, and help drive traffic to your website.
Relevance Yacht helps multiple businesses in the yachting industry develop compelling multilingual SEO blog strategies that help to not only boost website visibility but also position a company as a trustworthy and authoritative voice in a crowded marketplace.
Mastering the basics is the first step, but combined with an excellent SEO strategy, this increase in visitors soon turns into tangible results. Specialising in digital marketing for the yachting industry, we know how to increase website visibility on Google for immediate results. Ensuring your brand is seen by the right people, not hidden away on a forgotten corner of the internet.
Discover how our team of SEO and yacht marketing experts can deliver real results for your brand. Our team can carry out an in-depth SEO audit and put in place a bespoke SEO strategy to help boost your website’s search ranking. Contact the Relevance Yacht team now.