How to get a top ranking on Google & maximise your ROI

High-quality digital marketing

Google is still king of the search engines and the holy grail when it comes to getting your website noticed. While Google is constantly tweaking its algorithms, making its results better and more reliable, we are left trying to keep up and ensure that our websites rank high. Let’s face it, Google often returns hundreds of thousands, if not millions, of results, and if you aren’t on page 1 or at the very least page 2, nobody who does not know your URL will find you.

There are two primary ways of getting to the top of Google rankings. Organic, via SEO (Search engine Optimisation), and PPC, whereby you pay a certain amount to ensure you appear at the top.

Let’s focus on the organic route, and how to ensure that your site not only appears high on Google SERPS (Search engine results pages) but also makes your site easy to use.

Effective Keyword research

SEO Process

Search engine optimization is by nature an iterative process.

Keywords are what web users type in to search for a particular product or service. By conducting accurate keyword research, you will come up with a list of terms that rank the highest and receive the largest volume of search requests. There are a number of keyword tools that you can use, Google’s keyword planner is probably the best.

Well written content

So you have your list of keywords or keyword phrases, now it’s time to write your copy. Unless you are a copywriter, don’t make the mistake of thinking you can do this yourself. By making use of a specialist copywriter, your website will read better and ultimately perform better.

The secret now is to spread your keywords throughout the copy, without overdoing it. Google is no fool, and if you think that by repeating a popular keyword over and over again, that it will up your ranking, think again. Google has thought of everything and in fact will penalise sites that do this.

Keep your content well written, informative, and to the point, Google will do the rest. This is not a quick fix, and will not happen overnight, but if you have done the correct research and written good quality content, watch your website rise in the search rankings.

Optimise page titles and meta tags

This is where your primary keyword term comes in. Your primary term is the one that receives the highest volume of searches.

Your title tag is the first line that appears on a search result in Google, it should contain your primary keyword and your company name.

Your meta tag is a brief description of your company’s offerings and appears just under the title tag. Both are critical to your website’s searchability.

Internal linking 

Part of making your site more user-friendly and Google friendly is placing internal links. These are links included in your copy that link to other pages on your site. So, if you are on one page and talking about something that has its own page, then the user should be able to click on that word and go directly to that page. It makes getting around easier and means your potential customers can get to where they want, quicker and easier.

Analyse, Track and Tweak

You can’t assess your site’s effectiveness without analysing your statistics. Google Analytics is an outstanding tool for doing this. It shows you not only how many people accessed your site, but how long they spent there, where they went and how they got there.

By keeping an eye on your stats you can track your site’s progression in the ranking, and tweak it accordingly by adding or removing keywords as you see fit. If you don’t want to do this yourself, find a specialist digital marketing agency to do it for you, it will be well worth the investment.

Dynamic content

Google loves dynamic content. By that we mean adding new content to you site, whether it’s new information, a news article, or a blog post. Websites are most effective when they keep people coming back because they know they will find new and useful information.


PPC (Pay per click) allows you to target a specific audience with a banner or text advert, which you only pay for when someone clicks on it. The amount you pay depends on the popularity of that term, and is conducted via an online auction for specific terms. You can spend as little or as much as you want, and you can set a daily, weekly or monthly limit to ensure you keep control of your ad spend.

So there you are, a combination of organic and PPC methods that will ensure that you drive enough relevant traffic to your web site, allowing you more opportunity to convert users into customers and maximise your search marketing ROI.

Contact a specialist digital marketing agency with an impressive track record as your first step in your digital marketing campaign.