How to get to the top of google fast NZ
One of the most common questions I get asked by business owners in my daily work as a digital marketing consultant is “how do I get to the top of Google without paying”.
Many business owners are aware that it’s possible to get a higher position in Google by paying for Google Ads (formerly known as Google AdWords).
However, many are put off by the fact that you’ve got to pay per click when you do Google Ads.
The costs can quickly add up. Let’s say you’re paying $2 per click and you got 10 clicks a day, that’s $20 a day … or $600 a month right there.
For many businesses, especially in the current climate of belt-tightening thanks to the impacts of Covid-19, this cost might be too hard to bear.
Without getting into arguments about the value of paid advertising on Google (I.e. what if you could turn that $600 of ad spend into $6000 of sales – would it be expensive then?) what should you do if you want to improve your position in Google without paying?
If you’re sitting there wondering “How do I get to the top of Google without paying” then here’s a quick run down on what you need to know.
Primarily, there are three key factors that you can leverage to increase your chances of getting to the top of Google’s “organic” (I.e. non-paid) listings.
The first is what we call “on-page” Search Engine Optimisation (or SEO for short … if you’ve been in business more than 5 minutes, then you’ve probably had people trying to pitch you SEO services on a number of occasions).
On-page SEO relates to how you use the content and structure of your own website to make Google understand that you have the best, most relevant result for a particular keyword.
For example, let’s say you run a mobile dog grooming business, and you want to rank for the keyword “Mobile dog grooming Christchurch” (that’s where I live, so using that location as the example) then you’d want to look to use good on-page SEO to improve your chances of ranking highly in Google without paying for ads.
The basics of on-page SEO are:
- Ensuring that your website/page has content that features the keyword(s) you are trying to rank for. There is no point trying to rank organically for the keyword “mobile dog grooming Christchurch” if your content is about cat declawing in Wellington, for example. Google wants its top listings to answer the searchers question or solve their problem, so look to ensure that your content aligns with the keyword.
- Ensure that your website/page has sufficient “depth” of content to increase the chances of ranking. This isn’t so critical as your site grows and gets a stronger domain authority (see comments below about off-page SEO) however as a starting point it’s probably going to help to have more content than less content. A 1000 word page about mobile dog grooming is likely to rank better than a 100 word page.
- Make sure that your page title and page description (sometimes called meta title and meta description) are well optimised for the keyword(s) that you are trying to rank for. Just about every web platform/CMS, from WordPress to Wix to Shopify will allow you to control the “meta data” that Google can pick up on for additional context about what a website or page is about.
- Have a page and site structure that makes it easy for Google and human readers to find the answer/solution. For example, using structured headings on articles so that it is easier to scan read.
- Having a secure (SSL/HTTPS) website that also loads quickly. Site speed and security are two important factors for SEO success these days. It is also important to have this from a user experience perspective anyway … and don’t forget mobile friendliness either.
There’s obviously a whole lot more to the issue of on-page SEO than above, but those are the basics (I’m working on a simple DIY guide for business owners, so keep an eye out for that). However, if you’re wondering how you get to the top of Google without paying, then this is a good starting point!