I was having a conversation with a colleague the other day about how Google ranks a site. His idea was that you don’t need any new content, you only need to make Google think you have the best site. Which is true, up to a certain extent, as you can definitely rank high with a one-page website.
So let’s pretend his idea was true. How do I make Google think my website is the best.
Carefully craft the titles, the descriptions and the thumbnails of all your pages to contain your desired keywords and to look natural, as if spoken by someone in a real life conversation.
This process will add breadcrumbs, titles, ratings, prices, sitelinks, even a search box and will amke your site more appealing. Your clickthrough rate will skyrocket. I like saying skyrocket. It might not make your clicks skyrocket, but it will definitely improve your traffic. Skyrocket.
By optimising your landing pages and by decreasing the bounce rate, Google will learn that your website is useful and will move it up the ranks. It is a known fact that Google measures the time it takes users to return to search after clicking on a search result.
And that’s it. The rest is up to your site to offer your visitors what they want. This is a completely different story and it takes a lot of work, research, testing and iteration.