3 Ways to Improve Your SEO Ranking

Updated: Nov 11, 2019

Did you know that organic search results drive over 50% of web traffic?

Search engine optimisation (SEO) involves fine-tuning your website, so it attracts organic traffic from the likes of Google, Bing, and Yahoo.

Adapting the design and content of your website can push you up the SERP results and welcome potential customers through your doors. Especially since the top five results on Google receives 75% of the clicks and 63,000 searches are made every second of every day.

Securing a coveted spot on page 1 doesn’t have to be an uphill battle. Here are three ways you can start improving your SEO ranking and getting your message in front of the right audiences.

Conduct an SEO Audit of Your Page Titles & Descriptions

Possibly the simplest way to boost the organic performance of your site is to conduct an SEO audit of and rewrite your metadata. 

Metadata is the information that appears on search engine result pages. It includes the title of the page and a descriptive passage of text below known as a meta description.

You can download a free version of Screaming Frog, which will help you examine your current metadata and pinpoint specific issues. When we first audit a potential clients’ site, we often find multiple pages without metadata — a definite SEO no-no.

Page Titles

When creating page titles, you should make sure they're:

  • Between 50-60 characters

  • Include a primary keyword & secondary keyword (depending on space)

  • Use a pipe ‘|’ to separate the keyword from brand name

  • End with the brand name

Top Tip: You can check whether a page title is truncated on Moz's free tool.

Meta Descriptions

While meta descriptions don’t directly impact SEO results, meta descriptions do impact click-through-rates which indirectly affects your ranking. For best practices, make sure they:

  • Tell users what they can expect from visiting your page.

  • Between 135160 characters in length to avoid being cut short.

  • Start with a snappy call to action. A catchy description is one of the simplest ways to improve click-through rates on results pages.

  • Include the brand name and any USP like ‘Get FREE delivery or Click+Collect on your next order’.

Good Meta Data Examples

2. Keep Your Content Fresh

One of the best indicators of a site’s relevancy is regularly updated content. In fact, 72% of marketers claim relevant content is the leading factor for improving SEO.

Search engines want to provide Internet browsers with the most relevant and up-to-date content, which usually means the algorithm prioritises newer content pushing your older posts down the ranks.

Creating a content schedule for at least the next three months is a simple way to keep your content fresh. 

Think about the type of content that resonates with your audience, identify long-tail keywords with high search volumes and aim to create content that educates your readers on the value of your products/services.

Staying on top of current trends and being early to the party with hot topics is a great way to boost brand awareness and establish your company as an industry leader. You can always push your scheduled content to next week if something more relevant pops up.

Top Tip: Content marketing tools like Buffer or Hootsuite makes it easy to schedule your content and manage your content schedule.

3. Avoid Keyword Cannibalisation

Keywords are the words and phrases in web content that helps people find your site. An optimised website will "speak the same language" as internet users by integrating the right keywords into its web content.

However, if you use the same keywords on multiple web pages, you could fall victim to what’s called ‘keyword cannibalisation’.

When this happens, search engines won’t know which page is most relevant to a specific query as multiple pages are competing for the same keyword.

To avoid keyword cannibalisation, we recommend using a wide range of relevant keywords and linking back to the canonical source for the specific search term.

The canonical source is the page on your website that a search engine thinks is most relevant from a set of similar or duplicate pages on your site.

While linking back to a canonical source can be helpful, the best solution is to streamline your website altogether. If your site has lots of pages with similar content, think about refining the structure for improved user experience.

With 79% of internet users saying they’ll leave a site if they don’t immediately find what they want, it’s important to keep the structure of your website as simple as possible.

Discover SEO Support in Scotland

Learn how to improve your SEO ranking and improve brand awareness with the power of cleverly crafted content.

Here at Copy House, we help businesses understand how their site could attract more organic traffic and offer on-hands support to help you climb the search rankings. Our clients often appear on page 1 for popular, industry search terms like ‘what is a pension?’.

Speak to us today to find out how we can help you boost brand awareness and create optimised website content.


Site designed by Ewan Morris


Phone: (+44) (0)131 357 4283‌

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