How to Improve Your Google Search Ranking in 5 Simple Steps

How to Improve Your Google Search Ranking in 5 Simple Steps

How to Improve Your Google Search Ranking in 5 Simple Steps

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Search engine optimization is an essential aspect of helping your business grow. On average, the first five results on Google receive 67 percent of clicks, so it’s tough to get website traffic when you’re sitting way back on page five. You want your site to be one of the first results a potential customer sees when they perform a search looking for a solution to their problem. Here are five ways to improve your Google search ranking and boost your business growth.

How to Improve Your Google Search Ranking

1. Utilize Tools to Track Your Site Activity

Google has helpful tools that will provide you with insight into how your site is performing. Google Search Console and Google Analytics (don’t miss the brand new GA4) collect your website activity to give you data you can use to improve your SEO. You want to know how many visitors you are bringing in, who they are, and how they engage with your site to determine how to attract more of those visitors and get them to stick around and convert.

There are other tools available that will help you track your site’s progress against your competitors. Find the ones that will work best for you and keep an eye on your site’s performance. We recommend Uber Suggest and SEMRush (both have free tools). If you notice that your site is not performing as well as you’d like, you can use these tools to start troubleshooting possible SEO problems.

2. Check Your Site’s Structure

There are certain links you should look for in your website’s structure. Double-check that all pages on your website are in HTTPS. Search engines prefer HTTPS pages over HTTP for security reasons, and if you are still using the latter, it could cause you to fall out of Google’s good graces.

You’ll also need to find and fix any crawl errors — you can use some of the tools we mentioned above to help identify these. Crawl errors occur when a search engine’s bot cannot access a page. Ensure that all of the links on your site lead to actual pages and make sure to have a customized 404 page that will still send visitors where you want them to go if they stumble onto a bad link.

Once you have ensured that all of the pages on your site are active and available, you can create a sitemap. A sitemap is essentially a list of the pages on your site. You can submit it to Google to improve your search engine ranking.

3. Create Good Content

While there are ways to improve your SEO without changing your content, a surefire method is creating high quality content. Create content for actual humans with a search engine in mind, not the other way around. 

You should know what your audience is looking for so you can answer the questions they are asking. Are they looking for a certain product or service? Do they need assistance with an issue? Whatever it is they are looking to find, you want to provide it for them — just like we wrote this article for you. 

Content naturally will become out of date as time passes. Stay on top of your content to increase your site’s traffic. Search engines prefer accurate and timely information, and they could pass up your site in favor of one with more current content.

Along with updating information, you should also remove anything that does not add value. Perform a content audit and get rid of any irrelevant content that you find. You want your audience to enjoy visiting and interacting with your site, and part of that is ensuring that your content is worthwhile. Google is incredibly smart and learns what your site is about so it can recommend it to others. If you have irrelevant content that could prevent Google from figuring out what topic your company is an expert in, they won’t recommend you.

4. Utilize Keywords & Incorporate Them Into Your Page Titles and Descriptions

Keywords are an essential part of SEO. When searching for specific terms, engines will match sites with those same keywords. With the right keywords, you can make sure that users find your site as a straightforward and clear solution to the problem  they are searching to solve.

Identify your key terms. These are your most searched keywords, and their use can help your site rank highly. Additionally, you want to find your long-tail keywords. They deliver a higher conversion rate, but they can be more challenging to work into your site’s content as they are not searched as often.

An effective way to look at where you can improve your keywords is by creating a keyword map. It can help you find where you need to add, optimize, or change content to fit more keywords.

5. Check Your Site’s Performance

There are a few different aspects of performance you should check to make sure your website is functioning properly and meeting Google’s standards. 

  • Ensure that Google Search Console has indexed your site (you should already have this tool from back in step 1). If not, it will not show up as a result at all, meaning no amount of SEO improvement will help because Google doesn’t recognize you. You can also check for site duplicates. If more than one version of your site is indexed, your data can become split across them.
  • Check your site’s speed. Pages that do not load within a few seconds are usually abandoned, and Google will track when users leave your site quickly. Keep visitors on your site by ensuring it has a fast loading speed.
  • Make sure that your site is mobile-friendly. Nowadays, Google factors in how your site looks and feels on mobile when considering site ranking. Even if they did not, you want visitors to be able to access your site on different devices.
  • Review your Google Analytics data often. Monitoring your goal completions, traffic, and more popular pages will help you understand what kind of content is performing well and what you should adjust, remove, or add.

Final Thoughts

Search engine optimization is an important part of driving traffic to your business’s website. The higher you rank, the more visitors will be able to find you With these five tips, you can easily improve your Google search ranking, enhance your SEO, and bring in more customers. 

Data is one of the key components to optimizing your website for Google, and there are an infinite number of dashboards, programs, and tools to help you sift through and interpret data. With the right strategies and tools, you can transform into actionable insights that serve as your marketing roadmap. Download our Business Intelligence eBook to learn more about this process and how it can help you grow your business.

About Dexter Burgess

Marketing Manager Dexter Burgess takes the lead on implementing new tactics and promoting change through data-driven strategies. Dex works hard at client relations through consistent communication and positive feedback, never settling until the customer is understood and happy.

About &Marketing

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

How to Make the Most of Your Marketing Automation Platform

How to Make the Most of Your Marketing Automation Platform

How to Make the Most of Your Marketing Automation Platform

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Marketing automation has generated a lot of buzz in recent years, and for good reason. According to research:

49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology

Marketing automation drives a 15% increase in sales productivity

Marketers using automation software generate 2X the number of leads than those using blast email software, and are perceived by their peers to be 2X as effective at communicating

67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more

In a previous post, we reviewed the basics of marketing automation – what it is, why it’s important, the type of tools and platforms that exist, and how to get started. In this article, we’re going to go a step further by breaking down our best practices for marketing automation. Whether you’re already set up with a marketing automation platform and want to improve your use of the tool, or you’re brand new to the concept and want to learn how it can benefit your growing business, read on to go deeper into marketing automation.

Our Top 6 Marketing Automation Best Practices

1. Follow-up emails

Put time back into your day by sending automatic follow-up emails to prospects or customers. You can do this by setting up automated workflows that are triggered depending on how a user engages with your content, website, email, etc. Here are some examples:

  • Content Download: When someone clicks the “download” button in one of your emails or on your website, you can set up a rule that allows you to immediately send them an email with the downloaded piece of content.
  • Contact Us Form: If someone fills out a contact form on your website, you can automatically send them a “thank you” email.
  • Product Review: In e-commerce, you can send an automated follow-up asking the customer who made a purchase to review your product.
  • Sales Pipeline: If a sales contact has been “ghosting” on a contract, you can send them an automated follow-up.

2. Segmentation lists

Organize your contacts into groups based on demographics or behaviors. Make sure the lists are distinct and create personas for each that outline who they are and what their motivations or interests might be. You can also create lists based on industry, geography, company size, or revenue. From here, you can create tailored messaging for each list with content that will resonate.

Let’s take things a step further. When it comes to segmenting your lists, a marketing automation platform serves two main purposes.

  • The system organizes leads dynamically through lists. It continuously checks for certain fields (or tags) within the contact data, and adds contacts based on the respective information (or tags) in the system. Further, when a visitor fills out a form, the information they entered is scanned, enabling them to be sort immediately when they come in. It’s like a digital sorting hat via Harry Potter.
  • Marketing automation also plays a role when creating emails. You can create dynamic email content that changes depending on the segment. Think geographics, for example. When sending an email to specific cities, you can program the word “, Happy New Year”, so that when the email goes out, the system automatically fills in location with the contact’s state.

3. Cart abandonment


Nearly 70 percent of online shoppers leave items in their cart without making a purchase. The bad news is that this is lost revenue for your business, but the good news is that typically when a customer enters your checkout flow, they are prompted to provide their email address before purchasing. This means there is an opportunity to combat cart abandonment through marketing automation emails. We recommend setting up three automated emails:

  • A reminder email within 30 minutes after the cart is abandoned
  • A second email 24 hours after your first follow-up that conveys a sense of urgency. Tell your customer that their cart will soon expire. You could also consider adding some sort of incentive (perhaps a discount code, if your business can accommodate this) to help encourage your customer to make the purchase.

4. B2B reactivation campaign (also called “Wake The Dead” Campaign)


Marketing automation is a great way to reactivate lost leads. Take a look at your data over the past 3-6 months and create a separate contact list of all closed-lost opportunities. Add these prospects to a drip campaign (a series of longer-lead emails to prospects) to re-nurture them and pique their interest by sending them content based on what they click in each email.

To get more specific, consider this example. Your prospects have already been through your sales process, so you’ve collected data on them (which is why it’s called a “reactivation” campaign). Take that data and build a drip campaign based on why you think they haven’t been converting. For example, perhaps the prospect was unable to justify the cost. Consider sending—or creating— content around how you can help save money or time, such as an incentive offer or a couple of case studies that demonstrate how similar companies have engaged with their brand. The goal is to get them to bite and remember who you are so the conversation will pick up again. It’s easier to convert a customer who has been at the bottom of your funnel once than to get a whole new prospect to convert from scratch.

5. Lead scoring


Lead scoring uses marketing automation to attribute points to a prospect based on how they interact with your content or product. For example, you can attribute points based on content downloads, form fill-outs on your website, product purchases, product page visits, and viewing store locations, among others. When a user reaches a certain threshold of points, notify your sales rep to contact the user via phone or email. An email notification from your automation platform will help drive action for your sales rep, increasing engagement and gathering information on important decision makers. For leads with a low score, you can set up an awareness campaign through email, social media, or Google paid search to drive lead scores over the threshold you’ve established.

6. Referral program


In a referral program, you offer incentives/rewards to current customers and, in exchange, they recommend your business to prospects in their network. According to research, 60 percent of companies with a referral process experience faster close rates, 59 percent report higher customer lifetime value, and 71 percent report higher conversion from contact to customer. At &Marketing, we are partnered with Warm-Up, a company that automates the referral process. They send emails to current clients, create personalized landing pages, and help determine a specific incentive’s impact on your ROI.

We’re also partnered with SharpSpring, a platform that has made marketing automation easier than ever. If you’re interested in learning more about the platform, what it offers, and how it would benefit your business, click the link below.

About the Author

About the Author: Marketing Manager Dexter Burgess takes the lead on implementing new tactics and promoting change through data-driven strategies. Dex works hard at client relations through consistent communication and positive feedback, never settling until the customer is understood and happy.


About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.