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One of the most common questions we get is “how do I get my website on the first page of Google?”. 🤔

We get it – you want to get your organisation’s message in front of your potential clients, supporters or beneficiaries. And the lead is already warm, people are already Googling, looking for information relevant to your organisation.

One of the most effective ways in terms of cost and longevity is by creating great content for your website – whether that be landing pages or informative blogs and articles.

Google really values content that is actually useful to real people, rather than content that is purely created to boost search rankings. In the last few months, Google implemented the “helpful content update”, an update that puts people first. When Google scans your site, if your content is useful to the particular topic you’re writing on, and can be established as being authoritative (ie you actually know what you’re talking about), your website will hopefully rank well.

Keeping this in mind, when creating content for our clients, we want to write articles that not only help potential clients, but also help move their website up the rankings.

One of our clients operates in the commercial office fit out and furniture industry. Part of what we do for them is help boost their rankings on Google for particular keywords that we’ve identified as important for their services. One of these keywords is reception desks. Using these search terms as our starting point, we wrote articles and content based on these keywords, ensuring the content stays relevant to the topic and is useful for a potential client. We’re not writing for the sake of writing – a bit like when you’re looking for a recipe for the world’s best chocolate cake, you don’t want to scroll through the author’s life story… get to the good stuff!

The result?

We saw increases in rankings almost immediately! Some keywords went straight to number one, while others that are more competitive (meaning lots of websites are trying to rank for those terms), they improved, moving our client up the page 📈

Now yes there are a lot of other on-page and off-page optimisation happening here, but the core is content.

Search intent is important here – just because search volume is low, this does not mean it is not the right keyword to rank for. It’s important to research where your customers might be in the buying cycle, what is the intent behind their search, and use this to inform your keyword choices. Even if they are low volume – they might be the perfect keywords for your audience.

So where do we go from here?

We continue to improve the content on the site. We’ll continue to create new content for other keywords, as well as improving and updating the existing content to ensure it remains relevant and fresh, keeping our clients website in front of as many eyes as we can 👀