Regarding how we improve the ranking for your organic rankings, we will write down our solution for each factor listed in the previous article, if you have read the article on our Google MyBusiness management service, some of the knowledge content is redundant:
Backlinks are especially valuable for SEO because they represent a “vote of confidence” from one site to another.
In essence, backlinks to your website are a signal to search engines that others vouch for your content. If many sites link to the same webpage or website, search engines can infer that content is worth linking to, and therefore also worth surfacing on a SERP. So, earning these backlinks can have a positive effect on a site’s ranking position or search visibility.
In this case, the backlinks will be pointing to the Google MyBusiness listing instead of a webpage.
To gain backlinks for your listing, we will reach out to website owners whose websites are in a relevant niche as yours. Usually, they will ask for a fee in exchange for a do-follow link (read this article to see the difference between do-follow link / no-follow link). The more reputable their website, the higher the fee.
To gauge how reputable a website is, we rely on this metric: Moz Domain Authority Score.
This score ranges from one to 100, with higher scores corresponding to a greater ability to rank. It is calculated by evaluating multiple factors, including linking root domains and the number of total links, into a single DA score.
This score can then be used when comparing websites or tracking the “ranking strength” of a website over time.
To Do: Considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should: 6 do-follow backlinks a month – Based on the domain authority your competition has, we will have to get a different level of links.
To Do: Nothing to do with you are ranking with a TCB landing page or a TCB Performance-Based Website. If not, then we will have first aspect #2 on this article and optimize the recommendations from this step for your web page before working on any SEO tasks.
Google’s aim is a very noble one — to deliver a rewarding search experience to its users, ensuring that they can quickly find exactly what they’re looking for.
To know whether the search result is beneficial to the user, Google looks at the user’s behavior on the web page by observing:
Click Through Rate
It is clear from numerous patents filed by Google that they collect and store information on click-through rates of search results. A click-through rate is a ratio of the number of times a given search listing was clicked on to the number of times it was displayed to searchers. There isn’t, of course, such a thing as a universally good or bad CTR, and many factors that affect it are not directly within your control. Google is, of course, aware of them.
To start with, there’s presentation bias. Clearly, SERP CTR varies significantly for listings depending on where they rank in search results, with top results getting more clicks.
Secondly, different click-through rates are typical for different types of queries. For every query, Google expects a CTR in a certain range for each of the listings (e.g. for branded keywords, the CTR of No.1 result is around 50%; for non-branded queries, the top result gets around 33% of clicks).
If a given listing gets a CTR that is seriously above (or below) that range, Google can re-rank the result in a surprisingly short time span.
Dwell Time (aka. Session Duration)
Another thing that Google can use to modify rankings of search results, according to the patents, is dwell time. Simply put, dwell time is the amount of time that a visitor spends on a page after clicking on its listing on a SERP and before coming back to search results.
Clearly, the longer the dwell time the better — both for Google and for yourself because it means the result is useful and the user is spending time digesting the info.
Pogo Sticking (aka Bounce Rate)
Google wants searchers to be satisfied with the first search result they click on (ideally, the No.1 result). The best search experience is one that immediately lands the searcher on a page that has all the information they are looking for, so that they don’t hit the back button to return to the SERP and look for other alternatives.
Bouncing off pages quickly to return to the SERP and look for another result is called pogo-sticking.
To improve the behavioral signals of a page, obviously, a well-designed website with quality content is required. On the other hand, we can also boost the ranking by creating controlled user sessions, which means higher CTR, longer duration and low bounce rate.
To Do: Considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should have: 75 behavioral improvement sessions per month
Even though the address of your office address strongly determines the proximity of the searcher, but there are still ways around it. For example, in the reviews, we can ask your clients to use specific keywords such as “Burnaby painters,” “Coquitlam painters,” etc. so that you can rank for those keywords as well even though your address is in Vancouver.
We can also upload more Google posts that are more Geo targetted, for example, we upload images that are taken in locations and write a post description with a good keyword density for a specific locational keyword.
To Do: Considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should: 6 optimized reviews a month & 8 optimized posts a month
There are tones of places you can grab citations from beyond business directories like Yelp, Four Square, BBB, Home Stars, Houzz, etc..
A citation is any mention of your business on the web; it is any combination of your company name, phone number, address, zip or postal code, and website address.
The more citations you have, the better because citations help search engines, like Google and Bing, verify that your business exists. When multiple credible sources have the same accurate information about your business, it signals to search engines that your business is legitimate.
Listing your business on the prominent national and local sites helps your business create authority, establish trust, and will improve your business’ ability to rank in local search results.
To Do: Considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should: 30 new citations per month
This is pretty self-explanatory. We help you get more reviews at a more consistent pace with explicit keyword instruction for your clients to follow.
To Do: As mentioned in the to-do list for factor 1, considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should have: 6 optimized reviews a month
Social signals refer to a webpage’s collective shares, likes and overall social media visibility as perceived by search engines. These activities contribute to a page’s organic search ranking and are seen as another form of citation, similar to backlinks.
What we will do it simply posting your past work or customer testimonials and link the post to the webpage that we are ranking for. And then we will budget $20 per post to advertise to the public for likes, shares, or comments.
To Do: Considering the keyword that we are going after is 0.5 competitive (you will know the competition value from our Keyword Analysis report), then we should have: 4 engagement posts a month
When Will You See Results?
The best way to estimate how long it will take for your listing to show in the top 3 is by dividing the competition index, e.g., 0.5, by 0.1.
In this case, we will have an integer of 5, which means 5 months.
How Much More Traffic Will You Get?
Depending on the position of your keyword and the monthly search vol. of your keyword, the traffic impact is different.
The proportion of clicks driven by top positions in the organic search listings is much higher.
This happens because some people are satisfied with the content they’ve read in the first couple of results, so they stop clicking on other results to search for more answers.
Here are the click-through rates stats for the top 5 positions in the search results. You can see the click-through rates for the rest of the positions here.
Obviously, ranking #1 for a keyword with a monthly search volume of 10,000 is a different story compared to ranking #1 for a keyword with a monthly search volume of 10.
Even though the click-through rates are the same, if you do the math, the results are drastically different:
10,000 searches X 30.77% (Click-Through Rate for #1 Search Result) = 3077 clicks
10 searches X 30.77% (Click-Through Rate for #1 Search Result) = 3 clicks
The keyword search volume is provided to you via the keyword analysis that we’ve done with you at the beginning of our collaboration.
Each month, we will charge $1200 per keyword group (you can add $300 to also get the Google MyBusiness service because many tasks are overlapped).
A keyword group is different variants of the same query, for example, Vancouver painter, Vancouver painting company, Vancouver painting contractor, Vancouver painting service, painter near me
If you want to speed things up, let’s say by 2x, then you can divide the competition index, 0.5, by 0.2, and our monthly charge would be $2400.
Once you reached the top 3 positions, please budget $300 per keyword group for keeping the ranking up. Otherwise, it’s easy for your competitors to take over.
Before we can begin working on the SERPs for your page, we must go through Part 3 & Part 4 of TCB Website Strategy to come up with a game plan.
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