Most Singapore marketers understand the importance of on-page SEO for Ranking In Google. More specifically, they understand that if they want customers to read something on their page, then it’s best to place it above the fold. However, the concept of “above the fold” applies to more than just on-page optimization. It also goes for the search engine results.
You see, when looking over the search engine, users rarely ever scroll down. Instead, they tend to focus most of their attention on the first three listings. And this means that the listings above the fold will usually get the most clicks.
According to research, the number one spot in the search results gets 35% of the clicks. The second spot gets 12% of the clicks. The third spot gets only 9.5% of the clicks. The rest of the listings steadily decline, with the tenth spot getting as little as 2.2% of the clicks. So not only do you need to rank high in the search engine, but your links must also be very compelling.
Let’s discuss a few helpful tips.
Write Compelling Titles
If you want to get the most out of your digital marketing plan, then you need to keep your headlines short and sweet. The reason is, you only have 65 characters to work with. Once you go over the limit, then the rest of your heading will be completely cut off. So this means that you need to be strategic about the words you use. For instance, try to place all of your keywords in the front of your title. Studies show that people tend to only look at the first two words of the headline.
You should also do your best to make sure that your headline actually matches what your page is about. When people click on your link, it needs to meet their expectations or else they will be disappointed and click away. A big part of meeting their expectations is including a clear description. Use your 65 characters very wisely. Also, make sure that your title evokes some sense of emotion. Appealing to the users’ emotions will help to capture the reader’s attention and makes them want to know more.
Create Optimised URLS
While your title may need to evoke a lot of emotion and be able to get your audience’s attention, your URL does not. In fact, when crafting a URL, Singapore business owners should be more focused on optimisation than anything else. This means that you need to keep your URL simple and include your keywords in the link. Make sure that the audience can understand the link, but also make sure that you put your keywords as close to the front of the URL as possible. This means that your URL may be somewhat different than your actual headline.
Craft a Descriptive Meta Description
The meta description should be optimised as well. Luckily, Google offers a few tips for crafting the best meta description possible. First, you should make them as descriptive as you can. They should ideally address the who, what, when, where, why or how. This is an old journalism trick that tends to work very well.
Singapore marketers should also do their best to distinguish one meta description from the other. When creating meta description, remember that no two pages should contain the same one. Each should be unique. Also, the description should be short. Google recommends no more than 160 characters per meta description. People may not pay as much attention to the meta description as they do they headline, but it is still a crucial part of SEO and ranking.
Use Google +
If you would like to rank above the fold, then you should consider using the Google+ search strategy. There are a lot of advantages to having a Google+ that is well-optimised. Even if your content only appears in the vanity searches, it’s a great way to get people to visit your site.
Get Rid of Web Design Clutter
Good SEO and good web design go hand in hand. You can’t have one without the other. And that’s why it’s so important that Singapore marketers make sure that the design of their website is as clean and noise-free as possible. Make sure that your sidebar is free of clutter. Sure, a great sidebar can lead to conversion, however when there is too much going on it can also greatly impact your bounce. When Google notices that people are leaving right away, then your rankings will suffer.
The same thing goes for ads. Yes, ads can help you to make a profit, however, when there are too many of them people tend to leave the site. So use analytics in order to find out which of your ads are performing the best and then stick with those. Get rid of the all the rest. They could be doing more harm than good.
You should also keep all of your ads below the fold. A few years back, Google introduced a change in the algorithm that penalised websites that put their ads above the fold. So make sure that you use your Browser Tool in order to help you figure how much of your ad users can actually see when they first look at your page.
Earn Links For Your Top Pages
If you want a certain page to appear above the fold, then you need to make sure that there are links pointing to it. Specifically, you need to work towards earning links from pages that have a lot of authority.
Take Advantage of Social Media Marketing
Take advantage of the popularity of social media and use social signals to get higher rankings. This strategy is pretty simple. All you need to do is make sure that your social media buttons are visible. Make sure that they are placed in strategic spots on your website and only use a few as too many will confuse your visitors.
You should get your readers to share your content. In most cases, all you need to do is ask and they will. However, you could always bribe them with a few free incentives as well. Just make sure that the content you produce is quality and worthy of a share.
There are many other things that you could do to leverage your social platforms. For instance, build relationships with influencers and ask them to share your content. Spend some of your budget on sponsored tweets or Facebook Sponsored stories. You could also appeal to your personal network of friends and family and ask that they share.
Write Excellent Content
While the above steps are very important, they are only half of the battle. No matter how hard you work on your titles, URLS, meta descriptions, Google+, web design, links and social sharing, none of this will matter if your content is not good. Mediocre content tends to fall well beneath the fold–practically buried. So invest your time in creating content that people will want to read and share with others.
When it comes to ranking above the fold, it could be the difference between your attracting only a few hundred to your attracting a few hundred thousand. So it’s investing your time into securing a higher position in the search engines. However, every Singapore marketer should keep in mind that content is what will lead the way for success.