Google My Business is a free listing allowing your company to appear in local searches and maps. It also lists everything your potential customers could wish to know about you.

Not only does this listing help with ranking for local searches, but it’s the ideal place to communicate with potential consumers. ‘Google Posts’ can include an image, copy, call-to-action and a link to your chosen landing page. Try promoting anything from expert guides and events to newsletter sign ups and discount codes.

Use this valuable space to boost engagement and the visibility of your content – with very little time and effort.

Optimise your existing content

Upgrade your content to improve a customer’s user experience. Improving existing content rather than creating new content from scratch is quicker whilst still helping to earn more traffic or effectively convert a lead.

You’ll find your biggest exit pages on Google Analytics; ‘Behaviour > Site content > Exit pages’.

Is your content too thin there? Why do your site users lose interest here and how can you stop them leaving?

Consider the following:

  • A more compelling call-to-action
  • Link to further related content (internally of course)
  • A/B test new content on that page
  • Flesh it out e.g. add more key product features

You can also identify what pages are already ranking, and build on that content to create a comprehensive page with even more valuable information for the user – this can help to boost search rankings as Google rewards your authority and expertise.

Make the most of this opportunity to find any additional, new keywords you may want to start ranking for and target them in the existing content too.

Remove or fix any errors

It’s surprisingly easy to make this common mistake. When a product or page is removed from a site, there are often still links to those pages on your site so a search engine or user will hit an error page.

The easiest and fastest way to fix any technical errors is to use a tool such as Screaming Frog. This automated process identifies 404, 500, and 503 errors that Google could potentially penalise your site for.

This process also helps with the following pinpointing duplicate content on the site and identifying any missing or thin metadata.

If you need help with this, or any other changes to optimise your digital marketing, get in touch with the Evoluted team.

Ash Young, Evoluted