It can become very frustrating when our pages sit at the bottom of the front page for our target keywords. We know that if we could just get to the top spot, it would send a massive surge of traffic to our site. After all, the majority of the traffic is going to click on the top positions.

I want to provide you with some tactics for actively increasing the rankings on older pages. The page isn’t new, so you aren’t going to benefit from new freshness signals. This means that the matter is entirely in our hands, so lets take a look at 3 different ways to boost those rankings.

Acquire Some External Links

This is the most obvious one, but links count as votes at the end of the day, and are critical to achieving high rankings. As well as links, you can try and promote the content across social channels, as social signals definitely play a big part in ranking the page too.

Here is a full list of some of the most powerful ways to acquire links:

  •   Press Releases- Submit a press release to one of the many press release sites out there. Make sure that you actually have something newsworthy to say though.
  • Guest Blogging- Post powerful, compelling content to other people’s blogs, and link back to the page within the post itself, or in the bio.
  • Social Media Push– Post the page to stumbleupon and reddit, or try and get it shared across the big ones like Facebook and Twitter.
  • Testimonials– Try and encourage people to write reviews for the page, and link to it. You could try offering some kind of incentive for doing so.

Achieve a Higher Click Through Rate

Achieving a higher click through rate, and you will achieve higher rankings. High CTRs are used by Google as a signal that determines a page that is worth ranking.

Try the following tactics:

  •  Google Authorship- Correctly link your site to Google+ and claim your authorship, and your profile picture will appear alongside your site in the SERPs. This has been proven to substantially increase your CTR.
  • Write More Compelling Title & Description Tags- Try testing out new title and description tags, making them more compelling to users.
  • Use PPC Advertising alongside it- Tests have shown that people are more likely to click on an organic listing if the same site appears in the paid positions. Use PPC for that keyword, and your CTR for your organic listing may increase as a result.

Improve On-Page Optimisation

There are probably a number of ways that you can improve your site itself, in order to better incorporate the target keyword, and provide a better user experience.

Use the following strategies:

Improve The Content Itself- Google are getting extremely good at determining content that is well-written and informative. Instead of trying to game the system with tactics such as keyword stuffing and manipulation, actually improve your content. Write more content that is actually beneficial to users, and don’t forget to incorporate your keywords in a way that doesn’t look spammy.

Internal Linking- There are probably a number of places throughout your site where you either mention the keyword you are trying to rank for, or you could do. In these spots, link back through to the page you are trying to rank, and you will pass greater value through to it. Don’t use your target keyword too much though, as this can actually have a negative effect upon rankings.

Redirects- If you have got a bunch of pages that are all about the same keyword, you could 301 redirect them all to the page you are trying to rank. In doing so, you will pass the link juice through to that page.

I hope you found this useful. As always, if you have any comments, queries or concerns, leave them below and I’ll get back to you.

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