If You Aren’t Ranking High, You Don’t Exist

by - July 13, 2020

As marketers, it’s easy to get caught up in the process. We find joy in creating content that perfectly expresses the features and benefits of our clients’ offerings, we’re delighted by colors and creative design elements that strike the right tone, and fascinated by tools that integrate with marketing technology to provide data-driven insights. At the end of the day, however, none of that really matters when it comes to inbound marketing. 

Your success or failure is determined by just one word: Ranking

If you’re achieving Page One results on Google, you’re winning with high visibility, strong brand awareness, and CTRs. If not, you might as well be dead!

Fact: 95% of all searchers click on one of the links in the first SERP

Ranking competition is fierce, so your knee-jerk reaction might be to beef up your paid advertising. But that might not move the needle much because paid SEO is cutthroat, temporary, and research shows 70-80% of all searchers ignore paid ads and focus only on organic results. In fact, based on the numbers, organic SEO is about 5.66 times better than paid search ads.

So, what should you do when your rankings are sinking instead of swimming? 

You need solid lifelines that don’t require constant investment, maintenance, and manipulation. Here are 3 cost-effective, yet powerful strategies (or technologies) designed to increase organic traffic and deliver a higher ROI than paid advertising.

Strategy #1: Dust Off Your Old Blogs

Update and republish old blog posts with new content and images to increase organic traffic by as much as 111%. Where to start?

  • Refresh the date: Content that has been more recently published usually gets a higher ranking than outdated pieces, so putting a new date stamp on it will automatically boost it.

  • Increase the number of examples to strengthen your argument and make it appear more relevant: Google's algorithm prefers more content when compared to shorter content posts, so it’s no wonder the length of blog posts has been increasing rapidly. While bloggers should let their audience’s search intent be your guide to length, you can reduce bounce rates and make your old blogs easier to navigate by shortening your introductions and adding a table of contents and sub headers.  

  • Transform current blog content to satisfy the needs of social media audiences: Use Google Analytics to identify the posts that were most popular, then repurpose them into short form social media updates and videos that are mobile-friendly and shareable to drive up their searchability. 

Strategy #2: Use Videos to Rank

New video technologies are easy-to-use and can quickly yield significant ranking and marketing results. 

Including a video in a post increases organic traffic from search results by 157% and HubSpot asserts that 56% of videos published in 2019 were less than 2 minutes long - probably because short videos are more shareable on social media. 

Traditional video production is highly specialized, expensive, and requires months to complete. Resourceful marketers are reaping organic search benefits without long lead times and huge budgets with easy-to-use video production tools to make cost-effective, short videos. Google’s ranking factors and algorithms are always changing, however, so the ranking challenge remains.

VideoRankMe is a ground-breaking option because it’s the only Google-approved, AI-powered SaaS technology designed to create and publish intelligent YouTube video campaigns that rank on top of all search engines. With minimal input and effort, it generates custom branded videos and landing pages with embedded metadata using advanced AI. As Google-approved development partners, VideoRankMe’s engineers have API Service Level access, so any Google algorithm updates will be immediately reflected in the platform and their core “engineer to engineer” level relationship with Google creates transparency in both directions. 

For agencies and small businesses with interest, VideoRankMe offers a 90-day trial, giving them a chance to test-drive the Page One ranking technology before committing to a contract. Click here to schedule a demo.

Strategy #3: Build Better Backlinks 

While Google’s algorithms are ever-changing, backlinks remain one of the most important rank-boosting elements, but remarkably 55.24% of pages don’t have a single backlink. This spells opportunity for marketers who focus on gaining more backlinks to their content and site. 

Currently, Google uses 3 main factors to assign a link score to websites: total number of backlinks, ‘authority’ of the source pages, and diversity of sources. To determine authority or trustworthiness, Google considers the age of the site, the relevance of the overall site content, whether anchor text includes matching keywords, and more.

Backlinks can be complex, so to understand website link profiles better and get more clarity, find a link analysis tool that helps monitor the quantity and quality of existing backlinks, target new, high-quality backlink prospects in your client’s niche industry, and clean up poor “spammy-looking” links. The best link analysis tools are: Ahrefs, Majestic and, Open Site Explorer.

Healthy backlinks start with relevant content: original images, like infographics, that are attractive to others in your client’s industry; guest blogs; and useful, quotable content such as research, case studies, and white papers. Then, deliberately promote your relevant content to the prospect sites you’ve identified.

Final Thoughts

Today, your clients need more than paid advertising to achieve Page-One visibility. 

Smart agencies and small businesses are reallocating ad budgets into quick, rank-optimized video solutions (like VideoRankMe) and finding ways to improve their content and backlinks to achieve better ROI.

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