Improve Site Ranking On SERPS

 Improve Site Ranking On SERPs | Bespoke and Digital | SEO Squarespace

How To Increase My Site Ranking With SEO

When it comes to improving your Page Rank on search engines like Google, usually the first thing that comes to mind is keywords. In truth, their is more to improving your Page Rank then this alone. It’s is all very well optimising your pages content and metadata with key phrases, but what else can we do to greatly improve Page Rank? 

Search engine algorithm, not only rate the relevance of your keywords on pages, and metadata. They also evaluate information such as duration of visit, bouce rate, broken links, pages viewed, inbound/outbound links, and much more... 

In this article I’ll look at various practises we use to increase clients websites usability and allow you to understand the options available in your weaponry when improving your Page Rank. I will try to give you an informative breakdown of each, and how to add this into your pages SEO campaigns. 

 Relevant Content | Improve Site Ranking On SERPs | Bespoke and Digital

Relevant Content

Quality Content should be your priority when looking to build traffic and your ranking on SERPS. It is your number one piece of weaponary for driving search engine ranking, there is no substitute for great content. Content is king! 

Quality content created specifically for your intended user will greatly increase traffic, which improves your sites authority and relevance.

A good practice when planning up-coming articles to write about should always start with keyword analysis. Think about how your reader might search for that specific page or query. When a searcher is browsing the web, they tend to ask the question of the query. I.e for someone wanting to find out how to build a bird box, they would probably ask “make a bird box” or “how to make a bird box”. So the question needs to be appearing on your header, URL, Alt Image.. not so your page looks spammy, but so search engines such as Google can index that page to the relevant queries. It is all about the experience of the user using Google.

If users keep getting unrelated results, they’d move to a new browser. So you need to think of the searcher and their choice of words for your titles.


Now you have figured out your keywords and how to describe your titles to suit the searcher, you can focus on informative content to answer the query. 

The most effective pages are written for the user, not for the search engine. Never sacrifice good content/writing for SEO. 

 Update Content | Improve Site Ranking On SERPs | Bespoke and Digital

Update Content Regularly

Search engines love sites that are regularly updated. So new blog posts or product/service pages added is always seen as a positive when search engines such as Google crawl your site. Regularly updated content is viewed as one of the best indicators of a proactive site.  

The idea of updated content for SEO purposes means fresh pages and content, not updating existing pages with new content. Although it might help a little with SEO, it doesn’t offer much. It’s new pages of informative content and good keyword structure that pumps your SEO. What I would advice is adding a section on your home page that shows your latest blog posts. This way your home page is active, this will keep your homepage fresh and please search engines enough, as long as content is strong and fresh on your blog pages.


Not only must you regularly update content with fresh articles, you can also consider what is the best time of day/week for your articles to be posted. The Squarespace Analytics Tool will help you determine this. Follow the link for further help on that. From the data available, you can see the days and hours your site is receiving the most traffic. From this data you can plan when to post your new content, so visitors always have updated information to read on each visit to your site.

 Metadata | Improve Site Ranking On SERPs | Bespoke and Digital


When designing your website, each page allows you the chance to insert metadata, or information about the content of that page. With Squarespace, and other CMS (Conent Management System), such as Wordpress, there are a number of opportunities to do this.  

Title Metadata - is responsible for the page title displayed at the top of a browser window, probably the most important Metadata on your page.

Description Metadata - is the textual description that a browser will use in your page search return. It is what searchers see on SERPs, like a shop window for your page. A concise and appealing description of what is contained within is needed. The goal here is to encourage people to click onto your page. 

Keyword Metadata - is your search phrases that people type into their search bar. It is a good idea to include a variety of phrases, but be aware you can get penalised for too many key phrases. As a general rule, try to keep it to about 6-8 phrases maximum, with each phrase consisting of 1-4 words each. Always write for the reader and not the search engine. 

 Rich Link Worthy Site | Improve Site Ranking On SERPs | Bespoke and Digital

Have a Rich Link Worthy Site

A link worthy site means having plenty of links directing readers to other parts of your site. This isn’t about Backlinks to your pages, which will be mentioned shortly. 

With domestic linking your are encouraging readers to visit other articles of relevance for further information and tips. It’s is important that when linking you don’t simply add a ‘Click Here’, which has no search engine value, and could actually hurt you in the long run. Instead, you should add a keyword phrase as the link, using keyword description for the page it’s being linked to.

For example, visit my SEO Link Building 2018 post to learn how to build back links to your site and improve your sites page ranking and authority. The link description is actually the Title Metadata, so keyword juice and relevance are of a high quality in SEO terms. 

Backlinks to your pages is also a huge part of your SEO challenge. So you really should actually follow the link above as it gives you a good understanding on how to achieve backlinks to your site. 


I hope I explained my example, instead of a ‘click here’ link, I opted to use a higher quality click description, rich in keywords, that will greatly improve search engine ranking and better user experience. Over time, as you create further articles and continue this linking process, you’ll create an informative web within your pages. All carrying Rich keyword phrases, content and authority.

It is also good to note that if a visitor enters your site via an article found on a search query, you want them to continue onto another page. Unless they click onto another page after reading that particular article they’ve been directed to, search engines will consider it a bounce. Bounce rates are considered a negative to your page ranking algorithms, as the likes of Google and other search engines are looking for votes of confidence. Even if the reader spends 5-10 minutes reading your article, but then closes the tab or moves away from your pages, Google will see it as a bounce. So the more relevant, informative links you have to others pages in your site, the more lightly they’ll stick around and reduce your bounce rate.

 Use ALT Tags | Improve Site Ranking On SERPs | Bespoke and Digital

Use Alt Tags

The main reason we use Alt Tags originally was to tell crawlers what our images or videos were about. Crawlers can’t read images or videos so the Alt Tag is used to describe what a visitor is looking at. It is also a way to add extra keyword juice to your page. Don’t be spammy, perhaps use: Key Phrase from Title Metadata | Topic Keyword | Brand Name  

 Alt Tag | Improve Page Ranking On SERPS | Bespoke and Digital

Alt Tag | Improve Page Ranking On SERPS | Bespoke and Digital

 Back Links | Improve Site Ranking On SERPs | Bespoke and Digital

Back Links

And finely Backlinks. The idea of back-links is to improve the Page Rank and Authority of a website or blog post. If you have your website linked correctly to each of your posts and pages, as mentioned above. You’ll be able to feed authority to your whole site through strong high quality links from high authority sites linking to you.

The success of great Google page ranking is highly dependent on the number of inbound links to your pages. Note that not all links are equal when it comes to Backlinks. Links to high page ranking sites are more valuable than low page ranking sites. It is better to have just a few high ranking links, than a load of low ranking sites. You should also have these sites/articles linking to you relevant.

You should focus on local businesses or companies that compliment yours to link with. 

other ways to build back links to your website:  

- Submit your articles to high ranking directories

- Network with other bloggers in a similar field. Try and guest post on their site, with a signature at the bottom of each post that links to your own business website.

- Fix broken links to your site using the Check My Link, found on my post Google Chrome Extensions For SEO  

- Again using the Check My Link tool or tools such as Screaming Frog, find broken links to your competitors pages, and determine where these links are from. Make sure you have the relevant page, both informative and worthy, to introduce to them. Then contact them and ask to consider your article to fit their broken link. If you don’t have an article for a particular broken link, simply create one. 


Paul Neal is the Founder/Marketing Manager at Bespoke and Digital. If you would like to contact him, please use the form placed on the page footer.  

Paul Neal Bespoke and Digital.JPG

What To Read Next?