3 Critical Factors for Ranking your Landscaper Website
If you’re trying to rank your landscaper website, it’s really important to know what the elements are of how Google ranks a website. Basically, what makes you get to the top of Google and what makes you instead be on the second or third page of Google.
Let’s go through those factors here. Basically they are on-page SEO, off-page SEO, and engagement SEO. I want to walk through what those different things are and how you can improve them for your landscaper website.
Okay, so I’ve pulled up a website here that is what is on-page SEO. This is Moz, they are a very famous company that helps people rank their websites and provide some of the great tools. So let’s go through this. “On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On page refers to both the content and HTML source code of the page that can be optimized as opposed to off-page SEO which refers to links and other external guides.”
On-Page SEO for Landscapers
So on-page SEO is what happens on your website, as opposed to things that happen off your website that we’ll talk about in a minute. But on-page SEO means that your website is set up correctly, that there is proper linking structure. It’s pretty technical, but Google … you know, it’s not people that are going and looking at your website to see if it should rank higher. It’s a machine, it’s basically an algorithm. The way that Google can determine that is by, they use what are called spiders that crawl the website. They follow links to different pages and they go through and determine the sort of health of the website, the way that it’s set up. This is like the technical quality of the linking structure of the website.
It also has to do with the content that you have on your website. Google really likes to see a lot of content. They really want you as a landscaper to be a publisher about the landscaping business. They want you to continue to write articles about lawn care, about maybe tree work, fertilizer, and you know, patios and stone work and all of the things that landscapers do. They want to see those articles and more and more, they want to see very high quality articles, not just low quality 500-word articles. They really like to see sort of 1500 to 2000 word articles on your website and that’s what they’re going to rank very well for you and your local area as a landscaper.
This is how you’re gonna feel when you get to the top of Google:
Off Page SEO: all about the Links
Next, let’s go to off-page SEO. Neil Patel is a great writer about SEO. “Off-page SEO simply tells Google what others think about your site.” Okay, “what others think.” Part of Google’s great innovation was that they, instead of looking at just on-page SEO, they started looking at off-page SEO and what are called backlinks. Backlinks are when people have a link on their website that points to yours and the more people that link back to your website, the better. Basically, Google looks at that like votes and people are sort of voting for your website. It’s really based on an almost like organic social proof type of system that I mean we all walk around in, right? So the more … you know, you can tell the movie star by the entourage that he’s walking around in. He’s always showing up or she’s always showing up at the movie opening with a big group of people. Well, that person is probably more popular, they’re probably more relevant.
So it’s ideal to have links pointing to your site, but that’s not all. We also want to have citations. We talked about that in another video, citations or mentions of your site around the web. So those are where the name, address, phone number of your website is listed in other places like Yelp or Yellow Pages. Those are very helpful. That’s basically off-page SEO.
Here’s a little graphic, has on-page on the website, off-page like blogs, video that’s pointing back at your site, links that are pointing to your site, these kinds of things.
Engagement SEO: Keep People on your Page
Okay, and then we’ve got a third piece which is called engagement SEO. Engagement SEO is how many people are staying on the website for a long time. So that would be like click through rate into your landscaper website. That means for the amount of time that’s shown on Google how many people click on your website. Some other pieces of engagement SEO for your landscaper website are dwell time, so how long do people stay on the site? I think we already talked about that. Some engagement metrics to track for engagement SEO are page views. So we set up Google Analytics for your website so that we can look at how many people are looking at how many pages; the top content, what’s the best content on the website that people are spending the most time on; new versus returning visitors, so basically the more people, the more returning visitors to your website there are, the better. So if everybody is new, then that’s not as good as if you have return visitors.
Okay the reason why this SEO is important in getting your site ranking really well on Google is because if you rank well on Google, you will have essentially free traffic and that free traffic can be incredibly powerful. I mean, it can absolutely make your business. We have seen where people that have been maybe paying for traffic, they were on the fourth page of Google. We’ve got them up to the first page of Google for landscaper or the most important landscaper terms in their area, and their business sort of quadrupled, or maybe six or 10 folded, in a good way.
So if you want to get to the top of Google for your website, you want to focus on, on-page SEO, off-page SEO, and engagement SEO. Hope that helps.