SEO Tips for Improving Your Google Ranking

At Butin, people ask us for our best SEO Tips all the time. Our favorite is: “How do we improve our SEO so that we rank on page 1 of Google?”

But, the truth is, there’s no one magic answer. To help, though, we decided to put together these five SEO tips. While they may not be foolproof, these tips alone will help you properly execute a comprehensive, multifaceted content strategy and see results.

Today, we live in a digital world where consumers are curious, demanding and impatient. As such, it is harder for agencies and brands to create content that will keep the end-user engaged and excited. Writing SEO-driven and keyword-focused content isn’t enough to create great traffic. Because, surprisingly,  91% of web content actually gets no traffic from Google.

In June, Butin had the chance to attend a PR News Digital Boot Camp, where industry professionals gathered to learn the best ways to use Google tools for communicators. We took home a wealth of useful information, and we’re sharing the “secret sauce” with you today. SEO, which stands for search engine optimization, is an easy way to control the conversation around your brand, be proactive and capitalize on wins. It’s time to prioritize this tactic and develop a long-term strategy that will work.

You’ll be surprised to learn that some of these SEO tips are simpler to implement than one might think.

5 Surprising SEO Tips for Improving Your Google Ranking

Authoritative Backlinks

The secret’s out. Google favors trusted backlinks that link to quality websites. Authoritative resources like .edu domains, sites with relevant content, media mentions and sites with high domain authority are deemed more valuable. Quality backlinks are a major metric for the ranking of a webpage. Fun fact: PR is one of the best forms of link building for SEO.

Optimized Website

Did you know the average human attention span is eight seconds? That’s less than what a goldfish has! That means if your users aren’t immediately gratified by a fast-loading, user-friendly interface, they will leave. Work with your web team to ensure your site is up to modern web standards and optimized for mobile experience. Be wary of pop-ups and notifications – users are often turned off by “spammy” sites that are aggressive with sales.

Keep in mind that consumers are using at least five or six different channels before converting, which means not only does your main site need to be fully optimized, but your blog and social media channels should be cohesive and functioning well, also.

Quick Answer Content

Short attention spans mean users want quick, direct answers to their questions. Content written in bulleted or numbered lists is more likely to be picked up by search engines as a quick answer.

What is a Google Quick Answer? The highly visible text snippet answers and links placed at the top of Google search engine results pages, or SERPs. Google takes content relevant to “how to” or “what is” queries and features it above the first organic result on a SERP.

Targeted Key Words

Sixty percent of web traffic originates from organic searches. The keywords and phrases you choose for your content are the most-important ingredient for searchability success. The first step is to do your research. Know your audience and the questions they are asking about your topics. Understand your audience’s search patterns and research the keywords of your competitors. Strategically placing keywords throughout a post will ultimately be useless if you aren’t making a connection with your reader.

Be sure to consistently update and expand your SEO keyword list. Your industry and the way users search are ever-evolving. In order to cut through the clutter, you might want to consider long-tail keywords that are high in search volume but low in competition.


Analyzing data is the only way to know how your content is performing. Becoming fluent in Google Analytics and the backend of your sites will help you understand what is happening in real time, learn who your audience is, and track user-specific behaviors.

Take the data and create a foundation for reliable insights. Consolidate the reporting and metrics that matter, so you can learn how to optimize content for the target audience and applicable platform. Report regularly; without a thorough analysis of your SEO data, you’ll be unable to make informed decisions and execute the tactics that ultimately will improve your ranking.

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