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How To Improve Your SME SERP Score For Google Search Success

How to improve SERP score

Sadly, it’s not enough for websites to create great content in order to be recognised by the likes of Google and other leading search engines. It has to be the right content. Many businesses have struggled to win over Google’s fickle army of crawlers over the years, but over time we can see how certain tweaks and approaches to content creation appear to be more effective than others. 

Fortunately, this doesn’t require you to rip out your existing content and start from scratch, but with the right adaptations, you may be capable of making your blog posts, articles, guides, and other content stretch further and rank higher among Google’s SERPs

What is Google Crawling?

Firstly, let’s cover what is actually meant by Google’s ‘crawlers’. Crawling takes place when Google’s bots assess all the content and code that make up a website and analyse it. This process helps to index pages and to ensure that a page is good enough to show up in Google’s search engine ranking positions (SERPs). 

With each update, Google is liable to change its criteria for websites. For instance, since Google’s Panda update, the importance of domain names has grown by a notable measure, and businesses are required to maintain a level of accessibility and relevance with the names they choose. 


Google considers a wide range of factors that are relevant to categorising your website appropriately, and many revolve around good on-page SEO relating to your content. With this in mind, let’s take a look at some of the most notable adaptations that can be made to your content to ensure that it’s given the credit it deserves by Google. 

Size Matters when it Comes to Content

When it comes to studying Google’s attitude towards content, one recurring theme is that longer-form articles and posts generally perform better. 

How to improve SERP score

(Image: Kinsta)


As Kinsta data shows, the top two pages of Google search results typically feature articles that stand at more than 2,400 words in length. 

Because Google consistently values long-form content higher, it’s worth exploring your existing blog pages or on-site content and asking yourself whether it’s possible to expand your articles. 

Given that search engines are ever-improving in ways that are more focused on directly answering queries, it’s also worth anticipating what your audience is asking when they run queries in Google. 

Audit Your On-Page SEO

To better optimise your content, it’s worth adopting one of the many free SEO checklists available online, with the Lawrence Hitches 2023 on-page SEO checklist standing as a handy resource when it comes to analysing what’s at the core of your content strategy. 

When looking to audit your content, your on-page SEO checklist should provide insights into key elements such as:

  • Revising Title Tags

Your content title tags should be the first element to appear on your search engine results page, and this means that it’s vital that you get it right the first time. 

Remember to always keep your titles relevant, informative, and original so that Google can understand what you’re offering visitors and why it deserves to be ranked highly for a fitting query. 

Also, bear in mind that Google shortens titles by default as a means of making them fit onto their results pages. This means that your titles must be no longer than 60 characters. 

  • Craft Unique Meta Descriptions

Your meta descriptions will be the first thing prospective visitors read when exploring their search result options. This means that it’s your golden opportunity to make a compelling case for them to click through and onto your website. 

As a rule of thumb, it’s best to keep your meta descriptions between 150 and 160 characters long and to avoid keyword stuffing in order to maintain the trust of your target audience. 

Although this can feel like an added chore after completing your content, a fitting description is an ideal way of marketing your articles and casting your net as wide as possible for the right leads. 

  • Always Remember to Link Internally

What happens when your visitor enjoys the content they read? They should be offered access to more articles as a way of encouraging them to stay on your pages for longer and build their perception of your brand. 

Here, it’s worth categorizing your existing content and remember to link to relevant articles when a related topic is touched upon in your content. Not only does this help to convert consumer interest into purchase intent, but it also helps Google’s crawlers to better index your pages. 

Again, there’s no set number of links to include in your content, and it’s wise to avoid shoehorning an internal link in at every opportunity, but around three-to-six links per article can keep your pages well-connected and visitors engaged. 

Remember that Content Optimization Doesn’t Stop with Text

When we talk about content, we’re not only referring to text; images and video can also play a pivotal role in your SEO, and it’s worth optimising your multimedia content accordingly. 

Here, it’s important to note that crawlers don’t read images like humans, and this means that the correct use of alt tags and descriptions is essential for the correct indexing for search engines. 

The same logic applies to videos. Although it can seem like an unnecessary hassle to think up a relevant description and alt tag for your visual content, it can make a world of difference when it comes to ranking on Google. 

Image and video optimization can even become a key advantage for businesses in competitive industries. This is because the content is so overwhelmingly text-based that there’s less competition to rank for visual elements–which is precisely why more marketers are optimising video content via YouTube and infographics that can be found through Google image search. 

For small businesses, it can seem time-consuming to add extra layers of effort on top of content creation to ensure that text, images, and video are all correctly optimised. However, for those who dedicate the effort to optimising their on-page SEO, the sky’s the limit in terms of how far it’s possible to climb Google’s SERPs. 



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