Considering that most users never scroll past the first page in Google, public adjuster search engine optimization (SEO) is primarily all about reaching that coveted top 10. If you find that your public adjuster SEO campaign is floundering, then the tips listed below will help you get on track to rocket toward the first page ahead of your competitors.
1 – Target Long-Tail and GEO-Specific Keywords
In the context of public adjuster SEO, “keywords” are targeted search queries. For example, let’s say you are a public adjuster located in Des Moines, Iowa. If someone within your locality were to search for a keyword, such as “public adjusters” on Google, it would be ideal for you to have your website appear at the top of the results.
However, if you were to look up the term, “public adjuster” in Google’s Keyword Planner, tool, you would see that the competition rating is high. Ranking for highly competitive keywords isn’t easy, especially if you’ve yet to really gain traction with your current public adjuster search engine optimization efforts.
That’s because when you are relatively new to the playing field, you just don’t have the age or authority online yet to beat the other public adjusters who’ve been targeted the same terms for a lot longer than you. Therefore, set your expectations properly, and start small with what we call “long-tail” or GEO-specific keyword phrases.
Long-tail keywords are more specific and detailed search queries that may be searched by fewer people, but are also usually less competitive. Therefore, you will have an easier time ranking on the 1st page. An example of a long-tail keyword might be: “water damage claims specialist in des moines.”
A GEO keyword is a search query that contains the location within it. E.g. “public adjuster des moines.” Terms like these will still likely carry some competition, but ranking for such a term will be much less of an uphill battle than reaching the top for a non-GEO term.
Quick Tip: Use Google’s Adwords Keyword Planner tool to find a good mix of terms with moderate searches and low competition ratings in the early goings of public adjuster search engine optimization. Your next step will be to create a content strategy that will help you target these terms.
2 – Aim for High Quality Content
Quality counts in public adjuster search engine optimization. If your content does not appeal to your readers or provide genuinely useful information, your content won’t have much traction, leading to increased bounce rates and few shares/links.
Go above and beyond when creating content. Make it your goal to help your audience solve their problems. Strive to be the very best source of content and information in your industry/locality, and in turn, your visitors will share their findings with family, friends and colleagues. This is what earns your website a reputation of authority online, and it’s those with authority that rank the highest in Google search.
But what if you already have a lot of content? How old is it? Could it use some updating? Is it truly worth reading or was it fluff created just to target some keywords? It’s always a good idea to revisit old content and re-evaluate. If your website has been around since before 2012, it’s especially important to do this, because Google’s standards for content have changed dramatically since then, and some of your old keyword-stuffed articles may be holding you back now. Never be afraid to delete old, outdated content. Remove or merge articles that cover the same topic, and of course, roll up your sleeves and pull out your (virtual) pen to revamp content that seems a little thin or could use some improvement.
3 – Check for and Remove Google Penalties
If you’ve been trying to improve the rankings of your website for quite some time now, and you just can’t find success, maybe there’s a reason you’re being held back.
Perhaps you used to rank well, but in the past year or two, you experienced a significant loss in rankings and traffic. Maybe your public adjuster SEO just never really got off the ground to being with.
Unfortunately, there are times when a website doesn’t quite meet Google’s quality guidelines. Sometimes, a small business will hire an SEO company in good faith to increase their rankings, but the company utilizes outdated techniques that end up harming the website in the long-term. If a website is being impacted by such an issue, it can essentially never rank properly until the penalty is lifted or the issue resolved. Once that happens, your rankings can dramatically bounce back.
If any of this sounds familiar, and if you’re wondering to yourself if you do have a penalty, then there are two easy ways to check.
First, look at your Google Webmaster Tools dashboard. Under the “Search Traffic” section you will find a Manual Actions menu item. Click that, and if you see anything other than “No manual webspam actions found” on the following page, then you do have a manual penalty. If that’s the case, then check out this guide for removing manual penalties from the Moz Blog.
If you don’t find anything, but you still feel there is something wrong that is preventing you from ranking, then you may be impacted by Google’s infamous Panda and/or Penguin algorithms. These are secondary algorithms that Google runs from time-to-time that penalize websites for the over-optimization of backlinks (Penguin) or thin, low quality content (Panda).
The easiest way to check if your site is suffering from either of the above is to sign up for the Penalty checker tool by Fruition. It integrates with your Google Analytics traffic data to assess whether your site appeared to be negatively or positively impacted by Google’s updates. It will help you clearly distinguish what, if anything, is holding you back.
Quick Tip 1: If you do determine that your site is being impacted by Google Penguin, then we strongly recommend using the backlink assessment tools by LinkResearchTools, which analyzes your website’s backlink profile and highlights which links are the most harmful. With this invaluable data, you can proceed to contact webmasters to ask them to remove your links, or you can submit these domains to the Google disavow tool.
Quick Tip 2: Before deciding to move forward with disavowing links, we strongly recommend that you share and discuss your situation with the community at Moz and/or the Google Webmaster Central Help Forums. Disavowing links CAN hurt a website if handled improperly, so it’s very important to get a few extra opinions on which you should or shouldn’t disavow.
Public adjuster SEO can require a lot of hard work and patience, but the payoff is always worth it. Stick to providing great, original content optimized for the right keywords, and you should find yourself ranking in a few months. If that doesn’t happen, or if you find that you don’t seem to have the rankings that you used to, then also follow the above advice to try and resuscitate your SEO campaign and get back on track.