Last week I mentioned optimising your site to take advantage of Google double or indented listings. Earlier I wrote about the next Google Pagerank update and I thought this was an ideal opportunity to illustrate what I meant about double listing optimisation – a very simple seo tactic.
- Customers where asking me about the ‘pending’ PR update
- When I was browsing my logs I noticed I was getting a fair bit of traffic from people wanting to know ‘when is the next pagerank’ too
- I considered I could kill two birds with one stone and do a post, as I noticed I never really answered this exact query in the ranking post.
I checked Google and saw I was in fact no2 result and still getting traffic. I also noticed that if I optimised a page correctly, I’d get a double listing, and push the competitor website from 1 to actually position 3.
Here’s where I started – number 2 in Google UK:
and below is the end result – Number 1 and 2 in Google (see
here). I knew if I optimised for the actual query it would pick my page and promote the original page on my domain above the ‘competitor’ page.
Now I’ll get more traffic and most of the traffic from this term until somebody does it to me.
It’s this exact scenario any site content editor can replicate, writing different pages on your site targeting different variations on a theme rather than just continuously edit one page in search of ranking nirvana (No1).
You can use the same tactic with every page on your site, although it’s far easier to optimise for a less competitive term (like the one illustrated).
Double Listings, Double The Work, Double The Return
Ok not quite double the return, but this strategy boosts targeted traffic around content you already have. Yes, unfortunately it means double the work in some cases, but it’s worth it.
Note – Not sure how many birds I am killing with this stone. I might get a double listing about double listings too. UK SERPS anyway.
Quick tip – check your stats, see what’s bringing the traffic in, optimise more pages for those terms to increase your traffic and clickthru rate (when I see a double listing I usually think “this website talks about this topic a lot, perhaps it’s an authority on the subject” – perhaps others do to).