Businesses that have invested in search engine marketing always want to know how to improve their results. Should they adjust their keywords? Are their landing pages providing a high-quality experience for users? There are numerous reasons why search engine marketing may not be working as well as a business hoped it would. Two ways that companies can improve their performance in search engine ranking pages is to look at their content marketing strategy and website load speed.
Companies with a content marketing strategy tend to perform well in search engines for a couple of reasons. First of all, articles that integrate social media sharing functions can move up in the rankings when they gain traction on multiple platforms, garnering likes and shares. Content that performs well can be reused in different contexts, potentially giving it new life in search results as well.
At the same time, the speed at which a landing page loads can send a signal to Google about the quality of the site (2). If a page takes too long to render, it will likely motivate users to navigate away, which tells search engines that either the experience is poor or doesn't provide relevant information. In either case, it doesn't help a company with its ranking.