Getting your website’s pages to appear on Google Page 1 should be your primary website marketing objective, and every update to your website should have this in mind. There are a few simple rules to follow, and some technical expertise required, to make this happen, but it can transform your website from wallpaper to a lead generation machine.
Here are a few important “top tier” components – and you need to do them all.
- Understand Google Search Rules. Website pages are ranked, and appear in search results, NOT websites. The more you focus each page on a single topic, the more likely the page will be ranked well. A search term for each page helps you develop focused content – a term someone would use in a Google search – like “designer shoes”. Have at most two search terms, but usually one – for each page, to help you focus and develop page content that allows the search engine to better understand what’s on the page. Too many terms means confusion, and confusion inevitably means lower rankings.
- Create Quality Content. Nothing helps search results more than quality content, and nothing hurts more than bad content. Google gets smarter every year about content – they actually look at Videos now – so make it good and appropriate to the page focus.
- Pay Attention to Page Titles and Descriptions. How well you write your page titles and meta descriptions can dramatically affect rankings and click-through rates. See your web developer or SEO expert for guidance and support. See our newsletter article here. subject.
- Update Website Content Frequently. Google likes to see an active website, and the more active it is, the more often they’ll visit. A blog is a perfect way to provide ongoing activity.
- Use Images and Videos. Pictures and videos make a website come alive. Google increasingly likes video content, since YouTube is part of their corporate family. Post videos on YouTube and link to them from your website – you’ll see a ranking “pop” follow.
- Use HTML headers. Your web developer can help you with this one – internal HTML headers help Google understand the content, and there are rules that need to be followed.
- Backlinks, Backlinks, Backlinks. There’s nothing Google likes more than a popular website, and links from other websites to your pages – “backlinks” – means other people like your content. Pursue them aggressively. Just make sure the links are appropriate. Old “tricks” – like link farms you pay to connect to your site – can quickly get your website demoted permanently.
- Use Social Media. Social Media, like Facebook, can drive website traffic and can be a potent source of new business. If you still think it’s for kids, you’re missing significant opportunities. See our service offering here.
- Mobile Friendly. If your website won’t show properly on a mobile phone, or someone can’t submit a registration from a mobile phone, Google doesn’t like it. Not only will they flag your page in search results as “not mobile friendly”, they’ll demote your page’s ranking. You need to get it corrected now. See our newsletter article here.
- Eliminate Page Errors. Invalid links, slow pages, missing pages, selectors that don’t work – all are search results poison. Your webmaster or developer is an invaluable resource to eliminate these errors.
- Optimize Your Website for Search with a Knowledgeable Technical Expert. All of the work above won’t matter if it’s not communicated properly at a technical level. A search engine expert should be used as part of your regular website maintenance to make sure all your website pages are properly optimized, and updated to the latest Google Standards. It’s a complicated and never ending process – Google keeps changing the rules – but it needs to be done or all this good work will be wasted. See our service offering here.
How Can You Determine If Your Website is Up to Speed?
Your web developer can help with many of these tasks. If you don’t have a current developer, we have web development tools available that allow us to quickly look at each page on your website just like the search engine looks at it. If you’d like us to do a quick audit of your website and give you a short report, you can request it here: