Simple Guide to Boosting Your Website Ranking on Google
The Google platform has over the past few years become the primary search engine for most people, and an entire art has developed around getting business websites to rank high in its search results.
Google uses a range of methods to determine which pages they display first in search results – they are notoriously secretive about exactly how they do this, but Search Engine Optimisation (SEO) is one tried and tested way to improve website positioning.
Another rapidly growing method to boost Google display ranking is social commerce – for example, product reviews and ratings written by users are highly trusted by consumers and will encourage more visitors to your website, which in turn boosts its ranking on Google.
The following guide offers some top tips to help your website climb the ladder in Google’s search engine.
Correct Keyword Use
Instead of focusing on a single word when optimising your site for search engines, it’s better to use a few words to make a keyword phrase that fares better when users are typing their searches. Google itself offers some useful advice on how to go about this, and their Google Trends even allows you to see which phrases are currently gaining in popularity
Furthermore, try to stick to one subject and one keyword phrase per page on your website, since this will be easier for visitors to find the exact products they need and it will also allow your pages to rank more effectively in searches.
Keyword Density
One of the factors that Google looks for when it catalogues web pages is the density of your keyword usage i.e. how often the keyword occurs. This does not mean however that you should try trick the search engine by repeating the same exhaustively or making text “invisible” (meaning it is only seen behind the scenes) – this tactic can in fact get you banned by Google. Instead, use natural phrasing to work in the keywords effectively – this is where a professional copywriter can be worth their weight in gold.
Another tip is to have a strong opening paragraph with good keyword density on each web page, since Google may or may not search beyond around 200 words.
You can also check your keyword density using the Google Toolbar.
Naming of Website Pages
It is extremely important to give each of your web pages a succinctly descriptive name with the <title> tag. This is because Google displays search results as a link using the Web page’s title, and a link called ‘untitled’ will hardly tempt potential customers to click on it. When appropriate, also try using the page’s keyword phrase in the title.
Importance of Hyperlinks
Hyperlinks, both to and from your website, are another thing that Google looks at when it comes to search rankings. They also scrutinise the words you use in links to help determine the content of your page. Thus, use links within your web pages as a way to emphasise keywords. For example, rather than saying, “click here to learn more about SEO”, say: “Read more about SEO (Search Engine Optimization)”.
In addition, links from other websites to your website will be used to determine your PageRank, so it’s a good idea to exchange text links with relevant websites. Google’s Toolbar can show you what your current PageRank stands at.
Also, as mentioned above, social commerce is a great way to encourage further linking into your website – see my article titled ‘Easy Guide to the Meaning of Social Commerce’ to learn more.
Directory Submission
Google considers submission to the open directory project an important link – this involves someone reviewing your website and then accepting the submission, so it can take a little time. In addition, submission of your site to specialised, respected directories is also a big plus.
On the other hand, steer clear of going overboard with submissions, since in its extreme form this is called link farming, and if Google suspects this type of ‘click fraud’ they will filter out your website.
Search Friendly Graphics and Good Design
While the use of Flash can make website graphics look grand, it’s best to keep this to a minimum since search engines tend to skip over it, meaning optimised keywords or menus in Flash might as well be invisible. While the Google search engine has gained some ability to read Flash, it is still limited. Thus, use plain text links and give images on your websites <alt> tags – this will also make your site more accessible to the visually impaired.
Finally, keep in mind that well designed, customer friendly web pages not only tend to rank higher on Google, they will also encourage more visitor traffic, which in turn will boost your rankings even higher.
Beware Dodgy Multiple Search Engine Submissions
Many inexperienced businesses have fallen prey to dubious spam emails and websites which offer to submit your website to hundreds of different search engines. This tactic is at best a waste of time and money, while at worst it they can actually damage your ranking with Google.
Conclusion
The above advice will significantly help your business website rank higher in Google search displays over time. Also don’t forget other easy ways to grow visitor traffic and thus your ranking even further using simple yet effective social commerce methods, such as product reviews and ratings.
About the Author: Michael Dehomme is an independent adviser on boosting business through product reviews and ratings.
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