Figuring Out Google
Google’s Search Algorithm helps Google rank web pages and content on its search engine results page (SERP). There are hundreds of factors taken into account and Google isn’t completely transparent about them, so we don’t know all of them. Google is also changing daily, so even if you were to figure all of them out one day, you’d be lost the next. This is why it’s tough to succinctly answer the question, “What does Google want from my site?” The good news is that we know a lot of the main elements that Google wants to see on your website. Equipped with this information, we can build SEO strategies that make sense.
P.S. There are several algorithms used by Google to determine multiple components of any piece of content, but for the sake of clarity, we’ll stick to the ranking side of things.
Work with the Algorithm
In the immortal words of Ludacris, “Work with me, let’s become one with the beat.” You need to work with the algorithm to have any chance of making inroads with your SEO efforts. Fighting it or trying to find ways to cheat the system won’t do anything but hurt you. In fact, these things may actually get you blacklisted from appearing in search results, depending on what you do.
Remember to E-E-A-T
The letters in Googe’s E-E-A-T guidelines stand for “experience,” “expertise,” “authoritativeness,” and “trust.” While not a direct ranking factor, E-E-A-T helps guide Google algorithms when it comes to determining rankings. Clear as mud? I get into it much deeper in the blog, “Local SEO: Using Content to Compete Here at Home.” In short, E-E-A-T takes a look at whether the content on your site checks the following boxes:
Experience
Show your audience that you have relevant experience in the subject you’re writing about.
Expertise
Show your audience that you have plenty of skill background or knowledge in the subject area.
Authoritativeness
Show your audience that you can be a go-to source for information on the topic you’re covering.
Trust
Show your audience that your webpage can be trusted and that your content is true, reliable, and safe.
Your Money or Your Life (YMYL)
Google’s Your Money or Your Life (YMYL) quality ratings guide is used to evaluate web pages related to topics that can directly affect your money or your life. This means that if your website is dedicated to subjects such as finance, health, physical safety, etc., you need to make every effort to ensure the content on every page is checking those E-E-A-T boxes. With YMYL content, independent sources and the reputation of the person sharing the information are imperative. Integrity is huge with Google (as it should be) and the goal is to serve quality content on its search engine results pages (SERPs). Again, like E-E-A-T, YMYL is not a direct ranking factor, but it is a guide the algorithms use in determining rankings.
Optimize Your Content
When we talk about content optimization, we mean using keywords strategically and writing copy that makes sense. It starts with keyword research and user personas. Google looks at keywords to help understand your website, so when we know who your target audience is and which keywords they’re likely to use to search for you, we can start to build out a content and SEO strategy that makes sense. Keywords, like your audience, are subject to change, so keeping an eye on your Google Analytics is a smart way of learning where your content should shift. This is why ongoing SEO maintenance is a must.
Get the Technical SEO Down
Technical SEO is all about optimizing your page titles, meta descriptions, headers, images, and other main elements of a website. Keeping keywords in mind when creating these at all times is pretty important, too. Not only does all of this matter from a ranking standpoint, but it can also help entice a potential user to click your link on a SERP.
Keep Your Site Secure
Your site needs to be safe for your users to visit and share data with if Google’s even going to begin to take you seriously. This means starting with a secure sockets layer (SSL). An SSL encrypts data shared between users and your website, helping to keep any information shared secure from would-be hackers. Read more about SSLs and why you definitely need one here.
Pay Attention to Site Speed
Google loves a fast site because users love a fast site. In 2018, Google announced an update that would focus on mobile page speed. This means if a website doesn’t load quickly on mobile devices, it’s probably not going to do well in the rankings. You can test your site’s speed with this nifty page speed insights tool.
Page Experience Update
The mobile-first indexing update a few years ago meant that Google would use the content found on the mobile version of a website to determine ranking. More recently, the page experience update started taking into account the way users interacted with your site. The page experience update has some overlapping features with those we touched on previously, but ultimately, some of the main signals are that your site is mobile-friendly, secure, and not obstructed by pop-ups. Check if your pages are up to snuff with Google’s Mobile-Friendly Test.
Update Your Site Regularly
Google loves a fresh site. This means that Google wants to see your site’s content updated frequently. The reasoning is sound. If a site’s content is being routinely updated, it’s a sign that the site owner is paying attention and investing in the site’s well-being. You know how when you walk into a business, you want to see the place clean, clutter-free, and well-stocked with whatever products you need? That’s basically the idea here. Google doesn’t want to show people sites that no one is paying attention to because that’s probably not going to be the strongest result for those folks.
How to Keep Site Content Fresh
There are several surefire ways to keep the content on your site fresh, including, but not limited to:
Blog Posts
One of the best ways to freshen up your website is with a blog. This is a little meta because you’re reading a blog right now, so let me lay it out for you completely. Blogs help show the writer’s expertise on a particular topic while giving the readers insight into the writer’s personality. They also help naturally introduce keywords.
Delete Out-of-Date Content
Things change and time moves quickly. Sometimes your business shifts focus or changes the services or products it offers. Remember to keep your site visitors in the know by removing any content that doesn’t accurately reflect who your business is and what you offer.
Freshen Up Page Content
Even if it means editing your site content, it’s a great idea to make sure you keep the content on your pages updated. With the guidance of your Google Analytics data in your back pocket, you can determine what content is performing well and what content could use more help, then go from there. Don’t be afraid to make little tweaks here and there.
Outsourcing Your SEO Strategy
The beautiful nightmare that is SEO is a moving target. It’s always evolving. This is exactly why it can be more efficient and effective to outsource your marketing efforts to experts who understand the nuances of SEO and whose job it is to come up with fresh ideas for your campaign. It frees up your time and brainpower to focus on your business while saving you the money you may otherwise spend on an in-house team or by making massive errors while handling it yourself. Take a look at the marketing services we offer and contact us to get the ball rolling.