When it comes to where your business ranks on Google, you definitely want a top position. Here are some tips that you can follow in order to create a Google-friendly website and keep your business at the top of the list – and top of mind.
1. Give customers what they’re looking for
High-quality content on the pages of your website (especially on your home page) is the most important thing to establish. Your pages need to contain useful, relevant information, helpful to the visitors of your website. This kind of content will attract a larger audience and seduce webmasters into linking up with your site. Create information-rich, helpful pages that accurately and clearly describe your topic, and use words that users will type into the search bar in order to find that content - and YOUR website at the same time.
2. Link up!
Make sure that other sites on the World Wide Web link up to your site. Links help Google’s crawlers find your website and gives you great visibility when it comes to Google search results. Google uses sophisticated text-matching systems in order to display pages that are relevant, and important to each search. Basically, Google counts each link as a “vote.” A link from page X to page Y = one vote. Votes cast by other pages on the web - Especially those links generated by the sites that are the heavy-hitters like Facebook, Twitter and Google's own social networks - make your pages more “important.”
3. Keep it natural
Don’t forget that Google can now tell the difference between natural and unnatural links. Natural links to your pages will grow in numbers as other sites and businesses find your content relevant and valuable, or they think it would be helpful information for their visitors. Unnatural links are placed here and there on purpose to make your site simply “look” more important or more popular to search engines. However, only natural links will help when it comes to ranking your site.
4. Make access easy
Make sure your site is built with a logical link structure. Each page needs to be reachable from at least one static text link. Lynx is a great text browser to use if you want to examine your site, because most Google “spiders” see your site as Lynx would. If you have a bunch of fancy features embedded in your site (such as JavasScript, DHTML, Flash, or cookies), this may keep your entire site from being “seen” in a text browser, making it hard for Google spiders to “crawl” it.
5. Things to avoid
Try not to stuff your page with massive lists of keywords, or put up “crawler only” pages. If your site contains pages, links or items that you didn’t put up for actual visitors to see, then Google may consider that content deceptive and ignore your site altogether. Also, try not to use images to display important content, names, or links. The Google crawler doesn’t understand or recognize links embedded inside of graphics, and can't read pictures to learn what they're about. Try to format the main content and the keywords on your page in regular HTML.
Some companies trumpet a “guarantee” to provide high ranking for your site in Google’s search results. Make sure you’re on the lookout for illegitimate offers that employ deceptive tactics while trying to “fool” search engines, because they can get you banned from Google’s index all together. You don’t need to feel obligated to purchase a search engine optimization service. However if you do decide to go that route, make sure you find a legitimate consulting firm that can actually improve your site’s flow and content with a proven strategy that has evidence behind it.