So, you have a website. Great.
if you have spent the money on an eye catching website, complete with the latest in responsive design and conversion-ready copy, all at a steep cost, no doubt, but have yet to see a great deluge of traffic, it is likely that your site is being ignored by Google.
Google is, among other things, primarily a search engine. It happens to be the most important of all search engines, as such. Google uses a web crawling spider to constantly index all the content on the whole internet (pretty much). The trick to getting your site to be noticed by this miraculous crawling web spider is to attract Google’s attention. You can do this by registering your site with Google Analytics, something you should always do when you launch a new site. But there are some far more clever and compelling ways to get Google’s attention.
Let’s look at three ways to get your business to show up on a Google search.
Google Search Tip #1: Organic Search
It was way back in 1996 when Bill Gates famously proclaimed that “content is king.” And the intervening 20 plus years have made most internet users more discerning when it comes to the content they consume.
Whereas in earlier years of search engine optimisation, hack web page creators would juice the word count by littering each block of text with keywords, Google’s search algorithm is now far too sophisticated to fall for such shenanigans.
Now, more than ever, Google likes to “see” organic search content. That is, content that is original, conversational, and relevant. In fact, it is with relevance in mind that Google assigns your web pages their rank or page authority. The most relevant results for a particular search string rank higher, and less relevant content ranks lower accordingly. Therefore, the more relevant your organic search content, the higher your page should rank.
Google Search Tip #2: Surfing the SERPs
Your business, in this era of rapid information consumption, depends on how well it does on Search Engine Results Pages. Getting to the top requires more than just cleverly worded original content. It requires you to have put some thought into the keywords you target. Since relevance, as we have already established, is the name of the game, it is important that you establish relevance by supplying content shaped to the most relevant keyword strings.
You can accomplish this through keyword research. Keyword research refers to the practice of using online keyword tools (plus a bunch of experience and common sense) to establish lists of the most valuable keywords and keyword phrases based on past search data. For example, if your business sells workout videos, you need to know how many people are searching for specific terms (e.g. workout videos online) to be able to target them as directly as possible. After you have created a list of the top search terms for your business, you can create content and meta data that helps Google more closely associate your site with that term, drawing in as many qualified leads from SERPs as possible.
Google Search Tip #3: Sponsored Links
You may have noticed that the search results around the peripheral of the “organic” results in Google SERPs look like paid ads. That is because they are. There is a case to be made for paid ad services, which give you a certain amount of impressions per thousands of SERPs, but this is not as effective as taking the right steps to create content that will generate organic search results.
Remember, it is not only Google but also your audience that has grown more sophisticated.