Improve Google Ranking for your website in 2016
Read this if:
• you want to improve Google ranking for your website;
• your business rely on prospects finding you on Google;
• planning to revamp or build a new website.
Because Google just revealed their guidelines in rating websites!
With that we can learn what Google is looking out for in a website to deem it relevant for all those searches.
That means your website will get a higher chance of appearing high in the search result…
Well, as long as you understand the Search Quality Rating, create and maintain your website accordingly.
At least there’s no more guessing.
The quick summary can be found at Techinasia.com where you’ll get the 3 key takeaways from the Google’s massive 160 page guideline and handbook.
Yes, I know we are busy Singaporeans.
No time to go thru that nor think about it.
So here’s some actionable tips you may apply to improve Google ranking for your site.
(the tips would be most relevant to business and retail website)
1. Page Quality (PQ) – How does your page understand and fulfil your users’ intent?
It’s about serving the users with content according to their purpose of visiting each of your page.
What’s the purpose for each of your page?
A menu page for ordering pizza? Leave out all explanation on your ingredients and how it is made!
People are hungry, let them select, click and pay already.
a. News or blog page? It has to be updated frequently. Unless you are a commercial fisherman who is out in the sea for weeks, uploading your blog once a month is really, erm, stale.
b. About page, it has to have a good amount of content about the company, the directors, credential and so on.
*How to make this engaging? Write from the user’s perspective. What will they gain from reading your About page?
c. Product page be filled with relevant and helpful info about the product. No brainer right? You’ll be surprised some product pages only show the photo, price and 5 bullet points of description.
As a retail site, be sure to have the review function for your customers to share their experience.
d. Contact page to be comprehensive. Address, contact numbers, forms and map. The user has to feel confident that the company is legit to deal with.
e. Shopping page: Besides having products description and review, do make it obvious and easy to buy.
This is where your Buy Now or Add To Cart button has to be prominent and not to be confused with other buttons.
Have different product options (colors and/or size), users’ reviews or even filters for quick search.
“Does that mean I can just dump in loads of content copied from any where else?”
No. Their algorithm can pick that out.
And having too much irrelevant or even junk content just means poor user experience and not serving the purpose.
Not only it won’t improve Google ranking, you can be sure the users won’t be returning anytime soon, if at all.
2. Content is King – How do you create content that is engaging for users?
There are 2 categories when we talk about content.
In general, the guideline states that for a content to be considered very high quality, it has to be
“created with a high degree of time and effort, and in particular, expertise, talent, and skill”.
The 2 categories are, Main Content (MC) and Supporting Content (SC)
MC is the main bulk of your content.
The guideline mentions about making it engaging, well written and updated.
For small business, you may think perhaps the more article there is the better.
That can be very tough unless you have a dedicated staff or team doing that.
A practical way is to have quality, targeted articles, updated periodically.
These are keyword focused and answering a certain pain or need.
Selling internet-based surveillance camera for home owners?
Your article could be about the type of surveillance camera available, with focused keywords “surveillance camera for home”.
How to do that?
• Create and write the content with the user in mind.
• Engaging content could come in the form of story, in a humorous manner, providing new info, or different perspective.
Is your product too dull to form a story or present in humorous way? Try presenting such information as infographics! This can be an engaging secondary content to support the main content.
• Easy to read. Many of us are scanners. Have Headers, Sub-Headers instead of one big lump of text.
• Remove irrelevant ads as they are unhelpful and distracting, the very opposite of being engaging. These definitely won’t improve Google ranking for you.
Just do not be misleading and deceptive.
If the content only benefits the website but NOT helping the user, be ready for a low rating.
The other part is the Supporting Content (SC)
These are the navigation links, footer text and others that support the main content.
Have internal and external links (one that goes out of your website), images with relevant keywords in the alt text.
This way you are showing some love for your users.
Help them discover and learn more about the particular topic your MC is sharing.
Google will love you back.
3. How Credible are You?
How do they judge?
By evaluating the Expertise, Authoritativeness and Trustworthiness (E-A-T) of the website, author and page.
For established brands or emerging business with cool products and services, they will usually be talked about by external parties.
This helps greatly in asserting the company’s authority in it’s field and also improve Google ranking for their sites.
What about smaller companies that just got their online presence, or start ups?
Outline your expertise and credentials in your About page.
If yours is a Business page, have a comprehensive amount of very high quality and unique Main Content. (see Point 2, Content is King)
They trust reviews from external sources and citations.
That’s provided you are in the marketing or sometime, or users really like your product.
How can you solicit reviews from external sources if you are not famous yet?
Consider engaging reputable bloggers, join product review sites.
Free trials usually work!
This, to me, would be the easiest to achieve as compared to the 2 above.
If yours is an ecommerce site, the easiest way is to have a review function in your product page.
But, how to encourage users to review your product on your page?
Depending on the nature of your business you could consider dangling one of these little carrots :
1. Provide subsequent discounts or something valuable if they do a review;
2. Be part of an exclusive membership with perks;
3. Accumulate points with each review for a free gift or voucher.
What if your product is very niche, unique to your company and reviews are hard to come by?
Like Virgin Coconut and Red Palm Fruit Oil targeted specifically at heart patient looking to lower blood cholesterol?
Up your Page Quality by being the expert.
Create lots of unique content about your products such as:
1. Q&A or FAQ for your products;
2. Describe the ingredients, manufacturing process, etc
There you have it!
This Google Quality Rating just got released in mid Nov.
Unless you are in the online marketing industry, I’m pretty sure most of your competitors wouldn’t know or have time to learn more about this.
Let alone acting upon it.
Start to review and plan how to revamp or create your website content, so that you can improve Google ranking and rank high on Google search results in 2016.
Just so that prospects would find you rather than your competitors.
In summary, build your website content with passion, as if created exclusively for your users.
After all, they are hot leads are searching for a solution to their problem.
And you are right there at the right time on Google for them.
Everything is possible!
Don’t have the capacity to do the above? Click here to contact me to see how we can help you improve Google ranking for your website.