From the very beginning, Google’s brand promise was to be the world’s number one source of information. Everything they have done or plan to do is to achieve this promise for its customers, staff and stakeholders.
A brand promise in action
From the very beginning, Google’s brand promise was to be the world’s number one source of information. Everything they have done or plan to do is to achieve this promise for its customers, staff and stakeholders.
So, what does it take to be the world’s number one source of information? Google identified very early that to keep this promise, the information it returned on its first page – page one of a Google search – had to be the most relevant, up-to-date and credible information available for the search terms used.
And every time Google changes its algorithm, it is based on maintaining this promise. So, if you think you can cheat Google, just remember they are committed to you as a seeker of information. The best way to get your website on page one, is then to ensure that the information on your website is the most relevant, up-to-date and credible for the search terms your customers use.
Relevant
One of the easiest ways to show Google that you’re relevant is to ensure that you have done your work to find out what search terms your customers use to find you, and that your content, keywords and your metatags are all consistent to your customers’ search terms. Don’t load your content with irrelevant key words, or overload with too many keywords as both of these actions will send a red flag to Google that you’re trying to cheat the algorithm, rather than actually be relevant.
Up-to-date
In a world of websites that are often not touched for months (and sometimes years …) being up-to-date means that your website is regularly posting new information. This says to Google that the business behind the website is not only active, but is producing timely content.
How often is ‘regularly’? As a minimum, posting something new every two weeks is a good idea. And one of the easiest ways to do this by posting a new blog every two weeks. For people who aren’t comfortable with writing, this can seem onerous. But there are tools such as content plans and blogging templates that can make the task a lot easier.
The other way Google now determines if a website is up-to-date is whether your website it mobile responsive (and we know this one isn’t …yet …!). With a growing percentage of the population now searching using mobile devices, it is much easier to access information from a mobile responsive site. We know this can take a bit more organising, but if your website isn’t yet mobile responsive, make sure it’s in your plans for this year.
Credible
The ‘credibility’ part of Google’s algorithm seems to be the one that gets changed the most to thwart efforts to cheat the system. At a high level, credibility is determined by how many people actually find your website worthy of a visit, and to share.
Links to your website are great, as long as they’re relevant. Having a link to a business consulting site from a consumer gardening page is not really relevant. But having links to your website from key referrers, industry sites, and social media are relevant. Whenever you post a new blog on your website, make sure you share it to your social media pages with an introduction that entices people to click through. You can share it more than once (say, once a week on different pages until you post another blog), but don’t alienate your audience by making it all about you. The aim is to get click throughs!
So, what happens when Google changes its algorithm again? Keep going back to their brand promise, and check that what you’re doing on and with your website shows it to be relevant, up-to-date and credible.