How to Rank Better in Google?

Google lists search results based on relevance and importance. Relevance means that a page has information related directly to the query. This could be information that matches the query exactly, or that is somehow related to the key words used in the search. In some cases, geography is a factor. This is useful to users who may be searching for, say, car repair shops. Importance is determined by how other sites view a page. One of the key elements is the number and quality of outside pages that link to a page. The more respected a linking site is, the more value it has in determining your own page’s importance. For example, a single link from an industry trade magazine will produce a higher ranking than a dozen links embedded in random comments on blog sites.

Google SERP

Google works hard to optimize its search algorithms to match the way people look for information. The best way to take advantage of this is to design your site for your users, not for search bots. Be sure to use language that matches the way visitors talk about your products or services. Include any nicknames or acronyms, and make sure they are visible. This boosts your site’s relevance. Build your site around your visitors’ needs. Provide the content they are looking for, and make it easy to use.

Check the links on your pages frequently to be sure that they lead users to the content they are looking for. Visitors will get an impression of your organization from the links they follow. Take care to ensure that they’re not getting the wrong idea of who you are. PageRank is one of over 200 components used in ranking. Trying to buy or sell links to increase PageRank is against Google’s Webmaster Guidelines. The best way to rank better in Google is to have a site with high quality content and be constructively involved in communities related to your site, whether those communities are online or offline. A site may get a lower ranking if it is found to violate the Webmaster Guidelines. When this happens, the best thing to do is check the site for any problems.

Keep advertising links on your site from passing PageRank. The nofollow attribute is one way to do this. Other methods can be found in Google’s Webmaster Help Center. Violations can come from someone who worked on your site, or the site may have been hacked and hidden links added without the webmaster’s knowledge. Rankings will change as the index is updated. Google once updated the index in large batches, but now uses a more incremental approach. This makes the changes in rank less obvious. Ranking may also be affected by changes to a site, changes in links or other changes happening on the web. The top way to rank better in Google is to focus on your users. They know what they’re looking for. Make it easy for them to find you.

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Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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