Google is the most popular search engine globally, and its ranking of search result items determines the success of a company’s or organization’s website—and often, of the business itself. Many companies depend upon Google to deliver their web addresses and site descriptions to potential customers searching for what their sites have to offer. The entire SEO process and the digital marketing industry surrounding it have developed to enhance companies’ rankings on Google’s search results pages (SERPs).
Google’s search engine processes 3.5 billion searches per day—that’s 1.2 trillion annually–with a majority of people turning to it as a trusted tool in their search for information. Every minute, millions of people worldwide input query terms as they try to find answers, products, or services.
For a company or organization, the problem becomes a question of how to stand out among all of the other sites that Google’s algorithm picks up and ranks when a seeker enters a search phrase. Trying to second-guess the “mind” and logic of Google’s algorithm–and the criteria that it values–has become a profession in itself. Businesses that are unable to improve Google rankings tend to have lower sales and more unsatisfactory performance, so investing in trying to please the Google algorithm has become a necessity for those companies that depend upon user searches to bring them clients. Achieving a better ranking takes time and involves using specific techniques that promise to yield the best results.
The Average Time to Improve Your Google Rankings
Google takes an average of 100 days to improve the rankings of a website. Some businesses have reported that it has taken up to a year to produce better search results.
Google uses a system of bots that look for:
- fresh content
- the usability of the web pages
- the quality of information
- location
- search settings
Through its proprietary mystery formula, Google’s algorithm ranks all of the websites that meet the criteria for a single web query based upon what Google feels is the most relevant.
What Factors Matter the Most?
No single formula will lead to success and higher rankings on Google. However, bots focus on some factors more than others. Knowing what they are and how to use them are the keys to increasing the site’s rankings. This is where a digital marketing specialist with expertise in Search Engine Optimization (SEO) can come in handy.
The Website’s Age
Google’s algorithm considers established websites that have been around for a while to be more reliable and trustworthy. These sites receive a higher ranking on the search results pages than do new ones. In general, any site that is less than six months old automatically ranks lower until it establishes a track record.
Keywords
Google defines keywords as “words or phrases describing your product or service that you choose to help determine when and where your ad can appear. The keywords you choose are used to show your ads to people. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords.”
Creating a keyword list for your site is essential if you want to attract prospective customers or clients searching for the services or products you offer. Based upon your assortment of keywords—single words or phrases—Google’s algorithm can create an “understanding” of your particular niche and will better match you to queries.
In any industry and any geographic area, you will find intense competition for the most desirable keywords, and the established sites are already using them effectively. Newer and lesser-known sites try to compete by using unique keywords and phrases to improve their rankings on Google, with more people clicking through to their site from these inquiries.
Many times, becoming successful at keyword placement to increase your ranking involves focusing on a niche and expanding upon it. Google’s algorithm “likes” this creativity, and the more people who come to your website, the more trust Google has in your credibility, so your ranking improves over time.
You need a primary keyword that you use at least five times for every 500 words. Then, you need a secondary set of keywords that appears two times in the same text. Google recognizes these in the document, and it ranks the pages higher when it finds these keywords repeated throughout.
Content
Google ranks sites that have new and original content higher in its SERPs. Its algorithm looks at how frequently you post new content as well as its uniqueness. Adding content that is imaginative, fresh, and of good quality improves your rankings on the search engine. The bots find this on the website, and the algorithm ranks it higher.
For this reason, SEO experts recommend that you consistently update the website with new content at least once a week to have successful results. Many sites create blog articles that offer helpful advice to improve their rankings. The more often they post this newer content, the more likely the bots will find them and start ranking the site higher.
Outbound Links
Google looks at your website’s outbound links and ranks those with more links to reputable sites higher. On average, you need to have at least five outbound links for every 230 words. They should go to sources that support particular facts and statistics, and you should set them to open in a new browser window.
You want to avoid links to social media pages, wiki pages, forums, guest books, article directories, and social bookmarking since Google considers these artificial links. Links to sources such as magazines, news organizations, government entities, and universities make your site more credible to the Google algorithm since they are genuine and informative.
Inbound Linking
Google also evaluates the inbound links to different pages on your website. On average, you should strive to have five inbound links for every 500 words of text.
Need Help With Optimizing Your Business Website Through SEO?
In summary, some of the factors that determine how Google ranks your site to include
- The website’s age
- Keywords
- Fresh content
- Outbound links
- Inbound links
You don’t have to go at it alone when it comes to improving your Google rankings. Call our SEO Marketing team at Polianna today at 703-475-6907. Our team of SEO experts focuses on optimizing your website and web presence so that the Google algorithm will rank your site high in organic (unpaid) search results pages.
At Polianna, we embrace core values of proactive thinking, integrity, teamwork, and accountability to drive traffic to your website.
Get rid of those tired, worn-out solutions that don’t work—and start using the proven experts today. We look forward to helping you!
