Any website that wants to attract surfers to it, convey the impression that the business it promotes is at the top of its field and bring customers into the business through the website must appear as high as possible in the Google search results. Google is the place we go when we are looking for products/services, it is the largest search engine in the world (certainly in Israel) and without matching the site to its requirements there is almost no chance of reaching a good position in the search results.
All in all, this is a smart long-term investment – a marketing tool for the business just like a business card, an advertisement or a flyer – a website adapted to Google and promoted in an active and effective way will bring new customers into the business, that is its purpose.
Do we know what Google is looking for? How does he categorise the sites?
By and large, yes, professional and experienced web promoters know how to adapt a site to Google’s requirements and give it the best chance to appear on the first page of the search results. Do we know exactly what criteria Google uses when cataloguing websites? No, Google does not tell us exactly what the requirements are, but from time to time it does issue instructions to the promoter community that will help build better sites for surfers (according to Google’s philosophy of course).
A website promoter who has been in the profession long enough knows how to combine Google’s official requirements with diverse promotion methods and bring the early website to the top of the search results. Of course, the basis is building a website suitable for promotion in Google from the beginning. How do you do that? Continue reading.
4 highlights in building sites optimised for Google
#1 – Keyword targeting
When we type a search term in Google it will provide us with a list of sites according to their relevance to our search term. How does Google decide what is more relevant and what is less? It is a complex process that, as mentioned, Google does not reveal all its details to us. But we do know that a smart and natural combination of phrases relevant to the site’s topic is essential for its promotion in Google.
In order to maximize the element of the search words in the content of the site, a number of rules must be observed, for example: the search phrase must be relevant to the business, the content must be natural and interesting to the surfer and not include an excessive amount of search phrases (we have all seen such pages that are full of search phrases that are “pushed” by force into the text), the content must be kept fresh and relevant to the time it was written, several phrases must be combined and not just one single word and more. The focus of the search words, their distribution in ceremonies on the site, the way the content looks, behaves and is updated is of course the world of the site promoter, therefore it is very important to integrate it into the site’s development team.
#2 – The technical details
When we say “technical” we mean the world of programmers and website builders, the level of code and programming. A website can be built in a clumsy and sloppy way, patchwork on patchwork or in an elegant, professional and simple way. When Google’s robot “crawls” through the site’s code, it should find a code that is comfortable for it to crawl through, without errors, without dead ends, and of course adapted to its requirements on the subject.
#3 – Speed and integrity of the site
As we mentioned in the previous section, the site’s response speed is a parameter that Google takes into account during its catalog. Response speed has a double importance – first of all Google measures it and second the surfers measure it. When a site doesn’t load fast enough (more than three seconds), when elements on it are too slow (for example a video that doesn’t load fast enough), when switching between pages is too slow, surfers will simply move on without thinking twice.
It is important to remember that every site with an excellent structure and content has hundreds if not thousands of competing sites, many of which also have great content and an attractive structure for surfers. Sometimes, it’s the little details like site speed that make the difference between success and failure.
In addition to the speed of the site, its integrity is very important. Google really doesn’t like pages with 404 errors, for example, links that don’t lead anywhere, features that don’t work as they should, etc. Of course surfers don’t like such sites either. When we get to the viewing site, we see that it is working properly, properly and without faults. A surfer who arrives at a business website with errors and operational problems will leave a negative impression on the entire business by asking: “If the website doesn’t work, why should the product/service work?”.
#4 – User experience
At the heart of Google’s catalog philosophy is the user experience. In terms of the search engine, if surfers stay on your site, it means that it is a high-quality and relevant site. If surfers arrive at the site and run away from it in a few seconds, it is probably not a well-invested, high-quality and interesting site.
How does Google measure the user experience parameter? Of course, we do not know all the small details (because, as we have seen, Google does not reveal all its secrets to us), but we do know that the time a surfer spends on the site in general and on each page specifically, his movement between the various pages and the speed of their response to the surfer’s requests (for example, activating video) fall into this category.
In a sense, this is a system that feeds itself: a surfer likes the site – Google recognizes the positive experience and raises the site’s ranking – more surfers come to the site – Google recognizes the increased traffic and raises the ranking – more surfers come to the site – surfers stay on the site for a long time – Google Raises the ranking – more surfers come to the site and so on and on and on.
How do you build a website that surfers like? Websites that are convenient to browse, easy to navigate, not visually overwhelming, with easy access to quality content, intuitive, with a pleasant and not too sharp color scheme, without pushy marketing systems, with invested and relevant content, with simple and quick contact methods and high response speed are the characteristics of a successful website and for this purpose it is recommended to hire a internet marketing agency who will accompany the construction of the website from the initial stage of website characterization.