“Google” officially became a verb in the Oxford English Dictionary in 2006 and is the most widely used web-based search engine in the world. According to Statista, there are over 1 billion Google users. With hundreds of billions of Google searches a month, it is clear that a business’s google ranking should be a priority. High ranked results have higher click-through rates and, subsequently, more sales.
The Basics of Google Ranking
The fundamental core to Google rankings is Search Engine Optimisation. Search Engine Optimisation (SEO) is the process of making one’s page the most relevant source to a user’s web search. There are two types of ranking on the google: organic rankings and paid rankings. Organic rankings are free and based on SEO and geographic location. Paid rankings are sponsored and are based on a combination of Click-per-Pay systems and SEO.
The most successful companies amalgamate and master both ranking approaches. In fact, studies have shown that sites that often hold the highest organic ranking would not be able to do so unless they also had a sponsored ranking.
Optimizing Your Content
Search Engine Optimisation is imperative for both organic and paid rankings. The primary means of improving one’s SEO is through the utilization of keywords (which are prime search terms). The first step in the optimisation process is to determine your sites most pertinent keywords and then focus on seamlessly integrating these terms into your content. Google’s Keyword Terms tool can help in figuring out which terms to use.
Most articles on SEO advise using a keyword every 100 words, but it is important to not treat this as a golden rule. While optimizing, you must simultaneously not allow keywords to overwhelm your work and take away from the quality of the page. That being said, keywords should definitely be highlighted in the title, URL, and meta-description.
It is important to emphasize that you should create the content and then optimize the piece. Remember: you are crafting content for humans who are trying to find high-quality material, not writing an algorithm for a search engine. It is essential not to solely focus on search optimization because your primary goal should always be to present your company as professionally and impressively as possible.
Utilizing Local Search to Improve Your Organic Ranking
The quickest and easiest way to begin improving your organic ranking is through Google My Business, which is a free tool for local businesses.
Recent research from Google has found that local searches often result in a store visit within a day. In fact, 34% of users on tablets or computers and a whopping 50% of mobile users will visit a store after a local search.
Google My Business provides a simple means to enter your businesses’ most basic and important information: location, directions, hours of operation, website and phone number. The system can then connect you directly to consumers with Search, Maps, and Google+. Google puts your data across all platforms, and thus customers can locate your company on any device and from numerous apps.
Mastering Paid Search Results
As mentioned earlier, the best approach to climbing up the rankings is through both organic and paid campaigns. Search Engine Optimisation is free but the process is lengthy and sometimes hard to master. Cost-per-click marketing, on the other hand, can have immediate results, especially since these paid results appear at the very top of the search results page. This process can be quite involved when you first start out, which is why it can be useful to reach out for help with an agency who has experience in this area. But, once you have decided on the right keywords, targeting and budget you can rest assured that you will receive results.
Measuring Paid and Organic Results
Once you’ve committed to your Google campaign, it is important that you utilize Google’s Webmaster Tools and link it to your AdWords account. Webmaster is free and provides a myriad of information to help improve your search traffic such as ad clicks, organic clicks, and average search ranking. These analytics tools can help you analyse the strengths and weaknesses of your Google campaign.
There are many elements to both organic and paid seaech. Contact us if you need a hand getting your paid campaign off the ground or want to reach the top of the search results page in Google!