Anyone working in the field of Internet Marketing is just dying to get an inside scoop behind the mechanics of Google’s Search Engine Optimization to gain even the slightest edge over their competition. I am beyond excited to share my “behind the scenes” peek I discovered from studying this topic in depth last week! But what goes into making a site specifically dynamic and able to capture the appropriate data to directly reflect a companies Social ROI?
While data is the micro level of this machine, we must step back and review the macro parts to determine the impact on the data your collecting. It’s important to first gain insight on how Google Search directly affects websites and the data it’s collecting.
So, how does Google Search work?
I don’t know about you but, even the technicalities of how Google functions excites my inner nerd. Just imagining how their nifty little spiders crawl around in hopes to perfectly match what a company does with what a user is searching for. I mean, if you think about, business are actually highly rewarded for being relevant; without even having to pay.
After reading through the breakdown of how Google bots discover new and updated pages to further refine their indexing process, I stumbled upon an enlightening discovery that I wasn’t previously aware. In order to help improve server results for users, queries match pages better through the physical submission of a website to their sitemap.
Of course, you don’t have to do this. But in my research I discovered this could be a possible hindrance to the discovery of even the most relevant websites. See, Google’s crawling bots are constantly out “organically” searching to match up a relevant product/service with a user. Without the physical submission of your site it takes a lot more time for the bots to discover and link what you do with the needs of the user. With your submission this basically lets you skip the indexing line to immediately be placed in the correct categories. This more readily allows the indexing function to produce results on what you do as opposed to your competitors.
Although this is a great first step, upon the completion of your website, that’s not all you have to do to rank higher.
Based on Googles Webmaster Guidelines there are quite a few other actions required to make sure Google can crawl and index your site correctly.
The following are some of the more effective actions that I discovered in this week’s reading.
– Every page should be available through 1 static link.
– A sitemap should be available to help users find your most important parts.
– There should be a reasonable # of links per page. Yoast recommends up to 10 valid links per page that mirrors your clear and useful information.
– Are you branding your SEO?
– Crawlers don’t recognize text in images. If you do add text be sure to add keywords to ALT attributes and description.
– Titles are descriptive and accurate. Check out how to write a Magnetic Headline.
– Review Google’s best practices guidelines.
Honestly, this is only the tip of the iceberg. This free guidance covers everything from website tips to how to use advanced Analytic reports to monitor conversion. In understanding the foundations that make up a high functioning website your company will more accurately gather user data, resulting in a customized Marketing Plan.
Like it or not, the “global community” is upon us and it’s pertinent to understand how to communicate with your community in order to continue to thrive.
Wondering if your community presence is making the right impact? I’ve got you covered!
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