Small business owners may not know the ins and outs of Google Ranking Signals, but they do understand that having their website on the first page of a search engines search results is important to getting people to visit their website. Among leading web developers and search engine optimization experts, it’s well known that there are over 200 ranking signals used by Google to determine page rank (where your website shows up on a search page.) What keeps web developers on our toes is the fact that Google is constantly tweaking and refining its algorithm priorities and introducing new ranking signals.
The one thing that has remained constant over the years is Google’s primary ranking goal – deliver the most relevant results for any given search by a user. When looking at improving a websites search ranking, the very first thing we try to understand about our Client’s business is what makes their service or product unique, what key words or phrases would someone use to search for the Client’s service or product, and what is the most succinct way to describe the Client’s service or product. Before starting the layout and design process, gathering information about what makes the Client stand out from the rest is critical, as well as supporting imagery.
The key to producing a website whose written content is focused is by representing the Clients services or products, its key attributes, and why the visitor will complete the desired action. Avoid cluttering up web pages with words or images that don’t support the overall goal of the website. Plenty of Clients want fluff and ‘eye candy’. But what Google is looking for is how relevant is the site to any given key word or phrase search. Words or images that don’t support the overall premise of the website only serve to dilute the effectiveness of the relevant content.
Creating a beautiful website is easy. A successful website strives to produce both a visually pleasing website as well as one that feeds the Google bots with relevant content and signals. That is what will result in first page ranking.
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