Why Google returns sites, relevance!
Someone enters a search term or phrase into Google and the results of the most relevant websites are returned. So that’s why Google returns sites is search results, because they think those are the most relevant.
These days Google is trying to return the best quality results, which means the most relevant. When you do a search you want the most relevant search results, right? That is, results that answer the intent of your query. Of course you do, and Google is there to help you.
And how well your page matches the search term is, of course, as compared to competing websites. Your page may be favored because it better uniquely fits an entered search phrase. That’s good for you.
Define Your Brand
Is your site the best there is that Google should return your site on top? You are unique and everyone brings their own dynamic to the table. Why should someone want to connect with you? To what advantage would it be for them? In marketing terms that is called brand. What is your brand? How would you define it?
First of all, you need to own your content. That is, a web designer may have put your site together for you and now they are done. They have written from their perspective about your business. Once they turn it over to you it’s your turn to accurately represent who you are, your brand, on your new website. Your brand defines who you are uniquely, which only you can define.
There are two factors here. First is how you differentiated yourself from the pack. The second is, does your website accurately portray you and your uniqueness, i.e. does it clearly represent your brand? This will make you stand out.
Why Google returns sites, specifically your site, is partly because you have differentiated yourself by accurately expressing who you are.
The Prominence Factor
What authority or prominence does your site possess? Sites with more “authority” are favored by the search engine over websites with less “authority”. How does the search engine determine authority? There are two ways. First, the more mentions they find of your brand and links to your website across the web the greater the authority they attribute to your website.
But individual pages can also have authority because, they have received links from other websites. The reason for this is because you have quality content. When a particular page points up to it’s own category page, some of that page’s authority is shared with the category page. That is the importance of site structure.
Links then are the measure of prominence. For more on how to achieve this prominence see my article on building links to your website.
Why Google returns sites, specifically your site, is partly because you have received more links than competing websites.
Keep It Current and Fresh
The SEO mantra is post regularly, and the more frequently the better. An old static site is little valued compared to an alive and growing website. Be alive and grow your brand, ideas and website.
Then you need to keep it razor sharp in freshness by updating your site regularly as you hone your skills, desires, and attitudes. Everything needs to be current. You are changing constantly and possibly so is your brand. Therefore, you constantly need to keep your site up-to-date.
That doesn’t mean that a video you published a year ago is outdated, but have you added something of value recently? Things in your world are changing and you’re growing as a person and so you’ll want to keep your site current and fresh and, you see, therefore highly relevant. Go through all your pages and update them regularly, and your most important articles maybe every 6 months.
Why Google returns sites, specifically your site, is partly because you have been updating it regularly.
Another factor that Google considers is how long your website page takes to load. Faster loading sites/pages are preferred by Google and adds to the relevance of your site/page calculation. There are many design factors to consider for speed, but two are the picture size and quality of hosting.
Have Original Content
Probably the second mantra, as important as the first, is quality of content, both text and graphics/photos. Of course you shouldn’t steal content from other websites, so it has to be unique.
Your content is original because you are unique. And because you are unique so should be your content. Just your attempt to summarize and explain can be original because it’s your perspective on the subject. It’s your uniqueness that makes you stand our from the crowd. And if your uniqueness makes you the best choice in certain areas and situations then you’re going to want to make that clear.
Are you growing in defining who you are and the market you serve? Do you do everything well or are there certain areas where you excel? Excel at what you do, tell others about it, and they will want to connect with you!
Why Google Returns Sites, Summation
Google will return your site favorably because you’re the most relevant to the search query. Also you want high quality original content, which leads to others linking to you, and to grow your site regularly. An SEO consultant can help with links. Another important fact is your site/pages load speed. Which leads us to one final point.
You’ll need an SEO specialist to orchestrate all the elements for you in order to succeed. Let me help, reach out today!