Digital Inbound Marketing Blog

What Do Search Engines Want to See On Your Site?

Posted by David C Aaronson

Nov 5, 2014 7:18:00 AM

Search engines are an important concern for any company wanting to have high rankings.

In many industries, it's a struggle to reach the top. The same goes for web content. How does top content move through the rest and end up on the top of the list for major search engines such as Google? Gone are the days of articles jam-packed with content that's written for search engines but not for people. Today, you need a fine balance of authoritative content that performs well to help you reach the top. 

What Are You Saying? 

Without solid content, your site will go nowhere. You may get some initial hits with good keywords, but what keeps your customers on your site and what gets them buying is the value that you bring to your content. If you're an expert in heating technology, provide your readers with articles about that technology and you'll find that people will naturally mention you as an excellent web resource.

Who's Saying It? 

Speaking of mentions, your goal as an author is to generate a buzz on the web. Over time, you should become an authority in your area. Now, Google and other search engines can't confirm that you know a lot about your topic. They rely on links from other web sites to make sure that you know what you're talking about or have something interesting to say. How can you establish yourself as an authority? Add guest posts to others' sites, run contests, offer discounts, and get testimonials from other businesses. All of these links establish your site as a credible authority.

The google search engine is the key for any site receiving high search rankings

Who Are You Talking To? 

Of course, if you're trying to connect with people who are searching for a specific topic, it's important to mention that topic in your article. While wordplay is fun, it's also important to get to the point. Writing an article about pet goldfish? Mention them often, particularly in the title and header text of your article. 

Better yet, get to know what content your readers are looking for and play to that. Make sure that you have analytics activated on your web site, so that you can see what keywords draw your customers in. Speak your customers' language, and write articles about those keywords. Don't be afraid to get specific. If you can hit specific keywords that will allow customers to find you easily, yet have less competition, you've struck gold. 

Are You Focused? 

Google doesn't rank your entire web site. It ranks pages within that site. If you're selling outdoor gear, create specific pages that focus on each type of gear. That focus will allow you to create valuable content for your customers and a laser-focused set of keywords that will draw prospective customers into the site.

What's your rank? If you're currently buried on page ten of the web search results, chances are that most people who are searching won't ever see your site, unless they're looking for very specific keywords. Get found by search engines: create stellar content with keywords targeted to your audience, and cultivate links to establish your authority.

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