Finding your own content among the top offers from Google and Co. in search queries means: delivering the right content to the right person at the right time and in the right place. – And that is also the credo in modern marketing. Inbound in particular has always worked according to this principle. But meanwhile a lot of people are aiming for the goal of good performance . This results in new requirements for search engine optimization and significant ranking factors. In this article you can read how you can improve your Google ranking yourself and stay on the ball at the same time.
Basics of website performance
They must be found. On the internet, whoever provides the right answer to a question as quickly and accurately as possible wins. Who manages to really provide assistance, offers and solutions for existing inquiries. For the Google founders, this sentence is still a company principle.
Admittedly, search engine optimization is a complex matter with many rough edges. But a good Google ranking, and thus an easier perception of your content, does not need a perfect strategy .
It is often sufficient to offer the algorithms the right thing and to provide the software with the best possible support for indexing and networking. Read about this:
Digression: What do you have to do to appear on Google?
First of all, getting any website included in Google’s search results is free and easy. Nobody has to submit them explicitly.
Google builds on itself as a fully automated search engine, using web crawlers (an automated analysis software) to continuously crawl the web looking for pages to add to the index .
When crawling , Google follows individual links, reads sitemaps and uses many other methods to find URLs and make meaningful connections. The index entry describes the content and location (URL) for each website, as comprehensively as the algorithms can break down that page. If you think strategically, Google opens all kinds of doors.
The most important steps to a better ranking:
There are 6 possible steps that cover the path to better visibility for users. Not all of them have to be implemented in parallel and directly. Even small improvements can unlock the potential for better rankings.
Step 1: Become an expert in a specific subject area
Search algorithms are now more intelligent than ever and are now able to recognize connections between different search queries. In addition, users no longer simply enter keywords into the search engine, but formulate entire questions.
Voice input in particular makes the search queries more complex and answers are expected that are in the right context for the question asked .
This also explains why Google offers hits in which many search terms are not even included. The algorithm tries to associatively recognize what users are looking for without them formulating their question more explicitly.
The realization : It no longer makes sense to have as many different long-tail keywords as possible appear on a website as often as possible.
Rather, you should be perceived as a top expert for your industry and not shy away from complexity in your subject area. Create added value with content from an expert perspective. Answer questions. Discuss typical problems. Skillfully help the first step towards you; the second step then follows automatically. Google expects you to make quality connections here.
Therefore, your content should be clustered in meaningful contexts and under in-demand topics. In this way, keywords experience a new meaning as a kind of inventory signature. And therefore only determine one central keyword per content page of your website.
A modern description of this method is provided by the pillar page cluster model . Here more about it:
Step 2: Create cross-connections through meaningful links
As soon as you can offer enough articles, videos, materials with enough added value for users, work aggressively with links on your pages. Meaningful links to other aspects, subtopics, backlinks,… – This is not only the first fan potential for the users . Most notably , it also appeals to Google’s mindset . And his algorithms an understandable invitation. The best way is to use the pillar cluster principle already mentioned above
As soon as other content from you or other providers shows a grain of added value for the user , you should refer to it . This makes it easier for users to surf and find relevant information.
And here, at the latest, the following can apply – free quote :
If your users are satisfied, Google is too.
Step 3: Optimize URL, image data, loading times and meta data
Find a URL that’s easy to remember? Because the content sounds so interesting, many users try it without bookmarking it right away. So make sure you have an easy URL !
At the same time, many websites give away their ranking potential when dealing with images . They can support the ranking of your text and even achieve good results in image searches . Think of description, meta texts, ea
Nothing comes across as lame as a la (aangsamLadende_EindeutigLaa) hme website! – Humans and digital machines have always agreed on this wisdom…
Finally, a page
‘s metadata is important to Google. Completeness
should be the optimum here.
Step 4: Answer urgent questions briefly and precisely
If you enter a question on Google, a segment with a short summary of possible answers will appear immediately. There are also pictures, references and additions. You don’t have to click a link to get answers. This is Google’s basic principle.
Technically, these are so-called featured snippets , i.e. highlighted search results. It makes perfect sense to optimize and tackle your own content in this regard.
Google retrieves the snippets from a list that appear as the top search results. Content can also be displayed that is not considered the top result, because in most cases Google uses it to provide answers to typical wh-questions.
Your content is welcome to answer such questions unequivocally. They thus provide suitable formulations for defining a possible search scope. With a bit of luck, Google will use your content for a snippet on a specific question.
Step 5: Refresh old blog posts
The benefits of each new content? – eg new blog posts? – They are obvious:
- Additional pages are indexed by search engines and assigned to you
- Your expert position in the market will be sustainably strengthened
- New old can also bring new visitors to your site
But creating new content not only takes time, it also requires new perception and attention. We therefore recommend revising and optimizing older posts on your own company blog. This allows you to use the existing presence of this content in the search engines for yourself. Because by refreshing information, links, keywords, etc., new visitors will become aware of your content.
Step 6: Plan outside the box early on
As a digital agency, we at LANGE and PFLANZ are often asked for SEO tips…
The unanimous answer is: Stay tuned !
It’s not just about observing the current developments of search engines or Google, but also about adding new content to the website or refreshing old content. In short: To optimize the performance of the site and best to offer the perfect experience for users.
This is and will remain a work in progress. Only the combination of many, small, continuous optimizations ensures that you improve your SEO ranking in general, but also your Google ranking in particular.
Visibility , good ranking, being found…
It’s complex , hard to perfect…
And there is no ideal way – there is no golden SEO formula …
That’s why it’s important to keep at it. – Stay tuned!
The strategic approach: synergy through agile adjustments.
What we mean by that is to combine the satisfaction of the people with the satisfaction of the search engines. That’s what Google is about, by the way.
For the successful inbound marketers of this world it has long been clear:
Those who keep their finger on the pulse, and above all keep their finger on the pulse of their personas – their ideal customers, will not only satisfy users, win customers and generate fans, they will also make a positive impression on every search engine.
Here the digital requirements of algorithms that search are combined with digital experts who offer content with added value.
It’s not just Google that likes this, because it’s the way to find solutions for everyone…