How does SEO work on Google
The Three Principles – Credibility, Relevancy, and Speed
There are three cardinal commandments to show how SEO works on Google – be fast, be credible, and be relevant. Over the years Google, Bing, and other search engines have changed their algorithms. But these three principles remain the standard criteria when creating websites and landing pages. It’s important that we really understand what each of these means, not only to us but to the systems that gauge our success. In this article, we will be dissecting these elements, looking over some examples, and identifying common pitfalls so that you can thrive in SEO.
Make It Credible So People Seek You Out
As we move into the whirlwind ’20s, Google is trying to make moves to change and improve its algorithm. Overall there is a bigger push for high-quality, relevant content over sites that utilize stronger technical SEO but are less relevant to the needs of searchers.
This is nothing new. Everyone wants to have the best website with the strongest content that really offers value to their customers. However, it appears that Google is not only looking for this as an ideal, but setting it up as a requirement. Google has already been collecting information about your brand’s credibility – based on information from your site, feedback from external sites, and user feedback.
Customers are smart, and they are getting wise to the traditional ways that marketing used to appeal to them. If they feel that they are being targeted or coerced, it’s done. Any trust you have built up is immediately broken, and it is very difficult to get that back. The best thing you can do is to be consistent in your messaging and stick to the honest values that your company exemplifies.
Make It Speedy So Everyone Will See It
Site speed and optimization may not be one of the sexiest topics around, but don’t let that fool you. It can provide that oomph factor that really pushes you over the finish line when it comes to SEO. Especially with the current changes that Google is making to its algorithms, this puts page and site loading front and center for all users. The heat is being turned up, and it looks like they are planning on revving it up even further in the long term.
So what does it mean to have a speedy site? At its most basic, it means optimizing your site – particularly your home screen and landing pages – so that distance-in-time between when a visitor clicks on your site and when they can actually see and engage with your site is as small as humanly possible. Note that we are talking in increments of seconds, but for Search Engine Optimization those moments are critical, and can even be the difference between a bounce and a conversion.
There are a lot of ways that you can speed up your site, from restructuring your images and site infrastructure to minimizing any extraneous code within your system. Like all things, though, these efforts take time and knowledge to execute successfully. That is why businesses will often hire SEO specialists like those here at Allegiant Digital to walk them through these processes and make sure that their site is running on all cylinders. If you are interested in learning more about site optimization and SEO, our team would love to chat. Click here and we will connect you with a member of our team and get you a free ARC report for your site.
Make It Relevant So They Will Actually Stay
The question is, once they are on your page, what do you do with them? Statistics show that most website visitors only stay on a page for about 15 seconds. This means that if your website isn’t relevant to their needs, they will leave and go somewhere else. The ticket to keeping them on your site is framing your offerings in the ways that they are relevant to your visitors.
So how do you make sure your website is relevant to your visitors’ needs? As a digital marketer, there are plenty of terms and techniques that we can rattle off that may or may not improve your chances. There are plenty of people out there who will claim to know the best answer for your particular conundrum.
If we really break it down, though, it’s simply about demonstrating to your visitors and to Google how you are adding value to the conversation. Everything that is on the screen, that is being offered, should be presented as adding value to the lives of your customers. There are a lot of ways to do that, and often they incorporate some level of shorthand, whether that be targeted imagery, specific (ie. relevant) keywords or a design structure that speaks to the unique and individual needs of your clientele.
Now, obviously, a huge portion of SEO involves search engines. Search engines are complex machines that are always developing and changing. Looking at Google – the largest search engine on the planet – you can see that they are continuously trying to improve the system that they use to analyze the quality of sites and content. They have never let SEO specialists in to see all of the mechanics that dictate this system, but we do know that their first priority is always presenting the best information possible for their users.
Everything that they do is guided by this. So, if you can produce content that is useful and meaningful to your users, you are on the right track for good SEO relevancy.
Conclusion
While we can never guarantee first page placement on search engines, following these three cardinal commandments of SEO will certainly give you a head start. As always, it’s important to stay up-to-date with the latest changes in the world of Search Engine Optimization and digital marketing, so be sure to Connect with Allegiant Digital for more information and tips on how to create an effective website that not only looks great but also ranks high in relative SERPs.
