Search engine optimization (SEO) feels like magic if you don’t know how it works. Google’s algorithm determines what makes it to page one of any particular search — and the traffic flies in.
Fun fact: That algorithm is called RankBrain (I know, quite a name). Why doesn’t Google post all the secrets online? Aside from protecting its secret sauce, Google wants to protect against people having too much info to game the system.
It’s called ‘Google bombing’
That’s the term used to describe manipulating search results for a specific outcome. In many cases, it’s political. (Not talking politics, promise.)
In 2003, searches for “miserable failure” brought up the official biography of then-President George W. Bush as the top result. In July 2018, a search for “idiot” returned images of then-President Donald Trump.
So, what can you do to climb the rankings?
The exact algorithm remains a closely guarded secret, but there are a ton of tested strategies you can try to help your site rank higher.
The power of keywords
Keywords are as important as ever, especially with the rise of voice search. You can’t just guess what terms people will use to get to your site, though. Tools like Google Keyword Planner (free) or Semrush (starting at $130 per month) can help you identify relevant keywords.
Pro tip: Start with free software or try out a paid version, and don’t be afraid to invest money in help if you can.
Show off your expertise
In our new artificial intelligence (AI) world, Google’s algorithm puts more value than ever on content created by real experts.
Always include author bios to show your content creator’s knowledge and areas of expertise (or yours, if that’s the case). If you can, create author pages linking to articles on your website authored by the individual.
Pro tip: Link social media accounts to establish yourself or your experts in their fields.
For local business owners
Step 1: Get yourself Google My Business. This is to make sure you appear on Google Maps and in search results for inquiries like “coffee shop nearby.”
Step 2: List your biz in as many online directories as possible. Start with Yelp, then keep going. It’s a lot of work to do yourself — though it’s certainly possible. There are services that can do it for you, though, like Yext (starting at $200 per year).
Pro tip: Make sure your key business information (name, address and phone number) is consistent across every directory or site.