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Hello Ladies and Gentlemen, Below are ten Google page one secrets that can make a massive difference to a website's search results. The Internet is an evolving medium and techniques that worked 5 years ago don't always work today. Without a doubt Google is leading the evolution with their high traffic volumes and ongoing quest to provide the best search results, data and tools for web users. Google are continuing to develop new ways to find the most important and related sites for searches, such as page rank scores and targeted backlinks in addition to traditional standards, however it's important to note basic web standards and optimisation techniques are still important for a page one organic (free) listing. If you're keen for Internet success, please add us to your safe senders list (troy@2020impact.com.au) and read on to see our ten Google page one secrets below.
Secret 1.0 Understand Google's Page Display Google is the most successful search engine on the planet and in Australia almost 90% of search traffic is conducted on Google according to Hitwise a leading Internet research company. Therefore if you want to do well on the Internet and attract visitors to your site, you need to list well on Google. See traffic data below.
The blue listed headings generally come from the meta page title and there are around 70 characters of real estate available to describe each page. The meta title is by far the most important area of a page for search listing purposes so careful consideration should be given to each page title on a website. The black description summaries generally come from the meta page description and there are around 140 characters of real estate available to further describe each page. We have also found the black description can be indexed from page headings, id tags and content, when meta descriptions are missing or incomplete.
Contact Details: Troy Miller - Director - wb: www.2020impact.com - em: troy@2020impact.com.au - mb: 0414 623 108
Secret 2.0 The Importance of Meta Page Details What are meta page details and why are they required on a web page? Meta page details relate to the construction and classification of a HTML page and incorporate the computer coding and descriptive meta tags which are hidden behind each page. Meta details are an important industry standard and promoted by the World Wide Web Consortium (W3C). For more information about HTML pages and meta details visit: The Global Structure of a HTML page by W3C For search engine listings, the meta titles, description and keywords are important as they inform search engine robot crawlers about the nature and content of a web page. Of these elements the page title and description carry the most influence on Google, and meta keywords importance has been reduced in recent years to minimise keyword stuffing. Other meta details can also be useful for indexing instructions like: meta name="rating" content="general"
It's important to note while meta details are hidden from view, anyone can see the meta details of a web page by selecting View + Source (code) in their web browser (IE/Firefox/Safari) and a pop-up window will show the meta details on a web page.
Secret 3.0 The Importance of Meta Page Titles As mentioned above, the meta title is by far the most important part of a page for Google search listing purposes, especially for targeting particular search terms. Only three of the ten organic listings in our 'Caloundra Website Design' example don't have all keywords in the meta page title. Of these, one has 'Caloundra' in the meta description, one is a Caloundra business and the other is optimised for Caloundra location. This demonstrates correlation between search terms and meta titles is highly regarded by Google to achieve a page one listing (organic). It also reveals meta descriptions can assist meta titles for search results.
In the example above the meta page title was indexed to become the blue heading on Google's listing, it originated from our web page meta title, see sample below listing. When considering the best page titles for a website a decision is required on what's better to promote, a business name or a products/services description? When you consider no one knows the name of a new business, targeting business name searches is pointless. We find much better value from promoting popular product or service descriptions in the meta title, followed by business names.
Secret 4.0 The Importance of XML Sitemap Submission What is an XML sitemap, what is search engine submission and why is it important? An XML sitemap is a computer generated file that records information about a website's pages and links, e.g. the importance of a page compared to other pages, when last updated and how many URLs are on the site. This file allows the website to be more intelligently crawled and indexed by search engines. The XML sitemap is normally produced when a site is finalised and hosted on a server. The file sits in the root directory on the hosting account and should be updated each time content is changed or increased to ensure Google knows about the new content.
Sitemap submission is the process of informing a search engine about an XML sitemap and ensuring the sitemap has been crawled. Google has a submission process which includes verifying site ownership or webmaster services with an account meta tag or XML file, then submission of the XML sitemap and confirmation by Google it has been crawled. All the major search engines Google, Yahoo, Bing and Ask support the use of XML sitemaps in agreement with the industry standard by Sitemaps.org. For more information click here or to see our XML package (SEO Starter Pack 1) scroll down the page.
Secret 5.0 The Importance of Google Page Rank What is Google Page Rank and why is it important for a web page? Page Rank is a system developed by Google to indicate the importance of a web page over another. Generally pages with higher page rank compete for the ten organic positions on page one. In developed industries like Tourism Holidays, on page one are Government sites and Tourism Internet directories, which have high ranking scores between 4-6/10. These sites usually have hundreds of pages and links and in some cases thousands. So if you are a holiday complex aiming for page one with a small website (PR1/10) it's going to be difficult to make it and will require lateral investment over time. Other factors can impact page rank like when a website was built, e.g. the age can delay the ranking score. Entry level scores are either N/A or 0/10 until the site is ranked which can take up to 12 months to move to 1/10. Patience is required for page rank development and as long as you take little steps eventually you will see improvement. There is some good news in non-competitive or under developed niche industries, it's relatively easy for a new website page to make page one with a score of 0-1/10, e.g. mobile bumper repairs, as not many competitors exist or market their businesses online.
We estimate an average page rank for a small business (6 page) site is around 1/10 and on-page development like quality strategic content (following standards) can assist a page reach 2/10. To increase the score further an investment in off-page factors is required, such as strategic networks, industry memberships and backlinks come into play. If the best Australian Internet directories and Government sites rank around 4-6/10 depending on the size of the directory and whether the home or internal page has been listed, then in some categories it's going to be competitive for small businesses to achieve page one. Another factor in the mix is Google scores home pages higher than internal pages, therefore a new site should aim to develop their home page rank first, with off-page factors like strategic backlinks to the home URL, before focusing on developing internal pages. Various Google page rank tools are available to download for either Firefox or Internet Explorer browsers. We highly recommend downloading one of these tools if you are keen to develop your online marketing skills. For more information see links below.
Secret 6.0 Understand Google Page Rank Analysis To achieve page one for a desired search term or collection of search terms some research and analysis is required on the top ten listings for each search term, and the page ranks of the listed web pages. This is done to evaluate the potential possibility of achieving page one for each desired search term. The potential is determined by averaging out the page rank scores of the listed pages and the scores of the home pages associated with the listed pages (if not home page listings). Then comparing the scores to the page rank of the new website that is attempting to increase its online presence. Fortunately this does not have to be done manually and there is a software program which will do the comparison. Keyword SEO Pro was developed by David A Viniker a medical doctor from the UK, who applied evidence based research techniques from his profession to develop industry leading software. This software analyses Google's page one top ten organic listings x Google's page rank score x keyword search terms. The resulting outcome is the evaluation of what keywords are potentially achievable for a page one organic listing based on page rank scores.
In the example above the red cells in the right page rank column (URLS) indicate when homes pages are listed in the Google search (G-factor 1). The green cells in the left page rank column (home pages) indicate when home pages receive a boost from off-page optimisation efforts i.e. industry backlinks and memberships (G-factor 2). The main benefit this software provides is the segmentation of target keywords into what are potentially achievable with a site's current ranking ability, and what are outside a site's ranking ability for a page one organic listing. Once keyword possibility is known, efforts can be focused on developing web content for achievable organic pages and Google success. For more information about SEO Pro click here, to see our Keyword Marketing (KWM) package click here.
Secret 7.0 The Importance of Sponsored Listings (pay-per-click) As mentioned earlier, the 'Sponsored Links' section on page one (Zone 1 & 2) is for Google Adwords advertisers who pay-per-click when someone clicks their advertisement link. This can be good for a new small business who can't achieve page one organically (competitive industries), but still wants the increased traffic from a page one listing, it provides an opportunity to buy the position. To start Google Adwords advertising you need a Google Adwords Account and some thought on competitive marketing specials to feature in the advertisements, along with a list of keywords people may use to search your products or services. Once you get started Google is very helpful in providing keyword ideas and suggested bids for page one. Some advantages and disadvantages of Adwords Advertising are: Advantages - Affordable from $100.00 per month - Can be efficient advertising when set-up correctly - Can advertise on search and display networks - Immediate (turn on or off as required) - Monthly budget can be controlled - Page one becomes accessible - Scheduled advertising control - Geographic targeting available - Can run multiple ads simultaneous - Can run analytic reports (on traffic & searches) - Can activate negative keywords Disadvantages - Some clicks are from researchers (not buyers) - Some clicks are from competitors (not buyers) - Some clicks are inadvertent visitor mistakes - Some budgets don't permit page one listings - Can be competitive in some industries
To make page one, an advertiser must promote their search terms and have a sufficient budget to pay the market price for these terms, which varies from $1.00 to $20.00 per click in some industries. Google then decides if there are enough advertisers to split 'Sponsored Links' into two Zones and whether a listing appears in Zone 1 or 2.
Secret 8.0 The Importance of Strategic Partner Links What are strategic partners and how can they help achieve a Google page one listing? A strategic partner is a website that can assist access to Google's page one. This might be a specialised Internet directory or a Government site for accredited suppliers or a manufacturer's site that promotes distributors is Australia. The key is to research popular search terms for an industry, review the top ten page one organic listings, then look for a potential strategic partner who can provide a listing and backlink for the new website. When a potential partner is found, request the available opportunities for listings and advertisements.
The benefits from high ranking strategic partners are usually worth the investment. You get increased traffic from strategic partner backlinks and Google values the backlinks, which assists to increase your importance in Google's view and page rank score. Another way to develop strategic partners is to look at successful competitor sites and their backlinks to see what opportunities are available. On Google you can do this with link: command searches to identify a website's backlinks. When the first strategic partner is established, don't stop with just one, find additional popular search terms and potential partners and repeat the exercise until the new site can be found easily for popular search terms.
Secret 9.0 The Importance of Google's Keyword Tool What is Google's Keyword Tool and how can it help find popular search terms. Google's Keyword Search Tool is a simple to use service offered by Google Adwords which allows users to search a domain, name or phrase and output a list of search terms, that include monthly search volumes (local and global), competition scores, estimated Adwords bids and 12-month search volumes. The information provided can be downloaded in CSV format then analysed to select the most popular local search terms or popular niche terms that can be developed into focused content pages or strategic landing pages for organic website development.
Google loves original content and the more pages on a website the better. In Google's view they prefer larger sites with many pages and search terms over networks of smaller sites. But how do you determine how many pages are required? It's easy, your industry and competitor websites will provide a guide on how many pages they have for page one success. For more information click here or to see our small business Keyword Marketing (KWM) Package click here.
Secret 10.0 Study Google's SEO Advice Google provides a wealth of information on website development, search engine optimisation and marketing and many tools to assist website development. They also provide video presentations from Google International Office experts like Matt Cutts and Vanessa Fox who provide insight into what works on the search engine.
Matt Cutts SEO Advice Summary - Original content increases page rank V's syndicated, duplicated or borrowed content - Text should be text on-page, not embedded in graphics (Google can't index graphic text) - Google Maps assist local search results, get a Google Maps listing - Diversify many search terms from evidenced based research e.g. server logs or Google webmaster tools - Google doesn't trust the keyword meta tag, so don't use this as your only descriptive text - Google considers meta titles and descriptions very importantly and prefers to use them if available - Google indexes URL separators differently, dashes (sees 2 words) & underscores (see 1 word) - Adwords Keyword Tool advises what users are searching and provides evidence - User reviews and comments add indexable (original) text content, which Google likes - Hacking web servers is increasing and sites must have good server security - Security for CMS systems like Wordpress and Joomla is critical, patch with latest updates - Avoid broad unrelated site backlinks and develop targeted backlinks - Keyword phrases, repeat 2-3 times on a page can assist the search engine
NEWSLETTER SPECIALS Ensure your site is built to world wide web (W3C) & search engine standards, essential for Internet traffic. Small Business Website Design
Ensure your site is submitted to search engines with an XML sitemap to enhance content indexing. Website Search Engine Optimisation - Starter Pack 1
Marketing a website with Google Adwords advertising and Internet directories is essential for a new site. Tracking site visitors with Google Analytics provides information to guide advertising success. Search Engine Optimisation and Marketing - Starter Pack 2
Developing more web content around strategic keywords will provide more organic listings and visitor traffic. Keyword Marketing (KWM)
Professional email communications of newsletters and specials to customers will be remembered. Small Business Email Marketing System - Starter
Promoting your website to social media networks like Facebook, Myspace and Twitter will increase traffic. Small Business Social Media Account - Starter
Bonus Secret - Improve Online Marketing with Traffic Metrics: Understanding the traffic numbers associated with websites, Internet directories and search engines is important to ensure efficient online marketing or advertising spend.
Data source courtesy www.hitwise.com/au
Online Specials: We offer a wide range of traditional marketing specials online including logos, business cards, corporate stationery, brochures, signage, vehicle graphics and marketing plans. Please visit our website for more information. www.2020impact.com
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