Published On: August 16th, 2021By

It was the best of times, it was the worst of times.

Comic sans font on lime green background reading "Search engine optimization used to be easy. You could just stuff your content with the keywords that you thought would put you at the top of a search engine. One might even say that you would try to optimize your content for those keywords. For example, back in the olden days, if I were to optimize this website content to appear for search engine keywords (like keyword, website content, search engine optimization) I would write this entire website article about optimizing for search engines in this atrocious fashion. I'd hope that I used keywords about search engine optimization more than anyone else used keywords about search engine optimization so that I could rise to the top of the ranks for searches using keywords about search engine optimization."

The websites that found their way to the first page of Google were rarely worthy of their top spots, since they provided solutions that were written to appeal to ranking algorithms instead to help real humans. Search engines favoured quantity over quality, and early websurfers can probably remember how difficult it was to discover a really good website. This was the early internet, when the use of bookmarks weren’t just about convenience, they were the only way you could be sure to find your way back to that epic goldmine of cat GIFs your friend sent you on ICQ.

 

Screenshot of a Google Search for "What is ICQ?"

 

Competition Changes Everything

Back in my day, I used to be able to Ask Jeeves to help me download AOL so that I could use it to find Yahoo where I would perform a search for Bing. Each search engine was fighting to build better systems that could provide the best results to its users, and when they couldn’t beat them, they bought them. Now, after decades of back and forth, the people have spoken, deemed Google the champion of search, and here we are.
 
Today, Google’s mission is to “Deliver the most relevant and reliable information available,” and they are getting better and better at knowing that relevance isn’t just about the number of times you repeat keywords or the number of old school web rings you’ve joined.
So, what does that mean for the modern website? How can you move toward the coveted first page of Google search results? The goal of a search engine is to connect people with answers to their questions and solutions to their problems. This should be the goal of your website too.
To rank well in a search engine system, websites must focus on two separate, yet equally important parts: the technical side that makes you easy to find and content that makes you worth finding by your audience. These are their stories.
 

Be Easy to Find:
Help Search Engines Help You

How Search Works

When I type a search into Google, the system scours through its index of hundreds of billions of webpages within milliseconds. It uses what it knows about me, like my location, device type and previous search history, to match me with the best answer based on what it knows about the internet, like how easy a site is to navigate, how often other people have found answers on a site and how much authority a site has. Only then does it match me with a result that fits my query.

 Google search image for the best website on the internet

 

Is The Most Amazing Website On The Internet exactly what I was looking for? It is. You might not believe me, but it absolutely is.

Get Found

Let’s break down how you too, can be the most amazing website on the internet for your audience. Here are three practices that you can follow to make your site easier for both people and search engines to understand and navigate.

You’re going to want to make sure that your site is covering:
  1. The Topical — Keep your website up to date and refresh your content to increase its relevance to people whenever possible. Your site should be well organized, with pages that are separated by topic and intuitive to navigate.

  2. The Technical — Create short, meaningful and unique page URLs, titles and headings that convey the subject of the page concisely. You can also create unique description meta tags that can be used when a search engine is unable to find more relevant content to display as a search result. Make your page fast to load and mobile-friendly.

  3. The Accessible — Keep accessibility top of mind! Remember that text should be used to convey important messages rather than relying on images alone. Avoid embedding text in image files, where it can’t be read by those using screen-readers or crawlers trying to understand the page. Ensure that any alt text, captions, titles, file names and URLs are relevant and logically structured so that your site can be used by as many of the people you are hoping to reach as possible.

Get What You Pay For

Promoting your site through paid services like Google Ads will help generate traffic and referrals to your website. When launching a new site, product or service, a small, well targeted advertising budget can go a long way in helping people find you.

 
 

Be Worth Finding:
Create Content that Counts

Creating strong content on a consistent basis, requires both time and commitment. It’s normal to feel like those resources are in short supply, but there’s little that can compete with the value it can provide to your website visitors and the effect it can have on your search rankings. People know good content when they see it, and they will be more likely to share it if they find it useful.
Make sure your content is well written and easy to follow.
Pay close attention to spelling and grammar. Unlike me, most people on the internet will quickly become suspicious of a website that has obvious errors in its content, even if Google does think it’s the best website on the internet.
 
Be sure to address the main topic of a page as soon as possible, ideally in the first paragraph. It’s always useful to organize your content so that visitors have a good sense of where one content topic begins and another ends, since most people will only skim even the best content while on the hunt for the information they need. Breaking your content up into logical chunks or sections helps people find the content they want faster, and it prevents people from abandoning your site before they find the information they need.
Creating new content on a weekly or monthly basis works to keep your existing visitor base coming back, gives you content you can promote as you build up a promotional email list and also brings in new visitors.
 

While you may be tempted to only create content that talks about the solutions you have to offer, keep in mind that new visitors are probably searching for topics related to the problem your product solves, not the words you use to describe your solution. People who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic, and while keywords don’t mean what they used to, language is still important in conveying the right message to your visitors.

If you offer a product, service or other solution that’s right for me, I look forward to seeing you appear in my next search for the best website on the internet.

 

Google search page featuring an obviously edited result of "Your Site Here" 

 
 
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