Have you ever really thought about what happens every time you search the web? I mean, really thought about it? Web searching is one of those simple things we do every day but never take the time to consider how magical and complex it really is. Whether you’re turning to Google to find out why your eye has been twitching so much lately (you’re definitely going blind) or asking Yahoo! if you should quit your job (great idea – leave your career in the hands of Yahoo Answers), search is an instantaneous cesspool of knowledge. Every time you search, programmed bots called “spiders” scour the world wide web and look through mounds of web code, searching far and wide for anything related to your search query. Then, they compile the most meaningful words and tags into a huge database, and use an algorithm to rank the results to your dying questions. All in a fraction of a second. It’s pretty amazing if you really think about it.
While knowing the basics of search may sound interesting to the average person, it’s also incredibly vital for anyone with a web presence. Think about it – how many times do you actually move to the 3rd, 4th or 5th page of your search results? Probably not very often. As a brand, business owner, company or startup, the higher you rank within search engines, the more likely you will get business. So, what can you do to appear higher in search results? Glad you asked.
First of all, it’s not easy. Google alone uses over 500 factors to calculate the order in which a page will appear in its results. Secondly, significant changes don’t happen overnight. For years, websites have been working hard to honing their content and strategy for years, attempting to “hack” the algorithm. So, if you’re trying to compete, it will take time and patience.
Thankfully, many search companies are relatively open about their most valued factors for appearing higher in search results. Here are a few:
- Incoming Links: Google was one of the first search companies to realize that an outgoing link acts as a “vote” from one site to another. For example, if millions of sites are linking to the Wikipedia entry for Canada, Google would determine that site as very credible.
- Keywords: Search bots count the number of times a website uses certain words or phrases, called keywords. The more often a website uses them, the higher an algorithm would rank that particular site. For example, when searching for “Lakers game,” the Lakers’ NBA page, which uses the word “Lakers” and “game” numerous times, would be highly relevant.
- Meta Data: Meta data is information within a website that you never actually see, like HTML code. When you code an image, for example, you can add certain attribute/values within your tag, or put keywords within your file names to help your rankings (example: <img alt=”Apple Watch, Technology, Wearable” src=”applewatch.jpg”/>).
- Update Frequency: The more frequently you update your site, the higher it will appear in Google’s rankings.
So, what can you do?
- Incoming Links: Because these are a tell-tale sign of credibility for algorithms, try to get as many other websites to link to yours. As stated before, this is not easy. Start by linking all your social profiles to your website. Then, begin linking to other sites. That’s right; link as much as you can to others. While this will not help you immediately, those other sites will take notice. If they do their due diligence, they may realize a good number of referrals are coming from you, and there’s a great chance they’ll link back.
- Keywords: Shoot for two or three keywords, and use them throughout your site. Use them on images, use them in titles, use them in your subheadings, use them in your text. Use them again and again. Combine your keywords with your city or town, like “Austin web design” or “Phoenix children’s dental.” Most searchers are looking for local businesses, and algorithms very much take geolocation into account.
- Meta Data: If you can code some HTML, be sure to use tags like <meta> in the <head> of your HTML page. You can add attributes like name and content to add relevant values like your company’s tagline or keywords. If that’s all mumbo jumbo to you, and you wouldn’t classify yourself as a “coder,” you can find plugins and add-ons to your content management system that will allow you to easily add <meta> information to your website. Be sure to use keywords in all of your image file alt information as well. Content managers, like WordPress, provide alt prompts every time you add an image. Just don’t leave it blank!
- Update Frequency: This is a no-brainer. Update often, and provide relevant, engaging content for your readers. The more content you provide, the more likely someone will find your website and link to your one-of-a-kind brand. But don’t just update your content. Be sure your code is up-to-snuff and your servers are quick.
Of course, this is just scratching the surface. Organic search results are somewhat of an enigma. Search companies keep the exact algorithm super secret, and factors are constantly updating. For example, Google used to rely heavily on keywords, but now it takes your past search history, your location, and even your social media account information into consideration. So, it may be advantageous to look into Paid results. These are usually the first few links that pop on during any search query, and they plainly say “Ad”. If your website is new, or you’re just getting started, paying for this prime realty may be a smart option for you, at least until rankings organically increase.
To learn more about how search works, do some quick web searching yourself! Tutorials and articles abound on the web, but just remember it will take time, patience and strategy.
**Note** coiski also provides individualized search engine optimization and coaching, so don’t hesitate to reach out.