Benefits of improving your Search Engine visibility

Why do you need to blog?

I often meet business owners who do not fully understand the importance of creating regular, fresh content to catch the attention of search engines. Some of them may already be creating blogs but don’t know why they're not achieving a good ranking on Google. We all like to see our business name at the top of the list when we search on Google for our business category or product but ranking No: 1 is not the only reason for putting effort into making relevant, engaging content. It's about creating a good reputation as well. Recent changes to Google's indexing supports the value of building a good reputation.

What do search engines want?

Whether we like it or not, Google gets to say what content gets noticed. Whether we like it or not, Google also gets to change the criteria for that content. This makes it hard for business owners who want to gain the most advantage from the information they send out on social media.

Those of us who make our living from understanding and implementing SEO know that Google updates it's ranking algorithm all the time and that we have to keep up to date with all all of these changes. When Google started indexing pages, it focused on keywords, metatags, and metadata. This led a lot of SEO experts and business owners to believe that the more keywords in the content, the greater the opportunity of being indexed by Google.

They assumed that a successful formula for content was to repeat keywords as many times as possible. They started stuffing keywords into every piece of content they created. This meant that a lot of their content simply didn't make sense.

Black Hat SEO

Many experts began using aggressive techniques and tactics in their SEO. These strategies are focused on the search engines, not the human audience. A lot of these strategies don't even obey the search engines rules. The techniques include keyword stuffing, invisible text and doorway pages. This kind of SEO is generally used by those businesses looking for a fast financial return on their website rather than a long-term investment in their website and their relationship with their customers.

Because these kinds of strategies are outside the search engines' rules, using them could result in your website being banned from the search engine and your valuable information being exiled from your marketplace for a very long time.

Content and connection

In order to curb the kind of activity where sites were spamming the search results yet still ranking well, Google went back to basics and introduced another way of determining which sites deserved a higher ranking. Now it relies on the number of links you have going to your website; the number of people linking to the content; and the number of updates and improvements you create. In other words, the number of customers, prospects, industry peers and people seeking expertise in your field who are returning to the content that you are producing. The better your content, the more attention you receive, the higher you rank with search engines and the more you build your reputation.

The quality of the links

This change in the criteria means you need to ask yourself if your content is:

  • Fresh
  • Original
  • Not copied from other sites
  • Engaging
  • Relevant to your customers
  • Easy for customers to understand
  • Easy for them to navigate to make payment or download content etc.

Google's criteria of determining reputable websites now take into account whether they can see people linking with your site and whether your content is being appreciated by other people. The search engines will be able to determine how many people are visiting your site, interacting with your site and recommending what they see to others.

They have also introduced Authorship where content includes a link to information about the author and an image of the author. When you do a search you will now see a photo of the author on the search results. You will also see a title for the content and a brief explanation of what the content is about. This is an additional benefit to you as it will help you to build you brand as an author.

To ensure that your blogs are seen and appreciated you need to:

  • Keep content fresh
  • Create your own content
  • Engage your audience
  • Educate your audience

Blog to engage

The more people talk about you, bookmark you, and share your content on Twitter, Facebook and other social media platforms, the better you will perform in search engines. You will also be building your reputation for being an expert in your field as someone who provides relevant, engaging content that people appreciate. They will return for more, buy more and tell others about what you do. These are the elements of building a successful reputation and brand.