To rank well for chosen keyword phrases, things need to be occur externally to the website and to take place on the website itself.
- The website needs relevant content.
- Backlinks from other websites and other mentions of the brand or business need to accumulate naturally in relevant places.
- There needs to be activity, in the form of recent updates to the website and people visiting it.
Google is the top search engine because it provides such incredible search results. It does it by assessing the relevance of pages to the phrases that are typed. The majority of these things should be done on a website to allow the search engines to make correct keyword associations.
- Each main keyword phrase the website is being ranked for needs to have it’s own page on the website. Research is needed to locate terms with high search volumes that the website has best chance of appearing on page one for.
- The keyword needs to be a part of the page-address. ie: www.business.com/keyword.
- The title of the page needs to contain it and the page itself needs 500 words or more about the subject.
- The content of the page must be original. Real people will be reading it and as well, Google updated their searches in March 2011 to penalise duplicate content. Now in 2015 it’s more important than ever that page content is original, relevant and good quality.
- From a conversion viewpoint there should be a call to action as part of it to either contact you, or make a sale.
Back-links are links from other websites, that when clicked take you to the website being ranked.
They are built up using comments on other websites, building other sites, submitting online press releases, submitting articles to article directories, publishing videos, podcasts, PDFs and a bunch of other things.
It needs to appear natural and gets done on a gradient, so the first several weeks start off getting a low number of good-quality links, then the next month moving into several hundred, and on from there. These links will generate traffic in themselves, as well as helping to move the site up in the search results.
When disseminating information about and links back to a page, it’s best to avoid over-use of the keyword phrase in the links back to that page.
Google is evolving and regularly refines it’s rules it uses to order the search results. An update completed in June 2010, called “Caffeine”, increased the search speed and also took into account website activity.
The way that’s working best for marketers at present is to maintain a blog on the site. This also builds up the number of pages and amount of content, which are further ranking factors.