Deciphering the secretive Google search algorithm can be difficult for anyone without a PhD and inside information to the logic used by Google to rank Web sites.
However, for many businesses, using Google to drive traffic to their Web sites is one of the easiest and least costly ways to generate new customers and revenue. Developing a sound marketing plan, like utilizing targeted keywords, to promote your business on the Internet is paramount to driving your Web site to the top of the Google rankings, and keeping it there.
Provide original and useful content
One of the leading complaints by people using Google as their primary search engine was that they were driven to sites that had little, to no useful content. Internet marketers who had figured out creative and inventive ways to achieve high rankings through the previous Google search algorithm were manipulating the search results. With many new entrants into the search engine provider space, Google had to act fast to gain the confidence of its frequent users. In order to do this, Google decided to make changes to their algorithm in an attempt to provide more meaningful and useful results.
Knowing that Google will consistently make adjustments to their algorithm to achieve these desired outputs, it is simply best practices for any business owner to provide content on their Web site that customers will find relevant. That isn't to say that Google with get it right all the time. Unfortunately, shortly after the last round of changes to the Google search algorithm, some companies found traffic to their Web sites dropping drastically. More than likely they were being lumped in with "content farms," companies that churn out articles, which are often poorly written and contain repeated information, in order to satisfy algorithms to gain maximum search exposure. Hopefully, these are exceptions, and it is much better to have a few outliers than a number of honest content providers being pushed to the bottom of Google's ranking to make room for spam or advertisement-heavy Web sites.
Use targeted keywords
Google makes a number of tools available for business owners to help maximize traffic to their Web sites. In addition, there are many third-party applications on the market that can be of great assistance in targeting keywords. Again, be mindful that you are not simply identifying these keywords to game the system. If there are keywords that have little competition, and it's relevant to your business, then by all means craft content around it. These are legitimate and surgical ways to optimize your site in the eyes of the Google search algorithm.
Lately, because there is so much competition on the market for typical keywords, the focus has shifted to using long tail keywords. For example, instead of using "pasta" as you keyword, you would use "pasta with red clam sauce." The logic in using long tail keywords is that there should be less competition for more exact keywords through the search engine.
Don't be a content farm
As mentioned earlier, Google's focus is improving the quality of its search engine for its users. If you are running a site that is keyword focused with little or no relevant information on the particular subject, you may find yourself banned by Google. The Google search algorithm may not be able to differentiate true content from well-disguised useless information, but its users can. The more complaints there are about being driven to advertisement-heavy Web sites, the more likely your content farm will be shut out from the rankings.
Laura Tate is the founder of Crackerjack Scribe, an online social media marketing and content publishing company. Laura formerly served as associate publisher and editor for the online and print versions of Malibu Times Magazine, and The Malibu Times newspaper.
For more tips on utilizing social media and content publishing to maximize your Web site's presence on the Internet, visit http://www.crackerjackscribe.com/
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