How Do You Show Google That You Deserve A Rank In Top 10 Search Results?

Since the time humans started marketing for their early age primitive needs, they have always lived by one motto, “My customer is my God”. For them, the more they would make their product aligned with the requirements of their customers the better the chances of making business would be. Since then as principles of marketing evolved with time, strategies in conventional marketing still revolved more or less around the customers’ psychology, their requirements and their preferences.

As time passed, Marketing started getting more and more digitized and search engines and social media became the heart and soul of it. Marketing managers of a many odd companies, though still have customers as the main focus, in order to improve their online market share, spend a large part of their time and budget on optimizing their online presence. And they do it on the basis of the requirements gathered from the search engines rather than from their potential customers online. This was still understandable because back then Google couldn’t see nearly as much as it can now, and focusing on user experience alone could leave your site virtually unreadable to Google.

Major Parameters which build your SEO Strategy

Four major parameters to rank client websites on the top search results of Yahoo and Google, viz.

1. Website Design

2. Content Strategy

3. Online Public Relations

4. Creating Brand Awareness

  • To work on Website Design, they focused on On-Page Structuring and HTML tagging.
  • To work on Content Strategy, SEO content writers focused on using specific keywords on different web pages.
  • To build Online Public Relations, they focused on Link Building.
  • To create brand awareness, they focused on Anchor-text Manipulation.

What needs to be changed?

All the above mentioned areas of focus did help SEOs in getting their websites a better rank on Google and Yahoo search results. However, Google’s near-daily algorithm updates have made its crawler interpret web pages more and more like a human would. This brings you to an important conclusion that if you’re optimizing your sites for visitors, who could be your potential customers, there’s little to no chance that a Google algorithm update will penalize you. That means that you’re on Google’s side if you’re trying to make your site better for your visitors, which makes Google look good when visitors click through to your sites.

Though the parameters on the basis of which you plan your marketing strategy remain entirely the same, the way in which you handle each of these parameters got to change.

A Comparative Analysis of the Usage of the Parameters for an effective SEO Strategy

Today, if you want to rank in the top 10 results of Google and stay there till Google brings about the next big change to its search algorithm, it’s time you change your strategy. Below, is a comparative study of how Google was then (some years back)? and how Google is now ? And how different should your strategy be in the present scenario?

1. Website Design

On-Page Structuring/Tagging is to be looked at over here. The entire layout of your website along with the internal structuring of different web pages and the connectivity between them and with the homepage is as important as your on-page content.

How Google was in 2010?How Google is in 2013?What is the change in strategy required?
1. You had to mark up the important parts of a webpage with HTML tags1. Google can now see where exactly on a web page will the text show up, and how prominent it will be to visitors.1. It isn't just nice to have a good website design, it’s a necessity for the online marketing world now, and it absolutely pays off.
2. As Google begins to understand how people interpret design better and better, having a good design will become a necessary part of both online marketing and SEO.2. If you don’t have a good enough design for your website you ought to find a good web designer. You got to give him inputs on the topics on which you want your website content should be based on so that you get ranked well on search engines for the targeted keywords and also attract the target customers.
3. You can't just tag text to make it relevant to search engines; it has to be integrated into the design.

2. Content Strategy

On-page Specific Keywords Usage is the main look-out here. On-page content is something which initiates building a relationship between you and your online visitors. So, it’s very important to critically evaluate your on-page content is absolutely in line with the keywords for which it is optimized.

How Google was in 2010?How Google is in 2013?What is the change in strategy required?
1. Google couldn’t really understand synonyms of a particular keyword. However, it could very well understand Keyword Stuffing.1. Since Google understands synonyms you can use a keyword once and show that it's highly relevant with other similar terms. 1.Since you can use a keyword once and show that it's highly relevant to other similar terms you should use a number of keywords that all mean approximately the same thing, so you can be relevant for all of them.
2. #1 rank for a keyword could be achieved by using it in the title, the h1, maybe an h2, and a few times in the text. 2. Google can make out the difference between Keyword Relevancy and Keyword Density.2. Don't focus too much on keywords with the most local searches a month; instead, use phrases that your current and potential customers use.

3. Online Public Relations

The main focus here should be building up strong back links. The more you develop connections with your peers in the industry, the better are the chances of Google rating you high on the Authenticity scale.

How Google was in 2010?How Google is in 2013?What is the change in strategy required?
1. Google was already getting pretty good at devaluing links from inferior/ poor quality sites, but a good link network could still work, and it certainly hadn't started penalizing you yet!1. Many sites have gone down because of different Google Search Engine updates, and others are still reeling from it. 1. Focus on building strong relationships with bloggers and sites which are of relevance to your website content.
2. You can't buy links anymore, yet almost all bloggers understand the value of a link and want to be paid for it. 2. The important thing is to focus on building a partnership where they rely on you as much as you would rely on them. With a one-sided relationship, site owners are bound to take your link down or forget about you eventually, but when they look at you as a source of knowledge, and as something valuable to their readers, they'll keep reaching out to you
3. Look for a site that is genuinely a good match for what you or your client has to offer.

4. Creating Brand Awareness

Helping your website build a brand name is no more limited to just Anchor-text Manipulation. Your main focus should be that people remember the name of your brand and not just the products or services that you offer.

How Google was in 2010?How Google is in 2013?What is the change in strategy required?
1. The strongest way to rank for a keyword was to get a link with that keyword in the anchor text. 1. It occurred to Google that if you have a million links to your site but no links to your site about your brand name, no one knew who you were. People feel more comfortable with brands, and are more likely to click on links to recognizable brands.1. It’s advisable to focus on brand awareness than the specific anchor text to your page. As the awareness about your brand increases, people are more likely to search for you specifically.
2. E-commerce sites across the nation paid for links with their target keyword in it and slipped those links in unrelated articles.2. Google realized that link profiles full of unbranded links were probably paid for, and started penalizing for those links.2. Do not be overly dependent on Google to send the visitors to your website. This relationship is one-sided. If Google make changes in their search algorithm, or if your competitors get slightly better and confiscate you out of the first page of results, your business will crumple completely, and Google won't even notice.
3. These days increasing your brand awareness through social media is used globally. By posting relevant content frequently helps in SEO rankings.

So, having read this, hope you get a better grip of what do the recent updates in Google Search Engine Algorithm mean to you and the larger part of the SEO world. Hope it also helps you anticipate where Uncle Google is heading to, so that you stay steady and calm whenever a new change is brought about and keep practicing White hat SEO practices even in the changing times.

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