Supporting Your Site

Beyond Google

Search engines are fine creations, Google probably the best but don't let that stop you promoting your website in other ways.

Your website address should be on stationery, publicity material, give away items, vans, packaging. Part of your business conversation.

This should also be prominent in press releases, articles and training material. Ensure staff understand the value in your URL, your trading name in the online world.

Inbound Links

On this page, we mention the need for other sites to link with yours. Try to avoid temptation to achieve this too quickly, or easily.

There is evidence search engines, not least Google, respond better to a gradual increase in the number of external links.

Relevance and quality of links are also important but not the number. A single, freely given, in context link on the right page is more use than dozens of also rans.

Be Watchful

Your website is a valuable item to be cared for. Institute a system to see this is regularly checked for any errors, availability, broken links, or outside interference.

The same with online reputation. Search as customers would search, see what they see. Spurious entries on the web may need attention.

Make sure those adding to the site know how public the words they use are. Language counts, a business website is not a social network.

 

The Google Age

Google's server complex is impressive and one of many, few companies see such a meteoric rise, 88% of search in the UK and a similar stranglehold in other countries. Every business wants to be found there, to be part of the modern world.

If website owners make an effort to communicate with Google and stick to basic rules, being listed is rarely an issue. Many however look for a closer relationship, a flow of business from Google.

Talking To Google

Millions of web pages offer arcane detail on search success, or how to game the system. A few might work for a while but generally not and in any event, the real recipe is straightforward. Google are a business and as with any business you wish to work with, think about mutual benefit.

Google largely make their money through users clicking sponsored ads. Conversely, their user level will only be maintained if Google remain the best search engine, with the most accurate and helpful free results.

Your need is to see your site gain the best possible place in organic (the main section) search results, their rationale is having the best sites in the top places. Rarely has such a simple formula for mutual success existed.

Subtle factors count but essentially, unique, relevant content and attractiveness to consumers are what search engines look for. They measure these factors through the content, regularity of new information and popularity on the web.

Connecting The Web

Google's original system for measuring relative value of web pages came from the practice in academic documents of citing information from other useful sources. In website terms, these citations appear as a link to other websites and are viewed as votes for those sites.

The more authorative and relevant the site casting a vote, the more weight this carries. Link analysis has also progressed to counter abuse and improve search results, along with more factors being woven into search algorithms:

  • We never tire of restating how important the content of a website is. Please do not become infatuated with technicalities, Google need good pages.
  • As far as technicalities go, the most important is an efficient website, which is equally functional for search robots and people.
  • The nature of search engines gives them a requirement to be popularity engines, you can't make it on the web by yourself.
  • Trust becomes a more important factor as every day passes. Establishing this from day one is important and breaking trust painful if found out.

There are other factors which make a difference but if your website focuses on the core needs, you have a head start. If you run into issues getting the right support for this, you are welcome to contact us at any time.