Creating you website, then sitting back and waiting for things to happen doesn’t cut it when it comes to you website’s Google rankings. Pushing for your site to be ranked highly on Google is a perpetually proactive endeavor, so take note and flex your typing fingers, because you’ve got work to do.
1. Domain history
Google will see volatile domain ownership as sign that the site is in flux and reset the history for your domain, forcing you to build your site rankings back up. Keep in mind that this is via WhoIs information. If you site’s ownership changes, but the WhoIs doesn’t, Google remains passive. In addition, maintaining private WhoIs may impact your site negatively. It’s seen as something along the lines of “This site owner has something to hide”. While it’s probably not hyper critical to display site ownership to anyone on the Internet, be prepared to take ownership both privately and publicly.
2. Content length and keyword density
It’s easy enough to create a pretty website with lots of bells and whistles, but without in depth and relevant content, Google isn’t going to know what to make of it. If you’re selling a product or service and conducting business for the company in question, then you should know plenty about the product and be able to hack out tons of content for your website – and if not, I, people visiting your site and Google are going to question the validity of your Internet presence.
3. Image Optimization
Yes, and I don’t mean just image compression and download speed – your images need to be meta tagged and titles in order to become relevant on Google. That means going through your site and adding title tags to everything.
4. Recent Content Changes
Your site should be updated. Often. In the virtual world that is the Internet, where viral content takes minutes to become relevant, Google wants to see a stable site whose content is updated frequently – that means creating new content regularly, preferably on a daily basis. Don’t allow your site to become stagnant. Remember with whom you are competing: In order to get a leg up on their competition, your competitors are going to be using every arrow in their quiver, and if they are half and driven as you are, they’ll win.
5. Quality, Grammar & Broken Links
I had an opportunity to sit down one day with a Google engineer. Over a beer he allowed me to hit him with back-to-back questions about Google’s search engine appliances, and the algorithm Google uses to rank your site. There are literally thousands of factors, and trying to fulfill every little requirement is kind of the same thing as your golf pro giving you a bunch of ways to improve your swing, then expecting you to be able to do it perfectly on the first try. So here are just a few of many items:
- Quality: Indications of content quality are text that is accompanied by meta-tagged images, videos and highly ranked internal and external links.
- Grammar: While I have no indication that the quality of your grammar effects your search engine rankings, I’m mean, c’mon – don’t let bad grammar and spelling effect the way your company is perceived by someone reading your website.
- Broken Links: These are an indication of an old, out of date and dilapidated site. There are many tools, some found here, (not the least of which is Google Webmaster Tools) you can use find broken links on your website.
Yes, you could spend an eternity adjusting, maintaining and creating content for your website. It can be a real pain in the neck, but if you’re truly willing and want to stay in the race, these are just a few examples of the type of things you’re going to want to look into doing.