Step one to getting higher rankings in any search engine is understanding your competition.
Today
is going to hit on a question I get almost every day from readers - the
extremely broad question of how to get higher search engine rankings.
Unfortunately, there is no single answer to this question.
It's
one that would take hours to properly discuss, and there are hundreds of
books on the topic. But, I can definitely show you the basics and tell
you what you need to be working on - all things you'll go into in
further detail in the future.
What Search Engines Want
Google
is the de facto search engine, meaning what they want, we give them.
Yahoo! and Bing are great tools, but they just don't have the volume
that Google enjoys, and for the most part the algorithms are very
similar across the board.
As for what Google wants, they've never
been privy to tell us their search rankings, but we have been able to
speculate quite a bit - here's a list of what we do know:
* Inbound Links
The
original algorithm that made Google what it is today is the one that
taught the web how to rank sites by how many links they get from other
sites. In particular, Google ranks you by the links you get from
authority, reference, and related sites.
They don't like link
exchanges, they don't like link farms and they definitely don't like
empty pages with unrelated content linking to you. They do, however,
like.gov and.edu sites, high Page Rank sites, and content rich sites on
your niche linking to you.
* Keyword Density
Keyword density is far less of a factor than it once was, but it still stands out as a big part of the process.
You'll
need to ensure keywords appear in your Title Tags, META tags, your
headings on the page, and within inbound links you have pointing at your
site. Proximity and placement on your page are also important as it
shows the relative value of that keyword.
* Outbound Links
Links
are fantastic coming in, but they can be valuable going out too. If
you're referencing quality, related sites in your niche, it will show
that you're intent on providing users with value and information.
* Clean HTML
Messy
HTML that isn't verified and has bad tags will not necessarily hurt
you, but it sure won't help. There are conventions here that are too
complex for a short message, but you'll want to have a programmer clean
up any code you use on your sites if it's old or doesn't perform well.
* Navigation Structure
Your
pages should all be linked so that you can reach any other page on your
site with ease. Remove any dead-end links, and don't have any links
nested more than 3 pages deep in the structure.
* Content
Quality - More and more, Google's spiders are learning how to tell if your content is of a decent quality.
Using
LSI (latent semantic indexing) and other natural language filters to
gauge the way your keywords are laid out and how the content is
formatted, they can tell if you're writing for a ranking or for useful
content.
The result is that most pages need to be at least 400
words now, keyword density needs to stay below 4% and content needs to
be topic related.
Getting high search rankings is a long process
that requires an expert eye for content development and keyword
planning. However, if you do it right, you'll find infinitely more value
in your organic search listings than any single PPC campaign could ever
provide as traffic will pour in repeatedly without any additional cost.
Don't forget - to get the most out of your marketing campaign, you need to know what you're up against.
Learn
more about your competitors, the keywords your audience is searching
for and the specific ways your site could move in the rankings right
away.