The higher a website ranks in the organic/natural, free search results (non-paid or non-sponsored ads), the more FREE exposure the website receives, and thus more opportunity for qualified leads, and thus converting visitors into sales and revenue.
While many experts may disagree on various optimization strategies for improving organic website ranking in Google and other search engines, most agree that THE single most important factor is content; followed closely by cross browser compatibility & in-bound link popularity.
Content is the most important factor that comes into play when Google decides which websites it will display first in search results.
Literally, if the keyword or key-phrase being searched is not found, or found very rarely in the website content, then that website will usually fail to be listed in search results for that keyword or key-phrase.
While cross compatibility (whether a site will load on all sites and platforms) & in-bound link popularity (the number of external websites that link to a website) are also extremely important factors in getting top ranking in Google, a website with poor content will rarely excel.
The reasoning is simple:
- Why would website B want to link to website A if the content of the website is lacking in credibility, unprofessional, or simply non-existent?
- Why would a search engine promote a mobile-friendly site if the content isn't strong and worthwhile?
Obviously they would not, hence content is still the most important factor.
Encyclopedias Rank Higher
Because content is the main factor to top ranking in search results, often preference is given to websites that are an encyclopedia about a particular topic, area of interest, or industry.
As well, often websites that are an encyclopedia on a topic are going to be popular for other websites to link to, thus increasing in-bound link popularity for that particular website.
Any website can achieve this encyclopedic status overtime:
- Detailed Product & Service Pages
Create a page for each and every product and service. Ideally, each web page should be dedicated to a unique topic, product or service. Don't cram multiple topics, products or services onto one page.
Such expanded detail will immediately add a considerable amount of valuable content to a website. Naturally this increases the density and usage of all important keywords and phrases.
- When writing product and service descriptions be as descriptive as possible. Describe products to clients as though they are on the phone and cannot see the product image. This is often the initial contact with most online prospects and customers. The more organized and detailed content, the better.
- Provide all the potential details and specifications that a customer could possibly want to know about a product or service. For example, if the product were a part, ideally each part should have its own page and full-specifications list including: size, dimensions, weight, all potential uses, etc.
- In addition, with more products and services comes a benefit often called the "Long-tail Effect".
Adding a Frequently Asked Questions section is imperative to not only achieving good customer service by answering questions, but an FAQ section is often large and intensive with quality keywords and key-phrases.
- An FAQ section will often include exact questions or quotes from customers using the customer's wording and choice of verbiage, and thus match to what other customers will be typing into Google's search box.
- Industry News
Including industry news — whether about a company, competition, or the industry in general, is another excellent method of achieving quality content.
- Customers often find articles and such information to be useful in learning more about a particular industry, company, product or service.
- Quality, quantitative information is essential to making an informed and educated decision about the proper products and services a customer may need.
- Help, Customer Service, & Other
Literally any page that discusses relevant topics will help the overall ranking of a website.
- Spending time to include help topics, how-to's, and other such customer service & help focused sections, can greatly improve website content and associated ranking.
- As well, having a page or two about the history of an industry, how a company first began, or other relevant tidbits are other examples of great ways to add unique and quality content to a website.
Be Careful When Paying For Content Optimization
There are many companies out there that will contact a company and state they can optimize a website and its content to get top ranking in search engines such as Google.
While some firms are legitimate and help a business succeed by offering true SEO consulting and advice, more often than not, these firms are not altogether honest about the services they will be providing and won't mention the following:
- Many less reputable firms take a small portion of the money paid for the SEO services, and buy Google Ads; then pocket the rest as a service fee.
- Google Ads are the "paid" or "sponsored" ads one sees at the top and right-hand side of Google when searching.
- Google Ads are a great resource for generating leads, but are no substitute for naturally optimized content.
- There are many legitimate businesses that provide marketing campaigns for those clients whom do not have the time, and prefer another firm manage their Google Ads campaigns and other similar marketing endeavors.
- Many less reputable SEO firms will not actually do anything to improve the overall website with optimized content and keywords.
- Once a Google Ads promotion has ended, the website will still lack properly optimized content; the site will receive little to no traffic through organic/natural search results after the marketing campaign is completed.
- Using Google Ads is a great recommendation for new businesses and websites that need to generate immediate, affordable, and targeted traffic.
- The best long-run solution for a constant flow of targeted, and free traffic is proper natural search optimization; often known as organic search optimization.
The Keywords Are Often Obvious
Few people will know the proper keywords and phrases to use in website content better than the business owner or employees running the business day-to-day. These are the people that deal with customers and vendors on a daily basis, and know the questions, phrases and wording that customers use when asking about products and services.
These "questions", "phrases" and "verbiage" that a customer uses are most likely what the customer will type into a search box on Google. Therefore, these are some of the keywords that should be in the content of a website for search engines like Google, to index and find.
The only secret to having good search optimized content is to be descriptive and varied when writing website content:
- Avoid using non-descriptive words and phrases including "the", "it", "this", or "that" as well as other words that are not specifically naming a service, product, or related parts and specifications.
- Use related keywords and phrases often and naturally in addition to the main keywords for that page or section.
- The more the actual product or service name or descriptive attributes are used, the more the content will "naturally" be filled with valuable keywords and phrases.
Use Social Media Posts to Create In-Bound Links
Create in-bound links, boost rankings, and most importantly, pull people and targeted traffic to a website by posting links to various sections of the website each day on social media:
- Post to the company's Facebook, LinkedIN, Twitter, Instagram, and Alignable social media pages each day with something new or different linking to a different section of the website.
- Everyday, choose a page, product or service to highlight; write a short description and post it, and the page URL (website page address) in a social media post.
- Choose a different topic, page, product or service each day so as to avoid duplicating the same post within a short time period.
- Make the post noteworthy and relevant to the day, time of year, or some other event going on so as to give meaning to the post.
- Over time, all website pages should have a social media post linking to that page.
The Bottom Line
An encyclopedia of quality content is the key to top ranking in search engines without any special tricks. As well, a website with top-quality content is more likely to have other websites linking to it, thus increasing in-bound link popularity.
While many other search optimization factors are important, the content of a website should receive the most focus and attention.