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How Google Ranks You

Let’s start by understanding what Google cares about. They are looking at four main attributes when filtering through options for a search query

Relevance: Keywords, Metadata

 

Authority: Domain Authority, Link Building

 

Intent: Document Type, Anticipate and fulfill user intent

 

User behavior: Dwell Time, Click-Through Rate, Social Shares

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Overview

Each month, 1.17 billion people search over 100 billion times for content on Google. This makes Google the largest marketplace of people looking for products, services, and content ever. Because of this, market leadership in Google search is synonymous with market leadership in an industry. Expertise in search marketing on Google and a constant drive for more and more industry knowledge enable us to keep evolving our strategies and content for optimal search results. Search Engine Optimization is a digital marketing technique that has a significant return on investment. It allows us to tap into raw search engine data and extract quantitative, actionable answers to some of the most crucial content marketing questions. Leveraging modern SEO techniques enables us to create A+ content capable of generating meaningful, targeted traffic to your business.

Relevance

Are you making it easy for search engines to know what your content is about and what searches you’re targeting with a piece of content?

Example: Let’s say you’re creating content for a search query like this: “best bar in Burlington”

 

  • Keywords: Are you using keywords that are relevant to the content’s website? Will your website provide the user with the information they’re looking for? Utilizing keyword research enables you to find what queries are being demanded, then create the supply for that audience, optimizing growth. Digging down and finding niche search phrases like “best beer in Burlington” narrows your competition and allows you to dominate certain search queries quickly.
  • Metadata: Does your content have a clear, concise meta title and meta description on the search engine results page? If not, your ranking will suffer! Make sure you have an enticing title and description that will turn an impression into a click.

Authority

Google ranks content based on the authority of the page and domain. Authority is based on several factors, including linking root domains, number of total links, and other link metrics. Moz’s Open Site Explorer Tool is an excellent way to evaluate the authority of a domain and page. To increase your domain authority score, you must work on your backlink profile, and produce a steady, consistent flow of content.

 

Google will analyze the merits of your page and the pages that link it, so having your content linked by a high-authority website is a big win for SEO!

 

Link building has a snowball effect on your content. Quality links increase your rank, ranking highly earns your content more traffic, and more traffic earns your content more links! It is necessary to nurture content via link building until it is strong enough to drive value to your business.

Intent

There are many different types of media that can result from a query being entered in the search engine. For example, searching for a kilogram to pound conversion will most likely result in a calculator widget being the number one result. To rank with the top results for a given query, one must create media with the same document type as the top ranking results. Another important factor to consider is the user intent. What are they looking for when they enter a particular query? What type of media will best suit their needs? All of these considerations can help you hone in on creating content that is relevant to the given search query.

User Behavior

Often times if a user clicks on a result and it isn’t the information they were looking for, they will navigate away from that page within the first 15 seconds. Users’ dwell time on your page is an indicator to Google about whether or not your content was valuable to users who search for a particular query. Another important factor to consider when optimizing SEO is the Click-Through-Rate. To calculate click-through rate, you take your number of clicks and divide it by impressions. In other words, how many people see your link, and out of that number, how many are clicking it? This can help you understand how you can make your link more enticing to click.

Content Creation Process

Let’s take a look at our Content Creation Process:

Keyword Research

Find demand, create supply; discover what people are looking for!

Instead of taking an educated guess on what people want, our data-driven approach utilizes keyword research to determine what content people are actively seeking and how many people are actively seeking it.

Content Research

Identify competition and exactly what it will take to beat them.

How can we expand upon what our competition has already said? What type of media is popping up on the top of the results page? Where do we stand in regards to our competition? All of these questions can be answered by researching what type of content is already out there for a given topic or search query. Can you create content better than the existing alternatives? If not, you should consider moving on to a different piece of content.

Brainstorming

Objectively challenge your own ideas.

Use this time to consider the strengths and weaknesses of existing content. How can you expand upon these to create a superior piece of content? You have to be honest with yourself about the quality of your ideas. Consider all different types of content as well! Even the most well-written blog posts can be overshadowed by different mediums that deliver value quicker, such as calculators and widgets.

Content Development

Invest time and energy to create awesome content.

If you want your content to have lasting value for your company, you need to commit time, effort, and investment into each piece of content. Get rid of arbitrary deadlines and keep asking yourself “How can I make this better?” Consider the four attributes Google uses to rank pages when creating your blog. How can you get other relevant websites to link your content? How can you increase the amount of time people spend on your site by adding value? Are your meta titles and meta descriptions relevant to the search query? Are you using the ideal type of media? Are you using keywords? All of these attributes truly make the difference when creating content that will rank well on Google.

Review and Edit

Are you willing to start over?

It may seem counter intuitive after investing all of this time and energy, but you must be willing to throw it all away if the content is mediocre. Content quality must be prioritized above all else. You must be able to answer yes to all of these questions before publishing your content:

  • Is the content copy well-written, easy to read, unique, and informative?
  • Has the content been proofread for spelling and grammar by at least two people?
  • Have you shared the content with a target audience member for feedback?
  • Are the keywords effectively used in the headers, subheaders, and body of the content?
  • Are the visual assets adding value to the content? Are they high quality images?
  • Are the title and meta description accurate, persuasive, and clear?

This diligence will be rewarded with content that is an asset which generates positive value for your business.

Promotion & Outreach

Find demand, create supply; discover what people are looking for!

Instead of taking an educated guess on what people want, our data-driven approach utilizes keyword research to determine what content people are actively seeking and how many people are actively seeking it.

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