Being web professionals, we hear a lot of questions about search engine optimization, especially things like “How can I get my rank up in Google?”
Here’s the simple answer: have good content.
The thing to remember is that Google– and all other search engines like them– are smarter than we are. They know all the “tricks” and all the “work arounds.” Google doesn’t even really look at your meta tags anymore. They basically use two approaches– PageRank and Content Analysis.
PageRank considers more than 500 million variables and 2 billion terms. We at Windsor+Cain can’t even fathom that, but the basis is that they run extensive algorithms that make sure you page is where it’s supposed to be. Some of the more important “variables” include how often your site is updated, how well your site is structured, how well your site is coded, and whether or not you have everything in place as it should be. Additionally, it’s important how many OTHER sites link back to your site.
For content analysis, the search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), their technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. They also analyze the content of neighboring web pages to ensure the results returned are the most relevant to a user’s query.
However, none of this means you can’t help your site move up the search engine ladder. You might hear a lot about “search engine optimization,” but the real truth of the matter is that you are your best tool for better ranking. Making sure your content is useful, up-to-date and valid works wonders for rank position. As they say, “Content is king,” and we can’t stress that enough.
Sites built by Windsor+Cain use what we like to call “organic optimization.” That means we build in the tools ot make the site naturally optimized for search engines, including clear and structure site maps, strong and important content, and structured and up-to-date coding methods. We of course add in the bells and whistles of optimization, like meta descriptions and keywords, but those only lend a pinky’s worth of help to engines like Google. But what they DO show is that you have your act together, and you’re “worthy” of moving up the rank.
Best of all, our content management system is a search engine’s best friend. It helps keep your content fresh and important, allows you to make swift and easy changes, and still tell places like Google that your content has been updated. With our “organic” approach, you don’t need to know anything technical or complicated. It’s all done for you when you make a change in your content.
Finally, one other way to get noticed in Google is with advertising programs like AdWords. This method is a great way to get attention, and we often consider it for our clients. When people search on Google using one of your purchased keywords, your ad may appear next to the search results. Now you’re advertising to an audience that’s already interested in your services. People can simply click your ad to make a purchase or learn more about you. The great thing about this program is you pay what you want. There’s no minimum spending requirement – the amount you pay for AdWords is up to you. You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad. And of course, you’re charged only if someone clicks your ad, not when your ad is displayed.
So there you have it: a little light shed on the subject of Search Engine Optimization. There’s of course a lot more to it, and if you’d like to get your new or existing site “organically optimized,” get in touch today.