Google’s Promise to Web Users – Part II

Posted by alpha on Jan 16, 2010 in Search Engine Optimisation, Web Marketing | 0 comments

I received few e-mail queries and phone calls for my last blog post on Google’s Promise to Web Users. All of my folks wanted to know more to work with the Google system to achieve higher rankings.

Hence, I thought of explaining the three parts in detail.

Theme – Always consider the difference between truth and the whole truth while selecting the theme for a page. Apply the rule of whole truth to every page on the website and make sure the title is specific and unique throughout the site.

1. A modifier that is always true is part of whole truth and is no longer just a modifier.
2. The narrowest truth is the whole truth
3. Narrow truth is easier to rank for than broad truth.
4. Many pages with narrow truth beats fewer pages with broader truths.

In SEO the truth is about balance. When selecting a search phrase always remember,

If a search phrase is:

Too Broad, then

1. Too much competition
2. Low conversion
3. Starts, competing with other inner pages of the website.

Too Narrow, then

1. Too many pages to link sensibly
2. Lots of duplication in content
3. Very low traffic to each page (low ROI)

Reputation – When selecting link text to attach meaning to the page that links point too, always remember:

Don’t confuse Google with

1. Navigation links like “Click Here” and “This Page”.
2. URL links and company names

Don’t confuse searchers with

1. Links that provide partial truth
2. Repetitive usage of same anchor text

Confirmation – Now, make no mistake good ranking does start at home with on-page factors and reputation but it just does not end there. We also need confirmation from other sites. In general external links are the least important determinant of overall ranking once you have some but a lack of external links will cost even the best optimized website to have big trouble. The larger the website the less external linking you’ll need but all sites will need some external links because this is one of the techniques Google uses to combat so called low quality websites.

When selecting external links, always remember:

1. Select relevant quality links
2. Followed links are strongly preferred
3. Link to all of your pages not just the homepage
4. Get link text as precise as you can get.

Implementing these three systems is the only way to achieve good amount of traffic and keyword rankings.