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Googe ranking and keywords

    Saturday 15 October, 2011  
About 90 percent of the Europeans use Google for their online searches, so it is logical that all webmasters want to have a first page position at Google. Therefore we will spend the necessary time on this matter and I will guide you with some concrete steps to actually make changes to your site and get a higher ranking in Google.

We will determine on which keywords (search terms) we have to concentrate and we determine our current Google positions. We focus only on Google, because of it 90% market share and if we have a good result, then we will probably have a good in the other search engines (like Yahoo and Bing) as well.

Before we start, we look briefly on how Google works and why things work a certain way in Google.

Google basic principle 1: Google wants to serve their users with the most relevant results. Like that, they remain the best search engine and therefore the most used one. And only way they can maximize their ad profits. To give you an idea: Google had made a 23 billion revenue in 2010. 99% of the revenue came from advertising.

What can we do with this knowledge? Ensure that for specific search terms we offer a maximum of relevant pages. The more relevant, the better and higher ranking you get in Google.

Google basic principle 2:
do not use tricks for gaining a better result! You can find a lot of tricks on the internet on how to beat Google and on SEO. You can expect that Google already knows these tricks and there is a chance of a penalty when Google detects you are trying one of these tricks!

What can we do with this knowledge? If your site or your pages are not really relevant to a given keyword, do not try all kinds of tricks to still get a good ranking on that keyword because you take the risk that you get a lower ranking then it already is due to penalties. So, a wast of time.

Google basic principle 3: The more important sites link to your site, the more important your site will be for Google. In other words, if there are many websites that are ranked high in Google and link to your site, then Google will give more importance to your site. It is one of the factors that Google uses to determine your page ranking.

What can we do with this knowledge? Provide so-called inbound links from sites that are higher ranked than your own site. I will have a topic on this in a later topic, for now you don't have to take action on it.

Bottom Line: You have to cooperate with Google instead of resisting them or trying to trick them. If Google does its best for its users, then we will do the same. There are some things we can do to get a better ranking in Google. Let's have a look at it.

In the previous two blog posts we already determined which pages of your site are most important. Also it was explained on how to create a list with keywords and on how to implement them in the most important pages of your site.

What we will do now is to have another look at this keyword list, but now with the intention to establish a higher ranking in Google. This can be a little more different than implementing keywords for our target audience. Our primarily goal will be to establish a high ranking for a specific keyword, we will work on that right away.

When your target audience visits your site, it is good that they see also the other keywords (the ones that we are not focussing on for ranking), because we determined before that they would need to see them.

Anyway. Time for some action!

Step 1: Determine what keywords you'll use to get higher ranking in Google
Use the keyword list that you have made before. If you did not make that list before, than now is a good time to do so. If needed, read back the previous two post to refresh your knowledge on this matter.

Now go to https://adwords.google.com/select/KeywordToolExternal. With this tool you can see how much certain keywords are searched for and how much competition exists on that keyword. This competition is only about Adwords advertisers, but it's also quite well usable for estimating how difficult it would be to get a good ranking for this keyword.

You probably know what keywords from your list or what combinations are most important. Start with those keywords, enter them into the tool and review the results.

Perhaps you have the intention to rank very high on a specific search term, like travel, phone, car or insurance. You must realize that this is near to impossible, competition is very high on such keywords. A better idea is to look for alternative keywords which are still pretty much sought, but have less or no competition.

The keyword tool also gives you a lot of suggestions, also some that you might not have thought about before. Make a shortlist of 10 to 15 of those keywords (combinations) that you can be used for your main pages in order to get a higher ranking in Google. Better to choose keywords with little or no competition, but that are still pretty much searched for.

Step 2: Determine where your most important pages are listed in Google.
You can approach this from two ways. On one hand you want to know were the pages are in Google that you consider as most important. On the other hand, it could be that pages that you didn't know of, might already have a high ranking in Google! If so, then you add these pages to your short list of important website pages.

But how do you find that out? In fact, that is a manual job. You simply enter the keywords of your keywords shortlist in Google and then see where your pages are listed. It makes little sense to look further than page 3 of the search results, as not many people go further then that.

For future reference you can now add the current position and the URL of your keywords in your shortlist. Like that you can easily track future changes.

There is also software available that will automatically track positions in Google search and displays the results. It is strongly discouraged to use this kind of techniques. This is what Google says about it: "Do not use Unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and Violate our Terms of Service.". If Google finds out that you use such programs, you risk the chance of a penalty. So better take some time and manually search for your positions in Google.

Tip: do you know which pages of your site are listed with the keywords from your shortlist? Then type your keywords into Google, like for example: keyword site:webit.bz or for a keyword combination  "my keyword combination" site:webit.bz

The results will show all the pages of your site that are found using the keyword (combination). You only can't see at what position they are placed, but it is an indication.

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