Gordon Currie's 25 Years Of Marketing Experience

Cool, Innovative, Creative Marketing Ideas

Inside Secrets to Getting Listed Higher on Google

There isn’t a day go by when I don’t get questions about how to get a website to rank higher on Google. With all the information on the Internet about search engine optimization (aka SEO) and different techniques, it’s easy to get confused and spent a lot of money.

My experience has been that if you follow about 40 to 50 techniques and apply them to your website, you will get a reasonably good listing. Right now the rules to getting a good listing are changing on a daily basis. I am seeing some sites that are only weeks old getting ranked much much higher than sites with a lot of content who have been online for months if not years.

So how do you compete without spending a fortune? Will there are a few different techniques that are complicated but the one I want to talk about today is very very simple.

The magic word is….. “Content”.

it’s really quite simple, many of the new sites that to go up have very limited content and therefore there isn’t a lot for Google to look at ( Google being the largest player in the SEO game). So many clients ask me how much content is enough. My basic rule of thumb is to try to get at least 2300 to about 2500 words on your website. So if you were to start a website project with five full 8.5 x 11 pages ( averaging 500 words a page ) you would be very close. Now depending on how many words you have and the font size you may need 8 to 10 pages.

Now this sounds pretty basic and yet I know a lot of sites and past clients who have struggled getting content together. So maybe I can provide an example. Imagine if you will the website for a small Greek restaurant. I would normally include pages like About Us, menu and specialties, staff and cooks, location and how to get there, desserts, alcoholic beverages, instructions on making reservations etc.

That’s pretty standard fare for a Greek restaurant website. Now if I wanted to add some extra content for a website like this, I tried to put myself in the position of a guest or patron so that I can come up with different ideas for content. I happen to like Greek food so I’m going to be wanting to find information on: how is the meat prepared and cooked (oven, spit, barbecue), what region is the food from or the staff, what winds go best with Greek food, how do you make a great Greek salad, how might you greet the Greek staff in the restaurant in their own language. I might also be interested in some of the Greek music I hear playing in the restaurant and maybe a list or a link on the website to favorite Greek musical artist.

So as you can see above, it’s not difficult to come up with content for a website if you put yourself in the position of somebody actually using your website rather than staff or owners.

Another key consideration when you are adding content is to remember that the first one to two paragraphs on a webpage tend to get more attention from the search engines. At least that is what my research has shown over the last 20 years. So if you analyze the first paragraph of a lot of sites you will notice that many of them don’t have keywords that relate to their business or products in the first paragraph. Google and other search engines work off of keywords and key phrases. Now if you are hoping to get extra traffic at a restaurant for the keyword “pineapple”, you can imagine that most restaurants in Hawaii will get a better listing when you hear British Columbia.

The secret to getting a good listing would be in promoting a phrase or what they sometimes referred to as a longtail keyword. So in the example above, rather than optimize your content for the word pineapple, maybe you want to optimize your site for “pineapple glazed roasted lamb”. If that was your signature dish and you want to make sure when people search for your dishes online, then your want a repeat that phrase and you will end up targeting people looking specifically for the dish.

So if you have a few minutes today, go out and look at your website content and in particular the first one to two paragraphs, and review the keywords on your page that might attract people. People don’t search for words like us, them, and, she, only, stuff. If it’s a Greek restaurant, they will search for the name of the restaurant, the location, and likely the specialty foods that a Greek restaurant carry. So those are some of the words you want in your opening paragraphs: Baklava, Souvlaki, Tzatziki, Spanakopita. These are some of the more common foods that are popular in North America.

So before you run out and spend major $$$ on trying to get a better listing on Google, review your site like a customer would. Put yourself in their place, what would they normally search for and what would keep them on your website?

If you have any questions, drop me a note at Eldorenconsulting@gmail.com and I will do my best to get back to you. I also have SEO packages that I promote for my clients and they can deliver some great results.

Talk soon

Gordon

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October 1st, 2013

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