Increasing Search Results

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So how does one go about increasing search results? What is the secret? Please, do tell so anyone can read this post, make those changes and voila, watch traffic spike. OK. Ask and you shall receive.

Focus Words

Focus works, key words, focus key words, all of which either mean or imply the same thing. These are the words you want your site to be “known” for. The words you want Google to say, “hey, I know a site that is a good resource,” when someone enters those words in search.

They need to be just right. Too general and you compete with too many other websites. Too narrow and you’ll rarely have a user enter them in search. They also need to be, well, focused.

We talked about this recently, Focus Key Words, and cited two example businesses. One where the words were identified to drive local traffic to their site. The other more of a global search.

Site Performance

Now that you have your site identified properly with Google, if you will, the next step is making sure the site is performing well. Does it have any security issues? Is the speed of the site overly slow? Is it hard to find content? Do you have simply too many ads and other purely selling related features on the site?

If so, Google looks at that and is less inclined to “refer” you to a user. Why? Ask yourself this question. If you went to a business and it was dingy, had broken windows, product all over the floor would you refer your friends? No. Would Google? No.

Content

Content is king. I say it over and over. There are no shortcuts when it comes to truly mastering search results. You need to be a good resource. You need to have something that someone wants. Not just product. But information, resources and more.

You can try and game the system. Or in the case of search, game the algorithm, but at the end of the day, content is king.

So if the goal is increasing search results, content is the key driver.

Why Is Content King?

Thanks for asking. Rather than answer directly let’s use an analogy. Google is to the internet what Match.com is to the single life.

Match.com has to identify two parties, often located vast distances apart. They have to ensure that both parties are safe for one another. Not just to ensure the safety of either party, but to ensure their business stays strong.

Google.com has to identify two parties, often located vast distances apart. They have to ensure that both parties are safe for one another. Not just to ensure the safety of either party, but to ensure their business stays strong.

Now did those last two paragraphs look identical absent the first word in each? Well sure they did. Why? Because they both do the same thing essentially. One matches two single parties, the other helps someone in Boise learn about the weather in Florida ahead of a vacation. Or a shopper in Boston find a really good dog product for a gift.

Conclusion

Google is the matchmaker for the internet. Google is in business to make money. And they make a lot of money. They need to ensure the quality of search. The viability of their business is directly correlated to such.

They are not going to match client A, the person entering search terms with client B, the business if the fit is wrong. If client B has a bad site. A slow site. A site that is full of security concerns.

Google will not risk their business on client B if all they are trying to do is game the system. To artificially push users to their site.

So when it comes to the question of, how does one go about increasing search results? It’s no different than the process a brick and mortar store goes through in many ways. And there are no shortcuts.

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