In order to attract visitors to a website, it is important to rank highly in search engines such as Google.
42 per cent of users click on the first website which appears on a search engine results page. Eight per cent of searchers select the second link. Only a small minority of individuals choose to follow the links below these two listings.
How Google works:
Google has a programme which indexes pages across the internet. It is sometimes called the 'Googlebot' or the 'Google Spider'. This software 'reads' websites in order to organise them effectively.
How high a site will appear in different search results is the result of a number of factors.
Google monitors the links coming into a web page from other websites in order to determine a PageRank. This measurement is scored between zero and ten.
Websites with a greater score will usually rank higher in search engine results pages compared to sites with a lower value. PageRank is based on the quantity and quality of incoming links to a site. A link from a high PageRank site is worth more than a link from a low value page.
TOP TIP: Relevant and engaging content will encourage other internet users to link to a website. This will help boost PageRank.
Google indexes a site based on its content. If a website regularly includes a certain phrase, Google is more likely to rank it higher for searches of these words. These phrases are also known as keywords.
TOP TIP: Google penalises websites which constantly repeat keywords. Ensure that website copy is well written and readable.
Internal links (links to URLs on the same website) are also indexed by Google. The programme crawls every page featured in a link. It will take into account each of these URLs when determining a site's overall rank in search results.
TOP TIP: Make sure each individual URL on a website is being linked to by a separate page. This way, you can be sure the entire site is getting crawled by Google.
Google continuously monitors changing websites. This ensures that the search engine can return relevant and up-to-date information. Sites which regularly update, such as newspapers, are frequently crawled and therefore ranked higher.
TOP TIP: Update web pages to ensure a site is often spidered by Google.
You can contact theEword if you want to learn more about the way Google ranks search results pages, or if you'd like to know how to make your website appear higher for a range of different search terms.