Lately, I have been playing around with the black magic Google page ranking search engine optimization on our free online dating site FriendPad.com. For anyone who goes the dark road of search engine optimization on their web site, please beware that there is nothing quick about it. It could take months or years to truly pay off so be patient and keep at it. I wanted to take some time to go through the items that I have learned along the way and share with you what I have done to bring our site up into the first page of the SERPs, or in long format Search Engine Result Pages.
Title Tags
The title of your site is incredibly important to not only the users coming to your site, but also the search engines. Google does index your title tags so its important to keep them very descriptive, keyword rich and specific to the content on the page that your on. You should consider keyword placement here but keep the title to 5 words or so and make sure the keywords relate to the content on the page. You also have to keep in mind that the title is the actual link that your users will click on to get to your site. So make it compelling so that your users will actually click on it.
Meta Tags
This is not as important as it use to be, however there is still reason to make sure you have meta tags for each page. Since Meta tags are hidden to the user, when the Internet was just taking shape people would use these tags to shove tons and insignificant keywords into them so that they ranked well in the search engines. I remember a time in the mid 90s that I could get a number one position on keywords completely unrelated to the pages content. Google and other search engines have taken these actions and devalued the importance of these meta tags. However, Google still uses them in the description of the search results to give the user more information about what this page may be about but the days are gone to where you will be given a lift in search rank due to your meta tags.
Web Site Content
As they always say in the web world, Content is King. This could not be any more true with Google. Without good keyword rich content, your chances of getting into the search results of Google is almost impossible. When users search the web, they do so by typing in keywords. Those keywords need to show up on your web page in order for your web page to be returned in the SERPs. It’s really that simple. Good keyword rich content is key and the more the merrier. Also, original content rather that buying content that has already been used is also important. Google is able to figure out if the content on your web site is original or if it has been funneled from some other source. Create the content yourself and you will rank higher as a subject matter expert.
Keyword Placement
Keywords are very important as mentioned above. You want to be concious of keyword placement as you write your content. If the topic is about chocolate and you are selling chocolate, make sure you mention chocolate in your article. You can’t stop there though. Consider this: When users type a search term in Google, do they normally type chocolate? Probably not. They will type things like Chocolate Gifts, or Chocolate recipes or maybe even local chocolate stores. You may have heard these type of keywords being refered to as Long Tail Keywords. Long tail because they contain three, four or maybe 5 or more keywords in the search string. These keywords are almost more important than the word chocolate because they become more specific and more relevant to your content, which in turn increases your chances of the user clicking on your web site in the SERPs. You have to remember that just because you fall in the number one position in the SERPs does not mean that your users will click on your site. The results need to be relevant to what the user is searching for and that is what Google has worked so hard to maintain is high quality relevant results. They will penalize you if they find out you are shooving keywords in places that they have no business being in. So don’t shove Britney Spears in your web site content when you are selling chocolate. Chances are, Britney Spears has no business being in your content.
Links
Google changed the way search is done when they introduced their linking and ranking algorithm. Web sites are mainly ranked by the linking that is placed to and from your web site. Each link is viewed as some level of vote for your legitimacy in the Internet neighborhoods, so to speak. You see Google views your web site as participating in one of thousands of neighborhoods on the Internet. Your status in your neighborhood is determined by how many people think your content is important. They cast their vote by linking to your web site. It’s also important to note that links from other web sites in your same neighborhood is more important than links from other neighborhoods. So taking our chocolate example once again, the neighborhood would be Chocolate related web sites. If you received a link from a major chocolate retailer, that had a high page rank, that link vote would bring you more status in the neighborhood than a link from let’s say my blog. Because the higher status web site in your web site neighborhood linked to you, they essentially boosted your status in the neighborhood and in reality gives your Google page ranka boost. My link to your web site would not boost your page rank as much because I am not an authority in your web site neighborhood of chocolate. Quite a concept eh?
Also, it’s very important when other web sites link to you, that they actually create links that have anchor text that is also relevant to your web sites content. So when linking, you would much rather have a link that stated free dating service, which is highly descriptive of the site behind the link, rather than a link that says go here. Google captures this anchor text which helps them associate you with a given community.
Be Patient
Page rank does not happen over night and don’t expect it to. You will be setting yourself up for a disappointment if you think you can achieve great page rank across the board in a short period of time. Google has an algorithm that time to break into. Just as you see in the real world, it takes time to build trust and that’s exactly what Google has set out to do. Build trust with you as a webmaster. If you don’t break their trust, but rather build up the trust by creating good regular keyword rich content and furthermroe have others vote on your content by linking to it, then you will soon enjoy page rank like your neighborhood webmasters have done already.
I gotta run, but I will try to add additional information as I have time to this post. Take care and have a good day.