Explore the good effects of Google SEO and reveal tips to break through the website ranking problems.
Learn about Google SEO from a professional perspective to help you improve your website's visibility, traffic, and business.
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Google SEO Search Engine Ranking Optimization Guide
“Explore the secret weapons of Google SEO, reveal strategies and techniques to break through website ranking puzzles. Interpret Google search engine optimization from a professional perspective to help improve your website's visibility, traffic and business results. Get exclusive information and start the road to successful optimization!”
1 - What is SEO?
Google ranking optimization (SEO: Search Engine Optimization) refers to the optimization process that allows your website to achieve a higher ranking position on Google when a user searches for a keyword related to a product or service you are promoting. The significance of Google ranking optimization is that the higher the ranking, the more exposure your website gets, and the more business opportunities you will have accordingly. This is why many businesses, especially those with overseas operations, invest a considerable budget each year in search engine optimization of their websites.
Google provides a lot of useful guidelines for website optimization. However, the issues encountered during optimization are not the same for every website, as there are many different website categories like Media, B2B, B2C, C2C, O2O..., and optimization for Google SEO differs between website types and target markets. Therefore, optimization should be tailored to the website type and target country market to be effective.
After more than a decade of evolution, Google has become increasingly sophisticated. The days of deceiving Google are over. To do good Google SEO for your website, you need to honestly follow Google's optimization guidelines and improve your website accordingly. As a Google SEO teaching expert, we should not just hand over Google's optimization guidelines to clients and be done with it. Our purpose is to explain how each of Google's ranking factors can be implemented in practice, not just in theory.
Search engine optimization (SEO) includes on-page and off-page optimization. After optimization, the website conforms to the search engine's computational rules and thus gets recognized and ranks naturally. Both types of optimization are key focuses of Google SEO.
Is website Google SEO still necessary now that there are so many social media platforms?
App users may have noticed that search terms they have used in apps will occasionally appear in their commonly used social media software. This is actually the media platform making recommendations based on your search history. Even if you are no longer paying attention to those search terms, the system will continue to recommend relevant information for a period of time. In this social media marketing model, customers are passive, and the quality of website traffic may not be ideal. In contrast, Google SEO attracts active visitors to your site. All you need to do is optimize rankings for your products and brands to allow visitors to fully understand product details and even read customer reviews through search. Such website visitors are high-quality leads. Whether you are doing B2B or B2C, Google SEO is the best promotional channel, hands down.
PPC is pay-per-click advertising. It takes effect quickly as long as you spend money, like a faucet producing a steady stream of traffic when turned on. But once turned off, the flow stops immediately. Without sufficient resources, it is difficult to sustain high bidding costs. Sometimes malicious clicks can even lead to losses and the traffic is relatively singular.
Unlike PPC, Google SEO does not take effect overnight, and the upfront time investment may be longer with higher costs incurred initially. However, as long as rankings improve, only SEO maintenance and keeping up with Google's latest algorithm changes are required afterwards to maintain organic rankings for an extended period. In addition to increasing brand revenue, Google SEO also earns Google's trust. In the long run, Google SEO costs are actually lower than PPC. If budget allows, you can do PPC and Google SEO concurrently – use PPC to bootstrap website traffic in the beginning while improving Google SEO rankings. Then PPC expenses can be reduced gradually later on.
2 - Key Factors Influencing Google SEO for Websites
2.0.1 - Clean and Concise Code
Nowadays, many website building companies use Shopify, Wix, Shopline, Weebly, Ueeshop and other self-service visual site builders to deliver lower cost websites faster, especially for ecommerce clients. Custom websites needing significant backend coding typically use open source platforms like WordPress, Magento, Woocommerce, Opencart... Corporate sites providing services or solutions are usually custom-developed without relying on any engines, with both backend code and frontend design built from scratch. HTML code deficiencies commonly found are missing header (h) and paragraph (p) tags. For example:
2.0.2 - Clear Architecture
Website architecture must be structured clearly to guide visitors through a deliberate path when they visit. Secondary or deeper menus should have breadcrumbs indicating hierarchy to help search engines understand page relationships logically. Main menus that appear consistently across all pages are easiest for search bots to crawl. Blogs and showcases can utilize tags to associate related content.
2.0.3 - Responsive Website
A responsive website provides good readability across different browsing environments for the same URL. Website structure should not deform when browser windows are resized, and text content should remain legible without becoming too small.
2.0.4 - Server Stability and Configuration
If a website goes down frequently or loads slowly, search bots' ability to access or crawl gets directly impacted, negatively affecting site authority. Moreover, when visitors are unable to access or abandon a slow site, bounce rates increase. Both factors lead Google to conclude that this is not a popular site, thus lowering SEO rankings.
Apart from noindex tags and disallow configs in robots.txt, if significant indexing issues remain one week after pages have been submitted to Google Search Console (e.g. indexed page count very different from submitted count, or pages not indexable at all after repeated attempts), incorrect server configuration may be preventing indexing and hurting SEO rankings.
2.0.5 - Internal Linkage and Hierarchy
While we create XML sitemaps, websites don't automatically weave into search engine friendly structures. A key question is whether main menus can serve as effective bridges to important SEO pages. The path for search bots should avoid dead ends or single narrow points of entry illustrated below. For example, if page A inside Showcase section, Page 3, is selected for SEO, bots would have to crawl from tier 1 Showcase first to directory Page 1, then Page 3 before finally reaching target page A.
This kind of path is particularly narrow and not conducive to Google ranking optimization. Although it is better to choose a page under page 1 as the SEO page than to choose a page under Page 3 as the SEO page, after our showcase directory updates the article, the new article will be at the top and the old article will be pressed backwards until it exits Page 1 The position goes to page 2 or page 3, so this method is not a long-term solution. A better way is that we use other pages to build paths to guide search engines to come in for SEO pages (as shown in Figure B below), using related articles and Popular classifications associate articles.
2.0.6 - Website access speed
What is the best website response speed? This is a rather stupid question, just like asking how beautiful a woman who loves beauty should be, the answer cannot be quantified. The response time of the website has a great impact on SEO. It is the first impression visitors have of the website. Financial Times researchers tested this by gradually increasing the delay speed of media websites and observing changes in the number of articles readers read. The following results are obtained:
Increase 1 second, article reads decreased by 4.9%
Increase 3 seconds, article reads decreased by 7.9%
Other test studies show that shopping websites have the same experience:
When Wal-Mart's web page loading speed was 2.4 seconds, the conversion rate was 1.9%, and when the loading speed was 3.3 seconds, the conversion rate was 1.5%
Amazon's web page loading speed drops by 1% for every 100 milliseconds delay
As you can see, if a web page causes high visitor bounce rates or short dwell times due to delays, it will inevitably cause Google to reconsider its value and thus lower SEO rankings.
2.0.7 - Keyword layout
What are keywords (seo keywords)?
Keywords are words that visitors can find search results after entering in the search engine. The search engine matches related results based on the keywords searched as instructions in a very short time and recommends them to the searcher. The search engine recommends based on the possible motivation of the word you searched and the possible results you want to see. In this respect, Google does the best, so it is the most popular search engine among all search engines, because Google's recommended results are always more in line with the needs of searchers.
How should website keywords be laid out?
The layout of keywords on the website is a focus of SEO ranking optimization. In order to attract visitors' attention, it is usually placed in a more conspicuous place. The relevance between keywords and web content should be high. The number of times it appears on a page, as well as what to write, can be used as a reference based on the top ranked web pages. In order to highlight keywords in the layout, h tags are essential. It helps search engines identify which words are the focus of the web page for easy calculation and recommendation of search results to visitors. It is worth noting that we cannot deliberately pile up keywords, which will be considered by search engines to have malicious intentions to manipulate rankings and will be hit. It is best to treat the search engine as a visitor, and you have to convince visitors to stay on your page for a long time. You need to stand firmly in the perspective of visitors to think about what content they want to see when they come in, and whether you There is attraction to them. If you are clearly buying jeans, in order to attract skirt buyers to come in, you deceive visitors that you are buying skirts, the results can be imagined, you will definitely leak, when customers enter your store and find no jeans , They feel cheated and will close the web page (that is, jump out of the website). When the web page bounce rate is higher than other websites, the search engine will judge based on people's reactions to this page that the web page may be suspicious of deceiving customers, or your website cannot see what visitors want to see Give you a downgrade or lower ranking. Therefore, the layout of keywords must be natural, and it is prepared with good planning. We can arrange the content in the form of questions and answers, such as 5 questions with keywords and 5 replies with keywords to form several paragraphs Article.
2.0.8 - Language settings
If our target market is several different countries, then our website needs to have different corresponding language versions for the countries so that users can choose the language they are familiar with when accessing to facilitate quick access to consultations they need to understand. But after we solve the user, we still need to stand from the perspective of google this search engine to consider how to facilitate google in different countries to identify which language version it should crawl according to the instructions. This is when we need the Hreflang Tag to tell Google.
What is the Hreflang tag?
The Hreflang tag is an identification prompt issued by Google for multi-language version websites. When a website has different language versions, Google from different countries enters the website and then needs an instruction to navigate it which language version it should crawl, this is it. The role of the Hreflang tag. Without this tag, Google will get lost. For example: when you are on google.co.jp, you hope to have rankings for your Japanese website pages, but it may be counter-productive. There are rankings for the Chinese website pages. Countries like the United States, the United Kingdom, Canada, and Australia all use English as their native language. We can specify the English version of the website as the crawling target for Google in these countries. Hong Kong and Taiwan will use traditional Chinese as their native language. We take traditional Chinese as the crawling target of Hong Kong Google google.com.hk and Taiwan Google google.com.tw, so that the specified language version can be ranked.
Language code reference: https://en.wikipedia.org/wiki/List_of_ISO_639-1_codes
Country code reference: https://en.wikipedia.org/wiki/ISO_3166-1_alpha-2
It should be noted that we do not open a language version for all countries on one site, but we need to increase according to our own market, because each additional language version requires a lot of translation work. Google does not like machine-translated languages. Although we can use other translation tools for translation. To circumvent Google's suspicion, we should not underestimate Google's intelligence. Google has made great improvements over the years in judging the quality of articles. Manual translation can use emotions, vividness and rich language to describe, and can show the beauty and charm of the language. The language translated by the machine translation can only be relatively accurate for declarative sentences, and the translated article with adjective sentences will be illogical and have obvious grammatical errors. Google will definitely know, and the feeling it gives is very poor, which greatly reduces the impression of the website.
2.0.9 - Canonical settings
What is the Canonical tag? What is its purpose? Does it affect SEO?
The Canonical tag (e.g. ) is used to tell the search engine that the specified page is the canonical version corresponding to its duplicate pages. The use of Canonical can effectively avoid website punishment due to duplicate content. It has a positive impact on SEO, informing Google of duplicate page prompts, reducing Google's crawling and calculations on duplicate pages. Sometimes our website will automatically add some tags, causing a page to automatically generate multiple URL paths. Sometimes we don't even know how many pages are generated. At this time, you need to add the same canonical tag to a page that generates multiple URLs. solve a problem.
2.1.0 - SSL Security Certificate
What is an SSL certificate? What is it used for?
The SSL certificate is an encryption protocol that provides secure and data integrity for communication between the website and the server. Its function is to prevent the browser data from being intercepted or eavesdropped when requesting the server. For example: when a person logs in to an online bank, when he fills in the account password on the login form on the website and clicks submit, this process is to transfer data to the server. If the website is equipped with SSL, it will encrypt the login data so that criminals cannot crack the encrypted content to protect your account and password from others to see and obtain.
How SSL Certificates Work？
Browser connects to SSL protected website
Browser requests web server ID
Web server sends copy of SSL certificate to browser in response
Browser checks if it is trusted SSL certificate, if yes continues signaling server
Web server returns digital signature to confirm SSL encryption
How to know if a website has SSL certification?
Check if there is a small lock icon on the left side of the website address bar. If yes, it means that the website you are visiting is protected by SSL.
2.1.1 - Brand social media exposure
What are the benefits of brand social media exposure? Is it helpful for Google rankings?
Brand social media exposure can enhance brand image and help people learn about you from other channels. This fits with how people evaluate a brand. When people want to learn about a brand, in addition to learning about you from the official website, they will also look at other people's evaluations on some social platforms and make a final conclusion based on the information collected from various platforms, and then decide whether to buy or not. Google's cognition of a brand will also be obtained from various channels, such as: Facebook, Youtube, Linkedin, Instagram, Twitter... If a brand carefully operates these social media platforms and has a certain interaction with visitors, continues to maintain activity on social platforms, then Google will also be based on the brand's positive effects on the Internet will believe in you, and then give some support to the brand's official website, that is, give some points to the SEO of the website.
2.1.2 - Content marketing
Content marketing uses graphic information to explain the story of your brand and products to people. This is very important to Google. Whether your products or services are presented well depends on whether you know how Google evaluates. We should treat Google as a person. In fact, Google's intelligence is far smarter than you imagine. Why do people now only require Google homepage? Because the results recommended by Google homepage can fully meet the needs of searchers, so many people do not need to flip to the second or third page to find what they want. Google is very clear about what you want to see when searching for a term. It will accurately recommend the destination page that matches you best. For example: if you are a water dispenser manufacturer or wholesaler, your customer base should be B-end customers. If you want to make this word your website's SEO word, it won't work, because Google will treat people searching for "water dispenser" as C-end customers, meaning that when someone searches this term, it speculates that this person probably wants to buy a water dispenser, not bulk purchase water dispensers, so Google will recommend shopping sites to searchers, while you have a manufacturing and distribution nature website, so you should match words like manufacturer, supplier, factory.... Although the search volume is low, it must be accurate. Only once you understand this underlying logic of Google can you lock in your customer base. Back to content marketing, the biggest problem with our client websites is that the product description is too simple, with just some product parameter tables that are considered enough, thinking that their product content is for people who understand their industry to watch, so visitors don't need to be treated as laymen, this is terribly wrong. Let's take a look at Google's top-ranked sites to confirm that the results are consistent with your ideas. YouFind has been doing Google SEO for more than ten years (17 years by 2022). What we understand about Google is that it is more willing to lower its stance and start from the basics to understand you, rather than treat yourself as an industry expert to look at you. Except for shopping sites, the text information on the pages of those results on the Google homepage averages about 1500 words. The text content of most pages is nothing more than the following:
Home/About recommended content contains:
- Who we are
- What we offer
- High lights
- Hot products/services
- Work flow
- Meet the experts
- Business partner
- Our story
- Why Choose Us
- How to order
- Latest Blog/New
- Comments from customer
- Factory & Facilities
Product description content should contain:
- What is, product application
- How does it work
- Industry information
- Examples of products/services
- Benefit of products/service
- Data report; figure/graphic
Case Study recommended content contains:
- Customer background
- What problems customers encountered
- How you helped customers solve problems
- Customer satisfaction ...
In addition, blog pages are also preferred SEO pages because they can express long text, which is more conducive to Google's understanding of information. The content marketing effect of blogs is comparable to product pages. It is recommended to mostly use questions and answers in the form of What, Why, Which, How..... to present your products to people. It is recommended to use positioning for each topic to facilitate people to quickly locate topics of interest.
2.1.3 - Fixed update frequency
2.1.4 - User experience
2.1.5 - Visitor behavior
3 - What is the general process of doing Google SEO?
3.1 - Set KPI
Have a basic understanding of the overall situation of the website.
|Reason or Function
|SEO tool query various values, such as DR value, UR value, number of keyword rankings, traffic source, number of external links, etc.
|Google will no longer include non-mobile adapted PC websites
|Clear website architecture
|Whether the search engine can understand the hierarchical structure and logical relationship
|Domain names over one year are more suitable for Google SEO than new domain names
|Current domain authority
|Can be used to measure website authority and promotion difficulty
|Number of indexed pages
|Depends on the size of the existing website structure. Tend to large and quality websites
|Originality of website content
|If the originality of the website is insufficient, it may be considered plagiarism and the weight will be reduced
|Competitor website performance
|Understand competitor website types, optimizations, and differences with competitors
Understand the budget. The budget determines the intensity of on-site optimization and the corresponding costs required for the number of keywords to be promoted.
Based on the above weight of your own website, evaluate which Google SEO words can be done within the budget range, and set reasonable KPIs.
3.2 - Specific website analysis
Use Google Search Console to view website performance reports, such as impressions and clicks on traffic keywords, valid indexed pages, error pages, external links, compatibility status of mobile devices, etc.
2、Check the current status of the website for the following projects
|Reason or Function
|Website crawling path
|Whether the search engine can crawl all pages smoothly on the site.
(Note: Handle page redirects and dead links, keep URL structure within 3 levels)
|The faster the website opening speed, the better the user experience and Google crawling speed
If the speed is too slow, Google crawling will have difficulties and leave directly
|Canonical Tag 301 Redirect
|If duplicate content cannot be avoided, tell the search engine which URL version you want to show
|Essential SEO elements of the website | Description
|Image Alt Tag
|Let search engines know what the image is about
|Let search engines know the language versions corresponding to different countries
|Apply to Google for website hierarchy
|Google recommends local sites based on customer location, so server location needs to be consistent with customer location
|SSL Security Certification
|Help establish trust with customers
3. 3 - Select keywords
1、Determine focus keywords based on existing website products.
2、Use Google Adwords recommendations to get extended words for focus words.
3. Use tools to query keywords made by competitors, tools can be SEMrush, Ahrefs and SimilarWeb.
4. Expand keywords in search engine pull down menus
5. Keywords other people search
6. Related search keywords
3.4 - Select landing pages
The number of keywords depends on whether there are enough existing website pages and corresponding pages. It is generally recommended 1-3 keywords per page. Before selecting keywords, pay attention not to select a bunch of keywords for the product, and then find that the website pages are not enough.
3.5 - Keyword insertion
Website optimization and keyword selection can be carried out simultaneously, because keywords can be inserted during the optimization process to facilitate speeding up the progress of on-site optimization. After optimization is completed, please remember to use Google SEO tools to test whether it meets promotion standards. Not all website optimization projects are completed independently by Google SEO companies. If you want to achieve good Google SEO results, you also need to work with Google SEO companies to update website content.
3.6 - Make high-quality external links
External links refer to links from external websites, literally coming in from other websites, that is, cross-domain links. Why do external links need to be created? This is like a country trying to enter the international market. First of all, many international routes need to be built. The more routes there are, the more diversified market bridges can be built. When making external links, avoid adult, gambling site external links and spam links. After the external link page is indexed by Google, it is equivalent to successfully opening up a route and increasing an effective external link. However, high-quality external links cannot be explained clearly in a few words. If you want to learn more, please continue to pay attention to the Google SEO Academic Section, and some Google SEO courses will be shared later.
Enterprise SEO Specialists
How to do SEO for beginners？
For beginners, it is essential to know about basic SEO strategies to improve the website's visibilities in search results. First, it is important to research comprehensive keywords situation to gain the insights about online visitors’ search habits, and it is also important to focus on adjusting page elements such as title tags, meta descriptions, and titles, as well as using relevant keywords. High quality creating contents are not only contributes to it, but also an asset in meeting user needs. To further improve the effectiveness of your website's functionality, it is reasonable to consider building high-quality backlinks through trusted resources. In addition, the technical structure must be able to obtain indexes from various search engines. The performance of the website is continuously monitored through analytical tools and appropriate adjustments in necessity.
With these basic steps, even beginners can build an impactful SEO plan for websites.