From the beginning, the Google algorithm has offered the visitor results for the searches they carry out. All of this presented on a simple page with a list of websites. This has been and is the headache for companies dedicated to web positioning . Google classifies all the pages that are part of its index, based on their content.
For any company or page to appear in the first results of Google means a large number of visits to their websites and a lot of money. This means that once the parameters that Google analyzes to offer its search results are known, there are numerous techniques such as link farms, website over-optimization, auto-generated content, etc. that ensured top rankings in Google.
To avoid these fraudulent positioning techniques, Google has developed various modifications of its algorithm (Panda, Pinguino, …) created to fight against them and ensure the best possible experience for the user of its page. Google’s goal is very simple: to offer the user what they are looking for, with the highest quality content .
The positioning of a web page is carried out by Google through an algorithm that evaluates a large number of factors related to the web page itself, but also to pages in its environment. But everything is based on something as simple as the confidence that Google has in the web page . If you trust a page, it goes up in the ranking of related searches. If you lose confidence, the page will appear in search results in places that are not relevant. SEO positioning works with techniques that improve Google’s trust in our website
Factors that influence Google’s trust in a web page
1.- Time the domain has been indexed
Google takes into account for positioning both the time that the web domain has been indexed and its content. The age Indexation refers to the date when Google discovered the domain or website. It does not refer to the time the domain has been registered.
2.- Profile authority
Google looks at the links that the website or domain in question receives to assess the authority of said domain. It is important to have quality links from which the domain is linked. But those links have to be from important domains with relevant content .
Another element that is considered for web positioning is that the links are received from different domains. And that these are on servers with different IP’s. In this way, it is a matter of avoiding domain fraud that occurred before.
Basic rules for web positioning in Google
There are currently more than 200 factors that influence the positioning of a web page in Google . However, there are a number of basic rules that will help positioning effectively.
The SEO positioning is not done overnight: it takes time and is not an immediate process. Everything is focused on gaining the trust of Google to place a website above the rest.
Rule 1 – Work to earn Google’s trust
Trust, as in personal relationships, is the foundation of everything. Earning someone’s trust is a matter of time. When we meet someone in real life, we don’t trust them directly; has to spend a while.
Something similar happens in the relationship of a web page with Google. It takes a while since Google discovers us until it trusts the web. Note that we are not talking about the age of the domain or the website. We are talking about the moment when Google knows us.
This is the main barrier of SEO today . The web positioning of a domain in the search engine results is a matter of trust .
Rule 2: Age is very important
The time that the site has been indexed in the Google directory is a very important element for positioning. A high value gives Google confidence in the site. If we also offer updated content, with constant modifications and updates; if it is quality content: Google will trust the page.
Rule 3: Quality vs. Quantity
You have to focus on making quality content instead of quantity . It doesn’t matter which SEO or SEO strategy you use – don’t use any link building or link builder tactics.
Google wants to offer quality content to its users and is going to discard those pages that do not offer it.
Rule 4: Content is King
“The content of a web page is king” Do not get married to repeat it. Google’s goal of delivering the most relevant results as quickly as possible has a lot to do with delivering the best possible content. If the content on the page is not good, how can it be relevant to the user?
Clearly, in order to be successful with content marketing, you need to deliver huge amounts of value. You have to create content that helps people, that answers a question or that explains a certain topic. Basically it talks about creating written text with manuals, tutorials, presentations, etc. Videos on specialized platforms also meet these premises.
Rule 5: size matters
Size matters a lot. In addition to quality content, it is important to develop broad content that adds value to the user. The main SERP results are made up of pages with more than 2,000 words.
No, the goal is not simply to write 2,000 words of faulty content. Size matters, but so does quality at that size. It has to be well written to start. The content must be substantial. Today we cannot perform a web positioning without quality and comprehensive content, which offers a response to users. A quality SEO service has to focus on meeting these objectives on the pages.
Rule 6: Keywords, keywords and keywords….
For the positioning of a website, the work of an SEO professional to find the balance between the optimization of content for search engines and content for the reader.
The use of keywords is important for the positioning of the ad, but it cannot be abused as it would work against the user. In an article or on a page you cannot use only exact matching keywords, we must work with similar keywords or Latent Semantic Indexing (LSI). This technique uses the analysis of relevant and similar keywords for the analysis of the context of the page. So something like “the best fast weight loss diets” would be semantically similar to “the top weight loss diets that work fast.”
The objective? Develop your content focused on keywords, but don’t repeat the exact keywords repeatedly over and over again. Using a 70% -30% ratio between exact match keywords and LSI is a good technique. This percentage (which varies depending on the theme) makes the content sound natural and organic, and you don’t have to force keywords.
Rule 7: Mobile comes first
Internet access is mobile. Internet browsing using mobile devices and tablets is growing every day. Web pages and websites must be designed to be easy to use from mobile phones. The design has to be thinking about these types of devices from the beginning.
We cannot think about the positioning of a web page that is not designed or has a mobile version. In fact, if we want to look to the near future, it is recommended to use mobile designs from the beginning.
Projects such as Google AMP certify the interest in mobiles within Google’s positioning factors. We cannot think of a strategy or an SEO positioning , without thinking about mobile.
Rule 8: Location of links
Link to our website from other pages/websites is very important to increase the notoriety of our website. Other websites linking to our site gives Google everything it needs to understand that we have relevant and quality content that interests our users
But not all links have the same value, a link from a major university or media is not the same as 30 links from low-quality directories. As we have seen in this article, in this also quality prevails over quantity.
To get those links, the first thing is to have quality content; content that others want to link to because it adds value. Another possibility is to write articles and opinions in other blogs so that they publish it and that we appear in the reviews.