We entrust all our questions to Google. We base our – more and less important – decisions on information provided to us by online search engines. Google also knows that people trust Google. And the company wants to keep it that way. Do you want to take serious steps with search engine optimization? Then you build a good relationship with Google. Because a relationship with the search engine is actually – just like any other relationship – based on trust. In this article I show you the importance of reliability. I also give you 10 timeless tips. Are you following that? Then you are guaranteed to score in the search engine!
How do I complete my tax form? What is the fastest route to my business appointment? Which series should I bing again? You (or the organization you work for) must have the answer to one or more of these types of questions. And of course you want the person using Google to find the answer. With you. Your information must therefore be found in the search engines.
And we all know that most people look no further than the first page in the search results. What am I saying? More often not even further than the third or fourth result. So how do you get your content to the top in Google? For me, one thing is very important: trust.
Reliability as a ranking factor
Reliability is one of the most important qualities you can have in life. It is worth gold in friendships and relationships. But also on a business level. And online. Online search engines always strive for reliable results. Google must not only know that your website is the right place for visitors to find the most relevant answer questions, but must also find you – as the sender – a reliable party. The ‘trust’ factor is therefore interwoven into many well-known and determining ranking factors.
Trust takes years to build, seconds to break and forever to repair
It is therefore important for you to conquer the ‘heart’ of Google. But what is the key to the trust of the search engine? Just like any other relationship, you have to work on Google. Building trust takes time. And if you are not careful, you will kill it again in an instant. Black hat SEO techniques – such as cloaking or buying moderate backlinks on shadowy websites – do more harm than good. Google does not fall for it (anymore).
The search engines are getting better at tracking down people looking for these types of shortcuts . You may rise slightly in the ranking in the short term, but these methods are never future-proof. And that is exactly what you want: an SEO strategy that helps you move forward. And continues to help. In short, time and energy are an important breeding ground for success. Just like in real life.
The 3 core components of Google’s trust
And that’s why you have to build trust. First of all from the customer. Then you automatically win Google for you. And with key positions in Google you get more visitors. Do you also know how to convince them? Then you build up an increasingly strong reputation. And that is good for your customer, for the search engine and for you.
Do you understand the importance of trust? Then you will eventually understand why certain SEO strategies work, and why certain ‘tricks’ will work against you. Trust is the basis of search engine marketing. And that basically consists of three pillars:
- Technology: a reliable domain
The longer you know someone, the more confidence you can build in a relationship. As long as you continue to respect each other in a relationship, trust naturally builds up over time. That’s how it actually works with search engines. As soon as Google ‘gets to know’ your website or page – that is, the moment your page is indexed – you enter into a relationship.
Your domain or page automatically builds trust. And that trust is partly based on all kinds of technical aspects: is your URL safe (HTTPS)? Is your website code efficient? Is your page speed okay? Hereby it is not only important what the status of your website is the moment it is indexed, but also what happens afterwards – during your ‘relationship’. So always keep an eye on technical developments and develop with Google.
- Content: valuable content
The content of your page is very important. Do you regularly post well-written content that will really benefit the seeker? Then you help that up in the search results. It is important to be clear about what you stand for and what the visitor finds important. If you know what questions are being played by your target group, you can respond to them more easily. By conducting (regular) research into this, you remain – in addition to being dynamic – up-to-date, relevant and moreover reliable for your visitor (and potential customer).
- Authority: a natural link profile
Search engines see a link from another site to your site as a kind of ‘compliment’. The referring website with a link means that visitors will find valuable information on your page. The more this kind of ‘compliments’ your website gets, the better search engines will appreciate your website.
It is not only the amount of links that matters, the quality of the back link is also important. Google looks at the reputation of the webpage that links to your website. A backlink from a link directory or home page is generally worth less than a referral from a specialist blog from your industry. You build authority with a natural, varied link profile.
10 timeless tips for search engine marketing
Google works with an algorithm, a (complicated and for many mysterious) formula that determines the ranking of the search results. Google is constantly working on this algorithm. But certain points for attention are actually fairly timeless within SEO. Do you consider the following 10 timeless tips? Then you are guaranteed to score on the SERP. To the bucket!
- Website speed
People don’t like to wait. Google doesn’t either. So make sure your website loads quickly. Wherever you are, and whatever device you use. There are various tools to measure the speed of your website, such as Google’s Page Speed tool. You can get started with this information! Or not. If it is not necessary, it is not necessary.
- User experience
Google offers – in addition to the most relevant search results – a great experience. Do you create a pleasant experience for your website visitors? Then your visitors will appreciate this and Google too. Speed is also important here, but also whether your visitor gets a good feeling when visiting your page. And how easily people can find the desired information on your site.
It is nice if visitors find your site via the search engine, but you actually want to keep it. And that they convert. So make navigation simple and limit the use of advertisements above the fold, for example.
- Authority of your domain
Authority – or reputation – is one of the 3 core components of Google’s trust. Very important. That authority is mainly determined by your link profile. The search engine looks at how many sites refer to your page and also to the quality of the websites that link to you. Opt for a long-term strategy, because you cannot build authority in one day. You book the best results with a varied and naturally constructed link profile.
- Qualitative content
The quality of your content is very important. It must be unique. And also good, flawlessly written. Google will get through it if you only want to score on a keyword with your text, so you might as well do your best to really help your visitors with your content. So invest in good content.
Let yourself while not cause too much by length. If you can package your message powerfully in 600 words, that’s fine. Do you need 2,000 words to explain something really well? Also fine. Then offer your text in ‘bite-sized chunks’, by clearly dividing it into short paragraphs with provocative headlines. Do you stretch a message from 600 words to 2000? Then most readers drop out, because your reader would rather not make more effort than necessary. And someone who has left your website does not convert. And that is a missed opportunity for you or your company.
In short: write for your reader, not for the search engine. Oh yes, don’t be afraid to reveal your trade secrets with good content. Sharing information does not ensure that someone will do it all themselves or go to the competitor. On the contrary. With that quality you also show the visitor that you are the very best.
- Focus on keywords
Keywords, or keywords, are important. They have always been, and it will remain that way for the time being. Search engines determine what a text is about based on words. Do not exaggerate. With keyword stuffing you might get away a few years ago, now it really is no longer possible. A text does not become more readable anyway and you already saw in the previous point that that is also very important.
So: of course, write for the reader. Let your keywords come back in smart ways, for example – in addition to of course in the body text – also in the title, Meta description and the URL. Good to know: Google has learned a lot in semantic terms in recent years, the search engine now also makes the connection with synonyms and related words. Again nice for your reader, who also wants some variation!
- Play with multimedia
People like to watch visual content. Do not cling tightly to text. Sure, text is relevant and important for SEO, but you have to keep up with the times. By the way, Google is not (yet) watching movies (it is being worked on), so fill in metadata such as ‘title’ and ‘description’ for the time being when you start working with multimedia. If you cleverly combine text and image, that is valuable for the end user. And that’s what you do it for. However?
Every time a visitor spends time on your page and / or clicks through, shares something, leaves a comment or interacts in another way based on your content, that shows commitment. And search engines love that. It indicates that visitors have found something of value in your content, and probably also that your content matched their search.
That is of course the ultimate goal for every search engine. Create involvement by ensuring that your content is attractive and well-arranged.
Create involvement by ensuring that your content is attractive and well-arranged.
- Mobile responsiveness
Of course your website must be friendly to all platforms. Also the cell phone. If your pages do not load quickly enough on mobile devices, it will cost you visitors. Not only because searchers drop out annoyed prematurely, but Google also looks at you if your website is not optimized for all platforms.
- Source acknowledgment
Do you quote other sources to support your argument? Add a source reference neatly. That only makes your content more powerful, because you show that you really want to serve the reader with your text. Even if it clicks through to another page (tip: open in a different tab).
- Be unique!
Come with new information or unique insights. You can pick a blog or article from the internet and rewrite it a little, but it really helps if you make something beautiful and unique yourself. It shows your creativity and it shows that you have thought carefully about a subject. Visitors appreciate that you do your best to share something useful and valuable.