Why Google Webmaster Guidelines?
The Google Webmaster Guidelines refers to the best actions that website owners should follow to make their websites to be better crawlable or indexable by Google. These guidelines are classified into three categories.
They include:
- Technical guidelines
- Design and content guidelines
- Quality guidelines.
Google Webmaster Guidelines enables relevant site content to rank high when people search keywords on Google. This helps in removing all the Spam sites on Google. It also allows users to find quality content when they search on Google.
On-site SEO
On-Site SEO also called On-Page SEO involves Google ranking factors that are directly connected to the page you want to optimize. These can include the content of the site, keywords, AMP, Header Tags, Image Optimization, meta URL, and architecture.
1. Meta Description
Meta Description is an HTML element that provides additional information about a page for users searching for information. This element provides description and summary of the contents of a page. This plays a vital part in On-Site SEO. The main reason for meta description is to make visitors on Google to follow your link. Meta descriptions act as ‘organic ad text’. Great meta descriptions should include your target keyword, have relevant content and should look appealing to users.
2. Site Structure
Site structure entails the experience users and search engines get when they navigate your site. To improve SEG rankings, a great architecture is a must have. A good website structure allows for a good experience for visitors. Such a site has a speedy loading time, easy navigation and safe connectivity. Users should also be able to get the content they are looking for in the shortest time possible. Some of the things to consider for an effective site structure for SEG purposes include; designing your website for a global audience, optimize your site to be viewable from mobile devices, creating a sitemap, having simple but consistent URL, and supporting only secure websites.
3. Keywords
The most important part about keywords is finding the keyword that is mostly searched by users. This will enable you to understand what users are looking for. When choosing your target Keyword make sure you concentrate on the intent of what users search. Intent will enable you to create content that will attract quality traffic. Also, the keyword should align with your business and one that is not too competitive. Keywords that are too competitive will barely give you the traffic you require.
After finding your target keyword, then its time to use it well in your content and give users what they want. Always sprinkle your keywords throughout your content but avoid jamming it into your articles. Keyword stuffing can do more harm than good to your ranking. You should also ensure you include your keywords in strategic places like headlines and URLs.
4. Content
When a user searches on Google, the search results displayed will try to give the user exactly what they are looking for. Content is, therefore, an essential On-Page Google ranking factor. If you provide quality content on your page, chances are more people will see it when they search on Google. To help you create content that ranks high on Google, here are some factors to consider:
- Quality of content: This entails having longer content with more depth. Longer and in-depth content tends to have more information and will most likely answer all the questions a user is asking. Also, your content should be clear enough to enable Google to identify it as an answer to a given query. Content that provides direct answers appears beneath the search bar.
- Fresh content: While most people prefer posting their content more frequently to enhance their rankings, research has shown posting new content also gives good results. You can do this by rewriting your published content.
5. Header Tags
These are usually the titles of a post or headlines that come up on tabs of browsers when opening a new page. For HTML, the header tag is often the largest text. For titles to be clear on Google’s eyes, there should be only one hl-tag. When creating header tags for your web page ensure its at the topmost part of the page. You can also include target Keywords on the header tag to enable your page rank higher. Google always you to put more than one header tag but its always advisable to break them into multiple pages as h2, h3 etc.
6. Image Optimization
Optimizing web images involves resizing images to the right size and format, high resolution without compromising their quality. One of the tools you can use to optimize images is the ImageKit. Image optimization makes image attractive hence making them rank high on Google and other search engines. It also improves page load speed, boosts conversion as well as enhancing engagement with users.
7. Accelerated Mobile Pages
The AMP project is created to give the web users a great experience. It strives to build fast websites and ads to allow distribution of quality content across all platforms. If you publish your ads and web pages using the AMP open source format, users will engage with your content more often than your competitors. This AMP web page helps improve your ranking on the search engines.
Off-Site SEO
Off-site SEO also called off-page SEO are the actions you perform outside your website to improve rankings on SERPs. This process involves optimizing aspects that link to your website. Off-site SEG primarily entails building links.
1. Link Building Concept
Link building refers to the process of building links to your website. Hyperlinks enable users to move through the Internet from one page to another. Building links are therefore one of the most important parts of any SEO campaign. Building high-quality hyperlinks give your website an edge over the others. This is because websites with high-value backlinks tend to rank higher than similar sites without backlinks. Search engines crawl the web using links and take content from websites. They then add this content to their indices to determine whether the page has the required quality to be ranked high.
Link building is important for all businesses due to its benefits. The following are some of the benefits of link building for your business:
- Building strong relationships
- Enhancing your brand
- Attract quality inbound traffic
- More exposure
In order to get backlinks to your website, the following are some of the factors to consider;
Quality of links
In building links the most important thing to have in mind is quality is better than quantity. Quality backlinks entail reaching to the right sources. Having many links at the expense of quality may not be beneficial because of a number of reasons.
- Search engines usually ignore links that are considered spammy or low quality.
- Links from other sites are better considered than from the same website.
- Links that come from new sites are more valuable than those that are repeated from existent websites
Anchor text
This is the text that is used by other sites that want to link to your site. A good anchor text should sound as natural as possible. The most commonly used words as anchor text to link your site are ‘click here’.
Number of links
The number of links to your site also matter in the long run. Usually, the site with the most high-quality links beats other competitors
2. Link Building Types
There are many types of links you can build to grow your website. These links can work independently but it is advisable to maximize the advantage of taking a combination of each. The following are four types of links you can build
Natural Links
These types of links help in raising the search position when users search certain keywords. These types of links can be created by making sure your anchor text contains the keywords. Some of the ways to have these kinds of links are through article marketing, guest blogging where you insert your text link in the content or commenting on other blogs
Reputation Building Links
Search engine optimization can be used to manage the reputation of your company. This can be done by using your company name as the anchor text. In addition to the main website, these links can be built to your blogs and social profiles. This can be done by using your company name as anchor text. Also, you can add your social profile on social media platforms like Twitter as well as blog commenting using your name as anchor text.
Traffic Generating Links
These links assist in increasing the exposure of your website on high traffic pages. This is done in order to get referral visits from such pages. Traffic tools like Google AdPlanner can help in determining whether a page is worth a traffic generating link. There are several ways to carry out traffic generating links. They can be done through social mentions, forum posts, text links just to mention a few.