It is a dream for most businesses to see their business on the front page of Google. Getting on the front page of Google means more calls, more leads and essentially more money.
One of the first requests we have from clients looking for website design and SEO is to help them gain the top ranking spot on Google. Most often it is the urgency to get in the Google Local Pack.
Google Local Pack Ranking
Google Local Pack is the first 3 business listings that appear in response to search queries for products or services provided by local businesses.
For example, if you type “Digital Marketing Eugene” into Google Search, you will get the 3 local businesses below. As you can see, we are at the top and #1. This is the position that most businesses desire to be in – the top 3.
The Google search results change from day to day based on a company’s SEO strategy. Just because we are #1 for the long tail keywords “Digital Marketing Eugene” today does not mean tomorrow this might change if we don’t keep up with our competitive SEO strategy.
This holds true in the same way with any company that wants to rank in the top 3 local spots on Google or come up on the front page of Google based on a specific keyword search.
Having a website does not mean you will rank on Google.
It is common for businesses to think that if they have a website built that they will appear on Google search. It is understandable to think that if a business has a website that it will be seen in the search.
It seems like common sense but it is not.
As an agency, this is something we have to explain often to our clients due to misleading information on the web that they have seen or read.
Having a website does not lead to visibility in a search engine like Google, but an SEO strategy will.
Misleading information about ranking.
Take Wix for example. They have a common commercial that asks “Do you want to rank on the first page of Google?” and then proceeds to mention all their SEO options that they offer.
What they don’t tell you is the “how” and like most professionals in the business know, Wix auto SEO settings are not going to get anyone ranking anytime soon.
It is just misleading.
Are the tools they have for SEO on their platform good? Yes, there are some really basic things that it does but SEO is not basic, it is complex and SEO is Like Gardening.
I am confused. How does SEO work?
Having a website is just that. It means you now have a website. SEO is a whole other level and takes into account more than just keywords and alt tags.
Search engines like Google take into account numerous factors to decide where you will rank in a search. These pieces are complex and fit together like a puzzle and are always changing.
There is no one way to rank or one strategy to make it happen and if anyone says otherwise – it’s just not true.
Google is a sophisticated search engine with an algorithm just like social media that you have to learn and navigate.
Expert or not, it takes time.
What is the Google Algorithm?
According to Search Engine Journal, one of our favorite resources:
“Google’s algorithms are a complex system used to retrieve data from its search index and instantly deliver the best possible results for a query. The search engine uses a combination of algorithms and numerous ranking factors to deliver web pages ranked by relevance on its search engine results pages (SERPs).”
If you want to dig deeper into Google’s algorithm read this great article “How to Hack Google: The Ultimate Google Algorithm Cheat Sheet” from SEO industry maverick, Neil Patel. He breaks down everything that you need to know.
Ranking on the first page of Google is NOT guaranteed.
If it is important for us to mention that no agency, SEO expert or website developer should promise or guarantee that you will get on the first page of Google. Google warns of this empty promise.
It is true that the agency, SEO expert, or website developer might have some awesome strategies and have gotten results with other clients.
They may even have proof.
However, with the Google algorithm changing all the time – a high ranking site might take a nosedive based on one algorithm change.
SEO and ranking is a moving target.
Black hat tactics that will get you in big trouble and even penalized.
It is important to note that when hiring anyone to do SEO, that they are doing it according to Google standards. Just like anything else in life, there are ways to hack the system and to cheat.
Cheaters never win and Google always finds out. The penalties can be high and you can lead to losing ranking forever. This could really cost a business a lot of money and long-term damage.
These types of tactics are called Black Hat SEO.
What is Black Hat SEO?
Black Hat SEO is a marketing method that uses unethical, deceptive, and sometimes even illegal methods to improve search engine rankings.
It’s considered to be a violation of Google’s Search Essentials (Formally Webmaster Guidelines), which means that if you’re caught doing it, the search engine will penalize your site.
Google has made it clear that Black Hat SEO techniques are against their guidelines, which is why they will penalize you for using them.
Here is our Complete Guide To Black Hat SEO (Why You Should Avoid It).
Black Hat SEO example.
For example, paying for backlinks is considered a high offender and is Black Hat SEO. Below you can see the first graph that shows a backlink history of a company that is using Black Hat SEO techniques.
Not only do the amount of backlinks so quickly look unnatural, you will notice the large drop and loss of backlinks.
Notice the loss from Oct 2022 to Feb 2023.
11,756 – 6,059 = 5,697
If you are creating quality backlinks, you will not lose thousands of backlinks over a couple months. This is a for sure sign this is a Black Hat SEO Strategy.
If your competitors are using Black Hat SEO, we have some help for you.
These are the types of strategies that you want to watch out for if you want to rank on the first page of Google. So when vetting a company or even implementing your own strategies – do them right.
White Hat SEO for the win!
What is White Hat SEO?
White Hat SEO is the most ethical and professional way to rank in Google. The goal of white hat SEO is to create high-quality content that answers your audience’s questions and provides value to them.
White Hat SEO takes time and is a long-term investment. If you are patient and consistent it will help improve your SEO. By doing it the right way, you don’t have to worry about your rankings suddenly falling off a cliff one day because of an algorithm update or other unexpected issue.
Example of White Hat SEO.
Below is another graph of another website over the same time period. This is a website that did not exist until April 2022.
It is common for website backlinks to ebb and flow. You will also lose links here or there, but you will not see enormous drops unless you are doing some terrible strategy like paying for backlinks.
Here are some examples of 5 Huge Mistakes When Building BackLinks.
How can I rank on the first page of Google?
I get it, you still want to understand the “how” of ranking on the first page of Google and we want to make it as simple for you.
First, don’t forget to read our SEO is Like Gardening blog but also follow these helpful tips below.
Strategically Title Your Website Pages
The title of your page is one of the most important elements in SEO. A good title will tell Google and users what your page is about, so that they can decide whether or not it’s relevant to their search query.
Create Content For People Not SEO
Google’s Helpful Content Algorithm Update encourages business to provide quality content that is not formatted for SEO but that is helpful for the user. People first.
Make sure you aren’t penalized by Google
Sounds like a no-brainer, but it’s important to note that Google is constantly changing its algorithms to prevent spam and bad SEO practices. One way you can get penalized for blackhat SEO like we mentioned above. You can check this by going to Google Search Console > Security > Manual Actions.
Internal Linking
As you can see in this blog, we have links to other relevant blogs which creates an amazing web for users to stick around and check out more information. Google loves that, do that.
Get Your Google My Business Optimized
Google My Business is a free tool that is very valuable to any brick and mortar or service based businesses.
Get Quality Google Reviews
Like backlinking, paying for Google Reviews will get you in big trouble. Google reviews are valuable when done right and are actually authentic. They are a very important SEO currency for ranking.
Keep Up With Social Media
No one loves Social Media. We understand that Social Media is Exhausting, but Google takes your Social Media presence into consideration when ranking a company.
Make Sure Your Website Speed Is Fast
If your website loads slow this is a big no-no for Google. Your website should load in totality in about 1-3 seconds. If it is longer, this is something to consider improving.
Conclusion
Although these helpful tips can help you rank better on Google, this is just a small drop in the bucket for all the things that you can do to rank.
Again, Google is a powerful tool, and it can help you find exactly what you’re looking for online and can also help your business be seen by new and potential clients.
Ranking takes time, strategy and consistency. The best way to rank on the first page of Google is by creating valuable content for your users.
