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Businesses today must have websites that are easy to use, mobile-friendly, and most importantly, quick to find. Think about how you use Google. When you type in a search term or phrase, how often do you actually scroll through the entire first page list? Do you ever click through to the second page? Or the third page? No. We live in an instant society and want our info fast and accurate. This is why your business can’t ignore its digital identity and how it’s tied into Google’s search algorithm.


When a customer types a business name or related keywords into any search engine, that business should be a top page result. It’s essential to understand Google’s search algorithm and how it affects your business’ search engine page rank.


What is a Google Search Algorithm?

An algorithm in computer science, at its most basic, is simply a set of rules that work to solve a problem—from calculations to processing data and automated reasoning (if a, then b). Google’s search algorithms are a complex system designed to sift and sort specific data and determine a ranking of web page on its SERPs (search engine results pages).


How does this happen? Google sends out what are known as spiders to crawl around the web. It’s a creepy image but these spiders perform a critical job. They visit web pages and then the optimized pages are indexed based on various data. The algorithm uses that data and determines where your web page should rank when certain search terms are used.


Google’s search algorithm isn’t static and it updates many times throughout the year. Most of these updates are minor. However, when a major change rolls through, it can affect SERPs and impact your business.


Your Business’ Digital Identity

A local business may be easily identifiable by the logo on its company vehicles or by the familiar signage that hangs outside its building. Your business’ digital identity is just as important. It begins with the NAP or Name + Address + Phone number. This part of your digital identity must always be correct and consistent throughout every channel. The company’s website URL is the fourth component of the digital identity and it also must be correct and consistent wherever it’s listed.


Reasons Why Google’s Search Algorithm is Important

Google’s search algorithm uses the online or digital identity of a business plus other components to determine its rank in SERPs. Internet Live Stats reports that 3.5 billion Google searches happen every day and processes 40,000+ search queries every second. If your digital identity and web pages are optimized to hit with Google’s algorithm, your business will rank higher than your competitors and that’s a win.


10 Tips to Follow for Google’s Algorithm

There are several things you can do to improve your Google page rankings. We’ve curated 10 of the top tips every business should follow when working to boost SERPs rankings.

  1. Establish and maintain an accessible and secure website. If the Google spiders can visit your website, they can’t look at the page content and determine its ranking.
  2. Improve the website speed. If your web page loads too slow, your ranking dips drastically and customers won’t stay around to visit your site.
  3. Maintain correct/current NAP. If the business phone number changes, update everywhere.
  4. Create easy-to-read and understand URLs, incorporating titles. Get rid of URLs that look like this: https://www.mybusiness.com/article/43657. Opt for: https://www.mybusiness.com/how-to-boil-eggs.
  5. Provide outbound links to sites with relevant content, including .gov and .edu sites.
  6. Encourage inbound links from credible sites, which can include established influencers.
  7. Create unique meta descriptions for every website page.
  8. Give every image relevant keywords. For example: pastel pink crocheted baby bonnet versus girl baby hat.
  9. Provide unique on-page content regularly; from updating product and/or service descriptions to blog content that establishes your pages as an authoritative source in its industry.
  10. Embrace new SEO techniques that focus more on the story and how the consumer can relate to the brand, service, or product. No keyword stuffing.

We live in a world where customers expect more from a business. If they can’t access your business immediately, they’ll turn to the one that’s at the top of list. To help manage your website’s digital identity and effective comply to Google’s search algorithm, rely on Falling Up Media.

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