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Your Website and Google – Four Practices to Improve Your Site’s Ranking

In the never-ending battle for Internet supremacy, there are several tactics at your disposal for boosting your website’s performance in the Google search rankings. While Google offers no guarantees, these techniques can help your site ascend in the rankings, potentially climbing all the way to the top. Four of the top methods include:

1. Using keyword-rich content.

Keywords and keyword phrases indicate to Google what your site is all about. Strategically placing them throughout your content will make it more likely that your site will rank higher in the Google search results when users search using those keywords or phrases. However, be certain to use them organically. If you overdo it and stuff keywords into the content where they do not naturally fit, it may ultimately lead to your site being penalized (or even banned) by Google.

2. Updating your site regularly with new content.

Google tends to reward sites that are active rather than stale. The longer your website goes between updates, the more likely it is that it will sink in the rankings. Furthermore, when you do update your site, make sure you are using fresh, original content. Duplicate, near-duplicate, or spun content from elsewhere on the web will not perform as well as you would hope. It could, in fact, work against you.

You have options when it comes to acquiring original content. First, you could create it yourself. If you are skilled at writing high quality, error-free content, this may be the way to go. However, if you have neither the ability nor the time to do it yourself, consider hiring a freelance writer to prepare unique content for you. Perhaps you can find a writer on your own or hire one through an online community of freelance writers.

3. Improving the structure of your website.

Your site’s structure includes several important facets. The design of each page should be consistent, attractive, and easy to peruse, the primary content should be easy to find by your visitors, and the content should be readable rather than lost in an array of fonts, graphics, and stylistic elements.

Additionally, your users should find it easy to navigate throughout your website. Make your links readily available to visitors and Googlebots alike, use real and relevant words in your page titles (rather than numbers or randomly generated codes), and—if your site is extensive—consider using breadcrumb lists.

4. Adding an XML Sitemap.

An XML Sitemap helps Googlebots (as well as the robots from other search engines) locate the various pages on your website. Google provides access to a Sitemap Generator Script to help you create your Sitemap, which you can then submit to Google through Google’s Webmaster Tools.

An XML Sitemap (meant for robots) differs from an HTML-based site map, which is intended to help visitors navigate your site. As an HTML site map can also add value to your site, you might consider adding both to your site.

The world of search engine optimization (SEO) is continually evolving, so to achieve your maximum potential you ought to stay current on the most current practices. These four techniques, though, have consistently proven to be important factors in every update of Google’s search engine algorithm. Adhering to them can lay the groundwork for the success of your website.


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