Fundamentally, what does Google want from you as a local business or small business? That’s a question we are often asked.
I am old enough to remember the days before Google. Finding information was hard and we still relied on a physical version of the Yellow Pages to find relevant business information. One day at work I was stumped with a technical problem. I desperately tried to find the answer. I tried all the search engines at the time to no avail. You might remember them as Ask Jeeves or iWon.com. There’s a reason these link-listing search engines didn’t survive on the market. Eventually, I heard about Google and decided to give them a try. The first result had my answer. What was Google doing different from the other search engines? How was it so smart to understand what I was looking for and actually deliver it?
It is all about content and authority.
Yes, it really just comes down to those two words. Of course there are more technical aspects like page speed, meta tags, internal linking structure and the list goes on. However, it is still just about content and authority.
First let’s talk about Content.
Let’s use a tax accounting firm as an example. If they had just the basics, name, address, phone, hours of operation what does their online presence look like? If they are the business closest to you then it may show up in the maps section of the result page. For Google, that requires that someone create the actual business listing which can be done publicly or by yourself as the business owner. Verified listings will show higher in local search results. Other than a proper local business listing, Google doesn’t have enough information to show the company in the search results. However, if our sample accounting client has a new page written with information, such as the 2020 stimulus check and how it affects your taxes, Google now has data to index and give the tax firm a reason to show up on active search results.
What is Authority?
Now what is the authority you need?
It all comes down to other websites voting on your website to determine if it is an authoritative website. The way Google can tell is by other sites linking to your content. The more links the higher the vote the tax firm receives and tells Google they are an authority on that subject. That is how Google determines which order will they show in the search results of the thousands of tax firms that wrote about the 2020 stimulus check.
A good SEO company will combine both content and authority by not only building out content on your site on a regular basis, but share valuable enough content that creates links to your site thus giving you the authority.
Want to get started with authoritative content? Send us your information at www.VibeOnlineMarketing.com .