SEO 101: The 3 Keys to Rank No. 1 in Google

Mark Twain was only half joking when he said, “If you don’t like the weather in New England, then wait a few minutes.” Growing up in Massachusetts I distinctly remember days when one minute it would be raining or snowing, and the next minute it would be clear skies.

Mark Twain was only half joking when he said, “If you don’t like the weather in New England, then wait a few minutes.” Growing up in Massachusetts I distinctly remember days when one minute it would be raining or snowing, and the next minute it would be clear skies.

In other words, the weather in New England is a lot like Google’s algorithm; It’s constantly in flux, and it can seem nearly impossible to stay on top of all the updates. Whether you are new to SEO (search engine optimization) or your rankings have recently slipped, you might have gone looking for answers only to become overwhelmed by all the conflicting advice. If you are feeling frustrated and confused, don’t worry because you are not alone!

Fortunately, no matter how many new updates Google rolls out, following the fundamental best practices of good SEO should keep you ahead of the power curve. Here are the 3 steps to achieving and maintaining a spot at the top of the rankings.

  1. Research
    No matter what else you do, choosing the right target keywords is the most important step for your success. Begin your research for free with the Google AdWords Keyword Planner. As you study the available keywords, look for the ones that best meet 2 separate but related criteria:
    • A) Search Volume: This refers to how many people are searching for that particular keyword. A higher search volume means more potential eyeballs for your page.
    • B) Relevance: You want to focus on the keywords that draw customers who are ready to buy. Later, you can expand your reach to include “tire kickers,” or prospects who are in the early stages of considering a purchase. But for now, you want to bring in people who want your product or service today.

      While the “perfect” target keywords include both high search volume and high relevance, those can be tough or even impossible to find. For now, focus on those that hit a “bullseye” for relevance, even if the search volume is not quite as high.

  2. Relevance
    Once you have a list of target keywords, you need to make sure Google considers your website as relevant to those keywords. At one time, “keyword stuffing,” or unnaturally forcing the keyword all over the site, was a common strategy. Today, this action is penalized with lower rankings. Instead, focus on naturally incorporating the keyword where it makes sense. There are two steps to improving your relevance:
    • A) Website Structure: Match one keyword to each page of your website. This keeps the focus clean and helps Google recognize that the page is relevant. For your homepage, focus on your “dream” keyword—the one word or phrase that best describes your business and for which you would love to rank No. 1.
    • B) Page Elements: Each web page contains numerous areas where you can add your keyword. These include the Title Tag, Meta Description, Header Tags (H1, H2, and H3), and Body Copy. Remember to use the keyword in the Title Tag and Meta Description, and to incorporate it only where it naturally fits in the Header Tags and Body Copy.
  3. Reputation
    Convincing Google that your website and its individual pages are relevant is not enough. You also need to demonstrate that you are a trusted authority on your particular target keywords. You do this by building your site’s reputation.

    Traditionally, the best way to build reputation was through hyperlinks from other sites to yours. While this still remains very important, many old-school link building tactics are now penalized by Google. You need to focus on organic, natural relationships with other websites, rather than simply going on a campaign to build as many links as possible.

    Social media is also becoming an increasingly important factor. Page referrals through Facebook, Twitter, and other social media outlets are now weighed heavily in the new Google algorithms. In fact, some experts believe that social media signals will soon outstrip web links as the No. 1 factor in determining your domain reputation.

What Does All This Mean for You?
As Google continues to roll out new algorithms and updates, some SEO ranking techniques will disappear, and new ones will be developed. What will never change, however, is the importance of creating excellent content.

Rather than attempting to “trick” Google into giving you higher rankings than you deserve, focus on creating content that is worthy of being ranked No. 1. Add new content frequently, spruce up old content that has seen better days, and make quality your number one goal. This simple policy will help you weather any storms and ensure that your site receives high rankings for many years to come.

Author: Phil Frost

Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.

Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.

Want more SEO tips? Get your free copy of Phil’s Ultimate SEO Checklist. Want more AdWords tips? Get your free copy of Phil’s Ultimate Google AdWords Checklist.

3 thoughts on “SEO 101: The 3 Keys to Rank No. 1 in Google”

  1. Hi Phil – Good article and an excellent summary of the things that people have to keep in mind when developing content for their website and attempting to climb the Google rankings.

    I’d just like to add a little more detail to your section on social media – social media is not generally a direct ranking influencer, it’s value is in content distribution to influencers who are more likely to link to your website from their own websites.

    From an SEO perspective this means we should be concentrating on linking socially with those who are influential in our industry to give ourselves the maximum opportunity to get other people to amplify our content.

  2. Some great “core” info here. I have a real estate website in the extremely competitive market of South Florida ( http://www.fortlauderdalebeachproperty.com ) but I have managed to get up near the top of the generic results in the major search engines. What many people don’t understand is that SEO is a process, not a secret sauce which is simply added to your site. SEO elements must be interwoven through your entire website. Most website designers do not know how to do this. Before you hire one make them show you other sites they have designed and see where these sites appear in the generic results.

    1. Hah! That’s a good point. … Maybe they targeted me because I’m an editor?! This is even MORE insidious than I thought …

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