Every website owner wants one thing: top Google rankings. But is this possible? Let’s take a look at what you can do to achieve the first place ranking on Google’s search results.
What is the Top of Google?
The Top of Google is that highly sought after, first place position in search page rankings. The ultimate in SEO perfection, the top of a Google search results page, is like striking internet gold for many companies. The theory is that anyone searching for the goods or services you offer, will not normally look beyond the first page to find the answer they require. If you have made it to the very top of the first page, you should, in theory, receive a fair chunk of new business from Google alone. Getting there is indeed akin to climbing Mount Everest and takes hard work, some dedicated research and more often than not, a fair chunk of your marketing budget too. To those who have reached the Top Of Google, we salute you.
To get to the top of Google and to stay there you will need to continually work on optimising your website and adapting your SEO strategy to include the latest updates and techniques.
It all starts with having a website that is well-designed and visually appealing to your visitor. Getting your website’s taxonomy right will be a huge help. If your website makes logical sense and users can easily navigate, it will count in your favour. Another thing to remember is to always link to your social media pages from your homepage. This will help you to build your brand online and also tell Google to associate your website with those social media pages.
1. The importance of great content
Having great content on your website is a solid foundation for SEO success. If you cannot create your own content, hire a professional SEO copywriter to craft unique content for your website pages. This content should be optimised for specific keywords – but remember to write naturally for your visitors and not for search engines. You need unique content for each of your webpages.
Google sees valuable content, as pages that are unique and valuable. The company needs to provide useful information to your visitors, and give them what they were searching for in the first place. If you have well-written content to meet these needs, chances are that you will be ranked well within search results. Google can’t manually review every content page, so it relies on a set of algorithms to determine a website specific ranking within search results.
Keep in mind that Google ranks individual webpages for specific keywords, rather than an entire website.
This is why it is so important to choose one keyword per content page, and focus only on that topic. Having too many keywords on a page can be confusing and Google will not place as much value on every keyword. Rather choose a single keyword per page.
2. Blockbuster keywords – what are they?
At The Content Works, we have a name for the big keywords our clients want to rank for; we call them blockbusters. Everyone wants to rank in the top spots for these keywords but the reality is – even if you have great content and a well sorted website – they’re hard to rank for because the competition is always strong.
Take a keyword like ‘garden tools’, which in Google.co.uk over the past 12 months has averaged 60,500 monthly searches and has 160,000 competing pages – it’s a popular and competitive term and we’d call this a blockbuster. However, if you expand out on this keyword, you can build a picture of the search landscape around it. The next level (longer-tail) keywords are: garden tools uk, garden tools hire, garden tools for the elderly, garden tools argos.
If you can rank high for these keywords, you’ll have a high percentage of targeted visitors clicking to your website.
While ranking for ‘garden tools’ might look like a great idea and a tick a big box, getting up the rankings with this keyword might generate traffic but won’t necessarily bring in targeted traffic. If your business only hires tools, or specialises in tools for the elderly, then you’re much better off keeping a focus on the longer-tail keywords and not investing so much time and effort to try and rank for the blockbuster because it will be harder to rank for the blockbuster and as we’ve shown above, it won’t necessarily bring in the visitors you need.
3. Long-tail vs Blockbusters
To answer the question in the title of this post: ‘Can you really get to the top of Google?’ the answer is yes. However, where you rank isn’t as important as what you rank for.
Although it’s not necessary to focus on these longer-tail keywords or ignore the blockbuster by default, it’s highly recommended that you put in a great deal of effort into exploring the search landscape in order to best understand where to focus your efforts. It’s a great way to drive visitors to your website for a key phrase that your competitors may be overlooking. Sure, only 390 people a month search for ‘garden tools for the elderly’ compared to 60,500 for the blockbuster but just imagine 390 people knocking on your door looking to get to know your business and buy your products – that’s not to be sniffed at.
You can use a selection of tools to help you find the perfect list of keywords that you should focus on. You can then continually improve and tweak this keyword list until you have the best keywords to focus on.
You can use tools like Google’s keyword tool, to help you find information on popular keywords. You can either search for keywords by entering a landing page on your website or one of your competitors’ sites, or you can enter a few basic keywords and let Google suggest the rest. You will be able to view the specific search volume for every keyword, as well as the level of competition you may face.
This is also a good indication of which keywords to use for your PPC campaign.
So before you choose just any set of keywords to work with – consider working with an expert SEO consultant that can assess your business, your goals and your industry. This will give you the best possible chance to outrank your competitors and get to the top of Google’s search results pages.
Staying on top of search results pages is a continual effort, and you should be prepared to spend the time and resources necessary to remain on top. If you do this right, this can significantly boost traffic to your website, and in turn boost your bottom line as well.
Remember, just like gardening; it’s all about growth!