Effect of search engines on your business
How is search conducted?
Searches are usually conducted using keywords on (images, videos, audio-visual materials, places, news and services.)
When performing a search for any word, information or service on such search engines as Google, Yahoo or Bing, the results offered to you are arranged according to complex algorithms. These algorithms take into consideration several factors to determine which web page should be ranked first, which page is ranked second and so on for the rest of the results.
The appearance of search results depends on many factors, most notably the popularity of the website, how far the search engine trusts it, how many daily visitors it receives and how many times the keywords are included in the content and pages of the website.
Optimization of search engine results
Search Engine Optimization (SEO) is the process of improving the visibility of a website, a web page or services of an entity in the results of free (unpaid) search engines. This is aimed for the website to be among the top results (among the top 10 results at the most), outperforming several other websites whether they are competitors in the same field or not.
This is done by studying how search engines work, identifying the factors that influence the ranking of the results of those engines and hence optimizing them and handling some errors and problems with respect to updating the content of the website that affect the search visibility score.
Google search engine
The famous fully-automated Google search engine uses ‘Googlebot’, a web crawler software that explores the web on a regular basis in search for sites to add.
It is important to learn about how Google search engine explores the web pages, crawls them and displays them under search results.
The Google search engine must constantly search for new pages to add to its index. This process is called ‘crawling’.
Some pages are already known because the search engine has previously crawled them. The search engine recognizes other pages when it follows a link from pages already in its index to new pages. Other pages are recognized by the Google search engine only when the website owner submits a list of pages (sitemap file) needed to be crawled by the search engine. If you are using a service that hosts such website builders as ‘Wix’ or ‘Blogger’, this service may ask Google to crawl any new or modified pages.
Tips to optimize search engine crawl rate of your website
- If you make changes to one page, you can send the URL to Google.
- You can add your page’s links to other pages within Google search engine’s index. Nevertheless, the links listed in the ads, the links that you pay for on other websites, the links listed in the comments or other links that do not follow the instructions of Google website supervisors will not be followed.
- If you want the Google search engine to crawl one page only, we recommend that you make it your homepage. This is the most important page on your website for the search engine. To encourage the Google search engine to crawl your entire website, your homepage (and all pages) should include a good system for navigating the site where links to all important sections and pages on your website are provided. This should help users and the search engine easily navigate your site.
Web page indexing
After finding a page, the Google search engine tries to identify the content of the page. This process is called ‘indexing’. The search engine analyzes the content of the page, indexes the images and video files included on the page and tries to understand their content. This information is stored in the Google index.
Optimizing indexing of your website pages
- Create short and understandable titles for the pages.
- Use self-explanatory titles for the pages.
- Use text instead of images to express content. The Google search engine can recognize some images and videos, but not so accurately as it can recognize texts. Therefore, we recommend that you add annotations to the videos and images using alternative texts.
Displaying web pages (and determining their ranking) in search results
When a user types ‘search’, the search engine tries to find the most relevant answer within its index based on multiple factors. It tries to identify the best answers and take into account other factors that will optimize the user experience and provide users with appropriate answers.
These factors include the user’s geographic location, language and device (whether a desktop computer or a mobile phone). For example, when searching for ‘bike repair shops’, the results that will appear to a user in Dubai will differ from the results for a user in Beirut.
Tips to make your website more visible and improve its ranking
- Building a design responsive to all devices
- Making an outstanding design and tidy structure for the site
- Paying attention to user experience
- Creating high-quality content suitable for the audience
- Building your brand’s audience
- Interacting with the audience on all channels
- Communicating with blogs and sites that are relevant to you
Suggested actions to help Google and users recognize your content
- Using the URL checker: This will let you know how the search engine views and accurately displays your content. It will also help you determine how many indexing problems your site has and solve them.
- Creating unique and accurate titles for the pages: The <title> tag tells both users and search engines about the nature of a particular page’s topic. The <title> tag must be placed inside the <head> element within an HTML document. A unique title must be created for every page on your site.
Avoid the following:
- Use of very long and useless titles for users
- Unnecessary keyword stuffing in title tags
- Using the description meta tag: The page’s meta tag provides the Google search engine and other search engines with a summary of a web page’s content. The title of the page may consist of a few words or a phrase, while the page's meta tag may consist of a sentence or two or even a short paragraph. As is the case with the <title> tag, the meta tag is placed within the <head> tag of your HTML document.
Merits of description meta tags
- Description meta tags are important because Google might use them as snippets for your pages. It is worth noting that we said ‘might’ because the search engine may choose to use a relevant section of your page’s visible text if it does a good job of matching up with a user’s query.
- Summarizing page’s content accurately
Write a description that informs and attracts users at the same time when seeing your meta tag as a snippet in a search result. The text should contain all the relevant information that the users will need to determine whether the page is useful and relevant to their search.
Avoid the following:
- Typing a description meta tag that has nothing to do with the page’s content.
- Using such generic descriptions as ‘This is a web page’ or ‘page about baseball cards’.
- Filling the description with only keywords.
- Copying and pasting the entire content of the document into the description meta tag.
Optimizing your site to increase users’ confidence in it
- Users feel comfortable visiting your website if they think it is trustworthy.
- Users trust reputable websites. So, you should improve your site’s reputation in terms of expertise and reliability in a specific area.
- Information on the site publisher and content provider and his goals must be provided. Websites dedicated to shopping and other financial transactions must contain clear and compelling information about customer services to help users solve problems. News sites must also provide clear information about who is responsible for the content.
- It is also extremely important to use appropriate technologies. If the checkout page does not provide a secure connection, users cannot trust the site.
Clarifying experiences and content reliability
- Experience and content reliability provided by the site help boost its quality. Therefore, make sure that the content on your site is created or modified by individuals with expertise in the subject matter.
Finally, if you are interested in improving your website's visibility in Google search results and are willing to set aside some time to become familiar with SEO and Search Console, here is the getting started guide.
You will not need to understand HTML or coding, but you should take some time to think about how your site is organized and how you write it and be prepared to make some changes to it. We are glad to inform you that making any effort, no matter how little it is, can help a lot in improving the search results.
- Subscribe to Search Console, which is a free service where there are no paid upgrades or services, and you will get alerts when Google notices unusual activity on your website, such as crawl problems or indicators of compromise.
- Add your website and verify its ownership: You must verify your ownership of the website. Search Console displays information about the website that only owners should know and allows you to make changes that can affect the way your website appears on Google.
- Read the guide to basic Search Console usage. The primary user usually needs to perform a quick test of the site once a month.
- See if you want to hire an SEO expert. Many small website owners implement SEO themselves. Nevertheless, some small sites (and almost all mega sites) hire an SEO expert to help them improve their Google search rankings.
It is time now to get to know the (Google My Business) account and the benefits that your business will have through it.
- Your site will appear and its ranking in local search results will improve by local SEO.
- When the audience searches the Google map, your name will appear on the map with your business code, so it will be easy to identify you and your location and hence reach you easily.
The audience will be able to know your place and work details via the special results box on the right or left side (depending on the language of the browser). To get all of these benefits, you need to take a few steps:
- Check your account on Google My Business regularly to make sure it is working
- Make sure that all your business data is correct and up to date such as address, phone number, and working times.
- Put your brand with high quality images that display your services so that customers get to know them.
- Use an accurate business location to enable users to reach you easily on Google Maps.
- If you are using various methods of receiving money, put the method that suits you (credit card, bank transfer etc.).
- Ask the audience tactfully to write reviews about your business on Google account.
- Respond quickly to customers’ reviews on Google My Business account.