You have a website and need to engage potential buyers at the start of their buyer journey. When someone recognizes a need they start with a search, this is true if in both B2B and B2C markets. Buyers start with research and research starts on Google. You want to add these prospects to your sales funnel as early as possible. The question is, how do you get your website to appear on Google?
There are hundreds of factors that influence if your website will appear on Google
When you speak to a digital marketer about SEO you’ll be told about the hundreds of factors that Google considers, and it’s true. Google looks at hundreds of factors and we can only guess what they are. We call each of these factors ‘ranking signals’. These are the signals that Google looks for when assessing your site and pages.
Search engine optimization can quickly become very complicated. There are dozens of on page, on site and off site ranking signals I look at when doing my B2B SEO audits. For example, I look at your website structure, is your content organized well enough? This is one of the big issues I see on B2B websites that want to rank in the Google search engine results.
The importance of the many ranking factors has also changed over time. When search engines first appeared we could rank websites just by including our target terms as many time as possible. Another tactic was to use an exact match domain. A website address that matches your target phrase exactly. Both tactics are now defunct.
The two things you need for your website to appear on Google
If we distil what you need to do to get your website on Google we arrive at two things. Relevance and authority. If your website has both relevance and authority then your website pages will appear on Google and any other search engine.
Topical relevance of your content: Is it about what the searcher is looking for?
Relevance – Your website and web pages must be relevant to what the searcher is looking for. Your website needs to maintain relevance to a topic. This website is all about B2B Marketing. I aim to stay focused on that. If I wrote about my Disney obsession, I would dilute my relevance. If you search on Google it’s pages that are listed, not the individual websites. The answer to a search is rarely the homepage of sites, it’s the deeper website pages, the most relevant pages. Your website needs to have topical relevance and your web pages need to have specific relevance to what the searcher is seeking.
Authority of your website: Can your content be trusted?
Authority – Google needs to understand if your content is correct, accurate and can be trusted. How does Google know what you are saying on your website is correct and trustworthy? To evaluate the authority of your website content, Google looks at links from other trusted websites to your content. If another website that Google already trusts is linking to your website then the content you have must also be correct and trustworthy.
If you want your web pages to appear the next time a prospect starts their buyer journey search you need relevant content that is shown to be authoritative.