Google seeks to provide a trusted result for searchers. A big signal of value to Google is strong organic referral links to your website. This is also where authoritative content overlaps with our Relevance element. Engage in a healthy marketing mix and provide customer value and service at every opportunity.
Google wants searchers to fall on a relevant result or there is no point to the search engine in the first place. Relevant keywords and a generous amount of supportive content for those topics and keywords is the name of the game when it comes to delivering a relevant result.
Google rewards brands for fresh content - whether it's in blogs or landing pages on your site. Keep your content up to date (for example, broken links) and don’t let your website grow stale. Consider revising old content as well as creating new content.
Google rewards businesses for persistence. Our research shows sites that are in it for the long haul gain some serious street cred, providing you are maintaining and growing a well balanced marketing strategy.
Google rewards businesses with reviews across multiple directories with a particular emphasis on Google My Business. Naturally, the volume and the quality of these reviews is also important as customers need a good amount of data to help them make sound decisions.
This aligns with elements of trust and authority. When it comes to building influence, your reputation provides social proof and accountability that you are striving to uphold high standards with both your product offering and your customer service.
Your brand identity and consistency of message is an important way for customers to align with your business. However, none of this even gets seen if your website is slow, confusing or clunky. Your identity becomes “too hard to deal with”.
The design elements of your website and the customer journey it provides enhance the user experience - if your visitors don’t give up and move on!
Know how your site performs and if necessary talk to your web developer and SEO people about optimising your site performance - both on desktop AND mobile devices. Remember, Google’s ‘mobile first indexing’ seeks to improve UX for people searching on the move or utilising elements of voice search.