Meanwhile on the 2nd page of Google….

When a new website is born in the www, it goes to page 250 000+ on Google.
Getting your website on the first page of Google is not automatic. Of all the thousands of companies offering the services yours does, Google chooses only 20-30 to appear on the first page, excluding paid for adverts at the very top.
 
So how does Google decide who features on the first page organically?  Surprising, purely merit, which they calculate using criteria they deem necessary to push the most relevant websites to the searching masses. Let’s say you open your browser and search for “plumber”. There are probably 100 plumbers that qualify but only a few make the top ten.
Here is what happens behind the scenes:
As soon as you hit that search button, in a matter of milliseconds, Google will launch thousands of digital “spiders” that crawl every website and calculate which ones to feature. What do these spiders look for? Firstly they will look for the instances of the words “plumber” and come up with a few million websites.
 
Your own location will help the spiders eliminate more websites, as Googles search engines identify territories that are not close. A few million websites will be eliminated from the search. Bear in mind that we are still within the millisecond range of the search. All this has happens in the www, meanwhile you have barely blinked.
 
Now we are down to a few thousand websites, but who gets the top ten? Googles merit system goes further than just location and search terms.
 
When a website is built, by default some of the code in the back end repel Google’s spiders. Other code can attract spiders or feed them the information they need to optimise the merit score. All of this and other criteria fulfillment, is called the art of Search Engine Optimisation. While search engine optimisation is highly technical and requires a skilled SEO specialist, here is a breakdown of the SEO basics every website should aim for. 
6 SEO basics for SMMEs:
  1. Make sure your content is high quality and original.
  2. Google favors content with intent and remembers call to actions. For example, if your “products” page is frequently the last page people exit your website, this scores lower than if your products page showed traffic being driven to the contact us page. Google places value on content that inspires action.
  3. Any social media presence or non-presence is scored, to your advantage or detriment. Make sure your social media accounts are active and post quality content regularly.
  4. Google loves fresh content, change something on your website every few months or more frequently depending on the nature of your business.
  5. Don’t plagiarize. Google has algorithms to calculate which image or content appeared on which website first, you will lose points for not referencing correctly or stealing even a sequence of words.
  6. Technical SEO is a must. Your web designer or SEO specialist will be able to optimise the back end of your website to ensure it is ready for when the spiders come to visit.
  7. Mobile responsiveness is highly valued as an SEO must have in this day of mobile devices- make sure your website conforms it’s content properly on very device across a range of screen sizes.
NB: The criteria that Google deems necessary to calculate merit often changes as society evolves.
A decade ago linking your website to articles and other websites was the most important SEO function, because it was the age of information, where any information you needed was available on the internet via articles website. This is true still for today but there is the added dimension of the exponential rise of social media. So Google has added this criteria into the mix, they figure if people are reading and engaging with your social media profiles (business) frequently, this is a fair indication of credibility and quality offerings. 
Googles algorithms that calculate merit  change constantly and their digital spiders look for different things, making SEO on ongoing service you need to acquire if you want your website to feature and remain on the first page of Google.
Author: Yumeshri Moodley
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