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Google Offers Insight on Ranking Better

In a recent Google Webmaster Hangout, Google’s John Mueller offered some insights on how sites can rank better and be more visible in the search results. This insight goes beyond the usual Google advice of “curating amazing content.” 

Let’s jump into what you can do to start ranking better in Google’s search engine results. 

Can You Truly Rank Without Link Building? 

Many of us may wonder whether you can have a site rank well if you are not actively building links. While the answer is “yes” in some cases and “no” in others, it really comes down to the niche your business or site resides in. 

That’s because some sites in competitive niches, according to Mueller, can rank without having to build a single link-- they just rank by pure virtue of the content on the site. Keep in mind, though, that it took those sites sometimes more than two years to achieve their rankings. 

Another thing to keep in mind is that you can rank in Google without backlinks by using low competition keywords interspersed throughout your site content. You can also sometimes rank through content that matches your searcher’s intent, on-page SEO, publishing your content on high authority domains such as LinkedIn and YouTube, and gaining high click-throughs from social platforms like Instagram and Facebook. 

And, if you choose to build links on your site, the best thing you can do is curate content that is relevant to (and best matches) the searcher’s needs and intent. 

On the flip side, some people may think link building is the sole, primary factor you can use to rank on Google. Reason being, links on your site move rankings across your domain. 

As a result, you can end up ranking for more long-tail keywords as a result of your domain authority increasing. Having that authority can help your site and content rank faster and stronger.  You may also have the advantage of targeting bigger keywords with higher search volumes, which in turn can help grow your monthly traffic. 

Lastly, without links, you may be stuck having to create huge amounts of content and hoping Google ranks you for uncompetitive long-tail keywords. 

So whether you decide to build links on your site or not, you will without a doubt want to create content that is relevant to, and adds value to, your intended audience. When it comes to ranking on Google it is up to you to either build links or curate content, or do both. 

If you want full control of your traffic growth, you will always need to be actively looking for ways you can rank beyond just link building. 


How Feedback Can Help You, And Your Brand Visible Too 

Feedback can not only help your business and brand evolve, but it can also help pinpoint things your site, and most importantly your business, can improve upon. 

Another thing to look into when it comes to feedback on your site is what people are searching for, more specifically the keywords they are using when searching and delving more into what your users’ needs are. 

If you are wondering how else you can get feedback, here are the top five best ways you can get feedback from your users or customers:

  1. Surveys 
  2. Feedback boxes 
  3. Reach out personally and directly 
  4. Usability tests 
  5. Users activity based on Analytics 

After following these methods to get feedback from your users, look for trends in the feedback you are getting. You may not have the time, money, or resources to respond to every piece of feedback you receive. So, focusing on an issue that your users are bringing up from time to time is the best plan of action.

When you get your desired feedback, reach out to those people and get a better understanding of what kind of roadblocks they are dealing with when it comes to your site, brand, or business. Gaining a deeper understanding of their feedback allows you to build something that will not only help the user, but you, too. 

By collecting feedback from your users consistently, you can gain insight on whether you are building your business in the right direction. Integrating the feedback you get into your content will also help your business grow, and help your brand be more visible. 

At the end of the day, try the various ways of collecting feedback to find which process works best for collecting high-quality feedback from users on a regular basis. 

Flawless Content Is Not the Only Way You Rank 

Creating flawless content is only half the battle it takes to rank. The other half of ranking is about getting the word out about your site and business by promoting it across various social media platforms and with those within your space. 

First and foremost, you want to create your content to help and benefit your audience, but you’ll also want to craft it in a way that Google understands it, too. 

So when you are creating content, make sure it is compelling and useful for your intended audience. In order for you to create content that will help you rank, dive into what your audience wants and to provide it to them through your content. Through your content, you can show the resources, services, and expertise you offer compared to others within your space. 

When it comes to your site ranking, the quality of your content determines a lot of how you will be ranked by search engines. It’s helpful to sprinkle in relevant keywords where it makes sense to do so within your content. 

Last, but not least, ensure your content not only has those keywords, but that it touches on search queries, questions, or information people are looking for. 

Flawless content helps, but there are other factors such as structured data (schema), a technical SEO (Search Engine Optimization) strategy, and accelerated mobile pages (AMP)  that go into your site ranking, as well. 

Structured data, or schema, has become crucial for assisting Google in understanding what your site is all about, as well as rising above when it comes to the increasingly competitive SERPs. Schema also helps when it comes to having authority in your field and optimizing for voice search. 

Technical SEO remains a factor in site ranking. For instance, page speed is among one of those factors that affects whether or not an user or customer stays or leaves your site. When it comes to speed, make sure your site has accelerated mobile pages (AMP) that load your pages fast and put user-experience at the forefront. 

The remaining factor is building trust among your audience with the content you create, which can be done through writing in a conversational tone and offering value through your content. In tying in all these factors and using them when needed, you can create flawless content and a site that ranks better, too. 


Closing Thoughts

There is not one single factor that goes into Google ranking your site better, but many factors. 

Some of the insights Google provided in Mueller’s Webmaster Hangout were how link building, feedback, and content impact how your site ranks. 

While we know there are various ways you can go about helping your site rank better, it may be best for you to take a look at your site and business to see what you can work on to grow and become a better business overall. 

So, whether you decide to take or leave these insights Google offers is up to you. But if there is one word of advice to heed, it’s this-- always get the word out about your site, and to listen to what your users and customers want and expect when they come to your site. 


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