As a local business owner, your primary goal is to ensure that potential customers can easily find you online. Recently, a significant leak of internal Google documents has provided insight into how Google ranks websites.
This leak has reaffirmed the effectiveness of the search engine optimization (SEO) strategies we've been using with our clients at Scorpion, and it's essential to understand what this means for your business. While the technical details are complex, the key points are straightforward and relevant to the success of your company’s online presence.
Disclaimer: The information presented here is based on the analysis of leaked Google documents, which may not represent the entirety of Google’s ranking algorithm. Google's algorithms are constantly evolving.
Building Brand Authority and Awareness
One of the most important factors in achieving high search rankings is establishing strong brand authority and awareness. This means that it's not enough to simply have a website optimized with the right keywords. Google values well-known and respected brands. It’s important to build your brand within your industry–outside of Google search.
To improve your brand authority:
- Engage with your community: Use social media and local events to reach and engage with your target audience. This strengthens your connections, makes your brand known, and promotes your services.
- Seek media coverage: Distribute press releases only if they genuinely capture attention and get picked up by reputable sites. Focus on creating newsworthy content that has a greater chance of being picked up and shared within your local community.
- Be active in various channels: Ensure your business is visible in both online and offline channels. Consistency in your brand message and tone across these channels helps showcase your mission and what sets you apart from the competition.
Challenges Getting Your Website Found by Google
A significant insight from recent internal Google documents is how challenging it can be to get your website pages noticed and listed in Google's search results. Google's updates, like the Helpful Content Update, now mean that Google is more careful about which pages it decides to look at and include in its index.
To make sure your website pages get noticed by Google:
- Create Quality Content: Focus on producing valuable, unique content that addresses the needs and interests of your target audience. This enhances user engagement and improves the likelihood of Google indexing your pages. Remember to consider different formats and create videos where appropriate. Use your website as a collection of information that your customer can turn to for answers to their questions.
- Use Relevant Keywords: Include keywords on your pages that your customers are likely to search for when looking for your products or services.
- Optimize Meta Tags and Descriptions: Ensure each page has optimized meta tags (title tags and meta descriptions) that accurately describe the content using relevant keywords. Well-crafted meta tags can improve click-through rates in search results and signal relevance to search engines.
By focusing on these steps, you can improve your chances of having your website pages show up in Google's search results, making it easier for potential customers to find you online.
Managing Multiple Services Affects Your Online Visibility
If your business offers multiple services, it's important to understand how this affects your SEO. Adding too many different services can dilute your website’s topical authority, which refers to how well Google associates your site with specific topics or services.
Imagine you run an HVAC company and decide to offer plumbing services, too. While this expansion can attract more customers, Google might not immediately recognize your expertise in plumbing. This could affect your rankings for both HVAC and plumbing services.
To manage this:
- Create Comprehensive Content: Develop detailed content for each service area you offer. Explain what makes your services unique and beneficial to potential customers. This helps Google understand your expertise in each area.
- Build Authority Gradually: Instead of adding multiple services at once, focus on building authority in one area before expanding to others. This approach strengthens your website’s topical authority and improves your chances of ranking well for each service.
By focusing on comprehensive content and gradual expansion, you can maintain strong topical authority while growing your business offerings.
How Scorpion Stays Ahead
At Scorpion, we've always focused on best practices that align with these insights. This means that while the Google leak provides validation, it hasn't required us to change our approach. Our strategies have been proven effective over time, and we're committed to continuing to provide the best possible SEO services.
Adapting to SEO Changes with Advanced AI Tools
Our advanced AI technology allows us to analyze thousands of data points that would be impossible for a human to process quickly. This helps us stay ahead in the ever-changing SEO landscape. By combining these real-time AI insights with our 20 years of experience in industries like legal and home services, we provide a unique blend of technology and expertise.
Staying ahead of your competition means continuously adapting your strategy. Our Ranking AI analyzes the latest data to provide insights that keep your SEO efforts current. This ongoing adaptation is essential for maintaining a strong online presence and ensuring that your business remains visible to potential customers.
Enhancing Your Online Presence with Scorpion
Staying visible online is essential for the success of your local business. By focusing on building a strong brand, creating high-quality content, and strategically managing your services, you can ensure that your business remains competitive. The recent Google leak confirms that our holistic approach to SEO and website management has been the right one all along. With tools like Ranking AI, we’re equipped to keep your SEO strategy at its best.
Search engines are evolving quickly, and the introduction of generative AI is shaking up the industry even more. Get a free digital AI audit from our marketing experts to see if your legal firm or home services business are ready.
