Want to sell more online?
Everybody knows the answer to that question is:
Getting on the first page of Google to generate some visitors to your website.
Everyone’s got an opinion on it.
However, Google built the software.
(…they also wrote the book, although not many have read it…)
And their mission is to help you become the people’s choice.
So today, if you’re still in doubt about generating leads through organic search…
…the breakdown is: Set your sights on some public service.
How Google does quality control on rankings
Here are some quotes from Google on their quality control efforts to keep search relevant:
“Every day, fifteen per cent of searches are ones that we haven’t seen before, so we use automated systems to get you the most relevant and reliable information that we can find.
To help you find what you’re looking for, these systems consider many factors, including the words in your query, the content of pages, the expertise of sources, and your language and location.
To measure whether people continue to find our results relevant and reliable, we have a rigorous process that involves extensive testing and the use of quality raters who ensure that our automated systems produce great results as a human would expect.”
“Raters assess how well a website gives people who click on it what they are looking for, and evaluate the quality of results based on the expertise, authoritativeness and trustworthiness of the content.”
“To ensure a consistent approach, we publish Search quality rater guidelines to give these raters guidance and examples for appropriate ratings. While evaluating the quality of results might sound simple, there are many tricky cases to think through, so this feedback is critical to ensuring that we maintain high-quality results for users.”
When raters are on-boarded by the contracting company partnered by Google, they are given this handbook:
It’s THE official handbook on what Google wants from your website in order to rank it highly.
Do these things and win.
It’s that simple…
…or is it?
The book is 172 pages with hundreds of screenshots, illustration and examples.
Light reading perhaps for a PhD.
But between you and me, I’m looking for the quick digest TL:DR takeaway…
(I did just mention takeaway…)
This is Google’s acronym for putting their entire 172 page rater booklet into a nutshell:
“Expertise, Authority, Trust.”
In just three words, Google just told you that they want the following:
- To be sure you know what you’re talking about
- To be comfortable that you understand your subject well enough to teach it
- To be confident recommending you as a trustworthy source of information on that topic
Just consider the cases where people don’t qualify for the above 3 points – depending on the subject the personal outcome or consequences could be devastating.
Google puts these critical situations into the category of YMYL (Yer money or yer life!)
In their corporate speak, this could be interpreted as :
“…topics that could potentially impact a person’s future happiness, health, financial stability, or safety.”
Just think, financial advice or physical fitness training, for example.
Take the lead(s)
The reason why Google draft such comprehensive quality guidelines for search is because most content out there falls below the mark:
Highly opinionated, unqualified and at best – adding no value.
So, the official advice from Google is (paraphrased by me):
…buck the trend and set out an outstanding site with the most TRUSTWORTHY and complete content…communicated well.
Lead your market in quality content and generate the most and best sales leads for your business.
Expertise – experts: read and practice.
That’s how they know more and can talk fluently on their subject.
It’s training, either formal or otherwise.
Even if you qualified for a certificate on your chosen subject, or have years of experience…back up what you know online with MASSES of verifiable, iron-clad data and studies.
Authority – it’s all about who you know.
Your commendations should speak for you. Google has the largest page index (knows more pages) among all search engines. How? It invests the most in constantly searching the web through powerful web tools.
Because of this not only does it know the most pages, but also which pages are connected.
And the most prominent ranking factor it uses to decide on the order of pages in the search results is backlinks.
In other words, Google counts how many other websites link to yours AND how much relevant topical authority those referring website have.
A sure way to rank is to gain a reputation and a body of work that attracts the best recommendations online.
Trustworthiness – set up all of the tokens of credibility.
These show transparency and professionalism.
Take home points
In summary, do the public a favour and come legit with your business pitch.
In fact, go further and display and excellence in value sharing that inspires confidence and restores previous losses from stick up (yer money or yer life) sites.
Do it to be the best.
And of course, naturally you should expect to sell more and get more leads.