Search engine optimization is so important to reputation management because Google is one of the most highly trafficked search engines in the world. Because Google owns so much of the market share for search, we are able to focus solely on this search engine to get 95% of the results. I studied the Google search engine algorithm for years and have figured out many of the most relevant factors that go into how Google decides what websites are most relevant to a search for any keyword phrase.
Content is King
So how does Google figure out which are the most relevant links for your search? First, it looks at the website content across every website that it indexes. If you want your website to rank well in Google search for particular keyword phrases, you have to make sure that the content on your site is optimized for the Google algorithm. For this, you must incorporate the keyword phrases that you want to rank well for into your site’s content. This is the number one factor to remember when considering on-page search engine optimization.
But of course, marketing is the Queen — and you know who runs the household
The other way that Google figures out the most relevant links for any search is by looking at how many external websites link to the content on your website. Who is linking back to your site? Who is sharing your content on major social media sites like Twitter, Facebook, and LinkedIn? Not surprisingly, it’s fairly easy to game the system with on-page factors, but off-page factors are a bit harder. External links and social shares are off-page search engine optimization factors, which makes them even more important than putting keyword phrases into your content. In fact, external links is probably the most important factor that Google uses in determining whether your site is worthy of being linked to you for any given keyword phrase.
So as you can see, on-page search engine optimization is important and can help you establish a strong baseline in search results for your website. When you optimize your content for on-page factors, it makes it easy for Google’s crawlers to go through your site and understand exactly what it’s about. Still, it’s not enough; you must also get those external links back to your site. We’ll talk about how to do this through networking, guest blogging, and writing articles for publications in later parts of this reputation management guide.