Getting to the top of Google...
"I am over the moon that we are first for 'Graco pumps'!"
- Krann customer Bill Jordan of Fluid Equipment Services expresses his delight when we successfully got his company website to the top of Google.co.uk in June 2007
A Proven Track Record
Some of our websites rank highly on Google.co.uk, for example try these:
Type in 'Swing Singer'
and look for www.thecrooner.co.uk
Type in 'Wilmslow Nails' and look for
Type in 'indian stone paving' and look for
Type in 'cheshire accountants' and look for
Type in 'cheapest amtico flooring' and look for
..all these searches give Page One Results on Google.
Call us if you want some more examples.
What is it?
Whatever widget you are selling, it is a good idea to have your website appear No. 1 on Google (and other search engines) when your prospective customers type in that widget's name into Google's search box on www.google.co.uk
The cruel fact is that, if you're not on Page 1 or Page 2 of Google for your type of product, you're nowhere.
Fortunately, things can only get better! Every top ranking web page in history was once at the bottom of Google - in fact, it wasn't even listed on Google, and later on we'll tell you of one such case (which Krann turned around with typically fantastic results..!)
SEO is the process by which a web page can appear ever higher on Google's rankings - eventually securing that coveted No.1 spot (Remember how record singles used to crawl their way up the charts in the old days on Top of the Pops? It's the same thing!)
The key to understanding SEO is to think of it this way - imagine you were in charge of Google. How would you list a collection of websites?
Let us give you an analogy (we like analogies) to illustrate this.
Imagine you ran an outdoor used car showroom with 100 cars, and each of those cars had a driver in it and they could drive around your lot lining up the cars for you in various different ways - by size, by colour, by age, by mileage etc.
Now imagine the Queen visited your showroom unexpectedly and asked you to line up your 100 vehicles in the order of closest approximation to a red, 2002 Mini with 25,000 miles on the clock and only one previous owner.
How would you line these 100 cars up?
THAT is Google's problem for every search.
What Google does is it uses a thing called an 'algorithm' to decide which order the cars, I mean 'pages', should go.
And as you can imagine, there's a lot of different ways you could line up those 100 cars but it is likely that the top five for most people will include cars that are very close to 'a red, 2002 Mini with 25,000 miles on the clock and only one previous owner'.
So, why the mystery?
The mystery probably stems from Google keeping shtum on what is in the algorithm's ''secret sauce' (and, even if it were revealed, the algorithm is constantly being refined by Google to give better results).
Unfortunately, there are a few SEO companies out there who like the air of mystery and the power it conferrs, even though we're going to tell you right now just what the secret is (in general terms).
The key things to go for to make your web pages rank higher are:
- Good Content
- Lots of Good Content
- Lots of Links to your site
- Lots of good links out of your site
An old site - the older the better (not a lot you can do to improve that, apart from staying in business and getting your website running early!)
'Efficient' coding - i.e. getting the 'keyword:computerspeak ratio' to the max in the source code of your pages.
Plenty of keywords, but not too many
Keeping it updated
Having a popular site - currently it is believed that Google ranks popular web pages higher on the assumption that they are popular because they are good, so they get ranked higher. And because they get ranked higher, it makes them even more popular! (We're back to hit singles again - for example, was 'Prince Charming' by Adam & the Ants THAT good? Maybe once it started selling well it sold more because it was on the Radio 1 playlist, and sold more, and then got into the top 10, so it sold more etc. etc. It's the 'virtuous circle' effect.)
OK then, so generally speaking, it all sounds like common sense. There is really no mystery at all.
So how will this help me?
For example, if you go through your website and add more content, fix the spelling and get your friends to add links to your website, you can expect (but not guarantee) that Google will rank you higher for particular keyword searches over time.
You can't guarantee it because no-one can second guess what Google's algorithm will do, and when it will do it. (As to when changes take place, it depends on when Google 'spiders' your web pages, and that could be tomorrow or next month...!)
All you can ask yourself is; 'Is my website now more useful than before?'
If you can answer 'Yes' to that question, you can expect Google to agree with you and notch you up a few places.
Krann Case Study
The Paving Centre in Wilmslow, Cheshire already had an OK website. There was nothing particularly wrong with it, but it didn't do much for the company other than tell the customer about what the business did and how to get there.
Krann completely redesigned the website, packing it with Google-readable content which would help the Paving Centre's customers by demonstrating the breadth and quality of the Paving Centre's stock and high levels of customer service.
In particular, Paving Centre MD Mark Bentley wanted his customers from around the North West to know all about the Paving Centre's range of Indian Stone, the widest range in Cheshire.
So, we ran an SEO campaign on the company's Indian Stone page, making the page as useful as we could and making sure it was listed on all the important search engines with the right keywords used in the right way.
Simply type in 'Indian Stone North West' into Google and see where the Paving Centre is today.
Up until 31 January 2007, and for the most of 2006 it ranked No.1, Page 1 of Google and it should still be there or thereabouts today. This translated into tens of thousands of pounds of extra business for The Paving Centre.
As Mark Bently told us: "Thanks to Krann, I'm paving my way to success!" - Ahem!
As regards SEO, all you have to understand is that, generally speaking, Search Engine companies such as Google, always want to list the best sites first.
If your site is packed with meaningful content and kept fresh with the latest information, chances are that Google's classification system will place you above sites that are less fresh, less meaningful, less comprehensive than yours. Google wants the best, first. Common sense really.
There are whole books written on SEO techniques and we read them all the time here - that's why we know what it takes to give your website more visibility. Books, that's the secret! Again, no mystery!
If you want the very latest gossip about what Google plans to do for the rest of 2007, have a look at this site by clicking here on this sentence - it is a blog written by a Google Software Engineer who joined the company in 2000. Everyone in our industry follows it, because it's our job to know. Now you can too.
So, if search is your thing, call us and we'll get started on your site, and eventually, Krann's search engine optimisation will lift your website up where it belongs, where the eagles cry, on a mountain high...(See, we told you it was like Top of the Pops used to be...)