If you’re like the millions of others in the world, when you want to know something you use a search engine. It could be something fun like “What’s the best bowling alley near me?” to something more serious, such as “Why did World War I start?”
Before Google, when people wanted information they had to call someone, read a book about it or ask a friend. It was like “Who Wants To Be A Millionaire” without Regis and the money. Today, Google and other search engines are part of our lives.
As a website owner, why does how and what people search on Google matter to you? It helps you to understand how you should create and arrange content.
Answer Their Questions
People are dependent on Google for knowledge, whether it’s a Wikipedia article on the origins of Grimm’s Fairy Tales or a website on Guinea Pig colors. One way people search is by asking questions. If you want to rank well, then answer their questions.
Research common questions asked by your customers. Methods such as analyzing your customer email or similar research can help you find out what they’re curious or concerned about. Write your content in a way that answers these common questions your audience is asking. Google notices this and will rank you better for it. They might also use your page for one of the Q&A sections.
People don’t want to travel halfway across the state if they can find what they want nearby, but how do they know what’s nearby? Whether you’re selling a service or product to a certain region, make sure you have your service area information in your website.
When people search for things locally, they search for “light bulbs near me” or “3/4 inch pinckney flange in Utica.” The trick with Google is that you’ll rank great for the city of your address, but you might be way down in the rankings if someone searched for your service in the city over.
It’s important that you have these other cities mentioned in your website, so Google will include you with those searches.
Do you have an Amazon Alexa in your home or a Google Home? Do you use the voice search on your cell phone more than the keypad? Voice search is growing and will be the norm in the future. When people do voice search, they speak in a certain way and Google is taking note.
It’s not just how they voice the query either; your website has a lot to do with it. Voice search pages need to load fast. Google takes a hard line on authority in voice search and the content. You want words on the page to give people explanations on their query.
While these are important for standard search as well, they seem to be even more important for voice searches. This authority and content helps you be in featured snippets as well, which more than 40 percent of voice search answers come from.
It’s not about the Algorithm
The key to understanding Google isn’t by trying to figure out its algorithm. Google’s never going to tell us what goes into it and they make several tweaks to it every month. The key to understanding Google is to figure out the whys and hows of the people searching and creating your website and digital marketing strategy around that.
If you want to learn more about Google search or other digital marketing or web development topics, then contact us today.