Great Rankings Start With A Relevant Website

It’s a question we get all the time: “How do I get better search engine rankings for my website?” The answer isn’t complicated; in fact it’s pretty easy. Build a site that people like.

Yes, it really is that easy.

Fact: Relevant websites get better rankings. If you have a website that’s relevant and noteworthy, good rankings will be easy. Give folks a reason to visit your website, and often, and you will get found. It’s really that simple. I tell people all the time, build a website that people love, and Google will love it too. The key is to put content on your site that people visit repeatedly, link to, and interact with. Now, how do you pull that off? That’s where a little effort comes in. The vast majority of folks won’t take this next step, and that’s where they get overtaken by their competitors online. A relevant website will stand out in the search engines. Take this seriously and you will see results.

How to Boost Relevance

There are many ways to increase website relevancy, but here are some to get you started. Some are easy and can be done in a few minutes; others are not and will take some time investment. Remember that consistently adding quality content that people care about is what’s going to make your website stand out.

Become a Subject Matter Expert (SME).
A SME is that person that people gravitate to because they know what they’re talking about. This is the person that shares their knowledge freely and expects nothing in return, and does it often. Ask people what challenges them, offer some meaningful advice or tools to help, and invite them to call you if they need help. This works for all kinds of businesses, from plumbing to marketing, tires to construction.  Over time you will develop a following and become known as the expert in your field.

Give good advice.
This is an extension of the SME idea. Find ways to offer advice in everything you do: your blog, at networking events, in your newsletter, every time you engage someone offer some advice. Think of it as going above and beyond, especially if it’s a customer you are talking to.

Talk about what’s relevant now.
Updating people on the latest news, techniques, or changes doesn’t just keep people up to date; it keeps you and your web site relevant and newsworthy. This is especially important now as search engines keep track of trends and “what’s hot”. Leverage this by talking about trends in your newsletters and blog, and make sure to include some of those hot keywords. Are you an electrician? Blog about the latest green techniques to lower your energy bill. Do you sell tires? When gas prices spike, give advice on how to maintain your tires for better gas mileage. The list is endless.

Provide useful statistics.
Here is something useful: 46% of US small businesses don’t have a website according to a survey quoted by eMarketer. First of all, seriously? There are credible companies that don’t have websites? A good statistic can really drive home a point. For instance, as a web design and internet marketing company, telling you that nearly half of businesses don’t have a website also tells you that while you may have competitors online, half of them are NOT online. It says that if you are not online, there is a big opportunity waiting for your business on the Internet. All of this comes from a simple statistic.

Publish a guide.
I look at guides as easy to use tools that make people’s lives a little easier. You can turn just about any topic into a useful guide. The key is making the guide incredibly useful, so useful that people will download it, post it, share it, and generally tell everyone they know how great it is. Some examples include:

  • – Calendars, like this handy Tucson planting calendar from the Tucson Organic Gardeners website
  • – Step by Step guides
  • – How to guides
  • – Study guides
  • – Travel guides
  • – Maintenance guides

You get the idea. Do a Google search on downloadable guides and you’ll get everything from how to raise a chicken to a comprehensive visitors guide to Moab, Utah. There is a reason this works – you can learn about anything on the Internet, and good quality content rises to the top.

BONUS TIP: Make sure your website and contact information are all over that guide so people know where it came from!

Update regularly.
I can’t stress this enough. As internet marketers we’ve always known that the websites that get updated frequently rise to the top. So many websites are built and tossed out to sea, forgotten until someone realizes it’s just out floating in open waters, irrelevant and not getting found. The simple act of updating your site regularly will put you ahead of the majority. Update with great content and you will rise to the top 🙂

Now that you have great content, share everything. 
It’s impossible to ignore – Facebook, Twitter, YouTube… they are all part of our lives and they aren’t going away. In fact, social media is now a huge factor in getting your website found in the search engines. Good quality content is nothing if you can’t share it with the world, and social media is your megaphone. It’s also great for networking and engaging both your current customers and the ones you want. Most importantly, it’s the easiest way to share all that great new content you’ve been putting on your site 🙂

Do you belong to networking groups, or do you attend business functions? Tell people about your website and about all the useful information you have on it. Hand them you card, tell them about your incredibly useful website, and even get their card.

website relevanceThere are some great tools that will make your life easier and help you get job done. Here is a quick list of tools to consider that will help you keep your site fresh:

Get a blog and integrate it into your website. It’s by far the fastest, easiest way to add good content to your website (NOTE: we can install one for you using WordPress.)

A Newsletter
Publish an email newsletter on a regular basis that ties all of your great content together. You can use one of several free or inexpensive services. We currently use MailChimp, but you can also use Constant Contact, Vertical Response, or any others that work for you.

Social Media websites
Start with Facebook for business (see our 5 Killer Facebook Resources), take some time to learn what Twitter is all about (check out Twitter Power by Joel Comm or the Twitter Guide Book at Mashable), create and maintain a business Google+ page, and start using LinkedIn if you haven’t been already.

If your website seems like it’s lost at sea, adding relevant content will help you pull it back to land. With a little effort you can get your website back on track and bringing in new business.

I’d love to hear your suggestions! Leave me a comment below.

This post was written by Joey Ambrose on March 26, 2012

Joey is the President and CEO of Go Web Solutions, an award-winning web design and Internet marketing company in Tucson, Arizona. When he's not helping clients get the most from their web sites, Joey enjoys cycling, running, swimming and hiking. Contact him at: or on Google+

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