Master your blog’s SEO by understanding Google

Published July 27, 2016   Posted in Blogging

The first time this blog ranked #1 on a Google search, it was like Christmas morning. I just opened up the gift of blog traffic, and that’s the gift that keeps on giving the whole year. Strangely, it was not my intent for that post to rank so highly in Google.

It was purely an accident.

Note: If you’re curious what post I’m talking about, try searching for “minimalism sucks” in Google. 

Search Engine Optimization, or SEO, is the art of making it easy for users to find your site through web searches. Though your blog does not need to rank #1 on Google to generate incredible amounts of traffic, it definitely helps for your blog to be listed on the first page of results.

It can seem like a complicated subject, but don’t let it be. I am not “dumbing down” SEO in this post. Instead, I am using simple, non-B.S. English understood by any blogger to make this complex subject much more easy to understand, tackle and master.

If you’re ready, let’s go! – And by the way, scroll all the way down to the last section if you wish to skip these juicy details. But don’t. Pretend they taste like grape juice. Who doesn’t like grape juice?!?

Learn SEO by understanding Google

The two top search engines on the Internet are Google and YouTube (also owned by Google). The higher that our pages rank on Google, the more traffic we see on our blogs. Google is a machine, a collection of algorithms designed to answer the questions asked of it. To get the most out of SEO, it’s helpful to understand how to get the most out of Google, the most popular search engine in the world.

Search Engine Optimization works by designing your site and writing your articles in such a way where search engines can easily determine meaning. Blog posts that cover single, specific topics work best because search engines like Google can more easily determine what that topic is. When users search for that topic, your page might get returned as a result.

What governs whether or not your page gets returned? And, how can blog owners improve their blog’s rank? Naturally, the goal is to write posts that enjoy the top spot – the #1 result.

Two main concepts come into play with SEO:

  1. Content and keywords
  2. PageRank

Here’s the deal: Your goal as a web site owner is simple. You not only want Google to include your web site in search results, you also want Google to place your web site high enough in the search result list so it stands a chance of getting clicked by the searcher.

How can we make this happen?

Before Google can include your web site in a search result, two things must occur. First, the search term needs to match keywords in one of your posts. This is where your content and keyword strategy is most important. Second, Google needs to “rank” your web site high enough in the list of results so the user can see and access your site – this is what Google calls PageRank. One of these concepts is relatively easy. The other can be quite tough.

Both of these concepts, when used properly, contribute to how optimized your web site is for search engines. Search engines are becoming smarter and smarter, so learning the proper way to optimize your content, rather than attempting to cheat, is the key to getting your blog to the top of Google.

Let’s look at both of these topics below.

Content and keywords

The first job of a search engine is to determine the topic of your web site. It does this through a variety of techniques, including the domain name itself (i.e.: thinksaveretire.com), the main blog title and a complicated amalgamation of all the content on your site.

For example, Google knows that my web site is about early retirement. It knows that the ESPN.com web site is about sports. It knows that CNN.com is about news. It knows this based on the content within the web site and keyword analysis from article titles.

Google’s next job is determining the topic of every page on the web site. How does Google know this page is about SEO while many of my other pages are about early retirement, travel and minimalism? Several factors: Page title, sub-headings and keywords within the content tells Google the topic.

For your page to be included in a Google search:

  • Choose one clear topic for each blog post
  • Write a direct title that includes topic keywords towards the beginning
  • Use sub-headings (h2, h3, etc) in the content with similar keywords
  • Include “title” and “alt” attributes for all images
  • Name the page using descriptive terms (url slug in WordPress)

Keywords help Google return our web site in search results, but how does Google figure out the order of search results? For instance, Google has indexed thousands of pages that discuss minimalism. How does Google figure out what web site deserves the top spot when a user searches for “minimalism”?

Remember, my minimalism sucks article ranks #1 in Google when users search for “minimalism sucks”. The keyword “minimalism sucks” is in the page’s title, name and content.

However, remove the word “sucks” from the search. When searching for “minimalism”, my site is nowhere to be found even though I talk about minimalism on this site, and even include the term within my “minimalism sucks” article. Why no love?

A couple reasons. First, “minimalism” is a much more broad topic . In other words, “minimalism” is a very competitive keyword, and unless you have an authoritative web site, you probably won’t rank when using highly competitive keywords. Keywords like science, sports, animals, education and books are examples of generic and extremely competitive keywords. This is where keyword research becomes very, very important. The best keywords don’t have exact matches in Google.

Second, keywords matter, but they aren’t the only element in play. Google also gives each web site (and its posts) a relevance ranking as well that governs the order of search results. The higher your page’s relevance, the closer to #1 it will be. This leads us straight to the second concept.

PageRank

To illustrate the problem of only using keywords to determine search results (as popular search engines once had), imagine spending several years building a site about minimalism only to have a single post written by a newer web site immediately outrank you in Google because they published a fake keyword-heavy post for the sole purpose of getting (read: stealing?) web traffic. Google’s PageRank helps prevent cheating by considering site popularity along with the page’s keywords.

To understand Google is to understand PageRank, which is one of the ways that Google determines page relevancy – the order of search results. Every one of our pages are put through Google’s PageRank process whether we realize it or not.

My site doesn’t appear in the first few pages of a search for “minimalism” because my site isn’t about minimalism. While I talk about minimalism, that is not the thrust of my site and other high-relevancy minimalism sites aren’t linking in my direction.

PageRank is Google’s way of measuring popularity and fitness for a particular topic. The more popular a web site is, the higher ranked it will be in web searches.

From what we know of PageRank (Google isn’t 100% transparent), it works like this:

  • When Page A links to Page B, Page B becomes more popular
  • When Page A is a very popular web site, Page B becomes even more popular
  • PageRank is only updated every so often (it may take a month or two)
  • Your page’s content does not affect PageRank

Web sites with a greater number of inbound links from external sites will rank higher than other sites, especially if those external web sites are “authoritative” (which means THEY also rank high). For example, a link from CNN over to your blog would be an amazing bounce to your site’s PageRank.

It is important to understand that PageRank does not affect whether your site gets returned in a search result. It only affects your site’s position in a search result.

Google has stressed that PageRank is only one mechanism it uses to determine search results, though provides no additional detail on other methods. Google intentionally keeps the inner workings of its search engine a secret to prevent innovative attempts to cheat their process.

Other factors that are known to affect your blog’s SEO:

  • Duplicate content can negatively affect your blog’s position in search results
  • Google ranks faster web sites higher than slower web sites (speed your site up!)
  • Include keywords in H2 and H3 tags within the body of the post
  • Include internal links to other pages to help search engines index your content
  • Anchor text phrases associate keywords to pages through inbound links
  • Overused keywords can negatively impact your site’s ranking

How to improve your site’s SEO

Here’s the tl;dr version of this blog post that distills down what blog owners need to do with their web sites to maximize Search Engine Optimization in plain and simple English:

  • Include a descriptive title for your site (the title that appears on the home page)
  • Use topical keywords in each post’s title, sub-headings and content; the less competitive the keyword, the better (Google’s Keyword Planner can help)
  • Write high-quality content to encourage inbound links from popular web sites; inbound links will improve your PageRank and relevancy
  • Include internal links in the body of posts to help search engines index your own content
  • Understand that PageRank can take time as Google discovers your page
  • Also: Post time-sensitive material ASAP – first news articles on developing stories can rank well

There it is, the short and sweet version of how Search Engine Optimization works. Of course, SEO is a huge topic and deserves more attention than what I can provide in a single, non-insanely-long blog post.

A quick word of advice: Focus on writing high-quality content first and SEO second. When bloggers write only with SEO in mind, the content comes across as hollow and undignified.

Here are a few external links to a more detailed analysis of SEO and PageRank for those who are interested in more of the gory details.

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Comments

39 responses to “Master your blog’s SEO by understanding Google”

  1. Thanks for both the explanations and the summary there Steve! I honestly didn’t have a clue about any of this until I started writing (and I still am about one rung above clueless!) Focusing on quality and high interest content (and being on social media) takes a ton of time and adding this layer adds more. It’s great to see that a few changes could make a big difference. I’m certainly not interested in “gaming the system” at all. Would love your thoughts about comment “luv”. I see some folks use it, others not. It’s nice to be able to do a fast link to others when you read their comments but I looked it up and many sites said it wasn’t good to use either.

    • Steve says:

      You’re welcome, Vicki. SEO isn’t the simplest of topics, but we also don’t need to have an in-depth understanding of it to get the most out of SEO. The basics are all that *most* of us need.

      Comment Luv is purely a personal preference. I like to give my readers a chance to link back to their site on mine when they comment. It might encourage some comments. Then again, it might not, but I still like to at least offer the opportunity. It’s working for me, so I’ll probably stick with it for the time being.

  2. Hi Steve, very helpful post for a newby blogger like myself. SEO is something I may need to put a bit more attention to, but like you suggested my primary focus has been on content.

    I had heard though, and was wondering if you knew, that Google puts more weight on blogs that have been around a year or so. Perhaps that gives a boost to PageRank?

    Thanks for the insightful post!

    • Steve says:

      Thanks for your kind words, Green Swan. Good on you for making your top priority your content. Even with the best SEO strategy, a web site that doesn’t provide anything meaningful probably won’t make much headway when it comes to traffic generation (and retention!). Create good content and the traffic usually follows.

      Regarding your question, I’ve heard that too, but I’ve also heard that Google flatly refutes that claim. I think in the end we don’t really know (because Google isn’t 100% transparent about how it all works), but the nature of how PageRank works will tend to prioritize the sites that have been around longer anyway. Newer sites just won’t have the incoming links yet, nor the breadth of content available to be indexed.

  3. Apathy Ends says:

    Thanks for putting this together Steve. I have been looking for an intro book to SEO and found out Google is the authority (shocker) and publish tons of free material – they also have a pretty awesome webmaster tools that is free if you have a gmail account and verify your site.

    From my limited research to date adding an XML site map is pretty important – pretty easy to do if you use Yoast SEO and have the Google webmaster account

  4. Thank’s Steve I was waiting for this post! I’ve definitely learned something here and I think you did a great job of simplifying the topic for us noobies!

  5. That’s really cool stuff. I am always puzzled how search engines rank these search results. I got to second place at google with “Synthetic Roth IRA” and wonder how I can get that old outdated and irrelevant first ranked page off the pedestal, haha. I will try some of your tricks!
    Thanks for explaining these to the rest of us. I also liked your caveat: content comes first, SEO after that. Very important!

    • Steve says:

      That definitely sounds like a keyword without a lot of competition. Even though that #1 link might be outdated, it probably has links from other sites still pointing to it. Just a guess, but that may account for its #1 position despite its age.

      Appreciate the read!

  6. Mr. PIE says:

    Well a few months of blogging tells us we have done some good things so far and also have much to learn. I guess that is OK. I learn something new every time I come to read your posts and why you can’t get rid of me!!

    Mrs. PIE and I were only commenting recently on a grocery savings post from a relatively new blogger who I will not name that was SOOO geared to hits, it was hilarious reading it. Every other line had budget, frugal, food and / or saving in it. I can only guess if that is the strategy of that blog, then it may not be around for too much longer. Each to their own, I guess.

    • Steve says:

      Ha! Yeah, it’s easy to tell when a post has been written specifically with SEO in mind, isn’t it? It just doesn’t come across as genuine and makes me never want to return to that blog. Like, ever. 🙂

  7. A great primer Steve, thanks!

    • Steve says:

      You’re welcome, Mr. Tako! Oh, and one of your posts might be featured as my favorite post in this week’s Friday Feast. Just sayin’. 🙂

  8. Jack says:

    Great overview of SEO. I know the feeling of the Google gift. For a while, Enwealthen was #1 for “rich dad seminar review” which I wrote just because I was checking out Rich Dad products, not seeking traffic. 3 years later I still get a steady stream of traffic. I suppose my next article should be about David Ramsey…

    Personally, I don’t worry about pagerank any longer now that we’re in a Panda / Penguin world. Just keep a clean, fast website, with some high quality content that is updated regularly (my biggest problem with 2 littles underfoot) and the traffic will come.

    • Steve says:

      I think you have the absolute right attitude about this, Jack. Write good content, keep it updated, and the traffic will follow. I’ve found that to be true with my sites as well.

  9. Matt Spillar says:

    This is a great writeup Steve. SEO is so important to a successful website, but can seem really daunting to someone who has never done it before. I had no understanding of it at all, until I started learning it on the job about a year ago. It’s one of those topics where you can always learn something new and is always changing from year to year.

    • Steve says:

      Thanks for reading, Matt. It does seem to change so very often. Just recently, Google put in place the stipulation that your web site must function well on mobile devices for it to be ranked well. Site speed is another relatively new addition.

  10. ARBM says:

    I’ve never really wanted to pay attention to my blog stats. I always tell myself that I write my blog for myself, and if others read it, that’s just a bonus. But if I’m really honest with myself, it always thrills me to see a post that is popular, or to have my stats boost. And if my stats go down one week, I feel a bit like I failed… This being my first blog, I know I have so much to learn, SEO being one of those things. I really appreciate your down-to-earth description here. It might be enough to motivate me to get my act together and finally learn all the ins-and-outs of making a successful blog.

    • Steve says:

      It is always nice to know that others are reading your material. Really, there isn’t a lot that you need to do for SEO that you probably aren’t already doing. WordPress plugins can help you situate your keywords. But, high quality content is the foundation for everything else. 🙂

      • ARBM says:

        Well, I wouldn’t classify my content as high quality, but it is genuine and honest… That’s got to count for something, right?
        *note to self… work on quality content… 🙂

  11. Mr. SSC says:

    I guess it’s time to focus some more on this. Clearly we missed the boat on SEO with our blog title though. 🙂 Mmmm, coffee. hahaha

    I figure I could spend some more time researching how to better situate keywords and then edit my posts somewhat during that “write, and let it soak” cycle I try to use anyways. That way I could get some SEO optimization but not necessarily rewrite my post to generate hits. Just sprinkle some SEO throughout.

    Thanks for the dumbed down tips and links to more details!

    • Steve says:

      Hey Mr. SSC – there is virtually unlimited research potential on this topic, but I like your attitude about this. Sprinkle in some SEO here and there for good measure. Keep up the quality content and traffic will definitely follow!

  12. Thanks for this helpful information. I’m not actively trying to boost traffic through SEO, but maybe it should be more of a focus . . . especially since it doesn’t seem too complicated.

  13. Thanks, Steve – very clear description. When I was working at MegaCorp I had a whole team of people who reported up into me that did SEO for our corporate pages. That said, I have never spent any time optimizing my web page at home.

    • Steve says:

      Thanks MrFireStation. It’s funny that the things we do for work might not get a lot of attention at home. But, it certainly seems like your content quality is more than making up for what you may have missed from an SEO perspective. And that helps to prove that quality content trumps SEO! Or, perhaps better said…quality content IS SEO. 🙂

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  15. Appreciate the article and reminder that I need to focus on Keywords! I often put in popular terms for my keywords which is why I probably have very little traffic from Google. Do you always have two words as your keywords to standout from the crowd?

    • Steve says:

      Hey Stefan – not necessarily, but more than one word helps. It helps to reduce the likelihood that another popular and authoritative blog already has a monopoly on that particular keyword. You don’t want them too long, however, or that reduces the chances of someone actually searching for it! It’s a fine line. 🙂

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