Google recently filed a patent showing how they rank your web site.
Here are the highlights!
1) Domain name registration
How many years did you register your domain name for?
If it's only one then that's a point against you.
Why? Most Spam websites only register a domain name for a year.
A domain registered for a longer period implies that the owner is more likely to be legitimate and serious about their web site.
2) Links to your site
Google relies heavily on inbound relevant links to rank a site.
As well as the number, quality and anchor text factors of a link, Google considers historical factors.
Googles 'sandbox' or aging delay begins countdown the minute links to a new site are discovered.
Google records the discovery of a link and link changes over time. The speed at which a site gains links and the link life span.
You must grow your links but be careful who you exchange links with.
Your link anchor text should vary but remain consistent with your site content. No more using your main keywords on every link exchange you gain. That's 'anchor Spam'. Instead vary them around your top five to ten keywords.
Link exchanges are still very important but you must work and utilize them ethically.
3) Click through rates (CTR)
CTR may be monitored through cache, temporary files, bookmarks and favorites, as well as via the Google toolbar or desktop tools.
Sites are rewarded for good CTR with a raise in ranking.
This is similar to how Google Adwords works.
CTR is monitored to see if fresh or stale content is preferred for a search result.
CTR is monitored for increases or decreases relating to trends or seasons (yes seasons - think Ski Resort websites).
• Web page rankings are recorded and monitored for changes.
• The traffic to a web page is recorded and monitored over time.
As Google is capable of tracking traffic to your site you should closely monitor the small amount of copy returned in search results. Place a call to action in there to increase CTR.
Clicks back to the search results are also monitored. Make your site "sticky" to keep visitors there longer. Ask your visitors to bookmark you.
The frequency and amount of page updates is monitored and recorded as is the number of pages.
Depending on your market, fresh content may not be needed. If the information your pages contain does not go out of date then updating may not be necessary.
Changes don't have to mean fresh content. They could involve simple edits to current content.
5) Use of keywords
Changes in page keyword density is monitored and recorded as are changes to anchor text.
6) Domain owner addresses
The domain name owner address is considered, most likely to help in a local search result.
7) The technical and admin contact details are checked for consistency.
These are often falsified for Spam domains.
8) Your hosts IP address.
If you are on a shared server somebody else on that server may use dirty tactics or Spaming. If so your site will suffer since you share the same IP.
Whew! That's a lot to consider! So what does a small business owner do?
Any of these tactics will help:
1) Grow your site as organically as possible.
2) Carry on with link exchanges but consider each site carefully.
3) Vary your anchor text.
4) Add small amounts of good quality content to your site regularly.
5) Check your search engine listings. Edit your site to include a call to action in them if possible.
6) Make your site more 'sticky' to encourage visitors to stay a while.
7) Encourage visitors to Bookmark your site.
8) Register new domain names for at least two years.
P.S. Kahl Consultants is experienced in performing these tasks.
Please contact us for further details!