Even Google and its various websites are subject to the same search algorithm the rest of our websites are. With over 7,000 websites globally, the company is regularly making changes to these sites, impacting how they rank for relevant searches. So what’s Google’s SEO strategy?
According to a recent Think with Google post, the company’s SEO strategy includes tactics that you’re probably already utilizing. While not an exhaustive list, the post highlighted nine different tactics as well as a chart (below) highlighting how each tactic drove compelling SEO improvements.
The tactics featured in the article included:
- Claim and optimize GMB
- Add canonical
- Update XML sitemaps
- Improve meta data
- Mobile website optimization and AMP pages
- Fix Google Search Console errors
- Implement structured data
- Consolidate duplicative content
- Remove microsites
With Google’s volume of web pages and their focus on information, some of the tactics above aren’t necessarily relevant for a small business website with just a few pages. For instance, there isn’t necessarily a need to determine a canonical URL for a small business when there aren’t duplicate pages. Google’s strategy would be more of a fit for large-scale publishers than for a business that operates mostly offline.
While its SEO strategy isn’t necessarily a fit for transactional searches, some of the tactics are. Additionally, the article links to an “SEO Starter Guide” from Google which has a more complete view of SEO tactics that are useful for any business or agency, at least from Google’s perspective. In the guide you’ll find out how to do the following:
- Help Google find your content
- Tell Google which pages shouldn’t be crawled
- Help Google (and users) understand your content
- Manage your appearance in Google Search results
- Organize your site hierarchy
- Optimize your content
- Optimize your images
- Make your site mobile-friendly
- Promote your website
- Analyze your search performance and user behavior
Another list of suggestions comes from a Google support article around improving local ranking, which is mostly related to GMB. Here are the recommendations from that post:
- Enter complete data
- Verify your location(s)
- Keep your hours accurate
- Manage and respond to reviews
- Add photos
While the company won’t provide insight into how the algorithm works or what factors impact rank most, Google does provide a variety of tools and resources that can help any SEO succeed.