What is search optimisation?
Search optimization is the process of optimising your website to make it more visible on Google. In recent years, Google has moved more and more towards ensuring that the content they display to their users is of high quality.
But while Google now seems very determined to deliver quality search results, there have been several shifts along the way, and many myths have emerged about what does and doesn't rank well.
So, to clear up some of the confusion, we've put together this list of five specific search optimisation points that are currently some of the most important to Google when assessing whether your content is of such high quality that it deserves a place in search results.
If you want a more in-depth understanding of the subject, I recommend that you read the article on search engine optimization. You can also download a free copy of our new SEO book of over 100 pages.
Search optimisation checklist
1. You should be writing to users, not to Google
User experience is increasingly important to Google, so it's important to deliver content that's targeted at a user, not a search engine. Look at your content through the eyes of a user: does it seem credible, does it help me and will I find what I'm looking for? While it is of course still important to both know and use your keywords, Google no longer works on the basis that they must appear a certain number of times in a text for it to be ranked. So use your keywords wisely, but in moderation. Your content should never seem like spam.
2. You need to think about what makes you unique
When creating your content, constantly think about what makes you unique. Why should you be ahead of others in search results? What is it that YOU can deliver that users can't find anywhere else? Make sure you highlight this in your content so that both users and search engines can easily read which areas you are an expert on.
3. Don't cheat your users
It's always important to work with engaging and effective headlines that are good at drawing users into your site. But be careful not to promise too much. It can be tempting to really crank up the promises and rhetoric in headlines to draw a lot of curious people to the site, but if you go so far as to actually cheat your users and the content doesn't live up to the promises you make in the headline at all, you could risk Google punishing you.
4. Have a good internal link structure
One of the ways Google measures user experience is how long a user stays on your site, and whether the user clicks around the site. If you have a good link structure on your site, and therefore users easily jump between your various relevant articles, it sends a signal to Google that you are both worth spending a long time on and that you have plenty of interesting content that matches what users are looking for.
An internal link is a text link from a page on your website to another page on your website. For example, we work with SEO in Aarhusand therefore we have just inserted an internal link to make you aware of this service.
5. Be original in your content
Duplicated content is still a big "no-go" for Google. So make sure you only use original content that is not found elsewhere on the web (or elsewhere on your own site, for that matter). If sharing content is unavoidable, at the very least make sure you work with canonical tags so that Google is always sure who the original owner of the text is - but that's not as good as avoiding it altogether.
You can see more about Google's quality guidelines here.
Frequently asked questions
What is search optimisation?
Search engine optimization is a continuous process of optimizing a website to make it visible in Google search results.
What does search optimization consist of?
Search engine optimisation consists of three areas of action: the technical foundation of your website, the content of your website and inbound links to your website. You can read more about all three areas in our SEO book.
What does search optimisation cost?
You can take care of search optimisation yourself, in which case it only costs your own working time. You can also pay an agency to handle the effort - this can cost anything from a few thousand dollars a month up to full-time salaries or more.
Is search optimisation legal?
In fact, Google itself recommends that you search optimise your website to make it easier for Google to index the site and understand the content.