A website is a highly essential component for success in today’s competitive market. Every business requires a vibrant website to display the necessary information in promoting the brand and business offerings. However, it is also crucial to maintain the website, as well as market trends, change rapidly with evolving digital technologies.

Web consumers also embrace changing technologies quickly to expect businesses to keep pace with the changes. Even market experts and industry leaders are quickly adapting to the changes in the market scene as top search engines like Google are leading the way in adopting dynamic online marketing measures through their search engine algorithms.

A higher page ranking and better position in the SERP listing requires the website to be Google friendly. This means that the website complies with the necessary requirements stipulated by Google to enjoy the higher ranking awarded. There are certain tips which webmasters and website owners can execute to achieve that purpose.

1) Give Visitors What They Want

Every web user gets on the web to search for something. They have an objective or need. Business owners and marketers need to ensure that their web pages offer the information or contents which are sought after by web users, especially targeted consumers. High-quality content is expected, but the content must be relevant to the needs and wants of web users.

If the web pages contain useful and up-to-date information that is deemed viable solutions, web users would flow in naturally and frequently. They would also stay on these pages longer instead of moving on to other sites. The bounce rate would decrease while the click-through rate increases. This would capture the attention of Google and other search engines with higher rankings for the pages.

Moreover, popular pages with relevant contents would also attract the attention of other webmasters and online sources like reputed bloggers and directories that would want to link to these pages.

2) Get Links from Other Sites

A website could generate its own links to lead potential business customers to the desired pages such as landing pages where the web visitor could be engaged with the brand or company. However, it is also important that external links are created to lead potential customers to the business shores.

This happens when the website is deemed reputable as acknowledged by market authorities and industry experts. Such acknowledgment would have other sites wanting links to the business site. This is highly beneficial to the brand or company as this would attract the attention of Google bots in identifying the website to be lucrative and worthy of a higher ranking.

In its search processes, Google deploys complex text-matching methodologies that identify the relevance and importance of the web pages to be evaluated for ranking positions in its SERP listing. It is a great advantage for businesses with good links from reputable sites, but these should be natural links which authority sites approve.

Unnatural links could be deployed by desperate business owners and marketers who want to take the easy way out by paying for the desired links instead of generating organic ones. The former is not approved by Google.

3) Accessible Website

An SEO friendly website must be readily accessible; this would encourage more traffic to come by. This happens if the website is well developed using a logical link structure. This would mean that each page is accessible with just one text link. Hence, the site could be viewed easily and comfortably using a text browser as well as other options.

A website that is quickly accessible would not be entangled with a lot of fanciful features such as Macromedia Flash, cookies or JavaScript which slows down it’s loading. When the site has too many frames and session IDs to be activated, the website is slow to upload. Web users would get frustrated with the waiting and move on to other sites. Great business opportunities would be lost.

4) What to Avoid

There are also certain things which should be avoided to ensure an SEO-friendly site. This includes putting in too many keywords in the web pages. This would make it hard for the web reader to read and understand the message in its contents. Keywords are good SEO features that boost the value of the website, but an overdose of their presence could kill off the interest in web readers.

Moreover, a good website should not be clogged with too many links or images which may be useful in boosting the page presentation and contents. But too many of these may distract or frustrate web readers and the real objective of the contents may be lost in the process. This could also cause Google to ignore the site and accord a lower ranking.

Buying SEO services should be avoided as there are many illegal or disrepute providers in the market. These usually promise the sky but do not deliver the “guaranteed” results. Many deploy deceptive techniques to generate the desired results quickly, but search engines are very thorough in their indexing and evaluation exercises to note the originality of the methods. Google search engine bots are unable to read text written on pictures or images unless ALT attributes are deployed.

Last but not least, avoid creating duplicate copies of a web page which webmasters may attempt in gratifying the different needs and wants of different web users who may get on the web via different devices such as mobile devices or laptop. However, too many duplicate pages may confuse even the webmaster, who may forget to update some.

It is a good feature to offer web pages that are printer-friendly or text-only, while others are mobile compliant with the same information. This does not augur well with Google.


Business owners and marketers need to be aware of what is important and necessary for ensuring success for their presence in the marketplace. There are certainly good practices which would capture the favor of Google for higher page rankings while other practices may not augur well with the search engine giant.