What Google Wants

or perhaps “Better SEO Practice”

Google believe that valid information is the most important thing in the world – and so do your customers.

I understand a person wanting to be #1 in Google – ego. I understand a business feeling the need to rank #1 in Google – potential customers.

But I don’t understand a lot of the practices and attitudes I see in the SEO game which seem to run contrary to the aims of both good sales process and what Google wants to achieve – which is actually good sales process. Good sales practice always aims toward a Win Win. Buyers and Sellers benefit equally in every transaction.

Google have been really smart and focused their efforts on being sure to answer all the questions with the best answers they can find. They start by designing what has to be the best web page design in the universe: a white page with a box and a go button. Nothing else to distract you into wondering about Britney Spears underwear. Just a box for a question. When the answers come back they are about as pointed. The Google Search Algorithm is a very clever (and slightly secret) thing. Now let me quote from their “Philosophy“:

From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site… By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another.

Now here is something from their How can I create a Google-friendly site? page:

Give visitors the information they’re looking for
Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site.

I think that makes Google’s position very clear. They are supremely user focused, their real users and not their paying customers (AdWords etc.). Google know that to bring advertisers they need to offer a massive, dedicated user base. Just as poorly rating TV shows are not attractive to advertisers poor searching ultimately serves no one.

So I think that SEO should be organic, part of the natural message, not something tacked on to make Search Engines do something they would otherwise not do. I think the old maxims stand up very well here:

- Content is King

- The Product is the Star

So that understood, what would a good Web Site have to do to please Google in the SEO stakes?

Read my 4 Tips for Ranking Well in Google