The Five Ingredients of Google Optimization
I’ve shed some light on how Google ranks the millions of sites on the Web. As a business owner or marketer, you are on a constant quest to gain Google’s trust. And on your quest, you will need to keep exactly five factors in mind. I call them the five ingredients of successful SEO. You already know the most important one:
links (the very currency of trust in Google’s eyes). The others are keyword selection, meta page title, URL structure, and time. Even if those terms sound like jabberwocky to you right now, I promise they’ll be second nature by the time you finish this chapter.
Before we get started, I want to make sure you understand a few basic vocabulary terms that will make your reading of this chapter much easier:
- Keywords—Keywords, or search terms (these expressions are interchangeable), are the words that are typed into search engines such as Google.
- Inbound links—As Google is analyzing its vast database of websites, trying to determine which ones to select as the 10 final, first-page contestants, it puts a high price tag on what’s known in the industry as inbound links. Inbound links are links from other websites that point to your website, which hopefully result in your site gaining Google’s trust.
- TrustRank— the more links your site receives from other trusted websites, the higher its TrustRank will be, and therefore the higher its likelihood of showing up at the top of the search results. TrustRank is one of the two main factors Google uses to determine which results to show on the first page for a search.
- Meta page title—A meta page title, the other main factor used by Google to determine which results to show on the first page for a search, basically is a short description of what your site is about, which people who program websites put into a special area of the website code. It is like the headline of a newspaper. There is a different meta page title for every page on your site, and Google pays special attention to it.
- URL—A uniform resource locator (URL) is the same thing as a domain name, or a web address. It’s the http://www.example.com that you type in when you want to visit a website.
Source : Outsmarting Google: SEO Secrets to Winning New Business.