Search engines are the digital version of great real estate. The first result in the page ranking (never mind page one) gets a third of those who searched. Once you are on page two, you don’t exist. Being on page one, and in that number one spot, is better than any ad campaign. Getting your pages ranked that highly means that you will be in first-place when people Google relevant questions into the search engine. So, how do you get ranked higher? You use SEO, or search engine optimization, and you use white hat link building techniques.
When it comes to page rankings, links are the greatest factor that Google uses. A highly-ranked page is a page that is referred to and linked to a lot. Before 2012, link building was a simple process of knowing SEO and using it to its fullest capacity. The problem with this, however, is that a lot of techniques that were used were spam. This included black hat techniques like keyword stuffing, invisible text, or even creating keyword stuffed pages that visitors could not access. Google put a stop to these practices with the arrival of Penguin. Nowadays, these black hat practices will get you banned, as they violate Google’s quality guidelines.
So, what do you do? You build your page ranking the old-fashioned way; by creating quality content. Once you have this quality content, you can then begin using top white hat link building techniques to increase both your page ranking and your organic visitors. The only downside to this, however, is that it takes a lot of time. The best solution is to hire a digital marketing company to do the work for you.
SEO is a complicated thing, and the rules and regulations that search engines use to ensure that their search results are exactly what their users want is always changing. You need to be on top of the newest regulations, and you need to use techniques that are within the parameters of fair use. At the extreme end, Google could ban you. This means, essentially, that they will de-index your domain’s pages, leaving you invisible on their search engine.
That is why you need to use white hat linking techniques like writing articles for other companies (within your niche) or getting an influencer to mention you in one of their posts. People sharing your brand is also a great way to increase your page ranking.
It all starts with great quality content, and then you expand from there. You need to communicate and network to people within your niche. You want them talking about you; you want news outlets talking about you; you want people to see you as a figure of authority. Black hat techniques give you a bad reputation and a high bounce rate.
Your reputation is everything online. In many cases, it can be what someone sees before they even visit your site. Couple great SEO techniques with stellar customer service and build a community.