Components Google Uses to Determine Organic/Local Ranking

How does Google determine organic/local rankings?

Google uses a complex algorithm to determine it’s organic/local rankings. This algorithm changes constantly and is a highly guarded secret. Although the algorithm is a guarded secret, a few things are known to be a component of the algorithm:

Meta Title (Title Tag)

It does not appear on the actual page, but does appear in search results and other places.
A good rule of thumb for a Title Tag is 70 characters long with a primary keyword | Secondary Keyword | Brand Name format.

The title should be an accurate and concise description of a page’s contents.

Examples:

Home Page –  Paragould Florist | Paragould AR Flower Shop | Jamison Flowers or Florist Paragould | AR Flower Shop | Jamison Flowers.

Christmas Flowers Page – Christmas Flower Arrangements | Paragould AR | Jamison Flowers or Paragould Christmas Arrangements Jamison Flowers.

Meta Description

It does not show on the actual page, but is read by Google. It often shows up in the search results as the description of the result.

A good rule of thumb is descriptive copy 150 to 160 characters in length.

This is more importantly used as a tool to entice searchers to click through to your site. The copy should function the same as advertising copy while including the use of important keywords.

Example

Need to send Christmas Flowers to Dallas TX? This florist delivers locally to Dallas & surrounding areas. Call Jamison Flowers for Christmas arrangements.

Meta Keywords

Does not appear on the page. Keywords listed can give Google an indicator as to what the page is about. Keywords listed must appear on the page.

Example

Christmas flowers, Dallas, Florist, Dallas TX, Christmas arrangements, Christmas gift.

Important Tip: The key is to make these three factors different for every page of your website. This will help you direct important keywords to specific pages. Every page of your site should have specific succinct keywords.

Other Components

1. Correct information in your Google Places account. Right now your Google Places (Local) account information is a major factor in the search results.
2. Content. Every page of your website needs content. Your products and services are part of the content, but correctly placed and written copy that gives the user more information is also important content. The content and keywords are used by Google to determine your relevance to the search query.
3. Continuity throughout the Internet. Google gathers information from many different sources. Not all sources have your correct information. Make sure information such as your name, address, phone number, website url, etc. are correct and all the same. Don’t list your name as XYZ Flowers and Gifts in one place and XZY Flowers some where else. This confuses Google.
4. Inclusion in directories.
5. Participation in social media.
6. Links to your website from authorities or other reputable websites. Find others locally who do business with you and exchanges links on your websites. Backlinks give Google a vote of confidence that you are who you are and what you represent. However, don’t link to websites that maybe shady.
7. Google reviews.
8. Reviews from 3rd party sources like, Insiderpages or Yelp.

These are just a few of the components that Google uses in their algorithm.  Their importance can change from week to week, day to day, or year to year.