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How To Stand Out From Your Competitors On Google Search

Win more search traffic Want to know how to stand out on Google? Many small business

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Win more search traffic

Want to know how to stand out on Google? Many small business owners think this is as simple as having a well-written ad.

It is not.

To beat competitors on Google Search, you need to leverage SEO’s best practices across three pillars of a strong digital marketing strategy – your website, YouTube channel and Google Business Profile. Taking advantage of most of these marketing channels and the wide range of tools that Google offers to small business owners can help you appear on Google and gain more search traffic.

How does Google work?

Before we even look under the hood to find out how Google works, please understand that there is no quick fix to “getting your business to the top of Google.” In fact, if someone ever tells you that they can take you to the top of the search results page, hang up the phone or press the spam button, because there is not a single individual with that superpower.

Google owns 92% of the search market share because of its algorithm, which helps it decide whether you want to show your business or a competitor to potential customers searching online. The complex algorithm constantly works to sift and sort billions of websites and online resources, and rank them based on topic, relevance, prominence and performance. Google’s algorithm considers hundreds of ranking factors (also known as signals) to determine if your business is worthy of showing up. Ranking factors may include the following:

  • Age of your domain (e.g. com)
  • Presence of relevant keywords throughout your web pages
  • Creating useful, original content
  • Use of structured data
  • Mobile-responsive design and more

On the last count, SEO experts estimated that Google’s algorithm takes into account more than 200 ranking factors, but this number may vary each time Google updates the algorithm. Because Google is so tight-lipped about its own algorithm, no one really knows what ranking factors make the biggest impact, but there are some best practices you can follow to increase your chances of standing out on Google.

5 Best Practices To Make Your Website Stand Out On Google

We can all agree that it’s important to get your website higher on Google’s search engine results page (SERP) to win new business. According to Google, more than half of online shoppers plan to use Google to research a purchase before making a purchase, so the higher your site ranks in relevant searches, the better your chances of attracting customers above a lower ranking competitor.

As a dedicated Coach for Grow with Google, I give a class dedicated to making your website work for you. In class, I highlight several features of a search-friendly website:

  1. Fast loading time.
  2. Useful, original content.
  3. Keyword strategy.
  4. Mobile-responsive design.
  5. Safe experience.

Let’s take a closer look at how to appear on Google by making these SEO tactics work on your small business website.

1. Fast loading time

How do you feel when you click on a link, and it looks like the site takes forever to load? If you’re like most consumers, close the tab and continue your search for just a few seconds. Google strongly considers a website’s loading time, especially for smartphones and tablets. In fact, a study commissioned by Google found that faster loading times led to reduced bounce rates and higher conversion rates because fast-loading websites create a more enjoyable user experience.

Useful, original content

The content on your business website – including text, images and videos – plays a key role in helping your business appear on Google search results for queries related to the products or services you offer. This is because, as mentioned above, useful, original content is one of the ranking factors that Google considers for its SERPs.

To beat competitors on Google Search, make sure your site’s content is as useful and unique as your business. (While you may find inspiration from your competitors’ website content, copying such content to your site may actually hurt your chances of appearing on Google.)

Keep your site up to date with a mix of content that can include:

  • Educational blog posts related to your area of ​​expertise (e.g. “How to make the perfect hard-boiled egg” if you are a personal chef)
  • Behind-the-scenes videos showing your business in action (e.g. preparing ingredients for a catering action)
  • Many photos of your products and services
  • Strong product / service descriptions that make your lead over the competition clear
  • Testimonials from satisfied customers

You may want to schedule an hour or two a week to refine the content on your site – an investment that is likely to pay off in Google Search.

Related: How to create search-friendly content for every stage of the consumer journey

3. Keyword Strategy

In a recent post, I covered an easy-to-follow process for keyword research, as it’s still instrumental in your ability to appear on Google Search.

After going through the keyword research process, decide on the main keyword for each page of your website. Use that keyword in your page title, page description, page content and the page’s URL slug.

Pro tip: Increase your chances of appearing on Google Search by using unique page titles and descriptions for each page of your site.

4. Mobile-responsive design

Google emphasizes the importance of designing your site in a way that works with all devices and browsers, as more than 54% of all internet activity takes place on smartphones and tablets. If your mobile users are having trouble using your site, they will probably leave before making a purchase or scheduling an appointment, and most likely they will not return.

Fortunately, most website builders (including GoDaddy sites) understand the importance of mobile-friendly sites, so if you’ve built your site recently or just started, your site should work well with mobile consumers.

Pro tip: If you want to create a mobile-friendly website experience, make sure you test while building. Open the website on your smartphone or tablet and click around and be notified of improvements you can make.

5. Safe experience

Laptop displaying map markers

When you are “online” and visit a web page, the web browser you are using is constantly communicating with a web server. As information moves back and forth between the server and your browser, hackers may be able to intercept it. Nobody wants to be hacked, so Google is committed to protecting your site.

The next time you visit a website, see if you see a padlock symbol on the left side of the address bar. Or you can see that the website address starts with “https”. Both of these indicate that the site is secure, and Google values ​​it.

To secure your website, you need an SSL certificate. Secure socket layer (or SSL for short) is a technology that encrypts data by securing the connection between your browser and the web server. Whether someone fills out a simple contact form, schedules an appointment or buys a product on your website, SSL protects their information.

Editor’s note: GoDaddy’s websites + marketing solution (including for e-commerce) include SSL.

How To Stand Out With A Google Business Profile

If you’re a local business with a physical storefront or service area, you need a Google Business Profile to help you appear on Google Search. A recent study found that a typical business receives 59 actions from its Google Business Profile. Those actions may include visiting your website, getting directions, or reading your album of photos and videos to get a better idea of ​​your business.

The name of the game is to optimize your Google Business Profile to increase your chances of standing out above your competition.

Because consumers are now trained to look at reviews before considering buying from you, you also want to focus on getting more Google customer reviews every month. By collecting new (hopefully positive) reviews, you let consumers know that you are providing a quality experience, and you are signaling to Google that your business deserves to be ranked higher in the search results.

How to appear on Google Search with YouTube

In addition to a search-friendly small business website and a robust Google Business Profile, maintaining an active YouTube channel for your business can help you appear ahead of your competitors in Google Search. Why?

  1. Google owns YouTube.
  2. YouTube is the second most traded website in the world.
  3. YouTube is the number 2 search engine behind Google.

Because YouTube is such an integral part of the Google ecosystem, it makes sense that video content uploaded to YouTube will also appear in Google Search if you optimize your videos properly. In fact, I was able to optimize some of my videos so well that my content appeared at the top of the search results.

For example, after doing some keyword research, I created this video about “finding the Google My Business login.” Not only did it become one of our top videos on the Bigger Better Biz YouTube channel (which drives new views and subscribers every month), but it also helped us stand out from the competition on Google Search as an expert in managing and optimizing Google Business Profiles.

Search results for

Related: How To Make Money On Youtube – The Expert Guide

To put it all together

You started to know how to stand out on Google Search, and I hope this article has given you some ideas and inspiration to reach your goal. While there are hundreds of ranking factors that play into your ability to appear on Google, these tips for optimizing your website, Google Business Profile, and YouTube channel can give you an edge over your competition.

Remember that SEO does not just happen, and your placement at the top of the SERP is not guaranteed. Be patient, build your solid digital foundation, and stay tuned for more tips and tricks to build your bigger, better small business.

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