Usually, when promoting a site on Google, efforts and attention are concentrated on the well-known keywords.
However, focusing only on keywords might not only not give the expected results, but even damage promotion to the extent of precluding the site occurrence among search results.
Most important is instead to consider a specific parameter calculated by Google through different evaluation factors: site ranking.
What is site ranking?
It can be described as the importance of a site. Generally, one thinks site ranking is calculated on the basis of how many times it is linked by external pages. This is only partly true.
Links quantity has only a slight influence, since the importance of a site is determined not exclusively by absolute parameters but also by values interpreted over a period of time.
First factor: the age of domain name
Many domain names are created and kept active only for a short period, namely the time needed to carry out massive span actions using a domain which is closed once the operation is completed.
This is the reason why the domain age is an extremely important ranking factor: the longer a domain stays active, the greater the chance the ranking increases.
Second factor: site updating.
It’s not only important to update contents, but the way the updating is performed.
Content changes are not considered by Google as a renewal index. Indeed, modifications are monitored with accuracy over a limited period of time in order to determine updating frequency and quantity.
The reason is straightforward: massive cotent modification made over long periods could simply denote a graphic renewal of the site, while small but frequent changes to text are a probable index of constant maintenance and information updating.
In case this is noticed on your site, after a period of silent “evaluation” the ranking raises.
Third factor: external links.
It’s usual practice to exchange links in the hope of getting a ranking increase; however, also in this case, Google watches, records and evaluates with great attention and for a specific period, the development of the situation.
As a result, the sudden appearance of dozens or hundreds of links to your site in quite a short time doesn’t help; on the contrary, you might run the risk to be rated as a “web spammer”.
Avoid as much as possible reciprocal links, being them possible signals of a specific agreement.
Google considers positively external links, but on condition that reciprocal ones are a relatively small number or they increase at a reasonable pace over time as a result of a natural growth of users interest towards your contents, and above all that linked sites’ subject is somewhat related to your contents.
Fourth, essential factor: grammar accuracy and writing plainness
Google records, monitors and evaluates. But how can software be able to assess main topics in a site, or judge whether search keywords are related to its subject or not?
Search engines use particular programs which “understand”, on the basis of text contents, the main subject of a site.
Normal for a human being, it’s not quite so for an informatics system made of cold and stiff algorithms: anyway, programs of this kind are nearly always able to precisely detect a subject out of a text through grammar and logical analysis. Once this is done, previously described actions are triggered.
Obviously enough, if we don’t structure our contents in a clear and exact way, Google will not waste time “trying” to detect the subject, to the contrary, it will ignore us and, as a consequence, not even check for updates, link or other factors.
