Here at Adams Jette, we write content for a lot of websites. Almost inevitably, clients want to know the answer to one question: "How do I get to the top of the search-engine rankings?"
 

Wrong question! Especially since Google is a moving target.

 

Earlier this year, Google announced updates to its algorithms aimed at those who try to get higher rankings through so-called "black-hat" techniques such as cloaking (where Google sees one thing and the user sees another), keyword stuffing, link schemes and using duplicate content.

 

And that update, often referred to as Google Penguin (or Panda), continues to evolve in an effort to stump those who are trying to game the system.

 

Should you use key words to improve your rankings? Of course. Should you get links back to your sites from credible sources? Absolutely.

 

But rather than spending all your time and energy trying to beat the system, here's a better idea: Offer valuable content and an extraordinary customer web experience.

 

Valuable content means just that: content that will be meaningful--and helpful--to those who visit your site looking for information. And by "extraordinary," I don't mean an experience that will leave them breathless. I mean an experience they are not likely to find if they visit your competitors' sites. Visitors come to your site not to learn about you, but to solve a problem. Make it easy for them to find the information they need to do that.

 

By constantly adjusting its algorithms, Google is trying to stay one step ahead of the guys in black hats. So, while key words and links remain important, Google rightly points out that website writers and developers should "focus on delivering the best possible user experience" and "not focus too much on what they think are Google's current ranking algorithms or signals."

 

Having said that, there are some simple, common-sense things you can do to make your website more Google-friendly.

• Use descriptive title tags (those are the titles that appear in the line above the search bar).
• Use good keywords.
• Whenever possible, when linking back to your site (from a blog or from other sites), link to specific internal pages--not just your home page.
• Use descriptive names for your images so they can be seen by the search engine.
• Rather than using "Click here," use keyword anchor text.

While Google would never reveal its secrets, it has published a Search Engine Optimization Starter Guide that is worth the read. It's a good way to learn more about best practices that can help improve your website and make it easier for search engines to find you.