A magazine article on getting found on google

Unlock Business Visibility on Google Search

While finding what you want on Google takes a nano-second, being found on Google is a far more complicated process.

Or so they say.

In today’s piece, I want to share with you the two primary steps I took for optimising search engine results. I call them ‘The Holy Trinity of Search’ and ‘Keyword Obsession’. By executing these steps, I’ve been able to rank on the first page of Google for many of my blogs. In fact, articles I published in 2019 – in the early days of my nomad journey – are still ranking in the top search results for their keywords today.

The Holy Trinity of Search

There are three steps Google takes to find, analyse and rank content.

  • Crawling/Discovery – search engine bots will discover your content by crawling it
  • Indexing/Relevance – search engine bots will decide how relevant your content is in relation to the keywords you’ve used by indexing it
  • Ranking/Authority – search engine bots will rank your content i.e. blog, article, business page etc based on your site’s SEO authority

So how does it all come together?

  1. Authority is determined by web traffic i.e. how often is someone viewing your page and/or is it being referenced or cited?
  2. If your content isn’t relevant, then it has little chance of ranking, no matter how authoritative it is.
  3. If your website lacks authority, then it has little chance of ranking, no matter how relevant the content may be.

Moral of the story:

Build discovery and relevance by frequently creating high-quality content on the topics you want to be found for. Build authority by having external sites frequently referencing back to your site.

Keyword Obsession

A keyword is a word or phrase that a person types into a search engine. Be obsessed with keywords.

Researching, interpreting and applying what is being typed into a search engine will help you answer questions like:

  • What is my target audience actually searching for?
  • What volume of people are searching for these keywords or phrases?
  • Are they looking for blogs, articles, e-books, videos and/or podcasts?
  • Can my content rank high for this particular search query?

The cornerstone of any effective SEO strategy is knowing and identifying your audience’s interests. Here’s a simple methodology I apply to truly capture who is interested in the content I produce.

  1. Develop Buyer Personas

Blueprint the archetypes you want searching for your content. Where do they live? How old are they? What are they motivated by? What are they searching for today?

  1. Be clear on what you want to be found for

What is it about your content that interests those whom you are targeting?

  1. Scope the landscape

Who are your competitors? Which businesses are ranking high for the keywords you want to be found for?

  1. Start playing around with ‘search

Now that you have an idea of your buyer personas, what you can offer them and who you’re competing against, begin playing around with different search queries. This will tell you what pages are ranking for different keywords. A simple yet effective way of doing this is by paying attention to related search items and auto-suggestions.

  1. Invest in a Keyword Research tool

Now that you’re equipped with the right tools, knowledge and direction, you’re ready to go into battle. The final step here is to choose one of the many keyword comparison tools to solidify the keywords and phrases you’ll be using for each of your pages.

Some of these tools include Moz, Ahrefs and Google Keyword Planner.

Remember, Search Engine Optimisation is a long-term strategy. The results that you see in the pictures above are a culmination of weeks of research, patience and persistence. Google processes over 99,000 searches every second (Oberlo) across 60 billion web pages (FitSmallBusiness), and while these may seem like daunting numbers, sticking to a simple process, as covered in this article, will fetch you results.

In the next article about SEO, I’ll sharpen the focus on key technical SEO strategies I used to sustain a first-page ranking.

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