See how Google explains their search engine

So what does this mean?

When creating a website, consider the following guidelines:

Create good content
Give your side a logical structure
Have other sites that link to yours
Make their website mobile-friendly

Create good content

High quality content is the most important thing to consider to make your page search engine-optimised, according to Google. So what is considered good content?

Good content describes what your page is about in an interesting and appealing way. It is informative, useful text that contains the keywords you want to associate with your website. It also has a nice layout, with titles and headings that make it nice to read and also contains some pictures.

Remember, you write for your visitors, not for search engines.

Read about Google’s quality guidelines.

Example: You have an online store and sell an Encyclopedia of Elephants. Start by adding a good description of the book, with pictures. To attract more traffic, consider adding a blog post, such as background information about the author.


Give your site a logical structure

Search engines must be able to navigate the site and understand what it is about, that’s why it’s important how your website is organised. Make sure all of your pages are interlinked and have a descriptive URL, title, and meta description.

If you use images on your website, include an alternative text. This “Alt text” is a short description of what images represent. Also remove links that no longer work.

Learn what Google has to say about simple web address structure

Example: If the product page for your books is called page-2.html, it may contain anything. If you call the page for the “encyclopedia-of-elephants.html” page, it’s immediately clear what you’re trying to sell. It will be even better if you include a descriptive title and a short meta description.


Have other sites that link to yours

If other people link to pages on your site, this is an indication for search engines that the information on their part is important or interesting. This results in a higher ranking. Links also generate more traffic because you can get visitors from other sources than search engines.

Google distinguishes between natural and unnatural links. Natural links evolve over time because other people like content on your website. Unnatural links are created with the intention of manipulating search engines and these should be avoided.

Read more about what is considered unnatural linking

Example: A page about Elephants has placed a link to your blog article with background information about the author. These page visitors can click on the link to read your article and then discover that you are selling a special edition.


Make your website mobile-friendly

More than half of all searches via Google are made from mobile devices, so it has become very important that your website looks great on a smartphone or tablet. Search engines rank mobile-friendly sites higher than pages that are not optimised for mobile devices, even if the person seeking a computer uses it.

Do Google’s mobile friendliness test

Example: A potential customer searches for “The Encyclopedia of Elephants” on his mobile phone. If your site is not mobile, it’s likely that the visitor leaves the site very quickly.