How to be a top search on Google? Mechanism of high-level display that you should know.

 How to Rank First On Google

“How are Google search rankings determined?”
“What is the mechanism for high ranking in search? I want to know how to be displayed high”

This time, I will explain how to be a top search on Google for those in charge of small and medium-sized enterprises who have such troubles.

In fact, in order to be displayed high on Google, it is essential to understand "how search engines determine ranking" and "Google's guidelines". By knowing what criteria Google evaluates websites, you will be able to understand "What should your company do?"

After reading this article, you will be able to clarify the basic knowledge of Google's high-ranking display and specific methods for high-ranking in Google searches, and you can immediately use it for SEO measures for your company's website.

Now let's get started!
36 rules of success that you should definitely keep.

table of contents

1. Basic knowledge of Google's top search results

• How Search Engines Work and Number of Shares
• What is the mechanism that determines the high-ranking display (search ranking) of the search?
     "Search algorithm" is the criteria for determining the search ranking.

2.Understanding Google is essential for high ranking

• Familiarize yourself with Google's guidelines
• Quality Evaluation Criteria What is EAT?
• A starter guide for SEO beginners.

3. Why do you want to rank high on Google?

•  5 benefits that small and medium-sized companies can get from high-ranking display

4. 5 Ways to Rank Higher in Google Search
        ① Creating high-quality content that is beneficial to users
        ② Understanding the intent of search queries
        ③ Aim for highly specialized content
        ④ Construction of the site considering usability
        ⑤ Improve crawlability

5. Summary.

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1. Basic knowledge of Google's top search results

How Search Engines Work and Number of Shares

system that allows search users to search for the information they need from A search engine (search engine) refers to a the web.In Japan, Google and Yahoo! is mainly used . 

Since Yahoo! uses the system of Google's search engine, if you take measures to display at the top of Google, you will also take measures to display at the top of Yahoo!'s search engine. Like Yahoo! Chiebukuro and Yahoo! News, Yahoo! Please keep in mind that some unique content will only appear in the search results for .

Market share of domestic search engines

As basic knowledge, Google and Yahoo! Let's know the share number of search engines in Japan.

[Number of shares in Japan (as of April 2021)]
Google and Yahoo! A table showing the share of search engines in Japan

StatCounter Global Stats（Desktop Search Engine Market Share Japan.

Also, when comparing the users of the search engines of Google and Yahoo by "age group" and "gender", the following tendencies are observed.
Table comparing users of Google and Yahoo search engines by 'age group' and 'gender'
Reference: Marketing analysis service “VALUES eMark+” (Values ​​Inc.) 2015 survey results
What is the mechanism that determines the high-ranking display (search ranking) of the search?

The following three are related to the mechanism that determines the top display of Google search.

•     crawling
•     index
•     Ranking

I will explain them one by one.

◎ Crawlers “crawl” websites

Google has an automated program called Googlebot, and this bot* is called a "crawler."
*Bot is a word derived from robot, and is a program for automating specific tasks.

Google's crawler constantly crawls a huge amount of websites to collect information.

In order for your company's website to be displayed in the search results of Google's search engine, it is first necessary to have the crawler recognize and crawl your company's website.

◎ Organize information by "index"

The vast amount of information detected by crawling is stored in a database within Google servers. Web pages stored in a database are called "indexes".

◎ “Ranking” so that users can easily find the information they need.

Ranking is ranking. Google describes "Google's ranking system" as follows:

It sorts through millions of web pages in our search index and instantly finds the most relevant and useful results, presenting users with the information they're looking for in an easy-to-find way.

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How Google Search Works "How the Search Algorithm Works"

Ranking is determined by a unique algorithm that determines the importance of pages, and it is said that there are more than 200 evaluation criteria.

"Search algorithm" is the criteria for determining the search ranking. In order to display the most useful information, the search algorithm considers a variety of factors (words in the search query, page relevance and usefulness, source expertise, user location and preferences, etc.).

How Google Search Works "How the Search Algorithm Works"
Google has said above about the factors that determine ranking how search algorithms work. , professing five important ranking factors in:

• Understand search intent
• Web page relevance
• content quality
• usability
• Consideration of context.
  

2. Understanding Google is essential for high ranking:

In addition to the “mechanism of high-level display” explained in the previous chapter, what you should know is “Google’s guidelines”. This chapter introduces the guidelines published by Google.
Familiarize yourself with Google's guidelines.

◎ 13 things not to do published by Google 

Based on the basic policy of ``do not deceive users'', Google specifically states ``what not to do'' in the guidelines for webmasters .
[Specific guidelines]
Avoid using techniques such as:

• Automatically generated content.
• Participation in link programs
• Create pages with little or no original content
• Cloaking
• Illegal redirect
• Hidden text and hidden links
• Induction page
• Unauthorized reproduction of content
• Affiliate sites that do not add enough value
• Stuffing the page with irrelevant keywords
• Creation of pages with malicious behavior such as phishing or installing viruses, Trojan horses or other malware
• Abusing structured data markup
• Sending automated queries to Google .
  

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For beginners, there may be many words that you do not understand, but at this stage, let's understand only that "Google has established prohibited items and made them public".

Quality Evaluation Criteria What is EAT?

When Google evaluates web pages, there is something called "EAT" as an important quality evaluation criterion.

EAT" stands for " TrustWorthiness , " " Authoritativeness ," and " Expertise ." This is the most important criterion by Google.

In other words, Google will search your company's web pages for :

•     Is it a specialized page?
•     Is the page authoritative?
•     Is the page trustworthy?.

We evaluate the quality according to the following criteria.

A starter guide for SEO beginners

Now that you've mastered the basics of how to rank high on Google, it's time to start preparing for SEO (search engine optimization).

For beginners, Google has published a search engine optimization (SEO) starter guide .

However, this official guide may be difficult to explain for beginners, so in that case, I think the search engine optimization starter guide published in PDF will be easier to understand.

In addition, for those who are "beginners" in charge of the web of small and medium-sized enterprises, the following article explains the basics of SEO such as "What are SEO measures?"

3. Why do you want to rank high on Google?

5 benefits that small and medium-sized companies can get from high-ranking display Appearing higher in Google search

1. Increased visibility of the site.
2. Access (inflow) will increase.
3. Can lead to CV achievement.
4. Attract customers while reducing advertising costs.
5. Increase awareness.
   

You can enjoy the benefits of :

If your website is displayed at the top of search results, your website will be viewed more often, which will naturally increase traffic to your website. An increase in traffic to the site leads to website conversions (inquiries, purchases, etc.).

By being displayed at the top, the ability to attract customers increases, and in the long run, it is possible to reduce advertising costs and sales staff time. This is a big advantage for small businesses.

4. 5 Ways to Rank Higher in Google Search

As a method to be displayed at the top, we will pick up and explain five criteria with high importance from the guidelines published by Google. It will be the foundation for starting SEO measures, so let's grasp it firmly. 

1. Creating high-quality content that is beneficial to users 

The most important thing in order to be displayed high on Google is to create high-quality content that is useful to users .

Beneficial content for users refers to content that contains information that users need and is highly convenient.

Content that responds to “latent needs” that users are not aware of:

The content should include not only information that satisfies the "existing needs" that users are clearly aware of, but also information that answers "latent needs" that the users themselves have not yet noticed.

Content that satisfies both "existent needs" and "latent needs" will lead to high user satisfaction and gain credibility.

Why does Google focus on content quality?

Why is content quality important to Google? And why does Google care about users?
Knowing Google's business model makes it easier to understand.

The Google search business model is based on advertising costs. In other words, in order to collect more advertising costs (click on paid ads), it is necessary to get more users to use the search engine.

More quality content on Google.

↓ 

Increased trust in Google attracts users.

↓ 

More people see your ads, and more likely to click on your paid ads.

↓ 

People who want to place paid advertisements (advertisers) gather.

↓ 

Increase Google Ad Revenue .

As the convenience and reliability of Google's search engine increases, the number of users using the search engine will increase. The more users use Google search, the more opportunities there are for them to see your ads, so the number of people who want to place ads will increase.

Against this background, Google is practicing "user first", which gives top priority to users.

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2. Understanding the intent of search queries 

A search query is a word (word, phrase, keyword, phrase, etc.) that a user types into a search window of a search engine.

In order to be displayed at the top, it is necessary to accurately understand the user's "search intent" included in this "search query" and increase the relevance of the query and content.

◎ How to capture “search intent”?

The most important way to understand the user's search intent is to first think about the search intent yourself. And it is effective to read the "pages that are displayed at the top" to check the search intention of the user that you think.

For example, if you want to capture the search intent for the query "own home for rent", imagine the intent of a user searching for "own home for rent". It is also effective to assume and imagine what it would be like if you were yourself.

After that, search for the query "own house for rent" on a search engine, check the top-ranked pages, and check the answers.

③ Aim for highly specialized content

As explained in Google's quality evaluation standard "EAT" mentioned above, it is essential to build a website with an awareness of "expertise", "authority" and "reliability" in order to obtain Google's evaluation. is.

For small and medium-sized enterprises, we recommend that you first create content (each page of the site) with an awareness of "professionalism". Specific methods are introduced below.

Enhance your expertise and create a website that makes people say, "If you want XX, here!"

To increase the expertise of your website, dig as deep as possible into information about your company's business area/field, and increase the amount of expertise throughout your website.

For example, if your company sells tea, increase the content that includes your expertise in tea.

In particular:

• Increase the number of specialized pages on the corporate website.
• Operate a corporate blog to increase professional content. 
  

There are two methods mentioned above. These are relatively easy to get started with.

In the case of corporate blogs in particular, many specialized articles related to business areas can be accumulated in a natural way.

When creating blog articles, be aware of “original content” that only your company can create. The more unique content you have, the easier it is to get Google's rankings.

Increase introduction examples for B2B and customer feedback for B2C 

Another thing that is recommended for small and medium-sized enterprises' websites is to post "introduction examples" and "customer voices" on the corporate website.

Not only can you publicize that you are a company with excellent expertise, but you can also gain the trust of users who visit your site. Gaining the trust of users is also something Google focuses on.

For BtoB companies, it is desirable to post "introduction examples" and for BtoC companies, "customer voices".

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4. Construction of the site considering usability 

“Good usability” is one of the factors that Google emphasizes.

Usability literally means "usefulness" and "ease of use", but what is usability in the web industry and Google?

• Ease of use of the site.
• The degree to which it can be used effectively, efficiently, and satisfactorily.
• Degree of user satisfaction.
• Degree of ease, stress and ease of operation.
  

In other words, creating a site with usability in mind means creating a site that is easy to use for the “target users” of your corporate site. There are many ways to consider usability.

• Is the text readable?
• Is the font size appropriate?
• Is page speed optimized?
• Is breadcrumb* installed?
• Is it displayed correctly on different devices (smartphones and tablets)?
  

That applies.

* What is a breadcrumb list?
It tells the user what level of the website they are in, and is generally displayed at the top of the web page. Using this article as an example, the breadcrumbs would look like this:
(Example) Home / sunloftweblog / How to be a top search on Google? Mechanism of high-level display that the person in charge should know , introduced in the previous chapter For usability, the search engine optimization (SEO) starter guide is helpful.

5. Improve crawlability

“Improving crawlability” refers to maintaining your website so that crawlers (robots) can easily crawl it.

 Implement “measures to encourage crawling”

To make the site easy to crawl, implement "internal measures" for SEO measures. "Internal measures" are broadly divided into three measures, one of which is "measures to encourage crawling".

For example:

• URL normalization.
• Internally link pages within your site.
• Create an XML sitemap.
  

There is something like this.

"Internal measures" and "measures to encourage crawling" are explained in the following articles.

5. Summary 

Finally, I will summarize the “higher ranking of Google search” explained in this article.

The following three are related to the mechanism that determines the high-ranking display (search ranking) of Google search.

Crawling Crawler

crawling the website.

index
    Website information is stored in Google's database

Ranking
    Ranking to make it easier for users to find the information they need .

The "search algorithm" is Google's own criteria for determining search rankings, and the search algorithm system professes the following five factors as important ranking factors.

• Understand search intent.
• Web page relevance.
• content quality.
• usability.
• Consideration of context .