Google’s SEO Tips for Better Ranking – Search Central Live NYC

At Search Central Live NYC, Google’s representative Danny Sullivan shared insights on how independent websites can improve their visibility in search results. He also explained that Google aims to rank more independent sites and is working to help them compete successfully with large brands.

Google Wants Independent Sites to Rank Better

During the event, a question was raised: does Google focus only on large brands in search results? Sullivan immediately denied this, acknowledging that it may seem like big brands always rank better. However, he emphasized that Google is making significant efforts to improve visibility for smaller websites.

“We spend a lot of time understanding how to help small, independent websites succeed. We’ve already made some changes and will continue working in this direction.”

Sullivan explained that Google cannot implement a single global algorithm update to instantly improve rankings for all small sites. Instead, they are making gradual changes since independent websites vary greatly in terms of themes and structures.

Does Google Favor Brands?

The Google representative stressed that the company’s algorithms are not designed to favor large brands automatically. However, if a website receives many branded searches, it indicates user recognition, which can positively influence search visibility.

“If your site is recognized as a brand, even if it’s small, that’s great. It shows that people know you, visit your site directly, and recommend it – and that’s a positive search signal.”

Sullivan highlighted the importance of brand awareness and making a website memorable for users.

How Can Independent Sites Improve Their Rankings?

1. Stand Out from Competitors

Google receives thousands of queries from independent publishers about algorithms. However, Sullivan noted that many sites lack uniqueness. It’s essential to clearly communicate what makes your site special and valuable to users.

“I visit a website and don’t understand who runs it or what it’s about. It’s not just about adding an ‘About Us’ page – users should immediately grasp the essence of the site.”

2. Add a Human Touch

Many sites look the same and lack a clear identity. It’s crucial to create content with a story behind the brand, making it memorable to users.

3. Explain Who You Are and Why You’re Trustworthy

When users land on a site from search results, they don’t know what to expect. Therefore, it’s important to provide clear navigation, introduce content authors, and explain why your site is valuable.

4. Focus on Users, Not Just Algorithms

One of the biggest mistakes publishers make is focusing only on SEO without considering visitor needs.

“If you want to succeed in Google Search, the best question to ask yourself is: will this be useful for my readers?”

Google aims to rank sites that meet user needs and offer high-quality content. If your site is designed for people rather than just algorithms, it has a better chance of ranking well.

Additional SEO Tips for Success

5. Optimize Page Load Speed

Users appreciate fast websites, and Google considers this factor in rankings. Use tools like Google PageSpeed Insights to identify issues and improve performance.

6. Use Structured Data

Adding Schema.org markup helps Google better understand your site’s content and increases the chances of appearing in rich search results (rich snippets).

7. Optimize for Mobile

Google uses Mobile-First Indexing, meaning your mobile site is the primary version for indexing. Ensure it’s fast, user-friendly, and responsive.

8. Regularly Update Content

Fresh content ranks better in search. Regularly update pages, add new articles, and expand old materials.

9. Engage with Your Audience

Google values websites that actively interact with users. Respond to comments, publish reviews, and build a community around your content.

Key Takeaways

• Google supports independent sites: Algorithms are improving gradually to help small publishers.
• Brand awareness impacts search success: Creating a memorable website is crucial.
• Uniqueness is key: Instead of copying competitors, offer something unique.
• Transparency and trust matter: Users should clearly understand who runs the site.
• User-first approach beats algorithm-focused strategies: Quality, useful content ranks better.
• Technical optimization is essential: Page speed, mobile-friendliness, structured data, and audience interaction contribute to higher rankings.

Google continues to work on giving independent sites better chances of success in search. However, the key remains high-quality content, user experience, and delivering unique value.

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This article available in Ukrainian.