How to Improve Your Search Engine Ranking on Google (Updated)

Optimising Your Website so that it ranks higher in Google’s search engine results

by Christopher Heng,

When I first started as a webmaster, there were numerous search engines around. Nowadays, though, we are, for the most
part, left with only Google and Bing, with Google providing the majority of visitors to most websites, including This article provides some tips on how you can improve the position of your site in the search
engine results on Google.

Improving Your Site’s Placement on Google’s Search Engine Results

Google ranks a page according to a large number of factors. Exactly what these factors are is apparently a trade secret,
although there are number of well-known things that contribute to the ranking of a page.

  1. Links Pointing to Your Website

    One of the factors that contribute to a web page being considered “important” is the number of links pointing to that page.
    For example, if your page has 100 quality links leading to it, it will be ranked higher (in Google’s estimation) than
    one that only has 20.

    But what are “quality” links”? These are links from other popular pages, that is, pages that have, themselves, many
    (quality) links pointing to them. (Yeah, I know. My definition is circular. And it’s possible that the search engine has
    other factors that determine the quality of a link.)

    Anyway, in general, since Google ranks your pages according to the number of links pointing at your page, your site
    will do better if it has more links pointing to it.

  2. Your Title Tag

    Google seems to give weight to the title of your page. By title, I mean the text that is sandwiched between the HTML <TITLE> tags
    in the <HEAD> section of your web page. If you use a Web editor that automatically inserts a title like “New Document”,
    remember to change it to some meaningful text with your keywords inside to reap the benefit of this feature.
    Otherwise, your site will only feature in the search results when someone looks for “New Document”.

    Note: by “keywords”, I mean the words people will use when searching for your site. For example,
    if your site sells bicycles, then one keyword for it would be “bicycles”, since that’s the word you’d expect people
    to use when searching for bicycles.

  3. Your Page Must Have the Words You Think People Will Search For

    Besides the title tag, if you want your website to feature in Google’s results when someone searches for a set of
    words, say “Widget X”, those words must actually occur on your page. Think about it from the point of a
    search engine. If you don’t put the words “Widget X” somewhere on the page, how is the search engine supposed to know that
    the page deals with that topic? The search engine is not a human being who can draw inferences from the general tone and
    content of the page. Even if it can handle some synonyms, you’re going to compete with other sites who have specifically
    placed those words on their site.

    I know this point seems self-evident (once you’ve come across it). However, from experience, many webmasters
    (me included) don’t seem to realise
    (“realize” in US English)
    that when they are first starting out.

  4. Keyword-laden Links

    According to a
    paper published
    by one of Google’s founders, if the links pointing to your page has some words in them, those words will
    be regarded by Google as an additional indication of the content of your page. For example, a link with the text “Cheap Shoe Store”
    pointing at your page will cause Google to think that your page is relevant when someone searches for “cheap shoe store”.

    However, my recommendation is that if you think a particular set of words is relevant to your site, don’t rely on some random
    site on the Internet to link to you with those words. Put them directly on your page.

Other Google Tips

  1. Use a Search Engine Site Map

    Although not strictly necessary, if you find that Google (or Bing, for that matter) is not able to discover some
    pages on your website, create a site map. I don’t mean the type of user
    site map that you see on (which is primarily meant for human beings), but a
    site map that
    is specially designed for search engines. While such a site map does not guarantee that Google will index and list
    every page, it will at least help it discover those missing pages if your site design is such that it has impeded the
    search engine from finding them before.

  2. Check Your Robots.txt File

    Like all respectable search engines, Google will read and obey a special text file on your website called the “robots.txt”
    file. You can control where search engines are allowed to go with this file. A corollary of this is that you can also
    inadvertantly block the search engine from going to certain parts of your site. It’s generally a good idea to
    create a robots.txt file for your
    website, even if it’s an empty file with zero bytes (which means that search engines are allowed to index everything
    on your site).

  3. ALT tags on Images

    If you have been placing images on your website without bothering to place ALT tags, now is a good time to add them. An
    “ALT tag” (or alternate tag) is just a way of putting a brief description (using words) of what your picture shows.
    They are needed by the software
    used by the blind so that they know what’s in the picture. Since all search engines, including Google, are essentially
    blind, relying on words, they also need the ALT tag. The description you give in the ALT tag
    is treated like the words occurring on your web page, although I don’t know if they are regarded as being of equal importance.

  4. Be Careful Who You Hire

    Google’s use of links to rank a website has at least 2 side effects on the Internet. Firstly, people seeking to
    rank higher have engaged companies to furnish them with zillions of links. Those companies presumably set up a whole bunch
    of sites for the sole purpose of linking to their clients. Secondly, as a response to this, Google has retaliated (and
    continues to do so) by discrediting links from such “link networks” as well as penalising the sites that pay them for the

    It’s apparently possible to run afoul of this even if you have no intention of buying links. For example, if you are not
    careful, and have engaged a search engine optimisation (“SEO”) company to improve your site’s performance on Google, and
    they use a link network, your site may inadvertantly get caught in the crossfire of this ongoing war between the link
    networks and Google.

  5. The META Keywords Tag is Ignored

    The Google search engine ignores the
    META keywords tag, and has always done so. If you have received spam from some wannabe search engine optimisation “specialist”
    telling you that you need to add this to your site, think twice about hiring him/her, since this recommendation already
    gives you a hint of the extent of his/her knowledge.

  6. Dynamic Pages and Google

    Like all modern search engines (yeah, all 2 of them), Google is able to index dynamically generated pages, so long as a link
    to those pages exists somewhere. For example, a page like “″ can be indexed by Google,
    so you don’t really need to rewrite your
    URLs if you can’t be bothered.

    If you have a dynamically generated page that you think should be indexed, just make sure you put a link to it somewhere on
    your site. This applies to all web pages that you want indexed anyway, so even if you don’t understand what I mean by
    “dynamic page”, it doesn’t matter. Make sure that all the pages of your site can be found through at least one link
    on your site. If they are not linked to from somewhere, no one will be able to find it, neither Google nor your visitors
    (unless they are psychic).

  7. Disabling the Caching of Your Page Will Not Affect Your Page Rank

    In ancient history, it was claimed that Google would penalise pages that forbade it from caching their pages. As you know,
    the Google search engine caches the pages it indexes unless otherwise instructed. To avoid problems with people who dislike
    this, they allow sites to instruct Google not
    to cache those pages.

    Google have (“has” in US
    English) apparently publicly denied that disabling caching would affect the page’s ranking in any way. I tend to
    believe their claim.

  8. Don’t Waste Your Time With The Google Toolbar’s Page Rank

    In ancient times, you could add something known as the Google Toolbar to your web browser, and get
    something known as the “Page Rank” shown for any site you visit. In those days, the “Page Rank” would give
    you an idea of how important Google thought your site was.

    Nowadays, the Page Rank is only one of apparently zillions of factors used by Google in ranking a website. They
    also discourage people from focusing on the Page Rank, and as a result, do not actually update the rank displayed on
    the toolbar in a timely fashion. (That is, the rank shown is often many months out of date.) In fact, I’m not sure if
    the page rank is even shown on the toolbar anymore.

    In other words, it’s not worth your time to install the toolbar.

For Further Reading

If you want to read more about making your site search engine ready, see the following:

Copyright 2001-2014 by Christopher Heng. All rights reserved.
Get more free tips and articles like this,
on web design, promotion, revenue and scripting, from

Do you find this article useful? You can learn of new articles and scripts that are published on
by subscribing to the RSS feed. Simply point your RSS feed reader or a browser that supports RSS feeds at
You can read more about how to subscribe to
RSS site feeds from my RSS FAQ.

This article is copyrighted. Please do not reproduce this article in whole or part, in any form,
without obtaining my
written permission.

It will appear on your page as:

How to Improve Your Search Engine Ranking on Google

Copyright © 2001-2014 by Christopher Heng. All rights reserved.
thesitewizard™, thefreecountry™ and HowToHaven™ are trademarks of Christopher Heng.
This page was last updated on 2 February 2014.

Read this article:  

How to Improve Your Search Engine Ranking on Google (Updated)