How to appear on Google: 5 steps to promote your business

Google search

When you meet someone who works with technology, your biggest question is how to appear on Google? Many believe that it is a complicated answer, but in reality, it is enough to follow a few steps to promote your business on the internet. In this post we are going to detail the main issues you need to consider to achieve good results organically (without paying anything).

Know the criteria used by Google

Initially it is important to understand how Google defines which websites will be shown first. When someone performs a search, the algorithm kicks in and crawls billions of pages looking for the answer . If your website doesn’t appear in the results, it means that it doesn’t yet understand one or more of the algorithm’s requirements. But don’t worry, that’s easy to fix. Know some reasons that can prevent your website from appearing in Google:

  • it is a new website and the algorithm has not yet crawled the content;
  • the website does not connect with other sites on the web;
  • the design of the website makes it difficult for Google to crawl;
  • the algorithm detects errors when trying to crawl your website.

When you ask someone for a recommendation, the person tries to indicate services or products that promote good experiences, right? Google follows the same principle, it seeks to target the best results for each search , and in this way gain our trust. Based on this premise, if you are looking for answers on how to appear on Google, the first is to make a good impression on the algorithm. So that it recommends your website to users. For this to happen, it is essential:

  • offer high-quality content
  • work perfectly on various screen sizes
  • promote a secure experience with HTTPs
  • register your company in Google My Business

5 steps on how to appear on Google

An essential tip for those looking to appear on Google is to pay attention to SEO . Depending on the size of your website and the volume of content, it is worth seeking the advice of an SEO specialist. This professional will be able to analyze the entire structure and content of your website, the use of keywords, the loading speed , among other requirements.

If you haven’t created a website for your business yet and don’t know where to start, you can use a tool like Site Builder, ideal for those who don’t have technical knowledge and don’t want to invest a lot of money. In addition to being a friendly and easy-to-use platform, it takes SEO aspects into account, such as titles, descriptions, keywords, and other factors that we will explain below.

1. Indicate which pages should not be crawled

It is possible to indicate to Google internal pages that may not be interesting to show in search results, such as sensitive information. This is a best practice to show the algorithm that your website has pages that you want not to be found . A practical example is to point to internal search results pages, with this you show that you value the user experience. After all, no one likes to look for something and not find it.

2. Properly name the pages of your website

Site crawling is done by Googlebot, or Googlebot, and the idea is that it has the same experience as anyone else. Therefore, when that robot analyzes your website and does not find the information it is looking for, it understands that the user will also have difficulties and that is why it does not display your website in the results of a search. To prevent this from happening, properly name the pages and sections of your website in a clear, objective and precise way. It is even worth testing to understand what the user experience is like on your website and gather insights on what can be improved.

3. Create summaries about the content of the page

Perhaps you have not heard of snippet, metatag or “description”, but surely you already know them in practice. When you do a search on Google note that the results always show a title, a link and a description . That is essential to promote a business on Google. Therefore, the pages of your website or the content need to have a short description, a kind of summary that describes exactly what that page contains. This makes it easier for the algorithm to identify the “match” between the person who asked the question and your website.

4. Present content hierarchically

Imagine you are selling a product. To conquer the client, you will surely highlight the main functionalities and differentials, talk about the values, forms of payment, insurance, guarantees, etc. Even without realizing it, you will be structuring the information and highlighting what is most important. On the internet, information must also follow this logic. Therefore, it is important to structure the content of your website . The recommendation is to use header tags to help the user and the algorithm better understand the information. However, avoid very long, unnecessary and excessive headers.

5. Use internal and external links

Another very important tip for those looking for answers about how it appears in Google is the use of internal and external links. These are responsible for favoring and complementing the user experience , which is why they are very well seen by Google. On the other hand, you also have to be very careful. Never use links that will not take the user anywhere. Has it happened to you that you open a drawer to take an object, you do not find what you are looking for and you are half lost? The same thing happens to the algorithm (and your website visitors) when they are directed to a page that is offline, with errors, or for some unrelated issue.

Now that you know these basic steps on how to appear on Google, it’s time to check if your business website meets the requirements mentioned above. If you have any questions, write it in the comments so that we can use it as a reference for the production of other content here on the blog.

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