A Minority Business Owner's Quick Guide to Ranking #1 in Google's Search Engine:
You can bet that if Google has had trouble with creating an inclusive environment within their workplace that their search engine must be bias too. The fact is, search engines are designed by people with bias. As the rankings are comprised of the most “relevant” content that has been gathered and input by these bias individuals, it’s content may be compiled with a bias lens. The only way to beat Google’s bias search engine is to use it to your advantage. Keep reading to learn 7 ways to do just that.
A Minority Business Owner’s Quick Guide to Ranking #1 in Google’s Search Engine:
How would you like to finally rank in the number one spot for your keyword? This is a challenging goal to meet when competing against big brands. It’s even harder to do when you are competing within a bias search engine algorithm. Google may be one of the most popular search engines but their algorithm is compromised. Keywords that are searched to describe marginalized groups often bring up misinformation. This is because Google Search result pages are now populating pay to play articles.
7 Ways to Beat Google’s Bias Algorithms
Tip 1: Master Your Keywords
Know what your target audience is searching for, but don’t underestimate your non-target audience’s bad searching habits. Racists are searching for Black porn and this affects search results that are for Black owned businesses. Using words like “Ebony” or even “Black Girls” can bring up search results you weren’t expecting to come across. Google’s mission is “to organize the world’s information and make it universally accessible and useful”. But useful to who? A large quantity of people are searching the web for sexually explicit content for “Ebony Women” and “Black Girls”, so the search results have deemed content associated with those keywords useful and wants to create greater access to it. Search results are only as inclusive and culturally responsive as the humans that created them. With this in mind, you must do keyword research and it’s important that we continue to hold folks that create platforms and search engines responsible for what gets populated in their search results and then shared across the internet. (Read this article to learn more: Foundation Donors, Which Marketing Channel is Your Best Source)
Tip 2: Start Link Building
How does Google find your site? It sends its spiders to crawl links. So your best bet for being found is to be linked from other more credible websites. Gone are the days where you just submit your info to a search engine and show up in the results. Now you must build your credibility through another website that links back to your website. Search engines will follow links on the web and the more links you have to your website the more relevant you become.
Tip 3: Eliminate Duplicate Content
Duplicate content means that similar content appears at multiple locations on the web, and as a result of these multiple URLs, search engines are confused about which URL should be shown in the search results. This can negatively affect the ranking of a webpage. The issue worsens when people start linking to the different versions of the same content.
Tip 4: Write Longer Blog Posts
Perhaps you should take a look at what your content actually says. Are you sharing any new content? Is your information too brief? Writing longer blog posts gives you more authority on a topic. Also, the longer a blog post is, the more content search engines have to crawl and determine the relevance and usefulness of your content. This will reflect in the search results.
Tip 5: Don’t Leave Meta Descriptions Blank
One of the easiest, but biggest mistakes that are made with websites is not taking the time to fill in the Meta Descriptions. It may feel like tedious work to add Alt text to your photos or fill in each web pages’ short descriptions and excerpts. All of these help the spiders better understand your content and make your site more searchable.
Tip 6: Fix Your Site Structure
Pay attention to your site structure. Are all of your blog posts connected to your cornerstone content? If your site doesn’t have a clear hierarchy in content, search engines won’t know what pages are more important. This is especially important when you begin to write about topics multiple times. If you want to know more about how to fix your site structure go to Yoast.com and take one of their courses to improve your site structure.
Tip 7: SEO and Mobile Friendly
All of the tips shared in this post will improve your search engine optimization, but this particular one is about reminding you how people like to access information on the web. Most folks read their content on their phones or another hand held device. Keep that in mind when you are building your site. Make sure your website is responsive and easy for mobile users to find its content. This will improve the user experience, also known as UX. UX affects how long someone stays on your web page and how often they come back. Once you’ve been found in the search engines, you’ll want to keep bringing them back for more. Focus on creating the best user experience so you won’t have to rely on search engines but rather user’s brand advocacy.