Getting higher in Google with search engine optimization

Getting higher in Google’s search results is tough. Hundreds of different factors come into play for higher rankings in Google. In SEO (Search Engine Optimization), this is the main goal. I explain exactly what this means and how to get rank higher in Google ranking (you don’t always have to partner with an SEO agency to do this).

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How do you get higher in Google with your website?

Very basically, get higher in Google by actively optimizing SEO. SEO stands for (in Dutch) search engine optimization and is used to rank higher organically. The advantage of this is that you don’t pay for every click, unlike SEA (search engine marketing).

SEO roughly consists of three main components. These components are content, technology and authority. It is precisely the combination of these that ultimately creates the positions in Google.

For example, if you only work on the content but don’t have the technology in order, you won’t rank higher for competitive keywords. This works the same the other way around.

What is the purpose of being high in Google?

With SEO, the goal is for a landing page or website to rank higher in Google’s (or another search engine’s) search results. The higher a website ranks within the organic search results, the more organic visitors it generates. This increases conversion.

So for a lot of my clients, really this ultimate conversion from high positions in Google is the goal. Lots of traffic to the website is nice, but quality conversions from these positions drive sales.

As for position, the goal for everyone is the #1 position for the most important keywords. That said, there are several metrics I pay close attention to in order to chart the performance of my SEO efforts….

  • high rankings in Google;
  • more name recognition;
  • achieve the position of thought leadership;
  • Conversions or purchases in the web shop (B2B or B2C);
  • Lead generation (often B2B);
  • Increasing the number of organic visitors;
  • improving the user experience;
  • Building authority (link building).

These metrics should always align with your organization’s goals. Read on to discover how I get started on achieving these goals.

Getting higher in Google in a nutshell

No time for a long article? No problem. Watch the video below for a summary of this article.

Getting higher in Google with your website (video).

50 tips to get higher in Google with your website

50 “quick” tips to get started on getting higher in Google yourself with your website. Below this table you will find my table for getting started concretely with these tips. Formulated in a chronological order so you can really get into it yourself.

TipExplanation
1. Optimize your meta titlesThe meta title is the first thing users and Google see in search results, so make sure it is relevant and appealing.
2. Optimize your meta descriptionsMeta descriptions are displayed below the title in search results and should convince the user to click.
3. Use relevant keywordsKeywords are the words and phrases users type into Google, so be sure to use them in your content.
4. Write high-quality contentGoogle rewards websites that offer valuable, original and relevant content.
5. Optimize your imagesUse relevant file names, alt text and compress your images for faster loading times.
6. Use relevant internal linksInternal links help Google understand the structure and content of your website.
7. Build quality backlinksBacklinks are links from other websites to yours, and Google sees them as a sign of trust.
8. Make use of social mediaSocial media can drive more traffic to your website and increase your visibility.
9. Make your website mobile-friendlyGoogle rewards websites that work well on mobile devices.
10. Improve your website speedSlow websites can drive users away, and Google factors load times into their algorithm.
11. Use a secure HTTPS connectionGoogle prefers websites that offer a secure connection.
12. Provide a good user experienceWebsites that are easy to use and meet user needs are rewarded by Google.
13. Avoid duplicate contentDuplicate content can be confusing to Google and lead to lower rankings.
14. Make use of structured dataStructured data helps Google understand what your page is about and can lead to better visibility.
15. Keep your website up-to-dateRegular updates show that your website is active and remains relevant to users.
16. Make use of Google My BusinessIf you have a local business, Google My Company can increase your visibility in local searches.
17. Optimize your URL structure.Clear and descriptive URLs help Google and users understand what your page is about.
18. Write long, in-depth articlesLong articles that thoroughly cover a topic can rank higher in Google.
Make use of bullet points and bullet points 19.This makes your content easier to read and understand for both users and Google.
20. Use headers (H1, H2, etc.) correctlyHeaders help organize the structure of your content and show Google what your page is about.
21. Publish new content regularlyRegular publishing can show that your website is active and remains relevant to users.
22. Write guest blogsGuest blogs can help you get quality backlinks and increase your visibility.
23. Optimize for voice searchMore and more people are using voice search, so make sure your website is optimized for this as well.
24. Use quality and relevant external linksExternal links to reliable sources can increase your credibility and ranking.
25. Make use of an XML sitemapAn XML sitemap helps Google better understand and index your website.
26. Avoid keyword stuffingToo much use of the same keyword can be considered spam by Google.
27. Optimize for local searchesIf you have a local business, make sure you are optimized for local searches.
28. Make use of video contentVideos can increase user engagement and can be rewarded by Google.
29. Make your website easy to navigateClear and simple navigation helps users and Google understand your website.
30. Make use of long-tail keywordsLong-tail keywords often have less competition and can help you better reach your target audience.
31. Offer useful and relevant contentUseful content will keep users on your page longer and can improve your ranking.
32. Optimize for featured snippetsFeatured snippets appear above the normal search results and can significantly increase your visibility.
33. Keep in mind Google’s E-A-T principles.Expertise, Authority and Trust are important to Google when ranking pages.
34. Make use of Google Search ConsoleThis free tool can help you optimize your Web site and identify any problems.
35. Make use of Google AnalyticsWith Google Analytics, you can analyze your website traffic and understand how users interact with your site.
36. Make sure you have a good 404 error pageA good 404 page can help users who are trying to reach a nonexistent page.
37. Check regularly for broken linksBroken links can provide a poor user experience and hurt your SEO.
38. Monitor your backlinksNot all backlinks are good, keep an eye on them to identify harmful links.
39. Keep your website secureWebsites with security problems may be penalized by Google.
40. Create content for people, not for search enginesThe best SEO strategy is to create content that offers real value to your users.
41. Provide a clear call-to-actionA good call-to-action can increase user engagement.
42. Use social proof on your websiteReviews and testimonials can increase users’ confidence in your website.
43. Take search intent into accountUnderstanding what users are really looking for can help you create better content.
44. Make use of schema markupSchema markup can help Google better understand what your page is about.
45. Optimize your anchor textsThe text you use for your internal and external links can affect your SEO.
46. Keep in mind the bounce rateA high bounce rate can indicate that users are not finding what they are looking for on your website.
47. Provide clear contact informationClear and visible contact information can increase users’ confidence in your website.
48. Use a logical and clear site structureA clear site structure helps users and Google better understand your website.
49. Ensure accurate and consistent NAP data.Name, Address and Phone Number (NAP) should be correct and consistent across your website.
50. Experiment and testSEO is an ongoing process, keep experimenting and testing to see what works best for your website.
50 tips for getting high in Google.

These 50 tips formulated in one roadmap

That’s a lot of tips though, see below my SEO roadmap, broken down in a chronological order.

StepDurationPriorityExplanation
1. Prepare SEO analysisFirst monthHighFirst, understand how your current website is performing in terms of SEO, identify strengths, weaknesses and areas that need improvement.
2. Keyword research and competitive analysisFirst monthHighUnderstand the search terms relevant to your business, how they perform and how your competitors use them.
3. Website and page optimizationFirst and second monthHighOptimize your website and pages for SEO, including titles, descriptions, images, URL structure, internal links and content.
4. Content creation and optimizationOngoing (monthly)HighCreate new and valuable content that is optimized for your target keywords and provides value to the user.
5. Mobile-friendly and speed optimizationThird monthHighMake sure your website loads quickly and works well on mobile devices, as this is crucial for both SEO and user experience.
6. Link building and guest bloggingOngoing (monthly)MediumStart building quality backlinks to your website and consider guest blogging to increase your visibility and authority.
7. Social media and Google My BusinessFourth monthMediumUse social media to generate traffic, and if you have a local business, make sure you make the most of Google My Business.
8. Structuring data and Schema Markup.Fifth monthMediumImplement structured data and schema markup to help Google better understand your website.
9. Use of Google ToolsFifth and sixth monthsMediumUse Google Search Console and Google Analytics to track and improve your performance.
10. Keep testing and improvingThroughout the period and beyondLowSEO is an ongoing process, so keep testing, learning and improving constantly.
50 tips to get higher in Google in one step-by-step plan.

Getting higher in Google: what metrics do I pay attention to?

Ultimately, the goal is not just to rank high in Google, but to actually achieve the intended conversion through organic traffic. This should be made measurable with micro and marco goals. From the business objective, these, measurable, metrics are determined.

Several objectives can be formulated from an SEO course. Each objective has its own advantages and disadvantages.

  • Keyword positions. I think this is the most objective objective. This is because this objective is almost independent of seasonal fluctuation (at least, in the travel industry, for example, it does occur that more investment is made in the summer, making competition fiercer).
  • Number of organic visitors. The number of organic visitors is particularly interesting for trajectories where the focus is broader. After all, you can hardly report on 500+ keywords without losing management focus.
  • The average position of the keywords. Then can’t you just give an average position off these 500 keywords? I don’t think so, too few nuances are in this.
  • The CTR of certain keywords. This could optionally be combined with the position of certain keywords. Again, in this you are dependent on factors over which you have little control. A competitor grabbing a particular featured snippet or a location result suddenly showing up for a keyword. Ads also have a huge impact on this.

Want accurate reporting of progress is of getting higher in Google? Then I recommend looking for a combination of the above options. Provide something that is reproducible. A methodology that allows you to be accurate and independent of customers’ seasonal fluctuations.

I also think reporting on conversions is risky. By doing so, you set yourself up to be dependent on any changes from the customer side on the website that cause the conversion rate to drop or increase.

The benefits of getting higher in Google organically with your website

There are many reasons why I prefer to rank high in Google organically rather than with, say, an ad (this is SEA). Some of the benefits of ranking high in Google through SEO can be found below. Being high in Google organically provides.

  • a higher, intrinsic value of the website (and the company);
  • A higher click through rate (up to 50%);
  • Proven more quality visitors who convert faster;
  • free clicks (you don’t pay per click);
  • An otherwise optimized website (otherwise you won’t rank high in Google);
  • durability and stability, when you stand there you don’t just sink back;
  • more trust, visitors have more confidence in the organic results;
  • higher market share;
  • recognition and thought leadership within your market;
  • customer retention when set up so that the Web site is easily findable, even for existing customers;
  • authority, a high ranking in Google contributes to the perception of a lot of authority within your niche;
  • More conversions as you improve your technique and content.

These may not be all of them yet, but in my opinion, enough reasons to actively invest in your organization’s SEO.

How does a specialist bring websites high up in Google?

An SEO specialist does this by structurally performing various optimizations to and around the website or landing page. These optimizations are made in three areas: content, technology and link building.

Getting higher in Google with your website

For example, weekly blogs are written for a landing page, the speed of a website is improved, or articles are plotted at other sites. By making these optimizations structurally, the website or landing pages will rank higher in Google’s search results.

Getting high in Google in a safe way?

Fill out the form on my contact page and I’ll get back to you.

Working with an SEO specialist

Ralf van Veen

Brings websites high up in Google

With 10 years of experience as an SEO specialist, I improve your company’s organic findability in a transparent and sustainable way.

What are pitfalls in getting higher in Google?

There are some pitfalls to watch out for when getting higher in Google.

  1. Avoid spammy links such as home pages. These links will cause more harm than a positive effect in the long run.
  2. Don’t just focus on the amount of content. Place quality content centrally that truly supports and informs your visitor.
  3. Don’t try to stick SEO as a band-aid on existing business processes. SEO should be integral to operations. From the marketing strategy, that is, fundamentally, SEO should be supportive of the whole. From this starting point, you achieve the maximum with the SEO campaign.
  4. Don’t choose SEO from development too late (similar to point 3). Technical issues chosen at the beginning of the process are often difficult to reverse. Consider things like the theme, website structure or use of plugins. Anything you have to reverse later is going to take time and an investment.
  5. Avoid incorrect measurability. Optimizing SEO without proper measurability is like driving a car without your lights on.

How to get high in Google

Search engine optimization consists of the optimizations to your website’s content and technique as well as performing link building. SEO specialists know how to exercise a good combination of these three facets. A combination is important because there is not one specific component that is more important than the other.

Want to improve your SEO yourself? I briefly explain where you can then make your own optimizations.

SEO content

Content includes all content on a website. There are different types of content. Below is a list of the most important types of content for SEO:

  • blogs;
  • lists (The 5 best tools for SEO);
  • interactive content (quote request);
  • data in tables;
  • videos.

Write for the visitor

Content you write for the visitor, not for Google. The visitor is the one who determines whether the content is relevant(1). Google notices this because the visitor stays longer on the web page. This indicates expertise and relevant content. Write content that closely matches the visitor’s need.

High in Google | SEO content

It starts with the search. What keywords is the visitor using? More importantly, what is the search intent? Understand what a seeker is looking for. It is up to you to actually answer the visitor’s question. That is the only way to generate more visitors to the website. There are different types of search intentions:

  • exploratory in nature;
  • commercial in nature;
  • transactional in nature;
  • informative in nature.

Each search intent requires different writing. The table below shows the characteristics of searches by search intent:

OrientationCommercialTransactionalInformational
brand namedear …buywhat
product namereviewdiscountwho
name of a servicecompareorderwhere
sizecheaphow
colorpricetips
ideas
tutorial

The way a searcher searches is crucial to how you write content. Determine your target audience. It is important to conduct keyword research. This way you find out how the target audience searches in Google.

In response, write quality content on topics related to your website. Google regularly releases new updates that change the algorithm. For this reason, it is important that you regularly write readable, catchy and relevant content for your target audience. Use sources where appropriate to support your knowledge on a specific topic.

Technical SEO

In addition to content, technology is an important component of SEO. The technical side includes things like the indexability, loading speed and skeleton of the website.

High in Google | Technical SEO

Why is technology so important? You don’t have much use for quality content if the visitor is already clicking your website away because the page loads too slowly. Technology, content and link building reinforce each other. I discuss below how to improve a website’s technology.

Website structure

The structure of a website should be clear. This makes it easy for Google to crawl the website. The better your website is crawled, the faster you’ll end up in Google’s index.

The backend of a Web site consists of several codes. HTML, CSS and JavaScript. Together they form the source code of a Web site. HTML realizes the structure of the website. Header tags denote titles and subheadings. This is how you add structure to content. You also use the HTML to add tags to duplicate content (noindex tags). Duplicate content is not good for a website’s ranking.

High in Google | Broken links

CSS is a programming language that determines how a Web site will look. With CSS, you construct the layout of a Web site. JavaScript is the programming language that ensures how a Web site ”behaves.” It adds interactivity and creates movement on a Web site.

Website structure has a big impact on your success in Google. It determines URLs, what your sitemap will look like and how well Google indexes your site.

Getting high in Google in a safe way?

Fill out the form on my contact page and I’ll get back to you.

Working with an SEO specialist

Ralf van Veen

Brings websites high up in Google

With 10 years of experience as an SEO specialist, I improve your company’s organic findability in a transparent and sustainable way.

XML sitemap

An XML sitemap is a map that contains all the URLs of a Web site(2). This sitemap is intended for Google. The crawlers use these URLs to get to web pages. Therefore, it is vital that you create an XML sitemap. You do this through Google Search Console.

Loading speed

The size of a Web page determines how fast it loads. Large images or large video files cause a Web page to load slower. To improve website loading speed, there are several ways.

High in Google | XML sitemap

It is important to compress images. This resizes the image while maintaining the quality of the image. A handy tool for this is WP Smush.

In addition, a cache plugin also provides faster loading time. This plugin causes a previously loaded version of the website to remain in cache memory. This way the elements on a website do not have to load again. The result is a faster web page.

Link Building

Link building is getting links from other websites to your website. Getting a link will get you plus points from Google. Google then sees your website as a good resource.

Quality is more important here than quantity. It is not the quantity of links you obtain that improves your position in Google, but the quality of the link. When you get a link listing from a website with a high SEO value, it counts more times than a link from a website with a low value.

High in Google | Link building

Therefore, choose well the sites you want a link from. Put more time and energy into writing a good guest article and convince good sites with it.

Gain authority with links

Make sure high authority web pages link to your website. These web pages pass their own value to your page. Google notices this and sees the linked website as valuable.

Not only do web pages pass authority, so does the overall website. This is called domain authority. Here it is about the authority of the website as a whole. Through Ahrefs, you enter a domain name and get the estimated domain authority. This is where you read off how valuable a particular domain is when you get a link from them.

Optimize anchor texts

Anchor text is the piece of text that has a link behind it. For example, often the anchor text is the title of the article(3). It is crucial that the anchor text give a good indication of the subject of the link. It triggers the visitor to click through.

Previously, it was often recommended to place the keyword in the anchor text. Today, this comes across as ”spammy”(4). Google appreciates it more when a clear picture of the next page is given. Be careful with this. Most importantly, the visitor should know where the next page leads.

Find broken backlinks

Broken links are links on your website that no longer work. Broken backlinks are links that come in that no longer work. The cause is often that a page has been taken down. With this method, you make sure that these broken links and broken backlinks are detected.

You have two choices, remove the link or change a link to a page that still exists. In either case, it will improve the usability of your website. Google notices this and this positively affects your website’s ranking.

Getting high in Google in a safe way?

Fill out the form on my contact page and I’ll get back to you.

Working with an SEO specialist

Ralf van Veen

Brings websites high up in Google

With 10 years of experience as an SEO specialist, I improve your company’s organic findability in a transparent and sustainable way.

The golden combination to rank high in Google

The combination of the three facets is especially important when you want to rank high in Google. Not one specific component is more important than another. Keep a good schedule for yourself to do all three facets extensively.

Unfortunately, there is no specific roadmap for getting to #1 in Google. Google’s algorithm is constantly changing and adjustments may be picked up differently than before.

High in Google | The combination

Another important factor to consider is your competition. If you do all kinds of optimizations to your site and think this will get you higher in Google, your competitor may have done even more optimizations.

Therefore, keep a close eye on your competitors. Are they starting a blog or a podcast on a common topic? Good idea to do too (and better of course)!

Combine SEA with SEO

By combining SEA and SEO, data can be exchanged. These pathways are complimentary to each other. In what ways do I leverage my data from SEA campaigns for my SEO projects?

  • I determine the relevance of keywords using data from my SEA campaigns. Investing in a competitive keyword is risky if you are not sure if (and what) it will yield. An SEA campaign can be used to determine the conversion rate for searches, which can be used to determine an appropriate investment.
  • Calculating an exact volume. Turning on an ad is really the only way to find out the exact volume in Google. Programs like the Google Search Console and Ahrefs do not display exact volume.
  • Determining a better idea of the degree of competition. The average CPC of the campaign can give a rough insight into the level of (paid) competition on a search query.

What if you are sure of the keywords you want to rank higher in Google with?

Then you can get to work claiming as much real estate within Google as possible. You do this by optimizing the SEO as well as running the SEA campaigns. Especially for keywords with good conversion rates, this is ideally suited. For keywords like these, you simply want to get as much traffic to your website as possible. Surely the ROAS will be positive (especially if you calculate this with the lifetime value of your conversion).


Frequently Asked Questions

I get questions daily regarding working with an SEO specialist and the advantages/disadvantages of this possible collaboration. I have written out the questions asked and answers given below from my own experience in this area.

What are the components of getting high in Google?

Getting a high ranking in Google with your website doesn’t just happen. The answer is SEO. Search Engine Optimization. In other words, search engine optimization. It’s a question every company is dealing with. Because, the higher up in Google, the more potential visitors will interact with your business. Ultimately, this brings more customers, thus more sales and profits.

The main goal of SEO is to get a landing page or website to rank high in Google search results. The process of SEO includes three major components. These are: content, technology and link building. Based on text or website speed, various optimizations take place around the website.

Another easier and faster way to rank high in Google is SEA. Search Engine Advertising. This is not free, so as a business or website you do need budget for this. You pay for an ad, choose which audience gets to see it, and you end up at the top of Google search results almost immediately. The downside to this is that SEA costs money and it is primarily a short-term strategy, unlike SEO. SEO focuses primarily on the long term. SEO results also take longer to come in for this reason.

SEO focuses on three components:

  • Content. Write relevant, useful text of quality. Tip: Write about only one topic on each page. That way, Google won’t get confused, but neither will your visitors.

Write texts that match the search intent. Think about what questions the visitor wants answers to and incorporate those answers into your text. And use intermediate headings. This makes the text more readable for the visitor and also leads to better search results in Google.

Make sure each text is unique. This is essential for Google. Otherwise, Google chooses only one page it finds relevant and will ignore the others. In addition, the user also likes this more. The length of a text is also an important point to consider. The longer the content, the better the quality score with Google. Finally, use long tail keywords in your texts. These are very specific keywords (with multiple words) for which there is little competition. Using these specific keywords will land you high in Google with the right audience.

  • Technology. In addition to relevant, quality content, a website’s technology is also an indispensable component for ranking high in Google. You may have written such strong content, but the moment the website does not load fast enough, the visitor clicks it away. And that in turn affects a high ranking in Google. So make sure the website loads quickly. You do this by removing unnecessary plug-ins or resizing the images, for example.

Provide a mobile version of your website. After all, there is a lot of Googling via mobile devices. The structure of a website also matters. You do this by clarifying titles and headings using headers. Website structure greatly affects your place in Google.

  • Link building. Link building means referring links from other websites to your website. Google then frames your website as a trusted source, which means another step up in search results. The quality of the backlinks is important here, though. This is because Google checks the reliability of these websites. A bad website affects its ranking in search results.

Provide diversity among backlinks. Don’t let all links come from just one source. This, in turn, may be seen as spam. Link building can also be generated from your own network. Ask people within your network if they would like to post a reference to your website.

Can I get high in Google organically within one day?

The answer is no. SEO is a long-term strategy. In fact, within a month is already unrealistic for many websites. Google says it takes an average of 4 months to a year for you to potentially reach the No. 1 position. According to a survey by Ahrefs, it takes even longer. Namely, nearly 95% of all newly published pages fail to achieve a top 10 position within a year. Only 5% did achieve this position.

Getting high in Google organically takes a long time. And patience. Want to be right at the top? Then the only answer is SEA. But even then, your ads must meet certain quality standards if you want to end up above your competitors.

How do you actually get high in Google?

Getting high rankings in Google is achieved through the use of SEO and/or SEA. SEO takes a lot of time and patience; you won’t see the results of this for a long time, but they are often permanent (if you don’t let go of SEO). With SEA, you see results almost immediately, but this costs money. Moreover, the moment you stop paying, you also lose your spot right away.

SEO includes three components:

  • Content: writing relevant, useful, quality text.
  • Technology: the website should load quickly and the structure of the website should be clear.
  • Link building: these are links from other websites that point to your websites (backlinks). Google then sees your website as a reliable source. You gain authority with this.

By applying the above components for your website, it is possible to land high in Google over time.

What are the benefits of ranking high in Google?

Research has shown that over one in three of all Google users click on the first link. Therefore, this is a major benefit of ranking high in Google. High in Google simply means: more visitors to your website and therefore generating more sales and profits.

But why rank high in Google? Google is the most widely used search engine in the Netherlands and actually around the world right now. Nearly 40,000 searches are performed on Google every second. That’s 3.5 billion searches a day and 1.2 trillion searches a year. This number is growing by the day. In fact, in September 2020, 97.37% of all Dutch people used Google as a search engine. Compared to Bing and Yahoo: Bing’s market share in 2019 was only 4.69%. For Yahoo, it was even less, at 1%.

What are examples of websites that rank high in Google?

These days, SEO is indispensable for just about every business. Some companies do better than others in this area, securing high rankings in organic search results. Examples of websites that spend a lot of time on SEO and get high rankings are:

  • Bol.com. Bol is capitalizing on the visibility of all its products. They optimize product content so that the right audience can find the product.
  • Coolblue. They do well on the SEO front. With this, Coolblue generates high authority in the online world.
  • Marketplace. A key SEO objective for Marketplace is: good user engagement, user experience and lowering the bounce rate. Bounce rate means the percentage of visitors who click away from the website almost immediately.
  • Choice. With over 170,000 visitors per day, Kieskeurig is one of the largest consumer sites in the Netherlands. A comprehensive information page is written for each product. This involves mapping the reader’s train of thought.
  • Zalando: Zalando does a lot of SEO, but at the same time they never lose sight of the value for the visitor. Usability and relevant content are very important to them. In many countries, Zalando’s website is an authority.
  • Albert Heijn. AH is the leader within the online search market in terms of supermarkets. In addition, they also score high on customer experience.
  • Omoda. Omoda opts for a clear navigation structure on the website. The main navigation is very broad, but is becoming more specific. For example, the boots category is divided into short, long and fur boots. This hierarchical structure ensures a good findability on Google and contributes to usability for the visitor.
  • Better Bed. Beter Bed wins on SEO in terms of the bed and mattress industry. Ikea and Leen Bakker were hot on their heels. The reason for this is that Better Bed sells only items of their own brand. Just like Ikea. Better Bed scores high on link building combined with lots of keyword-rich anchor text.
  • Leen Bakker. Together with Goossens, these home furnishing stores dominate search results in Google. Every month, 1.3 million search results take place on living room-related products. Of this, Leen Bakker pulls in a whopping 6.40% on their website. This amounts to hundreds of thousands of visitors a year.

In what ways does working with an SEO specialist help with getting higher in Google?

When you partner with an SEO specialist, he or she performs search engine optimization work for you. These optimizations relate to the three pillars of seo: content, technology and link building. The goal of an SEO specialist is to make your website more findable in search engines, primarily Google. An SEO specialist additionally provides measurability and therefore insight.

Of course, you can do your SEO yourself, but remember: SEO is a profession. An SEO specialist is on top of the latest developments and has a lot of knowledge. In addition, an SEO specialist has access to all the important tools to take your SEO to the next level. Another benefit of working with an SEO specialist is that you have more time for other things yourself.

Where can I see how high I rank in Google?

Understanding your website is very important. In fact, based on this information, you can optimize your website. Through various SEO tools, you find out where you rank in Google. A very well-known one is Google Search Console. This tool is from Google and is free. Another tool is Ahrefs. This tool costs money, but it offers you a lot of insights.

In Ahrefs, you can see the keyword you are scoring for and the number of people searching for it each month. In addition, you gain insight into the traffic you attract with this keyword and you see the URL of the keyword. Finally, you can also see when the results were last updated. The benefits of Ahrefs are:

  • provides accurate results;
  • provides insight into all key metrics for keywords;
  • Can pretty much track all aspects of SEO.

How does a website get to the top of Google?

Landing at the top of Google with a website does not happen overnight. Basically, Google determines your position based on a variety of factors. Nevertheless, you can influence this through certain tricks.

You exercise this influence through SEO (Search Engine Optimization) and SEA (Search Engine Advertising). SEO is about the free, organic search results. SEA is about paid search results.

SEO is a lot more time-consuming, but a more sustainable way to land high in Google than SEA. With SEA, you pay money to Google to rank at the top, and you rank this almost immediately. But the moment you stop paying, you also immediately disappear from your position.

With SEO, it takes a lot of time and effort to land high in Google, but in return, your results are lasting.

SEO consists of three components that you need to invest in with your website:

  • Content: writing relevant, quality text. These texts contain the keywords your target audience is searching for.
  • Technology: this includes a fast loading time (no more than a few milliseconds) and a clear website structure.
  • Link building: these are links from other websites that point to your website. You gain online authority with this and that is something that is highly valued by Google.

What keeps a website from ranking higher in Google?

We all want to rank high in Google with our website. After all, this means more visitors, more potential customers and therefore more sales and profits. This takes a lot of time and effort.

When you don’t provide this, you are likely to have a lower ranking in Google. A low ranking in Google can have several reasons.

  • You are not relevant enough for the search term. It is important to use keywords that are relevant to your product or service. In addition, you need to incorporate these keywords multiple times in a text of at least 400 words.
  • Your website is not mobile-ready. Google takes into account the mobile suitability of a website. When this is not the case, Google may place you down in the rankings.
  • You have less online authority than the competition. Make sure links on other websites point to your website. This gives you authority and that is appreciated by Google.
  • Your website has a mediocre user experience. For example, your website is slow, complicated or even irritating to the visitor.
  • It depends on the individual. Search results may vary from person to person. This is because it depends on personal factors, such as your search history or where you are searching from.
  • Your texts are not unique. When you copy text, Google puts you back a few spots. Or conversely, when you have an overly frequent keyword in the text. This is all counterproductive.

Also, is getting higher in Google always better?

As for organic search results through the use of SEO, the answer is yes. As for getting high in Google through SEA, the answer is not always yes.

Of course, being high in Google is very important today. In fact, more than 90% of all Dutch people begin their search for a business in the search engines. If you are currently present in the search engine, you can obtain potential customers to your website.

Nevertheless, the conversion rate of organic visitors (SEO) is a lot higher than that of visitors from ads (SEA). This, then, is why getting higher in Google through the use of SEA is not always better.

Also, a high, unpaid position in Google always appears more credible to the visitor than a high, paid position in Google. So the bottom line is: investing in SEO is always worthwhile, investing in SEA is sometimes worthwhile.

Will SEA help me rank higher in Google?

The moment SEO and SEA are combined, more data can also be exchanged. So SEA can certainly help you get higher up in Google. If I have done a SEA campaign, then I can analyze this data to determine the relevance of the keywords. It does involve a lot more than just this. Getting higher in Google is not done with SEA alone or SEO alone, all factors are interrelated.

SEA does allow you to get a better position in Google with your website, but you have to ask yourself whether it is for the short or long term. As long as you keep paying for ads so for SEA, you may continue to rank well in Google, but if you stop, your position will quickly be taken by a competitor.

That’s why I recommend you look beyond SEA. After all, you don’t want to pay a lot of money just to get a higher position, you want it to be permanent and can be done in a different way, combining it with SEO is a good idea!

How does Google rank websites?

Several factors are considered when ranking in Google:

  • Website/page speed, it is important that you have a website that can load the pages quickly. After all, visitors do not like having to wait a long time to get information. If it takes them too long they will go and that can cost you customers (a shame).
  • Duplicate, stolen or unique content. Google looks at all texts, do they have good titles? Were intermediate headings used? Is the text completely unique? Did you not post duplicate content or plagiarize?
  • Backlinks, there should be links to and from your website, this will also give you a better position in Google. Your website will then be seen as more trustworthy. The issue is not the quantity of links, but the quality of the links in question.
  • Responsive design, nowadays a website must also be mobile friendly. Many people use a mobile device to do a quick search or order something. If your website matches this, you will also rank better in the search engine Google.

What is the cost of getting higher in Google?

If you want to rank higher in Google, it doesn’t have to be expensive. It depends on what optimizations you can do yourself in terms of SEO. Hiring an SEO specialist does cost money, of course, but that often pays for itself in no time. If you want to get higher in Google through SEA, you can do that too, but you should also know that you have to pay for an ad again.

So it’s up to you whether it’s going to cost you a lot to get higher in Google. You could also go through the SEO steps and then you can often go a long way yourself to rank higher in Google. Of course, this work can also be completely outsourced to me. For a flat rate per hour, I will go to work for you and explain what you can expect from me.

It is particularly important that you engage with your site on a monthly basis, such as adding landing pages or blogging. This way, Google can index the site every time and also sees that you have added new things.

How high does my website need to rank in Google to be relevant?

Your goal is often to get higher in Google, but there’s more. After all, you want to achieve an intended conversion, and you do that through organic traffic. It has to be measurable and because of that you need goals. Typically, from an SEO path, the possible objectives are considered.

Some people have a budget available for a certain time to then get higher in Google and then use SEA. They then pay for the ads and that can be an expensive joke. But the advantage you then do have is that you are immediately visible at the top for certain keywords. The downside is that when you stop SEA, your position in Google also disappears. Therefore, it is better to invest in your position in Google with SEO so that it works for the longer term.

Most visitors will look on the first page of Google so if you want to be found there you have to work for that. That way you can be relevant to searchers, but remember to use the right keywords.

Can I work on my website myself to get higher in Google?

An SEO specialist like me can help you get a website higher in Google. For that, I will structurally perform various optimizations around the website or a particular page. I pay attention to content, technology and link building. For example, I can write a weekly blog, or I can improve site speed and put out articles on other sites (so that links go to your site).

It is possible for you to work on your website yourself to get higher in Google. You must know enough about it and be able to take the right steps. Fortunately, you can learn all that by taking a course online. You can then put what you have learned into practice immediately on your own site.

You can already start with small changes, such as applying keywords in your current texts, adding new pages, making sure links point to your website, etc. If you need help with this I can always help and also provide you with advice.

Can any website rank high in Google?

I’m sure you hear many people say it, I want to get higher in Google, but then there’s the question of how do you do that? There is a lot involved in that I know from experience. Basically, though, any website can rank high in Google, but some require more than others. It depends on what position the website is currently at, for example.

What goals do you have in mind? Do you already score very well on certain keywords, but do you have more words you want to be found on? You may also not be visible in the search engine at all yet. Then it is important to act on all possible factors to get your website visible in the search engines such as Google first.

So what the process will look like is very personal, and also depends on your goals and where you are now. But I’m happy to help you get your website high in Google, and that includes a web shop.

What is the most important component to get higher in Google?

A website can rank higher in Google by actively optimizing SEO. You then don’t pay for every click, which you have to do with SEA. SEO is all about content, technology and authority (link building). If this combination is right, then you can rank higher in Google. But there will often be some work to be done before your website will actually rank well in Google and other search engines.

It is valuable anyway to regularly add relevant content on your website. In that, you can incorporate the right keywords and from there again look at ranking in Google. How is the competitor doing? Do they have more links? Then you will have to invest in that too, I can help you with that and provide good link building.

These are all small steps that together move you forward to strengthen your position in Google. After all, you want to be found well quickly, but you also want this to be okay in the long run. Therefore, you will have to keep investing in this and I can help you do that.

How do I determine which keywords I want to rank high in Google for?

You need to know your target audience and what words they search on and respond accordingly. But you also start looking at the competition, what are they focusing on? I can explain this to you using an example. You sell frames, this competition too, but what is your specialty? Wood or plastic? Are you posting them as well? Do you do customization? All additional points that you can name and then create landing pages from, for example, custom plastic window frames.

It’s about getting specific keywords that your target audience is searching for, but also of what you have to offer them. Are you active in a particular region? Then you can think about window frames (place name). If you operate throughout the Netherlands then you can create pages with frames (province). Therefore, what keywords belong to your website is very personal.

Conducting or having a comprehensive keyword research will give you an idea of this and allow you to translate it into practice. I can support you in this, but I can also take all the work off your hands and make sure that you and your website rank high in Google with certain keywords.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 18 October 2023. The last update of this article was on 22 November 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.