SEO Pays Dividends, Ad Cost is Forever
This article explains the detailed methods we use to significantly improve Google ranking for your business. You will learn the three core factors Google uses to rank search results, and how our organic SEO system delivers lasting improvements that produce brand trust and topical authority while eliminating the need for an expensive monthly ad spend. The estimated time to read this article is less than ten minutes.
Google Ranking Factors
Google has shared that all search results are based on topical relevance, proximity distance from the searcher, and brand prominence. These weighted factors are calculated by an algorithm to determine the best match for each search. Explained in detail:
Distance considers how far the search user is in proximity to the location listed in the results. If a user doesn’t specify a location in their search, Google will calculate a ‘near me’ distance based on what they can ascertain about the user’s location using an active GPS signal, cell tower connection, and wireless data.
Relevance refers to how closely a result matches what is being searched for. Google collects applicable results from information it crawls online, including business listings, websites, and online discussions. This is one of the most manageable areas we can influence to improve Google ranking in search.
Prominence refers to how popular a business is online. Google determines this through brand mentions across the web, being linked to by other websites, and also factoring in the total number of reviews and their overall score. Although much more difficult to influence, online citations and reviews are very strong tools to improve Google rankings in the Maps 3-Pack (illustrated below).
These ranking factors are not blind. The Google E-E-A-T framework acts as a filter, giving certain results priority over others.
Google’s E-E-A-T Framework
Google enforces a guiding principle for its Search Quality Raters (human evaluators) that include: Experience, Expertise, Authority, and Trust.
- Trust refers to the credibility, honesty, and reliability of a website and its content creators.
- Authority refers to the reputation of a website or its content creators as a respected resource.
- Experience refers to the knowledge and skill of the content creator demonstrated with credentials and referenced citations.
- Expertise is the knowledge and skill of the content creator, again demonstrated through formal credentials and online citations.
The key takeaway from E-E-A-T is that Google applies Trust (being reliable, honest, and safe) and Authority (leading expert or definitive source) filters to search results. This framework can make or break search results, but by respecting these principles we can improve Google ranking without issue.
Optimizing Business Platforms
Before any pages are revised or content is drafted, we give careful attention to the properties across all business platforms: storefront location, profile pages, company website, and online brand mentions. It is vitally important that the business Name, Address, Phone (aka NAP) and website address remain consistent everywhere online, and exactly match information on the corresponding Google Business Profile. Collectively, these platforms allow us to improve Google ranking:
Storefront: Install review stands with QR code. Take photos for profile. Confirm correct postal address, and establish proper NAP details.
Profile: Check for policy violations, optimize business categories, complete service details, and list products. Establish NAP formatting.
Website: Perform SEO improvements, add schema markup, and create authoritative content to establish topical relevance. Confirm consistent NAP is used.
Citations: Add business NAP and website URL to industry business pages and online directories. Suggest corrections or edit inconsistent information.
Our System and the Process
By using consistent Name, Address, Phone and Website everywhere online, we build brand trust that Google can recognize. All it takes is for one wrong digit in the zip code or phone number, and Google will stop associating your business name with your company website. Correctly formatted and consistently used NAP will establish a proximity distance for search results.
Detailed content written by an experienced author and matching a related topic establishes a relevance that Google, and its visitors, can trust. These articles, such as the post you are reading now, not only shape the topical scope of a website domain, they also reinforce the corresponding Google Business Profile and lift it in the rankings for related searches.
Online popularity is the toughest challenge for any SEO, primarily because it depends on websites outside of our control. Having your business listed online at places such as Yelp or Nextdoor can be incredibly helpful to boost prominence, but not every platform offers links that pass trust and authority back to your website. We maintain an always changing list – as ‘nofollow’ links are applied or the platform switches to paid ‘dofollow’ links.
These three areas of focus are all interconnected, and co-dependent upon each other to shape and improve Google ranking for the focused business. Our results have taken non-zero rankings directly to page one, and we will gladly recommend clientele who can confirm this.
How to improve Google ranking with Local SEO
Scope of Work
The goal of any work performed is to always improve Google ranking by using SEO techniques that raises the brand towards the top of search results. The total scope of work is summarized within this outline using only general terms, since it is all so incredibly technical with an overwhelming detail to minutia. Stated more plainly: we reinforce brand trust with consistent citation, bolster the authority with relevant content, and utilize the company website and online citations to boost the Google Business Profile in searches related to their offerings.
This is an ongoing process, as the most formidable competitors also make use of competent SEOs to promote their brand. Additionally, the Google algorithm is ever-changing, and occasionally applies new filters and parameters to their ranking factors. Sometimes our effort boosts rankings, and months later the algorithm tempers those results. The basis of any SEO work is to create an organic improvement that lasts the test of time.
Up until mid-2025, a website could improve Google ranking by having thousands of indexed pages that were all slight variations of the same content – but customized for different city locations. Overnight, these pages were removed from Google’s search index as ‘thin content’ relegating them to wasted effort. Google has always valued meaningful content, and with AI-generated slop filling so many pages, they have become more critical of the published product.
Need & Provide
Before we can improve Google ranking for your business, you will need to provide access. To begin work on your project, administrator access to your website must be granted so that plugins can be installed and pages created. It is also beneficial to have access to the web host control panel (cPanel), so that a complete backup of files and database may be created before work begins, and also so that DNS records can be added for Google verification purposes.
One of the first things we do is audit the Users list for stale accounts, check the WordPress configuration, and then update the system to its latest version before also updating the installed plugins. Often times a premium plugin has an expired subscription, and typically we have a more recent version available at no cost. We prefer to use our favorite tools for managing SEO tasks, and although not required, they assist us in helping to improve Google ranking for your website.
Conclusion: How To Improve Google Ranking with SEO
There is very little difference between a racecar engine, and Search Engine Optimization. Generally speaking, if one piece is missing, then the entire product fails. This relates well to our process to improve Google results in both web search and Maps business listings.
By focusing on the three ranking factors, we seize on keyword research to implement relevant content on your website that boosts the authority and trust of your domain. We are able to improve Google ranking by implementing a plan that focuses on all properties, real and online, to send consistent brand messaging signals to Google.
If you are ready to improve the Google ranking for your website and Google Business Profile with our SEO strategy, then call 775-544-6563 or send Secure Email to schedule a free evaluation.
