Google keeps a lot of secrets from us. In terms of SEO, you can only be sure about some action that may or may not help by extensively testing in different environments.
For example, we know that your title tag plays a super-important role in how you show up in the search engines for terms your targeting. That’s proven and tested. We know that Google has a huge bias for domain keywords as shown in a recent case study from the guys over at Market Samurai. We know a lot of the factors that determine whether your site or page is optimized for the search engines.
Thinking about this recently, I had sort of an evolution in my processes – and this goes past the technical aspects that are in nearly every good SEO book, course, etc. This goes to the heart of Google. What they are all about. What is the #1 thing they stand for, and what’s allowed them to move light years past their competition.
Google’s Core: Providing a Good User Experience
This is one thing they certainly don’t hide. The reason why Google is a big as it is, and has been successful as they have been, is simply because their #1 goal is to provide the best possible user experience for their visitors. A concept that Google’s Chief Economist, Hal Varian explains in this AdWords Ad Auction video showing how your max CPC bid and quality score determine how much you pay for a click on Google.com.
Google is all about one thing: User Experience… For example, people click Google ads because they have built a sort of unconscious trust with their visitors. They click, because they know they are going to be taken to something relevant.
Google is smart because that has been their core focus with the Adwords program. Advertisers can’t advertise on irrelevant keywords. The more people click, the more money Google makes. The more people click, the more the advertiser has a chance to make. When the advertisers are making more money, that means even more advertisers are drawn in to get a piece of the action. Consequently, you as you might have guessed, the more advertisers that use Google – the more money Google makes.
Smart.
It’s a profitable circle, that is all driven by relevancy, and providing a good user experience for the person clicking that ad. But what role does this sort of thing play in search engine optimization.
User Experience in SEO
So how does this all tie in? How can you use this to improve your search engine rankings and drive more traffic?
Simple… Make Google’s core concept your own. What I’m talking about here is mainly in terms of on-page SEO but also does apply elsewhere. Google has not only moved their paid advertising program to near untouchable status by this simple concept (although some have started to disagree with the emergence of Facebook as a real competitor to G), but also their organic/natural results follow the exact same principle. This is where you can excel in your SEO if you simply follow their lead.
Your number 1 goal in a lot of aspects of your SEO should be to provide the best possible user experience you can. This comes by having:
- High quality, unique, themed content
- Good internal linking
- Good external linking
If you have high quality content it’s obviously good for the user. You need it to be unique to avoid duplicate content. The third one is where you really have to excel. Having highly relevant and themed content. That means tapping into three simple factors that form the entire circle of what Google does itself to give the user a good experience.
3 Factors of the Google User Experience
1. People (associations)
2. Topics (what do they do)
3. Events (where and how does it happen)
The next step…
Build your content so that you can tie these factors into your internal and external linking. Always keeping in mind relevancy, and user experience. So really the goal here is, in order to make Google happy, achieve high rankings, and keep your readers happy as well is to follow what Google does itself.
Provide high quality, themed content, which you can interlink with other relevant, high quality, themed content – based on people (associations), topics, and events. Do that, and you will be rewarded by Google. There’s a lot more to say on this. Stay tuned for future post in this series that will show you direct example, real data, and exactly how you can make this happen for you.
In the meanwhile, let us know what you think. Ideas, suggestions, and comments are always welcome and always answered. So don’t hesitate.
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