There are two main ingredients in Google’s formula: (1) Publish quality content that people find useful, and (2) Prove that your site is worthwhile by networking with other web site owners and convincing them to link to you. But tread carefully here because gaining links in a “shady” manner can earn a boot out of Google’s index.
If you haven’t already, I recommend you subscribe to Google’s Webmaster Central Blog to keep up on what they expect from site owners. Then focus on making your site content-rich, and free of hidden links or stealthy web-rings. In essence, avoid darklinking. Google also recently introduced their anti-malware team to the public, which is focused on identifying sites that distribute bad software (badware).
eBizBlog wrote an article that details out each suggestion in their article What Not To Do: Google Gets Specific. It’s a great read if you’re looking to understand more about these points:
- Avoid hidden text or hidden links.
- Don’t use cloaking or sneaky redirects.
- Don’t send automated queries to Google.
- Don’t load pages with irrelevant keywords.
- Don’t create multiple pages, subdomains, or domains with substantially duplicate content.
- Don’t create pages that install viruses, trojans, or other badware.
- Avoid “doorway” pages created just for search engines, or other “cookie cutter” approaches such as affiliate programs with little or no original content.
- If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.
Check Google’s official Webmaster Guidelines for more of their general expectations. One point caught my attention, they recommend submitting your site to the Open Directory Project.
Another important aspect if you’re using a content management system (CMS) is to filter out duplicate or archived content. Failing to do this can condemn your site to Google’s supplemental index, which few surfers ever explore. An XML sitemap will boost search traffic to your site as well because then Google is able to understand your site structure completely.
Mostly though, use common sense and think about what your customers are looking for on your site. Cater to their needs and Google will index your site regularly.