For all business owners, it’s safe to say that getting your company an A or #1 ranking on Google is key to creating more traffic for your website. With an A ranking, your website shows up on the top of the Google search page, which means users are more likely to see it first and click on your site versus your competitors whose site may not have that A ranking.
All of Google’s search placements, whether it’s for the OneBox or general searches, are done through closely guarded algorithms, which means that we’ll never know exactly how the rankings are done, however we do know good ways to optimize our websites. To start off with, it’s important to optimize your site for Google’s local listings. Kevin Gibbons, MD at a digital marketing agency called Blueglass wrote a guide on optimizing Google local listings, which in turn enhance your company’s chance to be in the OneBox.
A few of his key points include:
- Claim your listing, because often times many businesses do not
- Keep the details of your website up to date, including hours, phone number and types of payment accepted
- Check the images associated with your website and make sure they are current and at a high resolution
Once you feel like your site is optimized for local listings as best as it can be, then you can aim for getting in that OneBox. The OneBox, also known as the knowledge panel, isn’t a paid placement ad, it’s determined by an algorithm, which means it’s still a mystery as to how to perfectly optimize your website for the OneBox, but there are some good places to start.
There are speculations as to what and does not work to optimize for the OneBox, but Search Engine Roundtable suggests that having more specific keywords attached to your website is a great way to optimize your site. Some think that having good reviews will get you the box, and others say that SEO factors such as links and PageRank influence your chances, however the general consensus is that generic terms and key words are less likely to show up in the OneBox as are specific terms.
According to a local search forum off of Search Engine Roundtable, it’s also important to optimize your GMB, or Google My Business profile. It’s a free and easy tool for businesses to manage their online presence throughout Google, and it helps customers find you. A key when it comes to your GMB, however, is to remember to use the minimum number of categories when describing your website. Two to three is normal, with one being optimal.
Photos might also help your ranking, because the Google OneBox features anywhere from five to ten. Just make sure one of those photos is not a picture of your logo.
Finally, according to Main Path Marketing, quality, well-written content that will actually answer search queries is key to helping optimize your site for the OneBox. Main Path Marketing suggests that good content will help you attract inbound links, which in turn will help your website’s rankings with Google’s search algorithms.
All in all, any website properly optimized to Google’s standards is valid to appear in the OneBox. It’s important to run diagnostics using Google’s tools to see where your website might need fixing, and it might be useful to sign up for Google’s Webmasters tool to figure out exactly how to meet all the right qualifications if you’re trying to get your business in that OneBox.
About Kaddie Stephens
Kaddie joined the BizIQ team as an SEO & Copywriting Intern in the summer of 2016. Born and raised in Scottsdale, she is a senior at Arizona State’s Walter Cronkite School of Journalism and Mass Communications with an emphasis on print.
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