Tuesday Take-Away: Google Apps as a SEO Tool

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Search engine optimization (“SEO”) experts will tell you that to improve your “organic”, or unpaid, standing in search results, search engines need to see you web site as relevant.  A major factor for nearly all search engines is how many authoritative sites link to your web site and the amount of authoritative content is available at your site.

Enter Google Apps for Business

As you may or may not know, within Google Apps for Business, you have the ability share information publicly.  When you do this, you are instructing Google to index the information in the global search engine.  You are giving Google authoritative information.

Taking advantage of this feature can improve your SEO results.

Calendar Events:

If you have public events (webinars, seminars, speaking engagements, etc.), create a company events calendar in Google Apps for Business and create a calendar entry for each event.  You can also embed the calendar in your web site.

For each calendar entry, include links to relevant information on your web site such as data sheets or a more detailed description of the event.

Be sure to mark the event “Public” so that the event is indexed by Google.

Documents:

Many web sites include documents — data sheets, white papers, etc. — in PDF format that visitors can download.

Instead of uploading these to your web server, save these in Google Docs and make them public.  Doing so pushes them into the Google search engine for indexing.

Within these documents, include live HTML links back to related content on you web site.  These can be to a product page, a contact us form, and your home page (of course).  Granted, individual that print the PDF files will not benefit from the links.  But those that view them on-screen, and the search engines, can follow those links to your site.

With URL mapping, your content appears to be under your domain and part of your website (i.e. docs.yourdomain.com),  In reality, the content is actually external to you web site.  Links from public information in Google Docs and Calendar provide are authoritative and will be indexed.