マーケティング
公開日:2016.03.25

Googleが評価するホームページとは?

日本では数年前から、検索エンジン市場はGoogleが実質的に9割以上のシェアを取っています。Yahoo!JAPANを利用されている方も多いですが、表では分からない裏側のシステムでは、Googleの検索エンジンを使用しています。

世に言う「SEO」と言う言葉は、Yahoo!やGoogleなどの検索エンジンで「上位表示」させましょうと言うテクニックの事。Googleが実質的に9割以上のシェアを握るという事は、逆に言うとGoogleが評価するサイトを作る事が出来れば、自然検索でのサイトへのユーザーの流入が起こりますので、WEBマーケティングにおいて多くのメリットを残します。今回は、そんなGoogleが評価するホームページをまとめました。

Googleが評価するホームページ

①ユーザーの検索キーワードの応えるページ作りをする事

昔よりも現在ではこれが強く言われています。Googleの検索エンジンの目的は、ユーザーが検索するキーワードに対して、最も適切であろうサイトを表示させる事です。仮にユーザーの検索意図を表示出来なければユーザーはどんどんGoogleから離れていきますから、Googleがとても力を入れているのが検索エンジンのアルゴリズム(計算方法や仕様)です。

例えば「ノートパソコン 格安」と検索した人には、格安の情報を順に表示させる事、「ノートパソコン 仕様」と検索した人には、各メーカーのノートパソコンの仕様が分かりやすいものを順に表示させる事でGoogleは成り立っています。

という事は、我々がGoogleに評価されるホームページを作りたい場合、そのGoogleを見るのではなく、純粋にユーザーが検索してきたキーワードの意図を汲み取り、求めている情報をホームページで発信するという事がまずは大事だと理解しましょう。そしてこれこそが1番Googleが評価してくれるポイントでもあるのです。

 

②各ページの内容をGoogleに正しく伝える事

①で書いた様に、ユーザーが求めているページ作りをする事は絶対条件なのですが、どれだけ良いページを作っても、Googleがそれを正しく認識し、評価してくれるとは限りません。僕がこの業界に入った一昔前は「Flash」と言う技術(サイトを動的に見せる技術)がSEOには不向きだと言われていました。※実際、Flashと言う言語は様々な理由で衰退の一路を辿っています。。

内容がいくら良いページでも、現在ではFlashで作られたホームページをGoogleは正しく認識し、評価してくれる事はありません。これらには細かいテクニックが多々ありますが、まずは下記を押さえておいてください。

・タイトル(タグ)に対象とするキーワードを入れる
・見出しや本文にも対象とするキーワードを入れる
・画像などにはaltできちんと画像の説明を入れて、Googleに伝える
・対象とするキーワードを無理に詰め込まない。※ユーザーも戸惑うため。
・リンクなどにはアンカーテキストなどでリンク先の情報を正しく入れる

これらを最低限押さえておけば、Googleはそのページをきちんと認識してくれます。

 

③第3者からの評価を集める事

Googleは①と②を完璧にしただけでも上位表示されるケースもありますが、それでも簡単には上位には表示してくれません。ここで言う第3者からの評価というのは「被リンク」と言って、他のサイトやブログから自社のサイトへのリンクを飛ばしてもらう事を指します。

Googleは色々なサイトやブログからリンクが貼られている(リンクを貰うとも言う)という事は、良いサイト、良い情報を発信しているから、第3者たちがリンクを貼っているんだ!と評点を上げています。ですので、①をきちんと行っていれば第3者があなたのホームページを紹介したりするよね。ってなるのです。

また昔は被リンクは数多く集めればそれでOKという時代がありましたが、現代では数よりも質。専門性の高く、評価されているサイトから評価されてリンクを紹介されれば、それが意味のない数百リンクよりも価値があるのです。

この被リンクにも、アンカーテキストなどがきちんと入っていれば尚良しですが、ここまでは考えなくても大丈夫です。

このGoogleのアルゴリズムを逆手にとって、SEO業者などでは数百、数千もの被リンクサイトにあなたのサイトへのリンクを貼って上位表示(SEO)させますよ!と言うところもありますが、現在のGoogleはかなりの確率で自作自演リンクを見破ってきますので、お勧めしません。※経験談。

 

以上、Googleが評価するホームページの基本に関して書きました。弊社でもこれらを基本に置いたサイト作りをしていますので、今後のサイト作りの参考にしてみてください。

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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