The unique selling proposition: A key element for SEO success
Columnist Fili Weiss explains what a unique sales proposition (USP) is and why every indexable page on your site needs one.
Google processes trillions of searches per year, which equates to billions of searches each day. How do they decide what is the most promising result for every single one of that staggering volume of questions?
Experience shows that you don’t have to be a huge website for a major brand to rank in the top spot for a given query. Google doesn’t care which sites show up high in SERPs, as long as the page lives up to user expectations, which is something they measure on a tremendous scale. That begs the question: What is it that makes a page stand out, as far as Google is concerned? Why do pages rank in Google in the long term?