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How can you improve the Google ranking of your online business?

Improved Google rankings lead to more clicks — and more clients.“Improved Google rankings lead to more clicks — and more clients.Philippe Huguen/AFP/Getty Images

Here’s a real-life tale of Google-ranking woe. A restaurant owner agreed to sponsor food at a festival event. When the organizers googled his business so that they could link to his website on the event page, the No. 1 result was that of another restaurant with the same name. The festival organizers linked to the wrong restaurant, and the restaurant owner was so furious he backed out of the event.

Google rankings matter. Improved Google rankings lead to more clicks — and more clients. Search engine optimization (SEO) may seem intimidating and mysterious, but good SEO is not magic, it’s not rocket science and it isn’t the only important factor in improving Google rankings. Effective SEO strategies involve keyword and coding techniques designed to trick search engines into returning the desired results. You can employ these tricks yourself, ask your webmaster to help you or hire an SEO firm to guide you through best practices. Here are a few tried-and-true SEO tricks:

Increasingly, however, website owners need to look beyond these traditional search engine optimization techniques. Other strategies good content marketers use include:

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