You've spent a lot of money on your new website design and added some excellent blog content; however, the red needle stubbornly refuses to move to the right. You are left to wonder why there is no juice to seduce or ignition for your mission.
Let me give you some tough love honey. Top search engine rankings come from heaps of hard work and copious amounts of virtual heavy lifting. Those links won't refer themselves don't you know?
The barometer by which you should measure your search engine ranking is an answer to this simple question – where do you think your site deserves to be ranked on its own merits?
When you take away your blinkered prejudice and properly examine what makes a top search engine listing you'll see that merely existing is not enough. Milk in the tea will always be mixed but, cream in the coffee always rises to the top.
Google's very own Maile Ohye explains the fundamentals of SEO (search engine optimisation) and what you should expect when you hire someone to perform SEO on your website:
Here are answers to many of the most common questions as to why your website does not currently rank highly in search engines:
1. Your Site Is New A site that is three months old or less hasn't been given enough time to breathe. The analogy with fine wines is a great one because websites age gracefully with consistent application of effort. A vital element of all successful sites is that the owner had patience and persistence in the early days of a websites life when zero traffic meant it was easier to give up. The lower reaches of search engine listings are littered with the indifference of the impatient business owner.
2. You've Missed The SEO Basics
Giving every page a unique title and adding a page description is the absolute minimum level of effort required.
Create a spreadsheet listing all your site pages and add in all the page titles, article titles and page descriptions. Not only will you have a record of your site architecture to hand off to an SEO expert if required but you'll also have created your very own guide to internal linking, one of the most powerful and underused SEO strategies.
3. Substandard Content Is Letting The Team Down
In the opening paragraph, I referred to your site having "excellent" blog content, but that's not nearly enough. You need creative copywriting and striking imagery if you plan to ascend to the throne of the content king.
Do not substitute quantity for quality. Writing ten 500 word articles is counterfeit to crafting the precise and surgical authoritative ten thousand word guide that provides cornerstone content for your blog. Resist the temptation to skip the research and cite sources.
4. Your Site Is Not Mobile Responsive
All of the standard content management systems (CMS) and cloud-based website building software have mobile responsiveness built in or templates that support it. If you find you are using a software platform that doesn't support mobile devices, then you'll be behind the eight ball. Google is rapidly switching to "mobile first" indexing which means that if your website doesn't display correctly on mobile, you are likely to suffer the ignominy of anonymity.
5. You Don't Have Enough Inbound Links
Each link you gain from another website acts as an indicator of value to a search engine. The more links you have pointing to your site the more the perceived value and the higher you will rank.
One great link from an authoritative website is worth many average links. Do not be seduced into thinking that it is the volume of links that will create your shooting star. In many cases, a handful of decent links are good enough to make your site appear among those of your peers. The top spots are reserved for those that gain the juiciest, most luscious and precious links. Around forty-five per cent of search engine traffic goes to the top three Google positions.
6. You Need To Give Precedence To Long Tail Keywords
Ranking for short tail (one or two keywords) high volume terms is an obvious but flawed search engine strategy. Firstly there is just too much competition and, secondly, those high volume keywords are not the ones that your website is going to convert into paying customers.
Long tail keywords (four or more keywords) confirm searcher intent and are much more likely to bring potential buyers burdened down with the weight of credit card and e-wallet moolah from which you must relieve them.
7. Your Competition Is Outworking You
If this is the case, then I suggest you avail yourself of a copy of Grant Cardone's 10x
Every link you don't build or piece of content you don't write is being added by your competition today. Standing still is falling behind. If you want to reach the top search engine spots, then you'll need "massive action" to accomplish it.
To summarise, the fact that you are not ranking is either because you haven't given your site enough time, made enough superb content or accrued enough links. That's expecting you've done the SEO basics and made your spreadsheet as outlined above.
If you'd like some help with your content strategy, some spectacular graphic design to spice up your blog posts or perhaps a mini-movie animation to support your social media campaign then we can help. You can book a meeting here, or contact us.