Search Engine Optimisation (SEO) is the process of improving your organic search rankings. It’s a big topic in the world of digital marketing and can benefit a business that wants to be on top of Google search results.
When people use Google, they tend to be looking for answers. Google serves pages based on what they think is most relevant to the user. This user may actually be a prospective customer for your business. Most people have heard of SEO, know it is important but may not be sure how it all works. If your website isn’t ranking well, it won’t be found. A website with no traffic is as good as a mall without shoppers.
There are many reasons why your website may not be ranking well. Here are the possible top three reasons why.
A search engine is essentially one giant directory. People find websites through Google because they are looking for something specific. Google also wants to serve up the most relevant. For example, if a user searches ‘website design Auckland’, then the sites with the most recent and relevant content and multiple mentions of the phrase will rank higher than a site that does not (along with a host of other factors).
Depending on the search, relevance may also mean how fresh is the content. You may have a website that is loaded with the right keywords but if there is another website out there that fits bill better with newer content, Google will serve up that page first.
Old content is not bad content but if a website is never updated or changed, then Google may see it as a dead website. Imagine yourself as a shopper, how many times would you keep going back to a specific store if everything is always the same? A website is like a shop. Activity keeps your website fresh and tells Google that you’re still active and operating as a business.
2. Site structure
Technical issues can affect how well your site ranks. This ranges on the quality of the code to how mobile and tablet friendly is your website. Bad code makes it hard for bots to crawl your website and figure out what you’re all about.
It’s one thing to load your website up with keywords, it’s another matter completely if bots can’t find or understand the content you have.
Links from other websites to your website (inbound links) also impact on how Google views you. Every link to your website – whether it be through social media or other websites – is seen as a vote of confidence.
Internal links is how the pages of your website is connected together. A well structured link system can help increase the crawlability of a bot and speed of your site getting indexed. If a Googlebot can follow through the navigation links within your website structure, it also ensures that all pages and its content can be ‘crawled’ and indexed. Your overall ranking can increase with good site navigation and internal linking.
Finally if your website is still not getting good search results for your selected keywords, there is still a lot that can be done to improve your situation. The above areas is a good starting point and can have a major positive impact on your search results. However, there are pitfalls with SEO and many who take the advice above to the extremes like littering keywords and overstuffing a page with a certain phrase to try and increase their ranking. This will often have a negative impact on the website and make your ranking worse.
Like the idea of coming up on the first page in Google? Not sure where to begin? Need help with your website? Book in a free consultation with us today. Email us at firstname.lastname@example.org or phone Jay on 021 231 9144