Many of our clients have been asking themselves: Why aren’t I getting many online visits? Then they come to us and we explain this:
To understand why your site isn’t ranking good in a Google search, first you need to know what Google is really all about. Google’s customer is the online searcher, never the website owners, and it is Google’s job to help searchers find what we’re looking for in the fastest, most convenient, and reliable way possible. Just like any other business, if Google’s service isn’t great we’ll go search somewhere else and for this Google has implemented hundreds if not thousands of ‘algorithms’ that help validate and rank websites from all other the internet.
So why isn’t your Page Ranking good? Google for any particular search has millions of pages that in theory could rank each time you enter a query but really only the top few of those millions of pages are the ones that get to rank visibly in a Google search. As business owner you want to be in the top 10, which show up in the first results page in Google because hardly anyone ever goes onto the following search result pages, unless we are truly desperate to find something. You don’t get in the top ten unless you are the most relevant, most valuable, most useful, most helpful or even most interesting search result that will serve the searchers needs out of those millions of possible results.
Look at your website and ask yourself “Are my pages better than that million, two million, ten million results?”
As a website and business owner, dependent on Google searches you must constantly compete with other business’ content, network reach and relevance to appear as high in the ranking as possible. To be in the top ten - you have to be better than all of those other pages. You have to be the most unique, the most interesting, the most valuable, the most useful page out of those millions of results to rank number 1. However at Unthink, we have conducted small but qualitative studies that indicate that the optimal ranking, due to positioning within the average browser window is #3, not 2dn and not even 1st place! So as long as you get to hover around that magical #3 result spot you are doing amazingly great and your content/product is in high demand and optimal visibility.
Ask yourself a few more things:
Is this the best I can do? What words are my visitors using? Where else are they spending their time? Are they using mobile? Search prior or after a certain activity? The more relevant you can be means your website can become more interesting, more useful and shared more which means links of your site spreading and thus becoming more valuable to Google which incentivizes the search giant into ranking you higher.
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S.E.O. takes dedication!
Think about it, you don’t live in a vacuum and there tons of businesses trying to outsell you all while Google is tweaking their algorithms! So you must continuously strive to improve and maintain a level of relevance that is valuable to your potential market and to Google. (This is why most SEO experts will offer maintenance options, & so do we) Be constantly striving to improve your pages to make sure that you are competing effectively in this competitive environment that Google has set up. So always make sure that you have the best, most unique content - quality content that people are talking about and linking and sharing your site with others, and that will prove to Google that you are the best result out of those millions of pages that they can serve, and that’s how you get into the first results of Google.
Good SEO means good Marketing:
Here’s why
Think of Google’s algorithm like a collection of empty boxes varying in size. One box is labeled trust, another relevance, links from website to website, mobile friendly, design, content, authority, social engagement, how up to date it is, wording, etc. Your job as website and business owner is to place as many items relevant to each of the boxes. You have various sizes because Google ranks differently for certain categories. Although most of us don’t really ever know how heavy a ranking might be for certain categories knowing that you have to work on the SEO drastically improves your chances in satisfying the need for each category and thus making Google’s algorithm happy. There are literally hundreds or thousands of categories or boxes so is hard to miss, the real trick is the getting to be on the first page and staying there.
To start, many SEO experts don’t realize that they must understand your consumer, know marketing to better target and manipulate the image and lifestyle the customer persona embodies to find a possible gap in the market search results in Google and focusing on improving your SEO for that particular ‘niche search’. Many “experts” simply improve the ‘copy’ of the content but fail to engage the visitors once they are there, this is something Google’s algorithm notices as well and eventually ‘punishes’ you for it. Another thing that can harm is the over use of certain context or back linking, the algorithm is really good in knowing if you are aiming for cheap SEO tricks like adding a ton of random links to other websites to fake a certain level of ‘online authority’.
The Breakdown
Quality + Trust + Authority + Expert SEO Work = Good Google Ranking = Increased Sales
Thank you for reading,
Humberto Valle, MBA CEO www.Unthink.Me
