Shortly after a website goes live, the owner starts looking for their site among the Google search pages. If they can find their site, it soon dawns on them that their sites is a very long way away from the first page of search results and that there are many, many competitors in their field.

This raises the question:

“How do I get to the top of the search results?”

The owner concludes “If that happened, my phone would ring with enquiries and/or my email inbox would start filling with orders”.

Sounds like a simple enough question – but the answer is by no means straightforward. Search engines use rules to rank websites. These rules are part of an algorithm (formula) that determines how sites are rated against each other. There may be more than 100 rules in a search engine’s algorithm.

Here are some examples of a rule:

  1. If a site links out to web sites or web pages with a high Google Page Rank, reward it with a better position.
  2. If a site has had a domain name continuously registered for 10 years, and a competitor site hasn’t, reward the long-standing site with better position.
  3. If a site has an unreciprocated (i.e. one-way) inbound link from a page with high Google PageRank, reward it.
  4. If a site repeats a certain word or phrase, and especially if this word is found in link labels and headings, give that site better position on searches surrounding that word or phrase.
  5. If a web site changes regularly, i.e. is “fresh”, reward it.
  6. If a site links to a spammy, free-for-all links page, punish it.

… and so on and so on. Webmasters do not know exactly what all the rules are. They can not know, by definition, because search engines keep changing their algorithms in an effort to deliver the best results to people who are doing searches. Also, this formula is the basis of their intellectual property, and they are not about to tell the world how it operates.

Having said that, the web development community tests different approaches and can confirm some general rules.

So if sites are ranked by a series of rules, maybe more than 100 in total, what should you do to get better performance on search engines?

Well, here it is in simple terms:

  1. You need to change and update the content on your site very frequently… hence the trend toward blogging (article writing).
  2. You need to foster inbound links from websites with 4-5 Google Page Rank to your site. These links have to be themed – that is, allied to your topic in some sense. Linking out to top resources related to the website will help, too.
  3. Your site needs to be “optimized”. For the sake of brevity, this means making all of the text content of your website accessible to search engines, and making sure that your text presents the main keywords in your topic area over and over again.
  4. You need to build an audience around your website. This can be done with an emailed newsletter, Facebook page, Twitter feed and blogging. People are looking for interesting current content or commercial offers.
  5. You will need Google Adwords to get traffic to your site immediately while you apply other, slower strategies to get moving among the “natural” results.

That all sounds pretty time-consuming, doesn’t it?

But our company offers the solution.

We are offering you a bolt-on web-marketing programme priced for your budget. Each programme has the following activities, and each of these will be tailored to your requirements:

  1. Blogging and content creation
    This is adding a dynamic (ever-changing) section to your website, and populating it with articles (sourced by us or written by you).
  2. Google
    Leverage the AnalyticsWebmaster Tools and Local Places provided by Google to monitor your web site, check the health of your web site and pick up local, hand held searches.
  3. Mobilise
    Make a mobile/tablet friendly “responsive” version of your web site.
  4. Inbound Links.
    This is fostering inbound links from pages with established Google Page Rank.
  5. Email marketing.
    This means building spam-law-compliant lists of contacts, and making relevant offers to them.

None of these things are particularly new – it is how they are combined, integrated or connected to your site that is special.

We will be taking an integrated approached: your email marketing will be integrated with your website and blog, for example. The exact science of what we will be doing for you is not disclosed on this web site. That is about our competitors, not you.

In Summary:

You have a website. Presently, it delivers few sales and is not performing well on search engines. In other words, it has a poor return on investment. Your time is best spent on your core business, and you want to outsource marketing of your website to a company with many years experience in building and positioning websites. You can pay to create traffic to your site, driving sales.

If that sounds like the best way for you, then contact us today!