“Why Doesn’t My Website Rank Better in Google?”
Website marketing means driving more customers to your website. Google is by far the most popular tool on the internet used to find websites. When a search is performed, Google will rank websites from most relevant to least. The most logical questions then follow:
1. “Why doesn’t my website rank better in Google?”
2. “What can I do to rank better in Google?”
3. “What search terms are best to rank for in Google?”
Part 1. “Why Doesn’t My Website Rank Better in Google?” Relevancy and popularity.
There are several common explanations. Some are purely technical, which require experience to discover, and must be assessed case by case. However, there are some universal rules which in almost all cases are satisfied by websites favoured in Google rankings.
Google wants to rank the websites which are:
a) most relevant to the search term
b) most popular to internet users.
If you type a definition (or search) in Google, and your website doesn’t appear in the highest listings (it doesn’t “rank”), it’s because it doesn’t meet the two criteria listed above: Relevancy and popularity.
a) What makes a website more relevant in a Google search?
The easy explanation: the more often Google returns a relevant result, the more likely more people will choose to use Google. Google does this by reading a website to learn what search terms the website should best be ranked. Google can only read the written content. Therefore those websites which deliver a greater depth of relevant written content usually top the rankings.
b) What will make my website more popular to internet users?
Popularity of a website is generated exactly the same way as the popularity of a traditional business. The more places the business is listed, the greater the likelihood new customers will hear of it. Equally, the more referrals a business gets from other companies, the higher the popularity index. Google judges your website’s popularity, credibility, and ranking by judging and counting what and how many other websites link to yours. These websites linking to yours must be chosen carefully. Google will often (and without notice) penalise any website with bad links. Choosing the websites that will provide the most credible links can only be guaranteed by an experienced Search Engine Optimisation specialist.
Conclusion: Reasons for a poor ranking can only be accurately assessed on a case by case basis. Your website may have technical flaws which must be corrected. There are common guidelines to follow, but none which guarantee ranking at the top of Google.
… or call us on 1300 769 784 to learn more.
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Part 2: “What Can I Do To Rank Better in Google?”
The purpose of a better Google Ranking is to drive more traffic to your website, from the people you want. The two most common methods are Adwords (Pay Per Click) and Search Engine Optimisation (SEO)
a) What are Adwords (Pay Per Click)?
Adwords are paid advertisements in the Google rankings. Website owners can choose to pay a search engine such as Google for a listing with other advertisers. Google rankings are divided into two halves. The results on the left side of the page are the natural (or organic) rankings. Listings here are more trusted and clicked more often by the vast majority of users. On the right are the Sponsored Links, or Adwords, on which advertisers can pay to list (see graphic).
Google has never and does not charge fees for listings on the left side (natural/organic) rankings whereas Adwords are predominantly ranked on which advertiser is paying most per click.
Advantages of Adwords:
- Ability to list in a wide spread of search categories.
- Immediate results
Disadvantages of Adwords:
- Fewer users click/trust Adwords listings
- Rankings open to bidding. Competitors can choose to pay more for a better Adwords ranking. Amounts per click increase with competition for Adwords ranking, increasing costs.
Conclusion:
In practice, most website owners resort to paying for Adwords because they have been unable to rank their website in the natural (left side) listings, despite gaining a lot of advice and great investments of time and effort. However, Adwords are a very important component to any overall Website Marketing strategy.
Melbourne IT offer Adwords Management, which administered by our Google Qualified staff, can improve the quality and quantity of leads generated by an Adwords campaign, at a greatly reduced spend. To enquire about Melbourne IT Adwords Management: Call 1300 132 838
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b) What is Search Engine Optimisation (SEO)?
Search Engine Optimisation describes the process of modifying a website to improve its ranking in the search engine natural (or organic). Unlike the Yellowpages, no major search engine will accept payment for prioritised ranking on its main (natural) listings. And because the natural (left side) rankings are impartial by definition, no SEO company can legitimately guarantee an exact search engine ranking result.
What specific measures can be implemented to boost a website’s Google Ranking?
a) Identify and Fix all technical flaws that currently cause any Google ranking penalties
b) Increase credible inbound links.
c) Increase relevant and useful written content.
d) Update and Add content often, again and again.
e) Give users a reason to pass on your website to friends
Advantages of Search Engine Optimisation (natural ranking improvement):
- Access to by far the greatest source of traffic on the internet, period.
- No charge per click
- No ongoing fees
- High natural ranking = credibility
Disadvantages of SEO:
- Ranking cannot be guaranteed
- Results not instant
Conclusion: The single common denominator of all successful websites is a great Google Ranking. When there are often millions of pages on the web with the same content as yours, fitting into the top 10 places of the Google first page results rarely happens without implementing a smart, deliberate strategy. Now a Google ranking is so important, SEO has become basic, best practice. The majority of websites without SEO will probably never rank for any worthwhile search, the result of which is usually very few visitors.
Part 3: “What Search Terms Are Best to Rank for in Google?”
The difference between a Google ranking on bad search terms versus good search terms is like the difference between opening a shopfront in a deserted alley versus a busy street. An example: two search terms, “byron bay accommodation” and “byron bay holiday villas”. Both terms seem logical, but one term is getting thousands upon thousands of monthly searches, the other nearly none. Which would you prefer to be ranked on?
The best search terms have:
a) Good traffic
b) Target the right profile of people
Conclusion: How many and what search terms on which a website ranks well influences the amount, demographic, and end result of traffic into your website. There is also a difference between good search terms versus great search terms. Without the proper tools, resources, experience and cutting edge knowledge, discerning the difference between bad search terms and great search terms is very difficult.
If you wish to learn more about Search Engine Marketing, Melbourne IT is running a series of seminars from September 07.
Enquire about a Melbourne IT Search Engine Marketing Seminar … or call us on 1300 132 838 to learn more.
Written by Stephen Kep, Senior e-Business Consultant, Melbourne IT
September 11th, 2007 at 2:54 pm
I know what your saying and understand the implications of SEO etc But I run Not a small Business, But a Micro Business My Ad dollar is stretched to breaking point most of the time. The business I am in is extremely competitive and so the cost of contant PPC and ongoing SEO, Adwords etc is prohibitive to a lot of us. And not All micro businesses want to someday become Maxi businesses, they just want a bit more traffic flowing their way at rate they can handle at low cost, Are any suggestion you can make that don’t always end with a call to action on your part to have MIT run things for us ? A simple try this & that and if that improves traffic, great, Then Call US (MIT) to come in and help further the cause. Thanks for a great newsletter, I appreciate the forum which you provide and enjoy your articles, Ron Gallagher (Funbiz)
March 5th, 2008 at 9:23 pm
I know what your saying and understand the implications of SEO etc But I run Not a small Business, But a Micro Business My Ad dollar is stretched to breaking point most of the time. The business I am in is extremely competitive and so the cost of contant PPC and ongoing SEO, Adwords etc is prohibitive to a lot of us. And not All micro businesses want to someday become Maxi businesses, they just want a bit more traffic flowing their way at rate they can handle at low cost, Are any suggestion you can make that don’t always end with a call to action on your part to have MIT run things for us ? A simple try this & that and if that improves traffic, great, Then Call US (MIT) to come in and help further the cause. Thanks for a great newsletter, I appreciate the forum which you provide and enjoy your articles, Ron Gallagher (Funbiz)
March 6th, 2008 at 1:05 pm
Hi Ron
There’s lots of handy tips in this blog. Try these ones:
http://www.successbox.com.au/online-marketing/four-online-marketing-essentials/
http://www.successbox.com.au/online-marketing/how-to-pick-the-right-keywords-for-seo/
http://www.successbox.com.au/online-marketing/should-a-small-business-blog/
http://www.successbox.com.au/website-tips/tips-for-creating-a-successful-website/
http://www.successbox.com.au/website-tips/how-to-get-high-quality-inbound-links/