So, you’ve tried everything you can to optimise your website for your most important keyword phrases but you still can’t seem to get it to come up on the first page of search results? Is your website – and your bottom line – doomed? Not necessarily. Here are several reasons why your site may never make it past the second page or so of search results.
Does Your Site Deserve To Be There
Sometimes, you just shouldn’t expect page one results because your business model doesn’t fit into the standards set for page one results. This may be because your business is very small in regards to inventory, it is geographically limited, or it serves an undersized niche. Maybe you haven’t been focusing on Internet marketing, relying instead on word of mouth or a bricks-and-mortar location to provide the majority of your profits. Maybe the keywords you are targeting are just too competitive. In any case, some businesses will simply never get to page one because they don’t fit search engine requirements for that phrase. It may be time to look at your keyword and marketing strategy and refine it.
Here’s another reason your site might be suffering from the page two blues: your company is competing with large, nationally recognised brands. Let’s face it, if your company offers surfing products, you will have a difficult time competing with a retail giant like Billabong; the big company simply has more marketing dollars to spend and a brand that is already well established. You will need to carve out your own niche and do your best to brand your company to the right target market.
Google seems to give priority to diverse types of information for a particular keyword on its page one results. If you type in the search term “high definition television”, for instance, you are likely to see a wide range of information on the first page of results. This range will probably include sites where you can buy a TV, reviews of major brands, a video and/or image result associated with HD televisions and perhaps a news article or blog post. The more diverse you make the content on your website and the more you market via social media sites, the better your chances of showing up sooner.
Concentrate On Your Niche
When it comes down to it, many small business owners actually focus on the wrong keywords. Their pages will never get to Google’s page one of search results because they are optimising keyword phrases that are too competitive, or don’t get enough search traffic, or simply don’t accurately describe their niche or their unique selling proposition. Focus on the right keywords and you may find your site ranking higher than you first thought! Don’t forget to think like a searcher!
It’s not always bad when you can’t get to page one of Google search results. Sometimes it takes more effort and more money that your company has to spend. Other times, you may just be focusing on the wrong things. The bottom line is that your bottom line is the key indicator of business success and you’ll want a diverse set of SEO strategies to help you reap the rewards of SEO. Need help? Contact our SEO Adelaide office or fill out the form on this page for a free SEO quote.