So your website is a little out of date and you’ve slipped from page one on Google. Don’t stress; chances are you just need to blow out some of the cobwebs. The design and development of websites has changed substantially in the past few years, let alone how Google looks at and ranks your website. For starters, if your website was built pre 2015, then the html it’s built upon is most likely already out of date.
So, before you jump into spending money developing an online marketing campaign, we suggest you get your website and its content checked out. This way we can ensure your website has the most appropriate and engaging content, so when/if you develop and run an online marketing campaign, you are maximising the user engagement, and therefore getting the best bang for buck.
There are a few key things that Google looks for today when it’s ranking your website against your competitors. The number one thing is quality and up to date content. Google likes to know that your website is relevant. So, if a website hasn’t been updated for a long time it classes that website as having old information that isn’t relevant and therefore drops its Google rankings.
To be relevant, website content needs to be updated on a regular basis and it needs to be developed around keywords for your industry. Quality content created specifically for your intended user increases website traffic to no end. You have probably heard people talking about blogs—these are being used as a way of easily adding relevant up to date content onto websites. While we understand this is not for everyone and not everyone has time for this, it can be a very valuable process.
Unfortunately however, no one can control how Google will rank a website and it will take a while to move up the rankings. So once the above three stages are complete it will take time for Google to find your website again and move you up the rankings. It’s never an instant or guaranteed thing—and don’t believe the people who say they can magically make you hit page 1 either!
Following making the above changes and adjustments to your website, you can then look at developing a Google Adwords campaign. The campaign would be developed around the pre-determined keywords and would be designed with the website’s landing page in mind. An Adwords campaign directs people to a specific page on your website, this page needs to Ωretain the user and have the information the user wants to read. If this page doesn’t hold their interest for long enough and they go back to the search page, Google again classes your website as not having relevant information. This is when they really start charging you—sneaky we know!
So don’t be daunted by the big world of web. With a little bit of guidance, it can be a very powerful ally.