Today’s businesses won’t survive for long without a website. Your website is your brand’s presence online and should demonstrate how your business can add value to potential customers. However, getting online by creating your website is the easy part, ensuring people see it is where it becomes more difficult.
75% of people will never scroll past the first page on a Google search.
While you’ve probably heard of SEO and how it can help boost your ranking on the Search Engine Results Pages (SERPs), you don’t have to invest in an expensive campaign to get here.
Google receives over 63,000 searches per second on any given day. So you know how important it is for your website to be there when people are looking. The following are some of the reasons your business may not be appearing on the first page of Google and some of the steps you can take to combat this.
You Haven’t Set Up Google Accounts
If you haven’t set up a Google My Business, the search engine giant may not know you exist. This is quick, free, and simple to set up, so absolutely every business should have one. With a Google My Business account, you can list your hours, website, address and upload photos, so you are in control of how users see your business. Your Google My Business account works with Google Maps to show your business on page one of Google to local searches looking for your products or services.
It’s also a good idea to set up Google Search Console, which was previously known as Google Webmaster Tools. This is a dashboard that can give you insights about what people are searching to find you and how Google is crawling your pages. This can allow you to better optimise your website for search.
Your Site Isn’t Well Optimised for Search Engines
Search Engine Optimisation can be complex, but there are things you can do to boost your rankings without having to hire an SEO specialist. One of the first things to consider is your website load time, as this is a major ranking factor for Google. If your website has loads of large pictures or videos, it is likely to be slower to load. You can check this on Pingdom.
Another main factor to consider, is your website content, which should be optimised for both searchers and search engines. On-page ranking signals include the page content, meta descriptions and alt tags. Your keywords should be used across all of these to ensure your website ranks well on the SERPs.
Your Keywords are Too Competitive
Every business has competitors, and yours are likely to be online, targeting the same keywords that you are. This makes means you are effectively competing with others in your industry for your position on the SERPs.
You don’t need a complicated SEO strategy to work out how to fix this problem. Google Ads has a Keyword Planner tool that lets you research keywords that you want to rank for. It will then give you their monthly search volume, difficulty and level of competition, as well as suggesting other closely related searches that may be relevant for your business. The next step is to insert your chosen Keywords effectively in your website content.
You’re Not Running Paid Ads
It can take a while to see results organically on the SERPs, so paid advertising can give your website a boost. Google gives its top three positions on its SERPs to paid advertisers, displaying ads that are related to their search query. This works by advertisers bidding on certain keywords in order for their clickable ads to appear in these paid ads spots.
Paid advertising is an option for most businesses as you can start with any budget. As you only pay when someone clicks your ad, you’re only spending on visitors that are interested in your products and services. Once your ads have been running for some time, you can start to work out what keywords, ad copy and landing pages are working, and optimise your campaigns for more conversions.
You Don’t Have Any Reviews
Reviews are significant ranking signal for both local search and organic results as they impact how searchers see you online. Depending on your business, there are a number of ways you can get reviews. Consider signing up for a Yelp account, or get a Trip Advisor account if it is relevant to your business.
You should also encourage customers to leave a Google+ rating, which will appear beside your Google My Business listing, with a star rating for the business. These review can also be added as testimonials your website to provide social proof for your products and services.