I Have a Website, Isn’t that Enough?

The Internet has been around for a number of years and some people remember when they created their first website. After they had a website, they put it online and waited for visitors to come to the website. They didn’t need to do anything else. That was then. We’re a long way from those days.

Today, when you put a website online, you can expect to see some good traffic coming to see what your website is all about. That’s because your website is NEW and Google knows it’s new. Therefore, it receives prominent position in the Search Engine Results Pages (SERPS).

Unfortunately, this won’t last for long. Because each day in the life of your website it is one day older. It’s no longer the shinny new thing on the Internet. So, it slowly begins to drop in the ranking on the Results Page. Then, it slowly begins to show up on the second page, the third page of the results. Clearly, a website isn’t enough.

Why?

Google wants to give its users a good experience when using their search engine. And old news is stale news. Ask yourself, “how often have I read yesterday’s newspaper?” Probably only the day it was published. Maybe you’ll look at the same newspaper one day after publication in case you missed something. But last week’s newspaper? Last month’s? Last year’s?

So, Google wants to see that your website has current information. You can easily accomplish this be making a blog entry every few days or a few times a month. Your website is now more current than if you did nothing. And this is when you begin to realize that a website isn’t enough.

But what about the existing content on your website? You should look at the metrics for who has visited your website, where are they from, and what did they do on your website. We talked about this in My Website Company Doesn’t Understand My Business.

If you know what content attracts the visitors you are interested in, then you should provide more of that same content. If you have products or services that you are trying to promote, then you should see how those web pages are performing and tweak them so that they perform better.

Exactly how do you “tweak” a web page? Ah, that’s where Search Engine Optimization (SEO) comes into the play. Your SEO developer will know what to look for and how to interpret the metrics for your website. In consultation with you, the website owner, he will guide you to create a plan to improve the visibility of your website and the web pages that you want noticed.

There are many tools that the SEO Developer has at his disposal to accomplish what he does. Foremost among those tools is his own knowledge and experience gained by working with websites, reading the many blog entries about SEO and attending national and international SEO conferences.

There is no quick and dirty answer to the question of what an SEO Developer does. You’ll get your best answer after the SEO Developer takes a look at your website. This is usually done through a process known as an “SEO Audit.” We are constantly auditing our clients on a regular basis but when we have new clients who want to know the SEO status of their website we perform an SEO Audit. This is the first step to take after you understand that a website isn’t enough.

Return to the steps in Everyone Talks About Search Engine Optimization

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