You probably have seen adverts from large Hosting Companies, showing you how quickly you can build a website, and in no time at all, your sales grow to become a multimillion dollar business. The implication being, “if you build it, they will come”.
If only that was true! Nothing is further from the truth, at least not in the internet world. These adverts are completely false and totally misleading.
The adverts are trying to convey the message “You build it, and they will come”. This is a misquote from the movie “Fields of Dreams”, as the movie script was in fact “If you build it, he will come” (you know, just one person)!! Ironically this would be the right quote to use in the adverts, because it would take a determined person to find you!
There is one good reason as to why you should not believe any of these adverts, and that is Google’s role in your Fields of Dreams.
Google Search
We all know, and begrudgingly accept, Google’s dominance in search. So you can build a website, but visitors won’t come unless you can convince Google that you are the go-to-place for the search term used by the users.
Yes, you can go for the Pay-Per-Click (PPC) option (signing a blank cheque to Google in the process), buying traffic for your website; but that is an expensive way of getting traffic. You need deep pockets that most startup and small businesses do not have.
What matters to Google?
There are over 1400 factors that contribute to Google’s Algorithm, but there are some major factors that are the foundation of the algorithm, and you have to get past these before you get to the finer ones.
These basic factors include:
Domain age
New domains are not deemed to be “Trustworthy” and have to prove themselves. Typically, a domain name with less than 3 years history has little chance of appearing on Page 1 of Google’s search results (SERP). Important to remember, this is 3 years of having a live website, and not registration with a holding page. Click here to Read more on this.
Authority
This is made up of multiple factors including the domain age, quality natural links, depth and breadth of content on a given keyword, as well a reputation. The more pages and content you have on a specific keyword, the more authority you will gain. So when you hear SEO practitioners talk about “Content is King”, they are talking about depth, breadth, and relevance. Click here to Read more on this.
Relevance
You must have relevant content to the keywords that are being searched. Without relevant content, you will not be selected. This sounds like common sense, until you realise how many website owners expect their website optimised for search engines, without a single page of content on the subject! Remember, a single page written 7 years ago won’t do it either, which is why you hear a lot about “Fresh Content & Original”, so no copying of content from elsewhere. Click here to Read more on this.
Quality Links
Links to your website from trusted and Authority websites increases your score for Relevance and Authority, so you must be selective about who links to your website. A few years ago Google introduced penalties for links to your site from websites with poor reputations, including link farms. Whilst we may think this is unfair, as you do not control who links to your website, it means you have to denounce the links that you do not wish to be counted! Unfair, costly, and time consuming, but Google calls the shots here! Click here to Read more on this.
SSL Certificate
A few years ago Google unilaterally decided all website should have SSL encryption, whether they were processing payment or not. Again, this surprised many internet professionals, as there is no real benefit if you are not processing payments, but Google decides on their algorithm, so we suggest you don’t try to prove them wrong! Click here to Read more on this.
Server Reputation
Google has a good view of what other websites are hosted on your server, and they care a lot about the reputation of the hosting server. Low quality websites, spam websites, adult websites, etc., damage the reputation of the hosting servers, which is why some hosting companies have very strict “Terms of Use”.
What doesn’t matter to Google?
There are lots of things that Google does not care about, so it is important not to waste your time worrying about them, or spending money on them. These include:
Website’s Aesthetic Design
The look of your website is subjective at best, but Google doesn’t care about it at all. Whilst it cares about the quality of code, speed your pages download, and logical connection of your content; it does not care about your website designer’s artistic prowess. After-all, beauty is subjective, and Google is not interested in subjective matters.
Website Technology
There is a lot of misinformation about Google’s preference. Some claim WordPress is Google’s preferred engine, and some make other claims. This is complete nonsense. Google is concerned about the quality of your code, page download speed, and clean server (no malware & good reputation), but what technology you deploy to design your website is not of any interest to Google. Just one exception here, Google has never been keen on Flash, due to security and the fact it cannot be deciphered by Google.
Domain Registrar
Some companies claim that they are preferred partner for Google, but in reality Google doesn’t care who you register your domain with. So don’t fall for that little number.
Summary
The adverts you see on TV claiming rapid success from a brand new website are all fallacy. Your website needs professional knowledge to identify the right keywords for your business, the right domain name, relevant content, good design; but it also needs time, patience, and continuous expert care and adjustment to deliver results.
Contact us to find out how we can help to get the best from your website.