Last week I had a meeting regarding a branding project with a client I have in Cheltenham. As we were discussing the project, our attentions turned to their website, and ways in which we would incorporate the new brand elements.
Whenever it comes to websites, I am always interested in how the site is performing for the client. I asked, “where do you rank?”, “Number 1 on Google,” the client responded. “Wow, impressive” I answered. “For which search term?” I enquired. “Search term?” the customer said, needless to say, alarm bells started to ring at this point. It turns out they did rank number 1, but only for their business name in the UK. An explanation was required.
They are right, if you search their business name, they are indeed number 1. However, what about everyone who doesn’t know your company? It is a pretty safe bet; there is probably more people who have not heard of your brand than have. Unless you happen to be Apple, Coke or Microsoft. I would suggest they may start by searching for a product or service. They may even add a location if the requirement is local. Searching the service will give you a far better indication of how easy it is to find your business. For my client, unfortunately, they did not rank in the first 100 pages. I do not believe a potential customer would look much past page 4?
So this started me thinking, if you do not understand how search engines work, then it is entirely understandable that many companies may believe they rank very highly because they are searching for the one unique aspect of the business. The company name.
Find your actual position
The easiest way to find your actual position in search engines is to use one of the many free tools online. Either search your preferred search engine for a term such as, ‘check my ranking’, or, here is a free tool. It is pretty self-explanatory, input the search term and domain address and your results will be displayed. My favourite is SEMRush as it gives you positions of all keywords found on that page, it also offers other keyword suggestions, you can even check to see where your competitor ranks for that keyword ;).
Now you know your ranking position you can take appropriate action if required. You may offer more than one service or product, so it is worth checking those as well. Knowing the position is one of the bare basics of Search Engine Optimisation (SEO), it’s the starting point from which you can build.
Action is required
If your site is not ranking very well for a particular word or phrase, action is required. Rewriting content with keywords inserted would be a good start. Research may be needed, what if all of your competitors are using the same keyword?There may be easier phrases which are more relevant to your business. What about Page Speed? Is your site loading as quickly as it could? Is the site mobile friendly (often referred to as responsive)? The list could go on.
The point of this post is if you haven’t guessed so far, that it’s very easy to make assumptions about your website; it’s worth spending time looking into where you rank being one example. If you do not know, you could be missing out on an excellent revenue stream.
SEO can be tricky. If you would like to gain a better understanding, by all means, get in touch. I would be happy to offer some pointers.