Does Your Website Have a Good Name with Google?
What is a name?
An ancient proverb found in the Bible book of Ecclesiastes (7:1) states that “a good name is better than fine perfume.” An alternate translation of that goes this way, “A good reputation is more valuable than costly perfume.”
Now, I am not here to get all preachy. Not my purpose at all. But this does illustrate how a reputation follows us through life, just like our name.
Few stop to think about how our name gains a reputation online. Yet it does, both in the eyes of readers and more importantly, the search engines.
Can a Website Gain a Reputation with the Search Engines?
The short answer to this is yes. The long answer is also yes.
The point is, search engines have a form of AI built in and they remember. Rather than calling them search crawlers or spiders, they should rather be called search elephants. Their memories are just as lasting.
If a website was poorly built many years ago, it will continue to perform poorly unless the right steps are taken to fix it. If a site is rebuilt well, it will continue to perform poorly for some time.
This is partly because early in the development of a website, the search crawlers learned how often content is added. If content is added infrequently, the crawlers decide how often to scan the site. This is to reduce the workload on the programs and the expense of computing space.
Thus, if a website gains a poor reputation early on and no radical changes are made, that reputation follows. That is the downside. It will take the crawlers some time to learn that the site has made changes.
What Can be Done to Regain a Good Name with Google?
On the upside, Google is very forgiving. If a website has failed to gain traffic, there are many things which can be done to turn it around.
The first step is to find out what is wrong. If a website has no traffic, this can be difficult, but not impossible. It is just time-consuming. Getting set up in Google Console can provide valuable insights into searchers habits and where the site is positioned. For this to be useful, though, the site needs to be getting at least some traffic from search engines.
Setting this aside for a moment, one of the best things to do is go through every page and update the information. If no updates are possible, add more content. And make sure there is enough content on the page to merit another look by Google.
At one time, website owners were advised to create pages at least 700 words in length. Today, a website is best-served by providing enough written content to adequately answer any questions a reader would ask. This usually runs near 2000 words.
Next, if the site does not have a blog, add one. A blog will do two things if used right.
First, a blog will trigger a notice to the search crawlers that they should check for new content. Generally, search crawlers will scan the site once a week until they know how often the site will add new blog content. If content is added sporadically or rarely, the crawlers will back away from crawling the site.
If new blogs are added regularly, the crawlers will scan the site often. I once had a site where the crawlers picked up on a post within 20 minutes. I know, because it went viral 20 minutes after I posted it. That was fun. That was my first, though not my only. But that is the one I remember most.
What is The Most Important Thing You Can do to Regain a Good Name with Google?
Next, provide readers with value. Give those searching for what you offer a reason to come to your website.
If you have a law firm website in say, Lake Charles, Louisiana, stop using cookie-cutter content creators such as the big names in Law writing. The big names (you know, the publishers of Law Books) do not create valuable content. Instead, they take a cookie-cutter approach to every site adjusting it slightly per state law. The result is thousands of websites in a given region that all sound alike. The ultimate result is that the search engines cannot distinguish your site from any other site.
Instead, step away from that approach and answer the questions readers in SWLA are really looking for. Give your readers, that is, your local target market, valuable information. Show them you are a local expert by what you write.
Do this and the search engines will quickly learn that your website stands out among all your competitors, whether you are in Calcasieu Parish or Allen, Jennings, LA or Sulphur. You will gain a good name with Google and your reputation locally will grow. In turn, your reputation with the public will grow and in turn, your legal practice will grow.
This same approach can be followed by plumbers, doctors, roofers, really any business with a website. This is why, at Oakes Writing Website Services, everything we write is original. Every post or page is designed to answer common questions local markets seek without adding fluff.
If you need help creating content for your website, get in touch using the form below or by calling 337.660.4774 right now. Even if all you would like are content ideas, we can help. Be sure to ask about our Editorial Calendar service.