Written by Mat Taylor
Ever heard of Google’s algorithm updates, Panda, Penguin and EDM? These updates have caused uproar around the web and left many webmasters scrambling for answers as their products and websites have dropped rapidly down the Google search rankings.
Contacting Google directly to ask what is wrong with my site or why have you penalised me and not other similar sites generally doesn’t provide you with any direct answers and this situation certainly makes life more difficult for webmasters today.
You can understand why Google doesn’t address individual website issues with webmasters but they have been very open about factors they consider to determine a ‘quality’ website: you can read these factors here. I find it a really worthwhile exercise to go through this list of questions when analysing your site: you must look at your site from the perspective of an anonymous user rather than an over-protective site owner.
You’re the Expert!
There are too many factors to go through individually but I would like you to pay close attention to the following when creating your website:
- Does this article provide a complete or comprehensive description of the topic?
- Does this article contain insightful analysis or interesting information that is beyond obvious?
I see this as a challenge from Google: if you think you deserve a good ranking, if you think you are an expert in a particular field, well then prove it! Show off your knowledge on a particular subject and prove to us why you deserve a good ranking. Having worked predominantly with clients in the biotechnology industry where companies are based on specialist technologies I think this concept relates perfectly. Are you an expert on all things related to conjugating biologics? If yes, great, show off your expertise in this field and provide insightful analysis that is beyond the obvious.
It is very useful to pay close attention to your analytics data to continue to improve your website: look at your pages with high bounce rates and try to figure out why people are leaving your site and what you could add to this page to keep your visitors engaged. If the information isn’t what they are looking for, can you provide links to other pages that will provide that information? User experience is an important factor to consider: your aim is to keep visitors on the site for longer, view more pages, reduce bounce rates and increase conversion.
Pivotal Scientific offers a free SEO audit – please email us at firstname.lastname@example.org to find out more.