Here at Lieberman Technologies, we talk a lot – both formally and informally – about website performance. One of the more common questions we receive is, “Why isn’t my website showing up in Google search?”
There can be a number of reasons why a website wouldn’t make it to the coveted first page of Google search results, but often the central issue is SEO.
Search Engine Optimization – SEO – is critical if you want to get your site in front of the right audience. The aim of SEO is to reduce the amount of time spent in search for a relevant answer to a query, aka leading your audience right to your doorstep. But there are a lot of things that can get in the way of a solid result being returned.
- Ignoring social media – Social media is where most consumers spend their time online, and not having a presence on the channel(s) they frequent works against your business, particularly since social media links continue to grow in importance for search engine visibility.
- Duplicate content – Content that can be found in multiple places on your website can be confusing to the search engines crawling your site. Make sure your pages aren’t competing against each other for position in search engine results. You probably already have enough external competition.
- Not reviewing SEO regularly – Taking the time to review your SEO can help expose potential issues that affect ranking; without a regularly-scheduled audit, problems may never be addressed.
- Not using redirects – Have you moved or eliminated pages on your site? Have you have recently changed your content management system? Many factors can lead into some URL changes and there is a right and wrong way to communicate that to the search engines. Failure to do so could lead to a long-term loss of your previously-earned link equity.
- Not providing a site map to search engines – A sitemap tells search engines how your site content is organized; without this information, a crawler may struggle to intelligently crawl your site. Most search engines prefer an XML-formatted sitemap.
- Poor internal linking – Linking across pages internally allows search engines to get a better assessment of what your site is all about (aka, topicality); without internal links, it’s not as clear. What’s more, internal links improve the crawlability of your website. Don’t make the search engine crawlers work too hard — they don’t stay long.
- Improper Open Graph images for social – If you are making your content available for sharing on social media, having the appropriate images to accompany this content will help drive interest and enthusiasm. Having your company logo as the default image for everything that’s shared is a sure way to cool what might otherwise be a growing spark of interest in your content.
- Not taking advantage of analytics – Analytics exist to give you a picture of how your site is performing, and ignoring the information they provide won’t help you to improve your results.
You can spend a lot of time and effort in making your site attractive and functional, but at the end of the day, those efforts are incomplete if you’re not also paying attention to SEO. Look at your site with a more critical eye and correct issues like the ones listed above. When you make it easier for the search engine crawlers to crawl your site, the search engines ultimately make it easier for your audience to find you.