When the internet first came to homes across America, content was king. It was the Wild West, virtually speaking, when search engines, which were in their infancy, looked for actual long-strings and returned real content-based results. Then for a while, things got off track, with the search focus being put on competitive keywords and link backs. The end result of this was a lot of worthless information hitting the top pages of searches, and lots of unhappy searchers.
Now we’ve come full circle and content is once more on top. The process has been slow, in fact, only this year Google has started to rework their methods to re-emphasis true content. It is a logical progression that most of us have been anxiously awaiting. After all, when you search for a plumber you don’t care about how many links they have or how effectively they use the latest keywords. You want real information that is relevant to your search.
As good as this change can be for the searcher, it hasn’t been helpful for everyone, especially small to mid business owners. Some sites fell off the map while others just started to perform less and less well. If your thinking that your website has started to fail you, you might be feeling the effects of these search engine changes.
Are you not really sure where your site stands now? Here are some questions to help you evaluate your content’s performance:
1. Does your site have fewer visitors overall, a high bounce rate and brief page views?
2. Do you get frequent emails to common questions your site should answer?
3. Do you get frequent calls with questions your site should answer?
4. Are you getting no calls or emails?
If you answered yes to any of these questions, your website is likely struggling to be seen amidst these changes. Fortunately you can help improve your visibility without starting from scratch. A few strategies include:
- Rewriting your content with fresh keywords, utilizing long strings
- Adding some moving elements on your site, like Twitter feed and blog posts
- Changing out your graphics
- Changing your menu order
- Resubmitting your site to the major search providers
- Submitting your site to the up and coming search providers
Most importantly, remember that searches are like schools of fish, they change directions often and are hard to pin down. This means you have to be flexible and keep up with not just the way people search but how the search engine providers return those results. Today’s winning strategy might fall short tomorrow.