Why Your Page Rank Matters to Your Business

Creating a website can be cheaper than printing tons of brochures… and it doesn’t destroy any trees. You can update your website much easier than you can update your brochure, too. Best of all, you can save on mailing costs. Instead of mailing your brochure to customers and potential customers, you can email, text, chat, or post your website address (or URL) to whomever you want in any number of different ways. You can even put your URL on your car doors. Try doing that with a brochure.

The question is: Are websites more effective than brochures?

In this day and age, you can be confident that nearly everyone is online or can get online (thank you public libraries). If someone has your URL and wants to visit your website, they can. They don’t need your four-color tri-fold. All they need is your URL scribbled on a cocktail napkin or printed on a business card. Of course, reaching your potential customers can still present a challenge — and that’s where search engines and page rank come in.

Make Your Message Count

Websites can do so much more than brochures as marketing tools, if you play them correctly. Websites never wear out. They are online 24/7. Your website serves as an advertisement for your company when customers look for your products or services. How can it fail?

Your website only works if your customers can find it. We’re not talking about cryptic URLs, which can be a problem. We’re talking about finding your site through an Internet search. Chances are good that people will find your website, but only if it comes up on the first or second page of a search result. That’s considered a high search ranking, with the first page being the ideal, the “Holy Grail” of all business websites. If your website doesn’t appear until page three or four — or worse — forget about it and keep passing out your business cards and brochures … because that’s the only way customers will find their way to your site.

The Puzzle of Internet Searches

The Internet is fast and convenient — and that’s what people have come to expect. Internet users aren’t accustomed to wading through page after page of entries on Google or Bing. They want instant gratification. If they search for buggy whips, they’ll visit a site that comes up on the first page. They might shop around, visit one or two sites for comparison, but more often than not, they’ll buy from the first site they hit. If your buggy whip company isn’t listed until page three, you’re out of luck and out of a customer. And not that many people are buying buggy whips these days.

No matter how slick your site, regardless of how low your prices are, if you can’t get your website to be listed on the first or second page of an organic search — meaning based on a phrase naturally entered by someone looking for something on the Internet — your site might as well be invisible. In fact, it is.

When a person uses a search engine like Google or Bing, it begins an intricate process that weighs complex algorithms, paid advertisements, and many, many other factors to deliver the results — and the order in which they’re posted — in mere seconds. Worse, this process is subject to change without warning.

Solving the Search Engine Puzzle

You can hire a team of Internet marketing specialists, called SEO (or search engine optimization) experts to help you rank higher on Internet searches. They understand the intricacies and can advise you on different strategies for getting the best results. These strategies often work, over time, but SEO experts are expensive and often work for large companies who have large marketing departments.

Alternately, you can take matters into your own hands and play the same game. Learn as much as you can. Spend the time tweaking your website to find the magic bullet that jumps your website to the top of the charts, so to speak. But be forewarned: this is a time-consuming venture.

Fortunately, there is a real solution. Not surprisingly, it involves us.

How Search Engines Work: A Primer

Search engines ultimately want to deliver to their customers a list of websites that most likely help, websites most likely to contain the information, products, or services the person is searching for. Search engines are looking for sites with clear content, consistent and relevant information, and useful copy. In other words, they’re looking for websites that are clear and easy to understand. These are the sites most likely to deliver whatever it is the user is seeking, even if it’s buggy whips.

The complex algorithms the search engines use are merely ways to try to find those clear sites. Your website can be one of them. It starts with clear text on your site, with the right words and good images on each page. It continues with a constant stream of new material, delivered over time.

Why is new content important? Search engines troll the Internet for fresh content all the time, to keep its “index” up to date. If your website is static, search engines will never have a reason to check back, driving your site lower and lower in rank. If your website continues to deliver good, useful information week after week, it will naturally rise in rank, not to mention get readers involved and result in links from other sites.

So don’t go to all the trouble of creating a new website if you’re only going to use it as an electronic calling card. Instead, take advantage of the marketing power of search engines and drive new visitors to your site. Post new content on your site daily or at least weekly. That’s one of the keys to driving your page rank higher.

If you don’t have time to write new stuff every day — because you’re also trying to run your business — then contact Ray Access. That’s what we do.

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Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.