It's an unfortunate fact – no matter how good your search engine optimization company or in-house talent
is, brand new websites have a more difficult time achieving search engine success for competitive phrases
than their older counterparts, particularly on Google. However, the worst thing that a new site owner can
possibly do is presume that they are "too late to the game" and decide not to pursue this marketing channel
at all. A good search engine optimization company should be able to effectively work with a new website;
setting the foundation for a remarkable success story while still achieving steadily increasing short-term
benefit.
The Issues
There are many reasons why new websites face an uphill battle. What follows are only a few of the major
stumbling blocks:
The Google Sandbox
There is much debate as to what exactly the Google Sandbox is, and even debate as to whether it actually
exists. However, recent patent filings on behalf of Google would seem to confirm that one of the factors
that Google will take into consideration when deciding how websites should rank is the age of the domain
name. More than one search engine optimization company has noted that there seems to be a penalty assessed
to new websites, especially those that seem to gain too many inbound links, too fast. This is all conjecture,
but this would make sense. Inbound links factor largely in Google rankings, and therefore many sites that
were already popular in Google began selling links from their sites based upon that popularity (a practice
that goes against Google's terms of service). However, text link buying is very hard to police. The Sandbox
makes sense in this scenario, because Google seems to be saying "we may not be able to stop people from buying
text links, but they are going to pay a pretty penny for them before we'll give them any ranking boost because
of them." This is more conjecture, of course, but it is a popular theory in numerous search engine optimization
forums.
Lack of Links
Unfortunately, here, a new website is faced with the opposite problem. Links to new websites are called into
question, but without incoming links, a new website has a slim chance of performing well on Google. This
Catch-22 is obviously a sore spot for many owners of new websites.
Trustworthiness
For many years, a common search engine optimization company strategy was to set up numerous new websites all
for one company, each geared toward targeting a different search term. This was largely due to the fact that
search engines used to place a much higher importance on the home page of a website, rather than interior
pages. Over time, search engines caught on to this trick, and as a result new domains are now looked at more
skeptically. The prevailing wisdom seems to be that while it is relatively easy and inexpensive to set up a
new website that targets a certain term, a website that has been around for much longer and has a breadth of
content has much more to lose and is less likely to attempt to "game the system".
The Solutions
Does this mean that you shouldn't hire a search engine optimization company to work on your new website? Not
at all. In fact, it is in the very beginning of your website planning that a long-term strategy should be
put into motion – a strategy that still offers positive results in the short term.
Before You Build
It is important to get your search engine optimization company involved as early as possible before you build
your new website. Not only are there many technical issues that you should be aware of before you begin design
(such as linking architecture, types of text to use, and balancing your SEO efforts with your brand), but there
are also strategies that can be set in motion at the outset that will counteract some of the stumbling blocks
listed above. If you involve your search engine optimization company after you have built your new website, much
of the work you have done will likely need to be redone with a long term strategy in mind.
Targeting Appropriate Phrases
A good search engine optimization company will tell you that targeting highly competitive phrases with a brand
new website can be an exercise in futility. However, this does not mean that you cannot achieve initial success
on search engines. The trick is to target less competitive phrases at the outset, and to begin tackling the more
competitive phrases later. For instance, let's assume that your company makes custom widgets, and that "custom
widgets" is a very competitive search phrase. A search engine optimization company working on your new site might
recommend that you instead target less competitive variations of the term, such as "custom made widgets" or "custom
widget manufacturing." Since these terms are less competitive, you will be more likely to obtain high rankings
for them with your new website. You can thus enjoy highly targeted traffic in the beginning of your campaign and
eventually target more competitive and popular phrases as your site gains traction, quality inbound links, and a
reputation for usefulness.
Make Your Site a Resource
A quality search engine optimization company will encourage you to turn your new site into an industry resource.
You can do this by providing educational content about your industry in the form of articles, whitepapers, and
other forms of non-biased content. There are many benefits to this approach, one of the primary being that such
content attracts inbound links without any effort on your behalf. In addition, such a resource area builds your
credibility in the eyes of your potential customers and serves to educate them in all stages of the buying cycle,
so that when they are ready to make a purchase, you will likely be first in mind.
Build Links
While making your new site a useful resource is a great way to attract inbound links, this does not mean that
you shouldn't also be seeking them out. Your search engine optimization company should get your site included
in many general directories (such as the Yahoo directory and Business.com) but, even more importantly, in
directories that are specific to your industry. Not only do these links help to boost your search engine rankings
over time, but they are also a quality source of targeted traffic.
Keep Your Content Fresh
A search engine spider will revisit your site frequently if your content continues to increase and evolve
frequently. A site that has been optimized for three years with no changes to its content will usually not
fare as well as a site that has content which is consistently updated. It's as if the search engine is saying
"Well, this old stuff still looks good, but it certainly isn't the newest stuff out there about this topic."
This so-called "freshness factor" can have a large impact on rankings, particularly with new websites.
Although it may seem that achieving search engine success with a brand new website can be a daunting prospect,
it needn't be if done properly. Hiring a skilled search engine optimization company is a good first step.
There's little use in lamenting the difficulty before you, or feeling that you have already fallen too far
behind to begin. As an old Chinese proverb reminds us, "The best time to plant a tree was 20 years ago. The
second best time is today."
About The Author
Scott Buresh is the CEO of Medium Blue, which was recently named the number one search
engine optimization company in the world by PromotionWorld. Scott has contributed content to many publications including
Building Your Business with Google For Dummies (Wiley, 2004), MarketingProfs, ZDNet, Organic Rankings, WebProNews, DarwinMag,
SiteProNews, ISEDB.com, and Search Engine Guide. Medium Blue serves local and national clients, including Boston Scientific,
DS Waters, and Wake Forest University Baptist Medical Center. Download Medium Blue's latest exclusive whitepaper,
"Adding Search to Your Marketing Mix," for more insight.
