Why is it becoming harder to attain top page positions for keywords on Google?
The production of a top quality internet site as the only means of internet marketing to promote your company on the internet is unlikely to be effective any more. It also needs support from
– web link power acquisition
– regular postings to add new quality information
– use of social media sites.
1.There are two new sets of variables in the ranking algorithm (program):
a) Quality Score. Google gathers individual signal information to evaluate the usefulness of a page on a particular keyword. A small amount of time spent on a site, the bounce rate and going back to Google to look at a different site for the same keyword would suggest low quality (Viniker DA ).
b)Digital Footprint. There is evidence to show that enlarging your digital footprint with new posts, blog comments and the regular use of excellent quality social media including Google +, Facebook, Twitter as well as LinkedIn favourably impacts positions (Peter Simcoe).
2. The number of competitors is increasing. There were 2 million websites in 1998. In 2010, there were 200 million websites and in the last five years there has been a five-fold rise to 1 billion internet sites today.
The Four Sets of Variables for internet search engine positioning for keywords – a short history.
Prior to the arrival of Google in 1998, search engines only took into account on-page factors. The more times the target keyword was put in the text and also the underlying coding like the meta-description and meta-keywords, the higher the website was likely to rank. Very famously, if you searched for AltaVista using the AltaVista search engine, the AltaVista website showed up below the fifth page.
So it used to be the case that if a firm of accountants in East London had a website with keywords like bookkeeping in Southend, financial accounting in Essex and tax advice Woodford appearing throughout the website and in the underlying code, they would rank highly on the Google results pages for those keywords. This is no longer the case.
Google introduced the concept of user signals to impact ranking. It used PageRank (called after one of the co-founders, Larry Page). The PageRank of a web page was computed from the total of the values of all the incoming links to the web page. Google still utilizes PageRank in its ranking formula yet it stopped releasing PageRank details to the public in December 2013. Moz Page and also Domain Authority scores have ended up being the very best indications of page and also domain authority offered to us and a good web designer in London can achieve the very best scores.
Google gains billions of dollars each year from its PPC facility which is called AdWords. Google utilizes Quality Score to affect ranking for AdWords – positions for that reason depend on a combination of bids and quality scores of competing web pages on websites. Many optimisers think that Quality Score has a part to play in organic positioning. But ultimately, Quality Score will certainly depend upon the top quality of the information provided and the aesthetic presentation.
Social media sites
There is increasing evidence that enhancing your digital footprint by blog writing (creating fresh material), promoting your site in the social networks like Google Plus, Facebook and Twitter has a favourable result on organic ranking (Peter Simcoe).
And there are of course other means of promoting your business. For example, if you have a firm of builders doing loft conversions in Woodford, as well as developing an internet site covering all aspects of building work, attic extensions, planning permissions and building regulations, the builder might consider joining a business networking group in Ongar. The aim of business networking would be to meet like minded business people, to share quality business referrals and to create new business opportunities for everybody in the group.