Search Engine Optimisation Tactics For New Websites
Historical data is important to search engines because it helps them to evaluate whether a website is relevant to a particular search query or not. In helps search engines tweak their results by eliminating false positives.
What Are False Positives
Search engine algorithms are mathematical formulae. However, they lack any ability to judge quality. A page that uses all the right words might look like relevant result to an algorithm but might not be that useful to a real person. This is a false positive.
Over time search engines can evaluate how their users interact with webpages they refer them to. If the trend is to immediately return to the search engine then it’s a signal the page is not meeting the needs or expectations of the user. On the other hand if the user sticks around and interacts with the website it’s a strong signal that the page is relevant and useful.
In this way, through human interaction, search engines can re-evaluate search engine rankings. The goal of search engines is to refer their users to pages that are relevant to their needs. By advancing the rankings of pages that users interact with and demoting those that are quickly abandoned, search engine results are improved.
Where Does This Leave New Websites
Would you refer the services of someone you hardly knew in the knowledge that if you got it wrong it would have a negative effect on your own business? Because new sites lack historical data search engines cannot evaluate trust effectively. Therefore, search engines are reluctant to refer users to websites that lack historical data.
New sites need to work hard at engaging visitors and reducing bounce rates to the very minimum. A bounce is a visitor that leaves your site without viewing any other page on your site. This means increasing the user experience in every possible way:
- Intuitive Navigation
- Pages that load fast
- In depth keyword research
- Useful, actionable and expertly written content that directly responds to the needs of customers
- Links from high quality, closely related websites
For immediate Results Switch On PPC
It can take a year or more to achieve front page positions for extremely competitive keywords. Competitive keywords usually return a significant financial payoff therefore a lot of websites will be actively targeting and optimising for them.
New sites simply don’t have the authority to mount a realistic challenge for these terms in the organic listings. Pay Per Click advertising (PPC) can however, put you on the front page in minutes. PPC also has the added benefit of allowing you to test out keywords and the effectiveness of your pages to convert visits into leads or sales.
SEO is a major factor for any website targeting long term growth. If you need to improve your online visibility contact SEO Scotland Today.
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