If your SERP ranking has improved since late-February, congratulations. You’re either ahead of the curve with the improvements you’ve made to your site or you already follow search engine optimization (SEO) best practices to achieve a high ranking for search results.
However, if the number of unique visitors to your website has decreased due to a lower ranking evaluate the content on your website. Google reformulated its algorithm to reward sites with quality content.
The Wall Street Journal (WSJ) recently published a story about small business owners whose search ranking dropped precipitously. One online retailer, according to WSJ, experienced a decline in sales by as much as 40% reportedly as a result of an algorithm adjustment.
What turns out to be a loss in site ranking for some, has become a gain in site ranking for others. Big-box retailers like WalMart and Target, along with online auction giant eBay, experienced the positive side of the reformulated algorithm.
The perception exists among some small business owners, who make their livelihood from e-commerce in niche markets, is that the latest algorithm change puts them at a distinct disadvantage against retail giants that have the ability to command a significant portion of the market share due to sheer size. Google’s new and improved algorithm, they say, makes it more difficult to compete for — and market to — customers in a targeted market.
As a small business owner, you might not have all of the resources available to larger retailers, but there are things that you can do to help improve your website’s ranking on Google.
Start by taking a look at the product descriptions of the goods you sell. Compare your product descriptions with those of similar products found on websites the big boys in retail have on their websites.
Then ask yourself:
- What’s lacking in the product descriptions I have on my website?
- How does the higher ranking website appeal to the consumer on both the cognitive and emotional level?
- What can I do to optimize the content I have on my website in order to boost my search ranking?
That’s just the first step toward achieving a higher ranking in search engine results.
Once you take the time to assess (then reassess) the content on your website, take the next step in improving your Google ranking and hire a company that specializes in search engine optimization.