Many of the companies we start working with often state the reason they’re not generating enough leads is because their website must need updating.
Often the poor web developer gets the brunt of the blame. I often hear “I spent £8,000 on my new website and I haven’t had a single lead in six months”
In the vast expanse of the digital world, launching a website without striving to build authority is like placing a shop in the middle of a deserted field.
Picture it: your stunning new website is like a beautifully designed shop, stocked with enticing goods, but surrounded by emptiness. No signposts. No directions. No passersby.
This is the reality for many websites that, despite their potential, remain undiscovered and unvisited, buried under the myriad of content online. The challenge isn’t just in creating a website; it’s in moving your digital shop closer to the bustling high street of the internet. This bustling high street is where Google reigns supreme, directing the flow of online traffic. Therefore, to attract visitors, you must gain Google’s trust and build authority in its eyes.
Only then will your website be deemed worthy of a prominent spot in search results, making your Pay-Per-Click (PPC) campaigns more effective and your online presence more pronounced.
The Metaphor of Moving Your Shop
Imagine starting with your shop in a field, isolated and unseen. Your goal is to move this shop to the high street, where foot traffic is guaranteed. In the digital realm, this high street is the first page of Google search results. To relocate your shop, or website, you need to build influence and authority. This doesn’t happen overnight but through consistent and strategic actions that signal to Google that your site is a credible, valuable source of information or products. Without Google viewing you as someone that can provide real value to the person searching you’ll not be found unless someone actually enters your company name into the search bar.
Here’s five Strategies to Build Influence and Credibility with Google:
1. High-Quality Content Creation
Content is the cornerstone of building authority. Creating valuable, relevant, and engaging content not only attracts visitors but also establishes your site as an expert in its field. Google values quality content that satisfies user intent, so a website with comprehensive, well-researched articles, guides, and posts is more likely to rank higher.
Be aware. If you think you can quickly create relevant content through using such AI tools as Chat GPT then I’m afraid Google has become wise to this. When Google crawls your site’s content it now has the ability to recognise if it’s AI generated and ignores any pages that have.
2. Backlink Building
A backlink is like a road or a bridge that connects one website to another. The more roads (or backlinks) you have leading to your website, the easier it is for people to find you. This is important because it can help more visitors come to your site, and it also tells search engines like Google that your site is popular or important, which can help your site appear higher in search results. Building backlinks is like building a network of paths that lead people and search engines to discover your website.
Roads or Links from other reputable websites are like votes of confidence in the eyes of Google. They signal that your content is trustworthy and valuable enough for others to reference. Focus on earning high-quality backlinks through guest blogging, collaborations, and producing content that naturally garners links because of its utility or uniqueness.
3. Technical SEO
Optimizing your website’s technical foundation ensures that Google can easily crawl and index your site. This includes improving site speed, ensuring mobile-friendliness, creating a logical site structure, and implementing secure HTTPS. A technically sound website provides a good user experience, which is a critical ranking factor for Google.
4. Social Proof and Engagement
Social signals, such as shares on social media and engagement with your content, contribute to your site’s perceived authority. Active participation on social platforms, responding to comments, and engaging with your audience can amplify your content’s reach and reinforce your authority in your niche.
5. Local SEO (for Local Businesses)
For local businesses, local SEO is vital. This includes optimising your Google My Business listing, collecting genuine reviews, and ensuring your Name, Address & Phone Number appears consistently across the web. Appearing in local search results and maps is crucial for attracting foot traffic in the digital age.
Conclusion
Without building authority, a website remains like a shop in an empty field – unnoticed and unvisited. By implementing strategies to build influence and credibility, you effectively move your digital presence closer to the high street, where visibility, traffic, and success await. It’s a process that requires time, effort, and consistency, but the rewards in terms of Google ranking and the effectiveness of your PPC campaigns are well worth it. Start with quality content, earn backlinks, optimise technically, engage with your audience, and focus on local SEO (if applicable) to ensure your website commands the authority it deserves.
