The webpage that you are targeting to rank in versus your competitors matters. When comparing your page to your competitor’s, look at these key issues.
On-page optimised – Your page is optimised for the keyword you are trying to rank for. It’s got your keyword in the <title> tag, <h1> maybe the <h2> and throughout the text in the page. This is SEO 101. But if you take your competitors page that is outranking you and compare it line by line to yours you might find some insights to take action on.
One page vs. another, not one entire website vs. another – Remember, its 1 web-page vs. another. Think of each of the ages on your website as a mini website trying to rank for a keyword. Perhaps create a few more pages targeting that keyword and see if Google considers them to be more optimised for the word.
It sounds strange, but the timing of when someone links to you website matters. You want:
Regular links – You want new links coming into your website on a regular basis. You don’t want a huge amount of links coming in then none. Regular new links that are high quality coming into your website is what you are looking for.
Up then, down – Say you were smoothly building links into your website and then you stopped. That pattern is going to hurt you, because your website has suddenly become unpopular. It’s like if the popular kid at school is hanging out with you and then suddenly they don’t hang out with you anymore, instead, they hang out with your competitor. You are going to move down the rankings that way.
When are you beat?
I’m a fighter, I know you are too, because you have read all the way through this article. Sometimes, it’s just not worth focusing all of your energy on a keyword, because it will take so long to rank for that word. On these occasions, it’s far better to go for an easy win over your competitor. These are the times you want to back down:
Overriding reasons as to why people aren’t naturally linking to your website
Finally, let’s take a look at some reasons you are not attracting links.
No one wants to link to your website because you are boring – If your product is just average and there are 25 other companies doing exactly what you do, you are boring. No one talks about your products or services. Why would anyone want to link to them online? People link to Apple, because it’s unique and the products are amazing. If your product isn’t like that you need to work to build webpages which aren’t boring. Build funny, controversial, entertaining, amazing or newsworthy pages. People might link to them then if you promote them. Fundamentally, you are going to have to hustle to get links – and that is a reality.
There’s nothing worthwhile linking to on your website – All your webpages are about your products and services with text and stock images. Turn it around. Build pages which people would want to link to. Think of educational pages, functional pages (with tools or widgets) or extremely comprehensive guides on a topic.
This was written by veteran online entrepreneur Fred Schebesta, for any questions you can reach out to him on Google+, Twitter, LinkedIn and his blog.
Fred Schebesta is the chief executive and co-founder of finder.com.au, one of Australia’s largest financial comparison websites.
