How to get found on Google: The 7 C’s of Online Marketing
Chapter 1: WTF?
I get this question at least once a day. Although, clients usually phrase it different ways. This morning, the client phrased it this way: “The site remains very poorly optimized for xxxxxx xxxxxxx search “.
There are several SEO analysis tools that I would use to quickly determine whether a site is or is not optimized for a specific keyword phrase. In fact, we built SEO Quotient, a free seo analysis tool, specifically for this purpose. But, for instant results, I simply did a Google site search + the keyword phrase (KWP).
The way you do this is to go to Google and enter site: then your domain name then the keyword phrase (KWP) in quotes and then click the [Google Search] button. The results will look something like this:
As you can see, Google has indexed this site for that specific keyword phrase (KWP). So, the website itself is definitely optimized for those keywords.
BUT, the problem is that when you Google those keywords by themselves without the site:URL then the website itself doesn’t show up on the rankings. This begs the question…
Well, the answer lies within the 7 C’s of Online Marketing:
You see, some things are within your control and other things are not. What I can control are those things that are physically on my website. I can ensure that my site is crawlable, that it has content that reflects my keyword phrases, that my code is validated, that I have the proper calls to action in place, and that I have complied with web standards and Section 508.
What I cannot control is Google’s algorithm and how many other websites are out these that are competing with me for the same keyword phrases. These two things: credibility and competition are what prevent any legitimate SEO professional from being able to guarantee results because we have no control over them.
So, to answer my clients question of why the site is not “optimized for xxxxxx xxxxxxx search in our area (washington dc, bethesda md, etc.)“, I would say that it is indeed optimized for that keyword phrase because I just showed you Google’s Site Search results.
The problem is that there are a million other websites optimized for the same thing. The other problem is that Google’s algorithm obviously doesn’t think that you are a credible, authoritative source of information relevant to this particular keyword search term based on the location and search history of the people Googling that phrase.
Any time you scratch your head and ask yourself WTF your site is not ranking on Google for a particular keyword phrase, you must analyze it according to the 7 C’s of Online Marketing and you will probably find the answer.