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To Rank Well or Not to Rank
Is this really a valid question or is this a rhetorical question? You decide. If you have invested money in your website yet get little or no return, this question makes a very valid point. A website can be the leading part of any business, whether or not the online avenue is an additional way to generate income. If money has been spent on a website, it should be able to return that investment in the way of general website visitors or buying customers.
If you spend thousands of pounds on a website, isn't that a waste if there is no one to view it? If you have online e-commerce or trade online, how can you possibly make money if your site isn't ranking for keywords relevant to it.
Rankings are the leading factor for a website, and should be focused on right down to the smallest details. If your website has had SEO yet still generates little or no return then isn't it time to find out why?.
Websites can fail in so many different areas from usability to functionality. To rank well, time and money need to be invested wisely and at the same time, the business owner should be prepared to wait for the effects of SEO to kick in.
Websites rarely appear in the top 10 overnight, some websites ascend the rankings in slow motion and may take anything from 6 weeks to 2 years to rank, all dependant on the status and build of the website and the keyword focus the website has.
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Ranking Well or Not Ranking
So when you hear the question to rank or not to rank, remember, any sound website investment should be backed up with good organic search results, or an active pay per click campaign that can drive traffic to the website. Without search traffic, the website is unlikely to generate the traffic levels required for good commerce or conversion rates.
A website is as good as its design and content dictate, it should be remembered that a website that performs well yet has usability or functionality issues may still fail heavily with high bounce rates or low conversion/click through rates.
Whatever the situation, it is vital to counteract traffic losses by making adjustments to the website in order to reduce bounce rates and increase the periods of time users spend on the website. It is common knowledge that good traffic is only good traffic if it does not bounce from the website.
If you website has been an investment for your business, yet the ROI generated is low or next to nothing, then maybe its time to review your marketing strategy and take a look at search engine optimisation. Although pay per click is a viable option, it can end up being far more costly then that of organic search optimisation.
To Rank well or not to Rank
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