In our role as SEO experts, we get plenty of calls from businesses with the cry “my website has disappeared from Google!” This usually happens for two reasons. Firstly a new website may have been commissioned and launched and the company designing and building the (often expensive) website has no SEO expertise. Secondly SEO has been undertaken by a company who go on to build links to your website that Google doesn’t like and as a result your website is de-indexed! Let’s look at these two problems in turn!
When commissioning your new website, you should have your business objectives at the heart of the website design and build. This should involve discussions around why people buy your products and services ( your sales process) and how your new website can best reflect this to encourage as many enquiries as possible. It should also – and this is important – involve analysis on where your website leads come from NOW! To avoid “throwing the baby out with the bathwater” your new website should have plenty of improvements to engage your visitors more effectively, and make sure existing effective lead generation pages and methods are kept. If your web designer has not yet mentioned re directing traffic from your old website to the new you should be worried. Having a full review of the traffic to your website by an experienced SEO company is therefore a vital step that should be carried out right at the beginning of your project.
If you have engaged an SEO company in the past it may well be that they undertook some “link building” for you. Google promotes websites with lots of links to them, because it thinks that every link is a recommendation to your business! More recently Google has started checking where every link comes from to see WHO has recommended you! If it is a recommendation from the BBC you get a huge boots up the rankings. If your link comes from a link farm in the Far East with no content on it (just millions of links) Google will black list you. Getting you back on top will definitely be the work of an experienced SEO company (are you getting the message!)