Website Optimisation Consultant
A guide to Internet Marketing

Website SEO Analysis

Keyword SERP Ranking

Improving a site's conversion rate (that is the proportion of visits that are turned into a sale) and increasing the traffic to the Website are the prime objectives of Website design.

The conversion rate depends upon how effectively the sales message comes across (see Writing Effective Content). Website traffic depends upon the Search Engine Rankings for selected Keywords (see Website Keywords and Keyword Phrases). And SERP (Search Engine Results Page) Rankings depend upon having good content (see Content is King!), which search engines can easily access.

The Sandbox Effect

The Sandbox Effect (or aging delay) is an attempt by Google to prevent spammers from creating transient web sites. It is used as a probation period for new sites. The SERP Rankings are inhibited during this period. After about 6 to 12 months, when the Website matures, Rankings will improve.

A new Website or Blog or a News flash, each with new content, will enjoy a high initial SERP Ranking. But the SERP Ranking is quickly downgraded if the content is not continually refreshed.

Minimising the Sandbox Effect

• Aging should be started as soon as possible – publish even a few pages
• Buy an old or expired domain.
• Add a sub domain to an older host.
• Optimise seldom used Keywords.
• Concentrate efforts on other Search Engines.

Google's Keyword SERP Ranking

The SERP Ranking for a selected Keyword or phrase can be determined using the Google Search Engine. Enclose a phrase in quotation marks to limit the number of Websites searched. The objective is to be on the first three pages of the organic search results, that is a SERP Ranking of up to 30. Visitors will seldom look further than the third page.

• The first few listings, and the listings on the right-hand side, are usually paid listings.
• The more listings to be searched, the longer the search will take.

Previously Google returned the same results for everyone. Google now personalises the Search Results, and rankings may differ for two different people. Getting good rankings becomes harder with the advent of personalised and real-time searches.

Keeping Tabs

Select a Keyword phrase. Check daily with the Search Engine what your Website's ranking is for the phrase. Then keep a log of the ranking every day. This simple test will allow you to determine the effect of changes to your Website.

Using the Keyword Phrase above, and out of 8,500 listings, these were the Rankings achieved:

The initial high ranking, a lower ranking (the Sandbox effect), and the gradual improvement with aging, additional content and SEO, can be clearly seen.

A new version of the Google Search algorithm (the Google Caffeine Update) has the listings for the phrase "SEO Tips" increased to 11,000, and the length of the Sandbox effect increased. The Caffeine Update is supposed to be quicker with more relevant and useful information. Websites that are updated frequently will now be indexed more regularly.

Interestingly enough, my Visual Basic Programming Website nev.romtech.com.au has had the number of hits doubled by the latest update. Perhaps greater emphasis is being placed on older Websites, and less on newer Websites?