If you think about the millions and millions of websites on the internet all clamoring for the top positions in the search results, how could there ever be enough room to give every great website a shot? Even if you go through the less competitive keywords (long tail phrases), sooner or later, being great just isn’t going to be enough. Can onsite content be enough to determine greatness worthy of high rankings? Perhaps not given that Google is now reducing first page results to the first 7 listings for many keywords. So, how many more factors can your website accumulate to help it compete with the dominating websites in your niche?
If you’ve been skating by with minimal content, that’s the first place to step it up. Have pages with no images? Add some. Is your content formatted with headings, bullet points, numbers, charts, graphs, etc.? These are all elements that can improve your content by making them more user-friendly.
Some pages might be golden as-is and other might benefit from adding fresh content. Is the content of the page related to anything that changes over time? Have updates in your industry come out? Is there new news related to your content? All of these things can be incorporated into your content to keep it fresh.
If you think about all the different factors that could possibly make a site great, you have to decide whether they can apply to yours and whether it’s feasible to implement. If your competitors’ sites feature video, then it stands to argue that your site could benefit from adding video, as well.
Off Site Factors
When it comes to social networking, it’s not easy to play catch up with the other sites who are already in the tens of thousands of fans when yours is just getting going. Delaying the process until you have time or the funds only sets you back further. There are sites designed to manage all your social accounts at once, i.e. Hoot Suite.
Back links are still important ranking factors, but getting links from related sites is more important and carries more weight than non-related sites. The place to start is with businesses you associate with, associations in your niche, etc.
You can’t just put a page live and expect your website to keep up with the ever-growing competition. A website must be nurtured in ways that will please your visitors in order to ultimately please the search engines.