Don’t Worry, Just Don’t.Robert Crain
You’re website ranking has dropped? And?
Rankings are not the Be-All-And-End-All when it comes to business. Does it ‘really’ matter that you cannot be found on Googles’ first results page?
I’ve discussed elsewhere on this website, and have spoken with many people over the years, the ‘importance’ of ranking. I’ve also written about that other ‘thing’ – Brand.
Yes, it’s nice to rank highly in the search results, but in reality, think about the number of websites out there. The live counter (currently) says there are more than 1.7 Billion websites, but of those, apparently less than 200 Million are active.
I’ve always been of the thought that your website is NOT your business, it’s a tool, it works ‘for’ your business. If you’ve established a good brand and you have repeat customers, they’ll talk to people. Don’t think of your website as ‘the’ business.
Yes, I know – there are businesses out there that are purely web-based, but still, the business in NOT the website – the business is the brand. Branding is everything. Even the best looking website on the planet won’t draw you sales, good customer relations and great products sell, not the ‘bells and whistles’ on a website – think Amazon.com, now THAT is a brand.
Functionality and appearance is important when designing a website. Blend your website into your business, just think of your website as a tool – nothing more.
You will have developers out there that WILL tell you that your website is your most important asset, but they are wrong. Imagine, you sell shitty products that break, your staff tell people to ‘piss off’ over the phone, and sometimes, items aren’t even shipped at all – BUT, your website cost you $20,000 and it’s the most pleasing website on the planet. How long do you think it will be before there is NO business?
Over the years, I’ve had to explain this to quite a few people that just ‘thought’ that if you built a great website, and had it ranked high, sales will follow. It doesn’t work that way.
A few months ago, Crain.com.au ranked at position 5 out of a billion pages on Google.com, for the term ‘WordPress Professional’. Today, I am ranked at 86 from 727 million pages.
How has this affected my ‘sales’ – well, it hasn’t. In fact, I’m still telling people that I can’t help them, due to my current load. You see, my work comes from theme developers, community forums and referrals from existing customers. I benefit from my brand, and the level of quality I provide in my service.
When I think about it, I’ve only taken on maybe 3 or 4 jobs over the past 12 months that came to me via this website, and I’ve had to turn away or refer more than 100 jobs in the same period. I could have employed a couple of people to help me, or passed the work onto other WordPress Professionals, but I’m more concerned with maintaining my brand – it’s worked well for me so far. Also, I can be more selective of the work I do, allowing me to do as much or as little as I like.
For the search term ‘WordPress Professional Australia’, as seen below, I’m ranking at number 3, down from number 1. I can live with that.
At the end of the day, build your brand and don’t worry too much about your ranking – times have changed. Today, your Brand is King.
** I’m going to be missing for a little while, and won’t be posting anything here until after we move to our new home, or after Christmas, whichever is sooner.
Until next time, get busy building your brand and forget about your ranking. Just imagine ranking doesn’t exist, and focus on providing the best service possible, selling the best products you can source / produce. The rest will look after itself.
Don’t forget to share this post, like all my other ones – it helps me with my Brand 😉