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A Search Engine Optimization Business Perspective

It’s an unfortunate fact – no matter how good your search engine optimization company or internal talent is, brand new websites have a harder time making search engines successful for competitive phrases than their older counterparts, especially on Google. The worst thing that a new site owner can possibly do is, however, that it is ‘too late for the game’ and that it does not continue at all with this marketing channel. A good search engine optimization company in Lahore should be able to work effectively with a new website; lay the foundation for a remarkable success story and still gain more and more benefits in the short term.

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The Problems

There are many reasons why new websites are struggling. What follows are just a few of the most important stumbling blocks:

The Google Sandbox

There is much debate about what exactly the Google Sandbox is, and there is even debate about whether it really exists. However, recent patent applications on behalf of Google seem to confirm that one of the factors that Google will take into account when determining how websites should be classified is the age of the domain name. More than one search engine Optimization Company has noticed that a penalty seems to be judged on new websites, especially those that seem to get too many inbound links too quickly.

This is all suspicion, but this would make sense. Incoming links mainly affect Google rankings, which is why many sites that were already popular in Google have started selling links from their sites based on that popularity (a practice that violates Google’s Terms of Service). However, buying a text link is very difficult for the police. The Sandbox makes sense in this scenario because Google seems to say, “We may not be able to stop people from buying text links, but they will pay a pretty penny before we give them a ranking increase because of them.” This is of course more suspicion, but it is a popular theory in countless search engine optimization forums.

Lack of Links

Unfortunately, a new website is confronted with the opposite problem. Links to new websites are questioned, but without incoming links, a new website has a small chance of performing well on Google. This Catch-22 is clearly a sore place for many owners of new websites.


For many years a general strategy for optimizing search engines consisted of setting up countless new websites for one company, each focused on a different search term. This was largely due to the fact that search engines attached a much greater importance to the homepage of a website than to interior pages.

Over time, search engines have taken over this trick and as a result, new domains are now viewed more skeptically. The prevailing wisdom seems to be that although it is relatively easy and cheap to set up a new website that targets a certain term, a website that has been around for a long time and has a wide range of content has much more to lose and less likely to try to “play the system”.

The Solutions

Does this mean that you do not have to hire a search engine optimization company to work on your new website? Not at all. In fact, it is at the start of planning your website that a long-term strategy is set in motion – a strategy that still produces positive results in the short term.

Before You Start Building

It is important to get your search engine optimization company involved as early as possible before building your new website. Not only are there many technical issues to consider before you start designing (such as linking architecture, using text types and balancing your SEO efforts with your brand), but there are also strategies that can be triggered in initially this will neutralize some of the above mentioned stumbling blocks. If you engage your search engine optimization company after you builds your new website, much of the work you’ve done will probably have to be redone with a long-term strategy in mind.

Target Targeted Phrases

A good search engine optimization company will tell you that targeting highly competitive phrases with an entirely new website can be an exercise in futility. However, this does not mean that you cannot achieve the first success with search engines. The trick is to target less competitive phrases in the beginning, and to start with the more competitive phrases later. For example, let’s assume that your company creates custom widgets and that “custom widgets” is a very competitive search phrase.

A search engine optimization company working on your new site may recommend targeting less competitive variants of the term, such as “custom widgets” or “custom widget production” instead. Since these conditions are less competitive, you are more likely to get high rankings for them with your new website. So at the start of your campaign, you can enjoy highly targeted traffic and ultimately target more competitive and popular phrases as your site gets a better grip, high-quality inbound links and a reputation for usability. 

Turn Your Site into a Source

A quality search engine optimization company encourages you to turn your new site into an industry resource. You can do this by providing educational content about your industry in the form of articles, white papers and other forms of non-biased content. This approach has many advantages; one of the most important is that such content attracts incoming links for you without any effort. In addition, such a resource area builds your credibility in the eyes of your potential customers and should educate them at all stages of the buying cycle, so that when they are ready to make a purchase, you are probably first in mind.

Build Left

While creating your new site is a useful resource, this is a great way to attract incoming links; it doesn’t mean you shouldn’t search for them either. Your search engine optimization company must include your site in many general directories (such as the Yahoo directory and Business.com), but more importantly, in directories specific to your industry. These links not only help to improve the position of your search engine over time, but they are also an excellent source of targeted traffic.

Keep Your Content Fresh

A spider from a search engine will regularly visit your site again if your content keeps on increasing and evolving. A site that has been optimized for three years without substantive changes will usually not be as good as a site with consistently updated content. It is as if the search engine says, “Well, these old things still look good, but they are certainly not the newest things on the subject.” This so-called “freshness factor” can have a major impact on rankings, especially with new websites.

While it may seem that achieving the success of a search engine with a completely new website can be a daunting prospect, this does not have to happen if it is done properly. Hiring an experienced search engine optimization company is a good first step. It is of little use to regret the difficulty for you, or to feel that you have already fallen too far behind to start. “The best time to plant a tree was 20 years ago, the second best time is today.”

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