New website not found In Google
New branded website not found in Google
We had an enquiry from the customer via a local recommendation stating that their website was not found in Google. The company had been re-branded and by a large creative company based in Brighton, with a new website alone costing over £10,000. The creative agency’s main services are creative and branding but not SEO – which they outsourced. Whilst they had completed a good re-branding of the company in question, the website was of poor overall quality. The optimisation was non existent. As a result the company’s presence on Google was obliterated. Even entering their company name into Google brought ZERO results.
Before the re-branding, and new website, the company enjoyed high rankings for highly searched local SEO and national SEO. The company offer a prestige marque servicing and restoration services. Now, not found in Google for 2 months, what known effects have the company experienced?
How much work had their high value services been lost to their competitors?
What reputation damaged had been suffered?
Lost rankings in Google – The Reasons:
There were several reasons, to be frank. The most important was that there had been a new URL registered as part of the re-branding and whilst 301 re-directs had been put in place, the company was still not to be found in Google.
The second reason was that whilst the website design was of good creative design quality, the actual design, visitor experience and the amount of content added was dismal.
The third was that NAP was incorrect.
Fourth reason, no other external links were updated and edited to point to the new website and new business name. This importantly included Google accounts and especially Google My Business.
Fifth was that site load speeds were extremely slow.
Sixth – No optimisation had been completed on the site.
Website not found In Google – Reasons why
Let us look at these points in more detail:
The user experience on the website, whilst initially looked great, the navigation was problematic. When eventually the visitor found what they were looking for there was little content for the visitors to understand fully what the company was capable of. And more importantly for rankings, Google had no idea what the company did either.
In Google’s eyes, they were not confident of sending their client (the internet searcher – the potential customer of the website) to the site, so ranked them accordingly. The content was thin, low quality and not optimised. So if Google did not know what the site was about, then why should they send their client to it!
Site navigation was poor, lots of scrolling around the site to find any content or services the company offered. So user experience again was of low quality and so Google did not want to reward the website with sending visitors to experience a low quality journey. What would have happened? The visitor would have left the site quickly, bounce rate would have been high, thus telling Google that the content was not what the visitor was looking for.
The new URL was provided as part of the complete re-branding. Whilst this sounds obvious, was poor thinking in the eyes of the design agency. However, with 301 redirects, this is common place and SHOULD show a drop of around 20% in rankings but with full optimisation and new content added – usually in the form of blogs but could be FAQs and solution pages, then the site should bounce back AND become higher ranked in Google. Why higher? Most usually to new and cleaner coding, cleaner URLs, and improved user experience. Not the case obviously in this scenario.
NAP – Name Address Phone Number
Google wants to be confident of sending their customers to a website, to provide them with a rewarding experience. Google wants the visitor to get the information they are searching for. So within their algorithms, are calculations that Google wants to see consistent information. These include NAP – Name Address and Phone number. By using local and national citations, namely directories, they should see that all NAPs are the same. Whilst this seems quite petty, it is a computer we are talking about. Quite simply it will look at the citations, if the NAP is incorrect, or not consistent, then it will flag something is wrong. Google is not confident that all seems ok. It has lost trust in the website.
Little discrepancies are important. For instance, using Road or RD, using Saint, St., using Street or St. Including the local district or not. Using the telephone number with or without international dialling code. Omitting the telephone number. The name in this case was hugely important. The customer had removed the prestige marque from their name and as the creative company had not updated the citations, even Google; then the company in all effect had ceased to exist.
This could be more important if you or your agency outsource to a foreign company and their grasp of English is poor.
Whilst this included NAP as above, the citations, Google and forums the garage belonged to had not been updated. This again lost trust in the eyes of Google and they reacted accordingly. Not only was this for links but the fact that work had not been undertaken by the creative agency, this was poor customer service also.
Site Load Speeds.
Google has an amazing tool that advises of website load speeds. Every web designer and SEO should know about it. It is common sense that Google wants to provide information to their customers, accurately and FAST. Whilst mobile devices – telephones and tablets, are now the most used for searching the internet, speed is of the essence.
The creative agency and their SEO outsourcer, failed miserably here. The creative agency uploaded the biggest image files ever, and a lot of them!! They obviously had no consideration for the site load speeds or that the site would most probably be seen on mobile devices.
This tool by Google www.developers.google.com/speed/pagespeed/insights helps you see what the load speeds are, out of 100. Then provides advice on what actions you can take to remedy this. This is our own site speed – not perfect but cobbler’s shoes and all that! Ours is a little slow but we have a lot of content on our site. Images are not bad but without paying a huge amount for a new server, this is OK.
This is probably the most important aspect. Without optimising the site local SEO is going to suffer, general rankings will also suffer. For instance “prestige marque Worthing” would not be found in Google searches if the site does not have these particular keywords in certain areas. In this instance the website was not optimised at all. It might have had “servicing” in key areas – but what servicing would this have been targeting? Boiler Servicing? Not even the prestige car manufacturer’s name, or marque.
How we got this website found in Google
Our agency basically went back to scratch for this site. We carried out keyword research, competitor analysis and then fully optimised it from this research. We still need to add more detailed content to the site to increase its rankings as part of an ongoing marketing campaign. However, for the time being the work we have carried out, has worked, they are now found in Google.
Thorough analysis of Google accounts, and especially Google My Business and made sure this was setup correctly. We added images, made sure the NAP was correct, the website was listed, connected and verified. Google maps is a key service and is significant in rankings.
We also went through local citations and ensured these were consistent with NAP and business information.
Social Media was updated, branded with their new branding images and the website linked. The social media icons on the website were setup correctly too.
When re-branding and designing a new website for a client, creative agencies need to demonstrate more than just a good looking design. Within the design process the agency will need to consider many avenues in not just presenting a good design but also site navigation, content – how much, how it is displayed, site load speeds and optimisation of both the onpage and offpage SEO.
What is the point in providing a new website that nobody can find in Google?
Why provide a website that takes too long to load, that mobile users will give up waiting too long and go to a competitor? Or Google will not rank it highly because of loading times?
And if your forte is not in SEO, ensure you outsource to somebody who has the experience and professionalism that does.
Whilst this is a live scenario, I have purposefully left out the Brighton creative agency’s details, as well as the customer’s details. I did not want to embarrass either party but the creative agency charging over £10,000 for a website that has damaged the reputation and possibly lost untold revenue for the client is not professional, in my opinion. Whilst cries for name and shaming are probably going to be uttered, it is not in our best interests to do so.
Please do get in touch if you have suffered a similar fate. Call 01903 791660, email or fill in the form on our contact page and we’ll get back to you within 24 hours.