Traffic Building

There are many reasons why websites fail to provide the results for online businesses that they were designed to achieve, and not all of them have to do with the design of the website itself, but more with the way the business is run.

One of the major reasons is that there is no defined purpose for the existence of the website. The website was designed and constructed without any goal in mind. Websites that have no sense of purpose very frequently fail in their desired objective since there is no desired objective to achieve! Before work starts on website design, it must be very clear what the reason for the website’s existence is, and how that objective should be met.

Without a clear route, it will not be possible to test the results against a target, so that failure will not be detectable in a quantitative way so that remedial action can be taken and its results measured. Even a simple thing like the maintenance and refreshing of a site cannot be carried out effectively without a defined goal.

Maintenance brings us on to the second reason for the failure of websites. Stagnation. A site that is not frequently refreshed will steadily drop in the search engine listings. It is essential for new content to be introduced on a regular basis, and in some cases with highly competitive keywords even weekly is too long between content changes. Many webmasters are unaware of how search engines operate, and do not understand the importance of providing new content and to regularly maintain their websites.

Not only that, but if they are unaware that true search engines such as Google list individual web pages and not complete sites, then they will likely fail to maintain every individual page on their website. That is what is necessary to maximize the chances of each page being listed high in the search engine listings for individual keywords.