1) Not having text copy on your homepage that's keyword targeted to the actual searches people are looking for in the right position, quantity and density.
Never before in history has it been possible to know how many people are searching for information on any subject at any given time. Doing your keyword research may be the most powerful asset you'll ever have to find out how many people are looking for what you have to offer... and even more importantly, the exact words they are using to search for you.
Without exception, this keyword research produces surprises - no matter how long a person has worked in a field!
2) Important keywords visible to human visitors - like your company name at the top of page - are actually invisible to search engine spiders that crawl your site to rank it because they are embedded in graphic images.
Spiders crawl with sixteen eyes and can only read text. They're bean counters - and don't care at all about how pretty your site looks.
They can't see pictures or see letters or words which are being displayed to humans as a picture rather than in text. Spiders also cannot read flash.
Often the header at the top of a website with a company logo or distinctive type face is a graphic image rather than text spiders can read. People think they must be getting ranking for it because they can see the words right in front of them, but it's actually invisible to spiders.
3) Links to your site read your web address or URL in the blue link anchor text - rather than the keywords you're trying to get ranking for.
Your universal link popularity is the second most important element for ranking along with relevance of the sites linking to you The appearance of your keywords in the often blue underlined anchor text of the link is the third most important element given weight in Google's algorithm.
You're not competing with anyone for your own web address. But you are competing for ranking for your keywords. Have links pointing to your site optimized with your most important keywords first - your company name second. Spiders give special weight to position so it's important to put what people are looking for first, and your company as the second read.
4) Having words in your Homepage <title> people aren't running searches for like "Welcome" or "Homepage".
If you do a Google search for "Homepage" you'll see there are over 1.3 billion returns.
What makes this especially strange is no one's searching for "homepage"... and even if they were they probably wouldn't live long enough to find you!
Your homepage <title> that appears in search results - not on the page humans see but in it's <head> section visible to spiders - is the single most important element of your ranking on all of the search engines.
Put what people are looking for up front - your keywords first, your company name second.
"Homepage" in your title dilutes the keyword density of what people are looking for - hurting your rankings.
5) It is generally misunderstood that your web designer is also a Search Engine Optimization (SEO) expert.
Actually, they are two different knowledge / software sets. SEO is a field that changes extremely fast involving mathematical calculations far too difficult for humans without specialized software to compute.
Expecting people focused primarily on the look and coding of web design to also keep up with the latest Google algorithm is unrealistic.
It often comes as a surprise to people, however that elements of their website may have to be redone a second time with added costs if SEO is done as an afterthought rather than from the beginning.
Most websites arenít receiving the ranking they deserve because of simple, relatively easy to make changes the site owners or web designers are unaware of thatís downgrading their search engine ranking
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