It used to take a lot less time to rank a brand new domain in Google. Things have changed and nowadays, most people are not experienced enough to o what it takes to minimise the waiting period and appear high in the search rankings as soon as possible.
Why would Google make it harder to new domains to rank high quickly? It’s to make more frustrating so that people eventually switch to paid advertisements because this is Google’s main revenue stream. The algorithm will not promote brand new domains unless you take the right steps to build enough trust in Google’s eyes. I covered the necessary steps in this article.
The very first mistake is trying to rank with off-page factors. If your domains is a few weeks old, you shouldn’t build any keyword-rich backlinks because this is an easy way to raise a red flag and cause an unnecessary sandbox that can be prevented if you take the right steps.
A few years ago, you could already be ranking #1 for dozens of your target keywords without even ranking #1 for your brand name. If you don’t rank for your brand name at the first spot, it means Google is not quite sure about your authority. It wasn’t a problem “back in the day”, but nowadays it definitely should be your concern. Ranking for your brand should be the one and only keyword you should focus on in the early stage. To put in other words, not ranking for your brand before trying to target money keywords is a huge mistakes people make. In the ideal scenario, after typing your brand name, you should see the homepage of your website at the #1 spot and Google business listing on the right. Other nine spots should be secured by your social media profiles and news mentioning your brand (hopefully putting it in a good light). Once this is the case, you know that Google has enough information about your website to present it to other users looking for it. This is a huge trust signal and a green light to start getting off-page factors for your money keywords.
The next mistake is not putting enough content on your site. I used to rank one-page websites incredibly easily. However, Google has changed a lot and expects you to have all the necessary pages (contact, about, privacy & terms, blog etc.) as well as a lot of high quality, relevant content that covers your niche. What’s more, you should structure your content in a logical way – so called silo structure. Silo structure means keeping highly relevant content under one category without leaking to link juice to other categories by internal linking. Just by adding a lot of fresh content and putting it into a silo structure, you’ll start appearing for a hell of a lot of long-tail keywords. This is an easy way to discover the low-hanging fruits and gems that you wouldn’t be able to see otherwise.
Each new page is born with a tiny amount of Pagerank. If you believe that Pagerank is no longer relevant, stop fooling yourself. Google still has their own metric to rank the authority of each page and the fact that its data is no longer publically available doesn’t mean it’s dead.
So if every new page on your website is born with a little of extra strength, the conclusion is simple. The more pages you have, the more authoritative your website becomes. Obviously, it’s not just about creating 1000 blank pages or 1000 pages with the duplicate content – although it can still work in low competition niches. Google favours longer content, so if your website has plenty of pages with long and relevant articles, you’ll get more love from Uncle G. No, this is not a typical content marketing talk. I’m not recommending you to just write great content and hope for the magic to happen. This is not how search engine optimisation works. Hoping for Google to send you plenty of traffic to a brand new domain only because you’ve written a great peace of content is – search engine incompetence.
By now, you should know that 2 common mistakes are not securing plenty of branded properties in order to rank for your brand and not having enough content for your website. In the early stages of your project, Google is still unsure whether it should trust your site or not so it’s your responsibility to act like a proper brand which Google favours. Why? Because big brands spend big money on marketing like Adwords and can be shown on the first page of search results without Google having to worry that they present their users with dodgy information.
The last mistake I want to talk about is not being open. Google wants your data. The algorithm wants to gather as much relevant information about your domain as possible. So make it easily accessible. When you register your domain, use a proper address and registrar name and make not to hide it. Yes, do not use Whois privacy. This is not a huge trust boost, but it’s still worth doing. By being open with the domain owner information, you’re showing Google that you’ve got nothing to hide which makes your brand more trustworthy.
Make sure to put the address on your website as well. Whether it’s in the footer or only on the contact page. Make your social profiles easily accessible from your website. Share your social profiles across your other branded platforms. This is not my imaginary technique. This is simply how a proper brand would act. They would make it easy for users to contact them. They would share updates about the brand all over their social media profiles and remain active. They would keep a certain level of transparency and not doing so is the third mistakes that the beginners often make. They try to hide as much as possible worrying that Google could think they’re actively doing SEO. The truth is, actively promoting information about your brand is not only a part of a brand awareness campaign but also a way to gather backlinks and gathering high quality backlinks remains the strongest ranking factor.
Let’s say you published a new blogpost. You can just leave it live on your website and hope for the best to happen or take action and syndicate it in different formats all over the internet. If it’s an article, go to all your blogging platforms and post it there. Do not worry about duplicate content issues. You’re not trying to rank these properties, you are just promoting your new piece of content. Share it all over your social media. Get an audio version of the article and publish it on Soundcloud and similar audio properties. Get some video and promote it on Youtube, Vimeo and other video sharing platforms. Get an infographic and put it on Pinterest and sites with infographics. Create a PDF version of your article and publish it on all the quality PDF sharing sites. By doing so, you can easily get 20-40 referring domains to your new piece of content and it’s all branded and safe links. And all you’re doing is being fully open with the world that you just published a new piece of content and everyone should check it out.