Building a beautiful website these days is pretty much a commodity. Getting your website to show up on the first page of Google and/or other search engines is quite challenging and it does require a significant investment of time, money, and persistence. Additionally, staying there is difficult. Why?

It’s because all search engines want to provide their users with the most relevant, effective, and worthwhile content that they possibly can; in fact their very existence depends on it. And this goes the same for both organic or earned search results and Pay Per Click (PPC) advertising. Even if after a period of time your website or your ad lands on the first page of search results, Google is going to know how many people click on your listing; how long they stay on your page; how many pages they view on your website; whether they gave you their email address in exchange for something valuable such as a free report or video. Google knows ALL. They know if visitors bounce… i.e. go to your page and quickly hit the back button or click away to another site.

Google will keep web pages on the first page of search results that have greatest visitor retention (stickiness) and/or interaction with the site; ones where visitors engage with, spend time on them, and interact with them. If visitors bounce – your site will quickly fall off the first page… never to return – unless you improve your conversionability and your engagement with site visitors.

So how do you fix this? It all starts with your Identity. The definition of Identity is: Words, Phrases, and images – articulated with Power, Precision, and Passion – That Instantly & Definitively Communicates Who You Are, What You’re All About. And What Customers Can Expect When Doing Business with You. It's not your logo, tagline, or other creative gimmicky jingle. It is powerful, important, and relevant content articulated with passion that communicates precisely why they should do business with you rather than any of your competitors.

You may be familiar with the saying "If you want to know why Pat Smith buys what he/she buys, you've got to see the world through Pat Smith's eyes." Take a look at your own marketing and advertising. However, you have to look at it from Pat Smith’s perspective... more