‘If you build it, they will come’ is the message from Kevin Costner’s Field of Dreams. His message applied to a baseball field built in the middle of his corn field on his farm, and sure enough when he built it ‘they’ came.
However, Kevin didn’t have to compete online with all of the other ghostly baseball fields vying for the top spot in Google, so simply ‘building it’ was sufficient for the success of his plan. The same doesn’t apply for website owners who want the traffic to come to their websites. Building it is not sufficient, as just building a website does nothing to promote the website.
‘If you build it, they will come’ does not ring true with Internet marketing, you also need to SEO it. This is something that is often lost on webmasters as they believe that by having a website they’re entitled to receive visitors to their website.
Google does not agree. As there are billions of websites on the Internet, all competing for attention, building a website has long ceased to be enough. You can’t expect to receive visitors to your site if it doesn’t get indexed by the search engines (and by search engines we mean Google) and if it doesn’t contain textual content relevant to your website.
So often we see websites that have been designed and put live where the website owner wants to rank for certain phrases in Google, but those phrases are nowhere to be found on the site itself. They’re not found in the Title tags, in the body text or as hyperlinks.
How is Google supposed to rank a site for certain phrases if they don’t exist on the website at all? Google’s good, but it’s not psychic.
If you have a website that isn’t ranking in Google, perhaps you need to look at the SEO of the site?