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Article by Mathias Levarek Consultant for MSEO.com

Having seniority on the web is definitely a great ranking eligibility benefit! In fact, Google seems to love “old websites”.

Back in the late 1990s/early 2000, the Web was not as sophisticated as it is in today’s internet context. Most listings were based on the genuine character of the offer being featured. In other terms, when most information was being manually posted on the web, less “spammy” material was being submitted. Nowadays, over 50% of all new listings are generated automatically, and it takes Google many layers of database filtering through sophisticated ranking algorithms to separate genuine pages versus what would be better archived in the trash!

Furthermore, it is obvious that if a website has been live for many years, it has established a pattern of trustworthiness in relation to its keyword family with major crawlers. With the high amount of new projects being released online not making it even over the first year, Google favors old websites exactly the very same way that a bank prefers loaning money to an established company rather than to a start-up business.

Google’s favoritism for older websites does not only have ranking ramifications, but also aims at “improving the Web”! Wow! What a big thought! What a concept! Basically, by giving priority to websites based on seniority, Google forces newer websites to try harder...it pushes newer websites to feature better content, thus improving the overall quality of the information posted online. Since newer websites are being compelled to deliver outstanding material, it also challenges older websites to upgrade their own content. From Google’s perspective, it is the “happy-vicious circle” which will yield to a better web experience by indirectly influencing websites to perfect their online substance.

If you have a new website, whether you want to hear/read this or not, you will need to walk the extra mile to circumvent successfully your ranking challenge. Newer websites need to allocate a serious investment into public relations and link popularity. No other option. Efficient press releases and other trusted one-way-link enhancement efforts need to be part of the ongoing strategy for newer websites. In fact, if you cannot be rewarded for your seniority, and since great content is not enough in itself, you will need to “prove your presence” to major crawlers.  Start by “creating a life” for your website by getting online communities to speak about you. The challenge resides in popularizing your website amongst targeted communities on industry-related blogs and forums.

For newer websites featuring a strong, relevant content,  I would advise you to start a blog. Blogs are, by far, the best way to “spread the word”. Easy to set up, blogs give you great feedback mechanisms. Furthermore, aside from having proven SEO values, blogging is definitely a powerful marketing tool based on the “snowball effect”! People who will read your blog are usually individuals with a targeted interest related to what you do/what you have to offer. They are usually bloggers themselves or even publishers of their own blog.

The name of the game is to come up with your own blog and throw some good marketing ideas at the online communities related to your industry. When others start referring to your website in positive terms, this has far more power than any form of direct advertisement you may implement.

When intelligently strategized, blog marketing may turn out to be your best return on investment. Aside from the direct traffic/interest that blogging represents, it is the most proficient SEO approach to get recognized as a “real player” with major crawlers (above all if based on Google Technology). Of course, creating your own blog is only one of the many advice which I could give someone operating a newer website...but since I am a big advocate of taking baby steps, after writing a good content (I mean a “real good” content), developing and promoting your own blog should be considered a priority. In other terms, if you are running a “young website”, you will need to be not only well-financed, but also tenacious and innovative (aside from patient...and, yes, I used the “p” word!).

Google’s biased attitude towards older websites is definitely one of the utmost ingenious long-term ranking algorithms for a general web content amelioration. Bravo, Google! Older websites: “Don’t fall asleep!”; newer websites: “Get to work!” Isn’t the internet so much fun?!?

Mathias Levarek, Ph.D.
SEO Consultant for http://www.mseo.com

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