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Your High Ranking in Google? That Could Be a Weakness
By Quiet Light
It is a nightmare scenario for any buyer: they view an opportunity, do full due diligence, weigh the pros and cons of an acquisition, and risk their money to acquire a website only to have that website’s high ranking disappear a few months after they acquire the business. This scenario has, unfortunately, played itself out for too many buyers.
If Your Business is not Stable, It is not Valuable
It is no surprise, then, that over the past several years, a strong search ranking is not valued as highly as it once was. While there are hundreds of factors that play into a websites value, none of these factors matter if a buyer believes that a business is inherently unstable.
This is why buyers often look to identify single points of failure. Identifying single points of failure is a key step in improving the value of any website. And because Google has had such a rash of extreme updates in the past several years, buyers are more wary about businesses whose success and failure rides on Google.
This is Why We Must Use Our Rankings Wisely
Despite this, strong rankings are still extraordinarily valuable. SEO is still a strategy to pursue, and buyers will still place a premium on well-ranked websites that utilize sound SEO strategies. The trick for website owners now is to figure out how to take advantage of strong rankings and how to stabilize traffic over multiple channels and sources.