Cross Cut Office Shredders: Ranking a New Category

So I’ve been trying to get a site to rank for the terms Cross Cut Office Shredders and Cross Cut Office Shredder and I’ve been having a bit of fun and games with it at the moment. I am therefore going to use this blog to vent some of my thoughts and ideas about what’s happening with the rankings there.

Let’s go back to the start. The site in question is iClickShredders.co.uk, it’s a relatively new site and domian (having been launched in September 2011) and it’s an ecommerce website that sells (wait for it!) shredders.

Before we start, it’s worth saying the site has something going against it and that domain age and history, essentially it has no authority.

We’ve done a bit of PR, a bit of blog posting, a bit of social media, created directory entries to build things up slowly. However, if we put the fact that the site has no authority to one side for the time being, the site is relatively well optimised, has a good conversion rate (about 3%) and has a design that leaves most of its competitors in the shade. The issue is it doesn’t seem to want to rank easily for the terms it’s optimised for.

Why Choose Cross Cut Office Shredders?

To carry out a bit of a test on this subject I decided to attempt to get the site ranking for a long tail phrase that incorporated a couple of keywords that we want to give the site as a whole strength for, we had a look around and came up with a phrase that wasn’t at all competitive, namely: Cross Cut Office Shredders. By having a look at what other sites are doing it seem that there are only around 3 websites in the top 20 Google results that target this keyphrase. Perfic as Del Boy would say (it’s Christmas times and I’m ready for the reruns).

Targeting Cross Cut Office Shredders

The first task was to create a category page called Cross Cut Office Shredders and assign all the cross cut office shredders to this category, next job make sure the category page is well optimised for everything to do with a cross cut office shredder – this isn’t just about the search engines though this is a useful category for anyone visiting the site so everyone wins. This done, the new cross cut office shredder page was set live and we waited to see what would happen. And we waited. And we waited. OK – so nothing seemed to be happening we checked the sitemap was being pushed out to Google Webmaster Tools and it was, so we added a link to the footer and we waited another week or so and again nothing seemed to happen, no rankings in the top 100. ext job build some links to the site this was done by using social media, blog comments – still nothing in the top 100. Odd – I’m seriously questioning the software that the site is built in now (and still am a bit), it’s built in classic .asp and we’ve had to work closely with the developers to bring it up to 2010 / 2011 standards.

So what’s next? Next thing I did was to create a blog post on the corporate site’s blog explaining about cross cut office shredders and to explain why we’ve created this section on the sherdders website – mainly from the point of view of usability (although this is a test it’s a new section that we believe will be helpful to the site visitors). So I create this blog post – gave it one link back to the category page and the new blog post is ranking on the second / third page of Google the next day. Great I think – so I’m not losing my touch. The day after that the category section start to rank, not as highly as the blog post but it’s still ranking. The blog post was written on the corporate site which is built in WordPress which Google obviously loves.

Continuing the Cross Cut Office Shredders Experiment

As with every experiement you carry out in the search engines they’re never really finished. I’ve got to page 3 for a term that should be very easy to rank for, it’s a result but not a great one. I have now got more unanswered questions. I question is it domain age counting against the site, is it that the system it’s built in isn’t fast enough or search engine friendly enough, maybe it’s just that Google doesn’t like my copy about cross cut office shredders or maybe there’s something to do with it being a listings page that is working against it.

I’m going to continue to work on this page and get some more insight into what’s happening here and I’ll report back as soon as I’ve come up with any firm conclusions. I’m going to put a guess that I’ll have it on the first page of Google for the term cross cut office shredders by the second week in January.

Time will tell and we shall see.

3 Comments

  • Gary Bennion says:

    Interesting post Simon. What’s interesting is that your blog post on the corporate site ranked quicker and higher. Is this perhaps changes to QDF in Google? Or is it just that Google love WordPress.

    I look forward to your update.

  • simon says:

    Thank you, indeed it is a very interesting factor that the corporate site ranked so fast, it is also interesting that this webpage, which is only a webpage designed to give some information about my thoughts on the ranking of the category is now ranking for the term as well.

  • simon says:

    Update to the post above, iClickShredders.co.uk moved onto page 1 of GUK for the term Cross Cut Office Shredders today (25/01/12) after sitting on page 2. It’s currently ranking in the lower positions which is fairly annoying as it’s one of the only sites on the first page of Google that directly targets these types of shredders but I’m hoping this will keep moving and get to the top of Google under its own steam.

Leave a Reply