locking-down a website to registered users only and locking-out all search engines

...

I'm bored with Google's continual antics therefore considering access only to bona fide exisiting and potential new trade clients

it would be far less work to lock out search engines than to try to convert and retain clients as registered users.

One of the world's most popular and successful clothing sites does most of its business with an app and doesn't rank for keywords it should be ranking for, considering its popularity.

It's an ingenious strategy that locks in users and gamifies them with the app to keep them returning and engaging with the app, even forming communities. They have millions of followers on Instagram, too.

It's a very much Google-free strategy, aside from the ppc that drives users to get onto the app.

@MB

Excuse my ignorance but which site are you referring to? I know of a UK company that has its own website yet refuses to sell anything online with all shoppers going to their physical stores and they do extremely well.

it would be far less work to lock out search engines than to try to convert and retain clients as registered users.

Agreed however this isn't just about search engines and rankings, it's about long-term investment planning and strategy for the next 5-10 years like many large widget specialists have to do. The plain fact is that search engines no longer drive many genuine business enquiries, lots of price comparison requests from tyre kickers, but potential new customers, very few.

But this is to be expected in 100+ year-old sectors, we're not fmcg / box movers / etc and 181 years this year. The Net played its part in the 90s and early 00s, I know many in my industry are contemplating it / what / how / need / etc, the sooner I can get back to trade fairs and face-to-face discussions the better, then I'll have a better idea.

If you're thinking in the long term, then constraining the site to registered users isn't really necessary, because people won't be coming in at random from search engines anyway. Anyone arriving at the site is either an established customer, or has been told about it by an existing customer.

When you say “locking out search engines” I hope you mean denying them in robots.txt after a suitable period of "noindex" to get all existing material out of the index, as discussed in multitudinous other threads over the years. A subtle point perhaps, but the only thing better for your server than a blocked request is a request that isn't made in the first place. And then, once you're out of the search engines, you can happily do things they would frown on, like interlinking with other like-minded sites. (Remember webrings?)

For the past 28 years both the trade and Joe Public has haccess to my sites however I'm bored with Google's continual antics therefore considering access only to bona fide exisiting and potential new trade clients.

If you're bored with Google's continual antics, why not simply give up on watching your Google rankings and traffic statistics? That would solve the boredom problem while insuring that real prospects can find your site via Google if they forget its Web address.

Locking out search engines because you aren't happy with Google sounds like cutting off your nose to spite your face.

If you take EditorialGuy's approach then you can combined with @Lucy24's approach:

And then, once you're out of the search engines, you can happily do things they would frown on, like interlinking with other like-minded sites. (Remember webrings?)

You needn't even worry blocking anything.

RE: Martinibuster

It's a very much Google-free strategy, aside from the ppc that drives users to get onto the app.

If traffic is driven via PPC then there must be a landing page and the it cannot be a purely "Google-Free" strategy. Sure the user interface is only app-based but there remains a web-presence and strategy. This makes sense to me, as there are certain functionalities that cannot be reliably provided to users by web-apps. Another benefit that a native app offers is an app store presence, which become yet another channel for customer acquisition.

@redbar

The plain fact is that search engines no longer drive many genuine business enquiries, lots of price comparison requests from tyre kickers, but potential new customers, very few.

The optimal solution is likely a two pronged approach similar to what Martinibuster describes. Build "landing pages" with only the most basic information, no pricing and then provided a detailed "app" solution for logged/vetted users. With such an approach you can provide a much more integrated user experience including order tracking, order history, recommendations, notifications and so much more.

Some interesting viewpoints above and I'll read again and comment.

@MNS

No visible pricing has ever been given, mo necessity for online order tracking, Apps are totally useless in the trade ... Your points are valid however ww are not FMCG, honestly, I personally know every responsible member of staff from Chairman / CEO downwards relative to any order.

We do not sell boxes:-)) Actually we do, our boxes are 20' and weight 24 tonnes!

I've been posting here since 2004 and, by the lack of other posts in all this time, I assume I am the only person here who posts from a major manufacturer's point of view of what happens with SEs in general, correct ?

Manufacturing production does not increase exponetially overnight, it has to be planned and budgeted ... ask Apple's supplier:-)

If traffic is driven via PPC then there must be a landing page

Yes, obviously. They do have a site and one can shop on the site. But their app is where a lot of the action is, too.

The app provides gamified engagement.

It's a social media success story. Google rankings don't have anything to do with it other than branded search queries.

They're not outliers, either. I know the inside stories of a couple of other companies that switched strategies outside of Google and prospered and continued to grow.

Oh, this is such a tough call as, to use a well-coined phrase, it's horses for courses.

Getting tired of Google is not a reason to, as EG said, cutting off your nose to spite your face. If you're serious about online marketing there is so much more than just google, although, not all methods are the same solution for an individual business.

Some sectors rely on new business from search, others from social media, and others from offline marketing, such as referrals, etc., and a mix of everything appropriate. It's all about making the marketing work for the business and marrying it up to make it a success. If one marketing program doesn't work, you have to keep testing, and move to the next. And certainly, if at all possible, never rely 100% on one thing.

Don't get tired, and certainly, don't get stuck in a rut. This a group for google, but you might want to take a broader approach over here Professional Webmaster Business Issues [webmasterworld.com]