|
Dealing with the Constantly Changing Search Engines
It seems like every month something new happens in the search engine marketing world that makes once successful pages completely fall from existence. The very pages that were giving you terrific traffic suddenly no longer give you the same results.
This happens because search engines are continually changing their 'algorithms' - the criteria that makes one page rank higher than another. They do this for a of couple reasons.
First, they have an obligation to cater to their customer. Their customer is the person who comes to their site in search of information - not the people who list their sites in their directory. This fact is often overlooked by people in the search engine marketing profession. Sites like Google, HotBot, and Excite make their money by selling advertisements to be viewed by the massive audiences that come to their sites. In order to keep their audience happy and a returning customer, they are continually modifying how they rank sites in order to perform the best, most direct search results they are capable of producing. In order to do this, they are constantly tweaking their engine for better performance.
Second, these engines like to stay one step ahead of bad search engine marketing companies. If search engine algorithms were always the same, it would be very easy for spamming companies to 'crack the code' and figure out how to get illegitimate sites to the top positions. Because the engines are catering to the viewer and not the sites in their engine, they must safeguard against this sort of thing happening. That's why things are always changing.
So if no one knows exactly what makes a particular site rank well, and even if a page ranks well today but doesn't rank well tomorrow, what should you do?
The best approach to search engine marketing is simply to grow your site with valuable, content-rich pages. Focus on continually moving forward, instead of continually re-optimizing the same pages over and over again. Find key phrases that get good traffic and use those within your title, description, and throughout the rest of your site.
When you expand your site, continue and expand the site's theme by adding and further focusing on current keywords. With this approach, you are giving your audience new content about you and your site and you are giving the search engines more information to log into their index which continually expands your overall presence on the engines.
If you liked this article, consider signing up for our information newsletter. All of our articles come directly from our newsletter we send out every other week on Tuesday. Consider signing up. It's free and easy.
Subscribe to SageRock.com Killer Web Marketing Newsletter by entering your email address in this form and click "Join"
|
