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It’s not a secret that the search engines have to frequently tweak their algorithms in order to shake things up a little on the SERPs. It also isn’t a secret that Google, Bing and Yahoo occasionally like to shuffle those results and sometimes you may find yourself without a positive ranking as you were accustomed too, only to find that a few days later you’re back where you’ve always been. So what point does it serve to remove you from your positioning, only to place you back? It can make you think, do search engines and SEO really make any difference at all if they can change things on a whim? The short answer is yes, the long answer.. well it’s the long answer for a reason.
In keeping with the times, you need to remember the web is everywhere. At home, work, on smartphones and tablets, it’s never been easier to be connected. And with all of that information at their fingertips, 9 out of 10 times people will search. They’ll visit Facebook or Twitter, Google or Yahoo and they’ll search for their answer or ask their friends for an opinion. For some it’s as small as what to have for dinner for any given evening. For others it can be as life defining as what area of a city to buy a new home in.
So yes search engine optimization matters and yes having a website is important. Google and Bing send out their robots and scour the web so that you don’t have too. They arrive on a site, chew through the content as quick as can be and ranks the new site against it’s current list. As a business, having your plumbing business on the top of the maps listings when someones water heater suddenly dies, means hundreds of dollars in difference to not taking the 20 minutes to set it up properly. There’s also the adword side of the search game which works on primarily a bid and auction system, so long as you have the best bid on a keyword you could rank on page 1 number 1 in the ad spaces.
That’s the cookie cutter steps that everyone should be taking or at the very least, be very well aware of that are available. This is where organic SEO comes into play. For what you could spend on an adwords campaign, if you put those resources and time into properly building and working on your website, you can rank in the organic listings for your key terms. This is also where you’ll notice when the search engines are doing their big shuffle when they reindex their results pages. First rule you need to remember about organic listings – if you randomly disappear with no warnings or emails from the search engine, don’t panic. Take a look at your site and ensure you haven’t broken any of the rules. If you’re good on all fronts, just wait at first. Be patient and wait to see what shakes out. Search engine optimization matters, as do search engines and having a proper website, not just a Facebook or Google+ Places page.
When it comes to SEO many people make the mistake of thinking that search engine optimization as an action. They are wrong. SEO is a process that must be continually maintained for as long as you wish your website to competitively rank for certain keywords.
Imagine you had purchased a car with the intention of racing. You then spent a great deal of time; money and effort in upgrading that car competitively. After many performance upgrades you take it to the tracks and enter it to compete against millions of other cars of varying performance and experience. You do not however invest in a pit crew or a maintenance crew. Would you realistically expect your car to come in first place? You do not get new tires, or fuel or any of the other equipment and services needed to keep your car operational let alone competitive. You do however continue to enter your car in the race. Months later, when you check on its performance how surprised would you be to find out that its doing even worse in those races then when it started?
Search Engine Optimization (SEO) works the same way. The car is your website, the performance upgrade is SEO and the pit crew is progressive optimization.
SEO maintenance is the continued optimization of your search engine marketing campaign. The internet is constantly undergoing changes as is the algorithms used to prioritize websites rankings within the search engines.
There are many factors used by search engines to determine ranking. A major factor is the relevancy and authority of a subject related to keyword phrases. If your content is not being upgraded or updated then it stands to reason that your site content is less relevant then a competing site with up to date information.
Once you do obtain high ranking within the search engines, it is essential that progressive optimization is performed to keep those rankings. Make no mistake, your rankings will change. The search engines are constantly making changes to their algorithm which will affect the rankings for your keyword phrases. Sometimes this change will have a positive effect, often it will result in lower ranking. Sites have been known to disappear from search engine results entirely after an algorithmic change. It is important be aware of any such algorithmic changes and be prepared to counter any drop in ranking.
Another thing to keep in mind is that you and your competitors are all striving for the same rankings within the search engines. Your increase in rank comes at the expense of a competitors ranking. Remember your competitors are also trying to regain or improve their own search engine rankings as well. Without continually optimizing your own site, your competitors will overpass you and push your ranking results off of the first page, then off the second and so on.
They come in threes, it can be used to justify coincidence, good luck, bad luck, and random occurences in life. According to a new study by online ad network Chitika, the term can also be applicable to search data. Three – as in, three word searches drive the most traffic from search engines.
Chitika looked at a sample of 41,103,403 impressions of search traffic coming into their network, a total of 10,710,579 impressions. 26% of all search traffic – came from three-word searches. The next top word counts were two-word (19%), four-word (17%), and finally one-word (14%).
Long tail searches (five words and up) saw dramatically lower traffic in comparison, throwing into perspective just how fragmented traffic from long tail search really is. That doesn’t mean however, that long tail searches aren’t useful, Chitika found that the highest click through and conversion rates came from 5 word search results. Followed up by 6 word, and 4 word results.
What does this mean for for the experts out there? What it means, is that there is a definitive sweet spot when it comes to SEO. Aiming for that spot, between 3 and 5 words, will help you, and your clients with that biggest bang for the buck. High sitting on the SERPs, and strong click through and conversion rates.