Dear Client: I love you. I really do! But please, for the love of all that is good and holy, will you stop obsessing over search engine rankings? I get it, you hired me to perform Search Engine Optimization on your website. Why do we optimize for search engines? For rankings, right? Well, no, not anymore. It's been almost a decade since the SEO industry began it's turn toward a fuller website marking experience, looking beyond search engine rankings as a metric of success, and instead looking at business growth, conversion rates, and return on investment. Rankings are a traffic delivery mechanism. Traffic can be hit or miss. Not all traffic is targeted. We see it all the time, clients like you are looking for rankings for your industry terms. But, quite often the time and effort needed to rank these favorite phrases holds no value compared to the conversions it delivers. That means, the ROI just isn't there. Instead of focusing on these "pet" terms, and potentially wasting … [Read more...] about Dear Client: I Love You, But Will You PLEASE Stop Obsessing Over Your Search Engine Rankings?
Search engine ranking service
Before November of 2003 it was easy to rank well in Google for just about anything just by using the keywords in your anchor text and plastering the term everywhere in your page copy. I appreciate that, knowing that back then I ranked in Google’s top 10 results for search engine marketing without knowing much about the topic. As time passed it became clear that Google began to look for natural and unnatural patterns, and what I was doing did not fit the mold. In a recent 100% Organic column, Jill Whalen wrote you can’t OVER optimize, which is true, but what put you at the top of the search results a few years back might get your site filtered out of the search results now. We all look back and say we predicted some of the trends, but after the Florida update some of the people who claimed it was no big deal also learned to change with the algorithms to remain relevant. Mixing it up & Changing word order Some people are still focused on keyword density, but you really … [Read more...] about Lower Keyword Focus To Improve Search Engine Rankings
Next month, I will speak at SMX Advanced as a member of the authority panel, so it makes sense to discuss authority in my column this month. Authority is a term that has been around as long as I can remember, probably longer than the term search engine optimization itself. That is because classic SEO divides itself into four quadrants based on on-site vs. off-site and relevance vs. authority. Before Google, most search engines could find relevant documents, but they struggled with ranking them in an order that surfaced the best matches. This led to SEO tricks like extreme keyword stuffing, hidden keyword text, and writing title tags like AAA Keyword Keyword Keyword. Google recognized the conundrum so it separated relevance from authority by counting links. Every link became a vote. Off-site links brought authority onto your site while on-site links flowed that authority through your website. Links signaled popularity and trust. PageRank was born. This is a simplified description. If … [Read more...] about What Is Search Engine Ranking Authority?
Search engine rankings are powerful. Ranking at the top of a search query can add commas to your business profits. So how do we focus on the right things to secure our place at the top of search engines? I cover the details in this post. This is excitement for an SEO. Rankings and Reporting. Watching the SERPS do their work. The thrill of victory is few and far between. What does it take to make a site grow forever? The Typical Discouraged Search Engine Ransack Crisis Begins When you start a website, you want traffic. You want people to share every post. Then you expect their friends to share and visit. You expect people to come flocking from all ends of the earth to read your amazing website. You even expect to make money and fast. Unfortunately, most of us have experienced that moment of hitting publish and hearing crickets. Tweet this if you know that feeling! Then we get that one amazing email. A comment on your blog is on hold for moderation. Excitement feels every ounce of your … [Read more...] about How to Get Results From Search Engine Rankings
The bounce rate debate continues… Bounce rates and how they affect a website’s ranking on Google has been discussed, dissected, and dismembered over and over again. As fully transcribed on this site, a conversation between Rand Fishkin, CEO of Moz, and Andrey Lipattsev, Google’s search quality senior strategist, led to a surprising discussion on click and bounce rates affecting search rankings. Rand stated that he has recently been running a few experimental tests with various crowds of 500 to a couple thousand people. Everyone participating was prompted to take out their cellphones, laptops, and digital what-have-yous and perform a specific search. Once the search listing appeared, he had everyone in the crowd click one of the listings at the bottom of the results page and then click away from that site. He then monitored the results over the next few days. Rand found a whole bunch of inconsistencies. In a little more than half of the experiments, the ranking did … [Read more...] about Do bounce rates affect a site’s search engine ranking?