There are situations in life where, having a couple of tricks up your sleeve will get you to the head of the line. All one has to do is learn the tricks of the trade and your in. Not so in the world of SEO (Search Engine Marketing). That’s because the rules keep changing and there is always more than one game being played; meaning, yes, there’s more than just one search engine! Sure there are people who have some success in the beginning through the use of tricks but unfortunately, the headway you make in the short term usually ends up negating any success (luck) you had in the beginning. Search engines are constantly on the lookout for websites that rely on less than best practices and in just a few weeks, algorithms will have change, leaving you out in the cold.
The reality is that things in the world of SEO (Search Engine Optimization) have gone through some pretty significant changes. Does this mean that the benefits of SEO have reached their shelf-life? The answer is – far from it! Yes, there are reports of decreases in even organic traffic but it’s important to understand why these decreases are occurring.
If you have been using an established and professional SEO service provider, you most likely will not have had an issue in traffic. If, on the other hand, your SEO campaign has been relying on shortcuts and other SEO “tricks” to increase traffic, you may be in trouble. Those “tricks” like, keyword stuffing, poor and/or duplicate content, unprofessional site presentation, etc, which have been working for you in the past are the very things that are now holding you back.
One of the more common problems that websites have encountered is a result of duplicate content. Although sometimes deliberately done to increase traffic, this can also be due to technical issues which experienced SEO providers can resolve quite easily. Other areas that professional SEO providers regularly monitor and address as needed are issues relating to linking and usability. While these can now result in a decrease in traffic, they can be quickly remedied.
In order for PPC (pay per click) to be successful, it must be a win/win scenario for both the owner as well as for Google. If your ad does not prove relevant and therefore does not produce a positive CTR (click through rate) no one benefits.
In order for search results of an ad to achieve a, “quality score” it is calculated by measuring it against several factors. A few of the basic questions that must be answered when calculating a score include:
- What is the ad’s expected CTR?
- Is the Landing Page experience a positive one?
- How relevant is the ad overall?
When it comes to estimating the CTR, a prediction is made as to the likelihood that the ad will get clicked on in relation to a specific keyword. This rating can go from above average to below average and depends on comparisons made on the history of that keyword in relation to other related keywords.
Streamlining quality control on large, corporate websites is essential in retaining authority within your industry and is vitally important in maintaining high visibility on a consistent and long-term basis. We’ve probably hashed the topic of quality to death but as important as it is – it’s even more crucial on large scale websites. The reason for this is that the more pages on a site; the more chance there is for duplicate content which can have detrimental effects on the whole site.
There are a few basic steps that all professional SEO (Search Engine Optimization) providers will automatically watch for but are still worth a mention. The first one is monitoring links that no longer work and of course, this applies to your onsite links as well as any outbound links in your site. Two other components that may seem obvious but also deserve mention are eliminating duplicate content and having a professional go over each page of the site for grammar and spelling errors. If your site happens to be in the thousands of pages, a proofreader may be a bit costly but even your computer’s spell/grammar check is better than nothing.
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