Whenever I ask my clients, or potential clients, what they want from their website it is usually that they want to rank #1 on Google's search engine. I will tell you now what I have had to tell them... RANKING CHANGE! Why? Because algorithms change.
Algorithm= The formula that a search engine uses to determine its ranks. It sifts through a multitude of factors, including keyword repetition and page titles, inbound links, and even the age of the site. Some elements are considered more important than others in determining rank. Each search engine uses its own algorithm to determine in which order the results will be displayed. Algorithms are the factors that decide who will rank where on the search engine. Now, to keep things fair, search engines constantly change their algorithm so that no one can abuse rankings. Meaning, ultimitely, no one will stay #1 all the time.
There are, however, certain factors that remain true always! These are the things you should focus on, since you can't rely on the ones that change constantly:
1) Please the robots. Robots (or spiders) are the little guys who hunt for the keywords that searchers type in to their search engine's search box. Robots go out and grabs the bits of your text that relate to the searchers request. If their path is blocked, the robots will leave. In other words, always make sure that the links on your site are valid so that the robots can do their job.
2) Search results are blended. Search results are comprised of robot results, directory listings, and PPC ads. Directory listings, unlike robots, are often compiled by humans. It is text that has been written by you to look like fluid content rather than computer jargon that robots might pick up instead. Directories are sometimes free, but usually you must purchase a listing...sometimes you pay for the privilege of having your submittal reviewed whether it's included or not. PPC is Pay-per-click, meaning that each time a searcher clicks on your ad, you pay the price agreed upon (bidding price). Usually these are the advertisements you will see at the top of the search engine page.. sometimes you will see them in a blue background area, designating them as a PAID listing. This does not mean that you're #1 in ranks... it's there so that you can get your site seen and become popular! That will help with your ranking in short run.
3) Algorithms change-- as we discussed above.
4) Text matters. Focus on your keywords, keyword placement, meta tags and page titles.
5) Ranks change. Any number of factors outside of your control could nose-dive your site: competitor activity, your server performance, which search engine database you happen to be looking at, and of course algorithm changes.
If you stay familiar with these truths, you're site will do well in rankings in the long run.
ARTICLE BY:
ANNA DALEA
OWNER OF
ERT WEBSITE SOLUTIONS
