SEO Information

Search Engine Algorithm Quandaries


Before you make drastic changes to your website after a rocky search engine update, take time to study your web server logs, changes in traffic to your site, and your ranking in the search engines.

Making Changes Before Analysis

Making rash decisions when you are hearing one thing then another from forum postings and articles is not the best choice to make. Much of the talk about fluctuations in the search engine rankings is just that--talk. Cold hard facts come from established tests of what is going on and why. Don't jump ship before examining what is going on with your website first. Panic will lead you nowhere.

Let's talk about basic search engine fundamentals you need to know.

Search Engine Rankings Fluctuate

First, you need to know that search engine rankings fluctuate; that is just the way it is. Google is a prime example of ranking changes happening throughout the day. The best way to find out how you are faring is to study the traffic coming to your site over time. Nope, not just a day or two, try a week or two at least to see if your rankings return. A search engine update may last a week before finishing and the rankings settle. Most importantly, are you receiving traffic at your website? Are you still making sales? Okay then, something is working. Don't jump on the "change everything" bandwagon. Pay attention to what is true in regard to your website.

No One Knows Algorithms Like The Search Engines

The truth is much of the talk about organic (natural) search engine marketing information is speculative. The people who know exactly what the search engine is doing are the engineers who created it, and they are not going to give away their secrets. This means that understanding what happens when updates occur may be difficult to pin down. Keeping tabs with leaders in the industry through articles, forum postings and blogs may give you a general idea of what is happening. Take that information and then apply it to what is actually happening with your website traffic and sales.

You Need A Log Statistics Program

If you do not take anything else away with you from this article be sure you heed this advice: you need a log statistics program in place. With a good log statistics program you will be able to see various reports showing the number of unique visits taking place on your website, what keyword phrases visitors use to find your pages, what pages are being visited, which search engines are being used to find your website, and much more. Knowing what the "normal" website traffic of your website is will give you a good idea of what may be actually changing over time when updates do occur.

Resubmitting Doesn't Help

Don't resubmit your web pages in the crush of an update. Search engines have crawlers, known as search engine robots or spiders, that are able to pick up a web page through links in order to add it to the search engine databases. For this reason you do not need to submit your pages to search engines anymore. Even if you mysteriously go from "top ten" to number 500 in the rankings, the fact that you are still listed means that you are still in the search engine's database, and you do not need to resubmit. Watch search engine robot activity in your server logs and you will be able to see when your web pages are being revisited by the robots.

Google PageRank Should Not Rule Your Life

So many people fixate on Google's PageRank. I suggest you should be more concerned about the traffic coming to your website, sales, the amount of content on your site and the number of on topic or directory backlinks you have acquired. PageRank is part of a much bigger equation of over 100 ways in which Google evaluates your website. Don't forget about the traffic that comes from the other search engines as well. Google may not always be the leader in search engines, keep current with the other major search engine players in the industry.

Common Sense Makes Sense

Use common sense. If you are a small business you can ill afford to make changes that may adversely affect your bottom line. Observation and patience will gain you more than quick fixes. In my experience, the true test of an update is watching the search engine results settle over at least a week or two worth of time. Let the dust settle, analyze the situation, and see what happens from there.

Moderation may be helpful, whether in gaining backlinks, making website changes or your reactions to changes. Don't panic. If it isn't broken...don't fix it.

Daria Goetsch is the founder and Search Engine Marketing Consultant for Search Innovation Marketing, a Search Engine Optimization company serving small businesses. She has specialized in Search Engine Promotion since 1998, including three years as the Search Engine Specialist for O'Reilly Media, Inc., a technical book publishing company.

Copyright 2002-2005 Search Innovation Marketing.
http://www.searchinnovation.com
All Rights Reserved.

Copyright Permission Information:
Permission to reprint this article is granted if the article is reproduced in its entirety, without modification, including the bio and reprint information. Please include a hyperlink to http://www.searchinnovation.com when using this article in newsletters or online.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


Forbes

SEO: Is It Really Dead? - Forbes
Forbes
The goal in business is to make money. Right? We all know it, but how can we achieve it in today's increasingly competitive online world – and how is digital marketing impacting profit potential? Digital marketing, long hailed as the cure-all for ...

and more »


Search Engine Land

The 40-point SEO checklist for startups
Search Engine Land
Whether you are in the process of taking your startup site public or honing your on-site search engine optimization (SEO) post-launch, it's important to have a process in place to make sure you aren't missing anything. To that end, we've collected 40 ...



Vertical Measures (blog)

The Weekly Measure: SEO Questions, Email Mantras & We Won a Ton of Awards!
Vertical Measures (blog)
Each week, Vertical Measures presents the Weekly Measure, a collection of the week's latest updates in the content marketing, paid search, social media, search engine optimization and link building fields. Also provided is a handy schedule of internet ...



Search Engine Journal

Google Exploit: Canonical Negative SEO
Search Engine Journal
A new negative SEO attack method has been discovered. What makes this exploit especially bad is that it is virtually impossible to detect the attacker. There is no way to recover if the attacking website is unknown. So far, Google is remaining silent ...



Forbes

The 8 Things Most People Get Wrong About SEO
Forbes
I've been working in the search engine optimization (SEO) space for years, yet I'm still pleasantly surprised to learn new things about the industry. I'll discover a new update, or witness a trick used by one of my colleagues, and rush to the drawing ...

and more »


Search Engine Land

SearchCap: Google new video ad format, SEO checklists & more
Search Engine Land
A new video ad format brings video to mobile devices, in locations where no YouTube videos currently exist. The 40-point SEO checklist for startups. Apr 18, 2018 by Pratik Dholakiya. Startups can't afford to miss a SEO trick when it comes to launching ...



Zion SEO Search Engine Marketing
Benzinga
Mitch Moreman, the Young Digital Marketing Enthusiast, Launches His SEO Website. DURANGO, Colo. (PRWEB) April 21, 2018. It takes sheer passion and a tremendous amount of skills for someone to single-handedly start their own search engine optimization ...

and more »


Forbes

How To Tell If Your SEO Campaign Is Working - Forbes
Forbes
It's exciting to start a new search engine optimization (SEO) campaign, whether you're handling all the little pieces yourself or you're outsourcing the work to an agency. You'll invest time and/or money in creating outstanding content, promoting that ...
5 Reasons to Consider Keeping SEO In-House - Chief MarketerChief Marketer

all 3 news articles »


Forbes

Should You Fire Your SEO Agency? 11 Important Signs
Forbes
Thousands of business owners every year decide to enlist the help of external SEO agencies, which offer specialized expertise and, in many cases, lower overall costs. But like any business partnership or any hire, this relationship may not turn out to ...



The Drum

Will websites have a limited role in the future of SEO? | The Drum
The Drum
Will Google, as we know it today still be around in 15 years? Strange question, some might say, but it's worth remembering that when I started my career in SEO the big names in search were AltaVista, Ask Jeeves, Lycos and Yahoo. Change happens quickly ...
5 Surprisingly Common Technical SEO Mistakes - InfluenciveInfluencive

all 5 news articles »

Google News

home | site map
© 2006