The Myth of Guaranteed #1 Ranking in Search Engine Marketing
You've seen the ads: Guaranteed #1 Ranking! There are no guarantees in search engine marketing and website promotion. If anyone tells you different, you should check quickly to make sure they don't have their hand in your wallet.
Suppose you sell widgets. You want to sell more widgets, and the way to do that is to make sure that more people know about widgets, and that you are the place to buy their widgets. You might decide to buy a half-page ad in a national magazine to tell your story. When you place that ad, you are "guaranteed" your position.
With a magazine advertisement, you know what the magazine's circulation is, who reads it, and which page will feature your ad. The magazine can guarantee all that, because they own the medium.
Search engine marketing is qualitatively different. When you work with a search engine marketing firm to promote your website, they cannot guarantee where your listing will appear. Certainly there are types of online ads where there are guarantees in place: banner ads priced at "cost per thousand impressions", pop-up ads, and so forth. These are like traditional media buys, where you are working directly with the owner of the medium where the ads appear, but this is not search engine marketing.
Even so-called pay-per-click search engines cannot guarantee your position. In Google AdWords, for example, it is not just the price you pay for a given keyword that determines where you will rank. They also bring in other factors, including how often your ad is clicked-on, to determine which ad will be listed first. Just throwing money at them will not necessarily get you into the #1 spot.
The bottom line is this: search engine marketing professionals do not own the search engines. They can tell you that you will achieve #1 ranking on a given search engine, or they can tell you that the moon is made of green cheese, but there is no way they can make either of those happen. When you tell Time magazine you want your ad to be on the back cover, and you pay them enough money, they will guarantee you the back cover. If you tell your search engine marketing people you want to be #1 in AllTheWeb, they cannot guarantee you that result. They can recommend changes to your site that will increase the likelihood of your ranking higher, but that is a long way from a guarantee. If you don't control the medium, you can't guarantee the result. Since your search engine consultant doesn't control the search engine, there is no way they can guarantee your position.
The ranking algorithms of the search engines are a closely-guarded secret. The search engine wants to give top ranking to the site that is the best match to an individual visitor's search query, not to the site that was able to "beat" the system. That is where the value of real search engine marketing comes in.
While the search engine marketing person cannot guarantee you a position, what they can do is to apply years of experience to tell you what has worked in the past, and to help you make it work today. In many ways, "organic" search engine optimization is really a matter of editing web pages or whole sites to make them the most search engine friendly they can be. Making sure that a given page has just the right combination of keywords, title, links, and so on, is really at its base simply a matter of making that page the best web page it can possibly be. The page that will rank the best in the search engines is also the page that will make the most sense to the human visitor. Rather than relying on tricks to try to make the page rank high, it is a matter of just making the page the most focused and on-message that it can be. The bad news is that this doesn't guarantee which position in the search engine rankings that page will occupy on a given day. The good news is that the page will always rank well.
The search engines change their algorithms from time to time. If today's rule, for example, is that just the right combination of text in the title tag will make or break a site, and you know this is true, then all you have to do is to tweak the title tag to fit within that rule, and you will automatically rank very high. Today.
Suppose that tomorrow, however, that rule is changed. Suppose that now the most important factor that the search engines use to rank a site is the content of the META Description tag. All the work you went to yesterday to fix the title is now useless. All of your attention is now focused on fixing that description tag.
Clearly, over time the focus of the search engines will vary. The best way to deal with this is to not deal with it! This means that rather than tweaking a site one way today and another way tomorrow, the best way to approach optimizing a page or a whole site is to not try to beat the system. Instead of trying to "psych-out" the search engines, why not add value to the site? A "common sense" approach to search engine optimization, looking for long term results, is the way to go. When you try to help a site rank better by making it the best it can be, everybody wins.
Copyright © 2002-2004 Search Innovation Marketing. http://www.searchinnovation.com All Rights Reserved.
Permission to reprint this article is granted if the article is reproduced in its entirety, without modification, including the bio information. Please include a hyperlink to http://www.searchinnovation.com when using this article in newsletters or online.
Build SEO seasonality projections with Google Trends in Python Search Engine Land
Soapbox: SEO community must temper responses when idea-sharing to avoid shaming - Search Engine Land
SEO in 2020: Going Beyond Google Search Engine Journal
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
How Hackers May Be Hurting Your SEO Search Engine Journal
Googleâs SEO Best Practices Summed Up in New Video Search Engine Journal
This SEO training can make you the high-paid expert who truly knows digital marketing. - The Next Web
5 of the Most Complex SEO Problems & How to Fix Them Search Engine Journal
I Love SEO: 10 Reasons Why We đ SEO Search Engine Journal
Googleâs John Mueller on Word Count for SEO Search Engine Journal
SEMrush to SEO success bne IntelliNews
What's The Most Challenging Thing About Hotel SEO? Talking About Hotel SEO | By Thomas McDermott - Hospitality Net
What's The Most Challenging Thing About Hotel SEO? Talking About Hotel SEO | By Thomas McDermott Hospitality Net
5 Ways SEO & Web Design Go Together Search Engine Journal
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console - Search Engine Roundtable
Google Video SEO Explained: On Page, Multimedia, Black Hat & Search Console Search Engine Roundtable
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes - Search Engine Roundtable
Vlog #47: Rhea Drysdale On Saving Clients Money With SEO & Hyperlocal SEO Changes Search Engine Roundtable
10 Tips for Mastering Your SEO Content in 2020 Search Engine Journal
A Major Hollywood Studio Turns to SEO to Boost Ticket Sales Search Engine Journal
How to Beat Big Brands in SEO Search Engine Journal
How BERT is helping SEO agencies focus on collaboration strategies Search Engine Land
Managing SEO for Non-SEOs: 3 Simple Tips Search Engine Journal
Long Tail Keywords and SEO Search Engine Journal
SEO vs. PPC: When is the Right Time to Pay? Business 2 Community
Enterprise SEO: Planning Your 2020 SEO Strategy Search Engine Journal
When Do You 'Need' SEO? Forbes
How To Unlock Your Business's Potential With Tailor-Made SEO Women Love Tech
6 Ways to Know If Your SEO Is Broken Practical Ecommerce
Microsoft Lists SEO as the Most Important Hard Skill for Marketers Search Engine Journal
Leverage Python and Google Cloud to extract meaningful SEO insights from server log data - Search Engine Land
Leverage Python and Google Cloud to extract meaningful SEO insights from server log data Search Engine Land
Citations & Local SEO: The Ultimate Beginnerâs Guide Search Engine Journal
Warner Bros. renamed the Harley Quinn movie for better SEO Search Engine Land
Best Free Online SEO Training Courses in 2020 Search Engine Journal
8 Ways to Become a Great SEO Consultant Search Engine Journal
A Definitive Guide to Mobile SEO Search Engine Journal
The SEO Agency KPIs Dashboard: A Way to Unlock Growth Search Engine Journal
Google Recommends Hiring SEOs in New âSearch for Beginnersâ Video Search Engine Journal
Search Engine Optimization (SEO) Tools Keep Reading
Itâs Time to Put the âMarketingâ Back in âContent Marketingâ Search Engine Journal
SEO: 7 Shopper-grabbing Rich Snippets for Ecommerce Practical Ecommerce
Voice Search has taken the SEO industry by storm: MMA and GroupM report ETBrandEquity.com
My Site Audit Says âLow Word Countsâ â Is That Important? Search Engine Journal
16 On-Page SEO Factors You Must Update On Your Blog At All Times Business 2 Community
SEO Trends in 2020 Newswire
Search Engine Optimization (SEO) Tools Market Research Report Industrial Opportunity Size and Growth Forecast to 2028 With Top Key Players - News Times
Search Engine Optimization (SEO) Tools Market Research Report Industrial Opportunity Size and Growth Forecast to 2028 With Top Key Players News Times
Charles Travers Debuts New SEO Agency Focused on Empowering Companies in the Digital Age - PRUnderground
Charles Travers Debuts New SEO Agency Focused on Empowering Companies in the Digital Age PRUnderground
iProspect India to handle SEO for ZEE5 Global ETBrandEquity.com
Top 10 SEO Factors to Improve Website Position Customer Think
Does Seo Ji-hye of Crash Landing on You suit the chaebol heiress look? South China Morning Post
Google Search Console Has New Tools to Help With Site Moves Search Engine Journal
An Adaptive Framework for Link Building Campaigns Search Engine Journal
'Crash Landing on You' gives fans new couple to ship with Kim Jung-Hyun's Seung-jun and Seo Ji-hye's Seo Dan - MEAWW
'Crash Landing on You' gives fans new couple to ship with Kim Jung-Hyun's Seung-jun and Seo Ji-hye's Seo Dan MEAWW
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In âCrash Landing On Youâ - soompi
Seo Ji Hye And Kim Jung Hyun Share Feelings For Each Other Amidst Danger In âCrash Landing On Youâ soompi
SEO Service Provider Services Market Size, Development Status and Outlook by Top Players Till 2025 - Nyse Nasdaq Live
SEO Service Provider Services Market Size, Development Status and Outlook by Top Players Till 2025 Nyse Nasdaq Live
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama - soompi
Park Min Young, Seo Kang Joon, And Lee Jae Wook Talk About How Well They Match Their Characters In New Drama soompi
SEO expert has "best wife in the world" on Google Bournemouth Echo
Get rid of "You haven't activated your Yoast SEO Premium subscription yet" nagging alert message - NovoNews
Get rid of "You haven't activated your Yoast SEO Premium subscription yet" nagging alert message NovoNews
Seo Kang Joon And Park Min Young Live In 2 Completely Different Worlds In Upcoming Romance Drama - soompi
Seo Kang Joon And Park Min Young Live In 2 Completely Different Worlds In Upcoming Romance Drama soompi
What Is Technical SEO? Business.com
SEO Strategy Guide: Beat Your Competition in 2020 Search Engine Journal
What Does It Mean to âDo SEOâ? Search Engine Journal
What is SEO? businessjournaldaily.com
What Is SEO? How Does It Work? Myths, Mistakes, and 9 SEO Best Practices Business 2 Community
Twitter Can't Get Over How Seo Dan's Story Ended In 'Crash Landing On You' - Cosmopolitan Philippines
Twitter Can't Get Over How Seo Dan's Story Ended In 'Crash Landing On You' Cosmopolitan Philippines
SEO Penalties: The 6 Ways Your SEO Strategies Aren't Helping You Business 2 Community
3 Places for SEO Beginners to Focus Their Time Search Engine Journal
'Dr Romantic 2' Week 7 sees Dr Seo Woo-jin getting kidnapped, Kim Sabu and Dr Park at each other again - MEAWW
'Dr Romantic 2' Week 7 sees Dr Seo Woo-jin getting kidnapped, Kim Sabu and Dr Park at each other again MEAWW
7 Basic SEO Best Practices You Can Learn from Huge Travel Brands Search Engine Journal
SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid Search Engine Journal
What is SEO? Quick Guide to Search Engine Optimization Business 2 Community
Kwon Nara Is Torn Between Her Feelings Towards Park Seo Joon And Her Career In âItaewon Classâ - soompi
Kwon Nara Is Torn Between Her Feelings Towards Park Seo Joon And Her Career In âItaewon Classâ soompi
Google Explains How to Use Headings for SEO Search Engine Journal
7 SEO best practices you should be doing regardless of what Google says Search Engine Land
Can SEO Be Made Predictable? Search Engine Journal
SEO in 2020: What Role Do Keywords Play? Search Engine Journal
6 Easy But Stupid SEO Tactics You Must Avoid Search Engine Journal
5 SEO Realities SEO Professionals Struggle with Most Search Engine Journal
How to Make SEO Happen in 2020 Practical Ecommerce
How Does Website Security Affect Your SEO? Search Engine Journal
Park Min Young & Seo Kang Jun share glimpses of a warm winter romance in highlight teaser for 'I'll Find You on a Beautiful Day' - allkpop
Park Min Young & Seo Kang Jun share glimpses of a warm winter romance in highlight teaser for 'I'll Find You on a Beautiful Day' allkpop
Are You Getting Nuked By Google Lately?
Since the last Google update, there have been many instances and examples of the Google Nuke Bot! This is what I call it anyway. Have you visited a favorite website lately only to realize they've been nuked by Google?More and more we are seeing internet marketing / SEO companies getting nuked, by Google completely removing them from their data banks.
SEO Expert Guide - Keyword Analysis (part 3/10)
If you imagine that building an optimized site is like cooking a meal, then keywords are the essential ingredients. Would you attempt to cook a complex new dish without first referring to a recipe? Would you start before you had all the ingredients available and properly prepared?In our analogy, key words are your ingredients and the rest of the guide (after this part) is your recipe.
How to Develop a Successful ROI for Your Website
Are You Really Measuring for Return on Investment (ROI) with Search Engine Optimization?Puzzling studies and reports suggest that businesses are missing out when it comes to ROI, including a whole host of metrics that should confirm or shape search engine marketing strategies.You can't accomplish much if you're not even implementing SEO the right way.
Search Engine Marketing Simplified
All the great efforts made for making your own site, goes in vain when your site doesn't bring you business. The reasons can be anything right from less traffic, to less page-per-views, or lesser PageRank.
The Importance of Search Engine Optimization
Search Engine Optimization is a key to any successful internet marketing strategy. There are numerous definitions and interpretations as to exactly what Search Engine Optimization means.
Optimize your Search Engine Placement Five Easy Ways
If you are like me, you created web site metatags with the help of your Web master. Maybe like me, you didn't spend time or money submitting to search engines because you weren't techie enough.
The Search Engine Of The Future: Mobility Has A Pricetag
We all know the ease of using a search engine to garner information from around the world in microseconds. We've gotten accustomed to accessing these for the price of our hookup to the internet, be it dial-up, cable or wireless.
Are You Making These Deadly SEO Mistakes?
Black Hat SEO: Web Spamming and Linking to Bad NeighborhoodsSo you want to exchange links with other web sites in order to get higher search engine rankings?So you want to create hundreds of auto-generated, keyword rich pages for your site?Before you go and link to every website that is willing to exchange links, it would be a good idea to know where not to link to. Sometimes it can mean not linking to your own sites.
Breaking the Myth About Page Rank (PR)
The most difficult challenge most web designers face is getting traffic to your site. There are plenty of companies who promise to send traffic your way.
Get a Number One Google Ranking With This Simple Technique
You probably do this already - complete regular searches in Google for your key phrases and see how high you rank. It's well known that the first three results are far and away the sites that get the most clicks.
Forget SEO - It's All About Conversion!
Which SEO hat do you wear? Is it white or black? Or perhaps it's a subtle shade of gray. Well, wherever you are on this spectrum, if you are like 99% of the SEO-fixated webmasters out there, you are doing all you can to get visitors to your site.
Making Money with Popular Search Engines
With so many internet and home business opportunities on the world wide web nowadays it is very confusing as to know which ones are scams and which are not.However, even though I am sure that most of the money making schemes advertised have their merits, it would give the entrepreneur great peace of mind to know that he was building an internet business in conjunction with a credible and high profile corporate.
5 Qualities to Look for in a Search Engine Optimization Program for Your Website
These days with millions of websites out there, you need a way to get noticed. When your company website is ranked highly in the major search engines, customers from all over the world can find your front door.
How To Conceal Your Website's "Fingerprint" From The Search Engines
The internet marketing industry is now flooded with various page and portal generators.In the good old days the gateway page generators did very well, earning a lot of money for many people.
5 Extremely Valuable Search Engine Optimization Tips
Search engine optimization is THE most cost effective way for a company to market their products and services. Below are 5 extremely valuable search engine optimization tips:1.
Website Ranking With an Internet Marketing Specialist
On the internet, competition is stronger than ever. There was a time where paying a few bucks to get in Yahoo was enough to generate substantial traffic but marketing websites on the internet got much more complex since.
Google Sitemaps: 7 Benefits You Cant Ignore
Google Sitemaps enables Webmasters to Directly Alert Google to Changes and Additions on a Website and that's just one of 7 Benefits.Telling search engines about new pages or new websites use to be what the submission process was all about.
How Ive Maintained 7 Top Ten Google Rankings For Nine Months
Back in November 2004 I discovered a way to get a top 10 ranking in Google. I tested the technique for 3 months before I shared my findings with the world.
Types of Links
Internal Linking - An introductionThe web as they call it is a mesh of links. The wired world is now being counted for what it is.
Build Link Popularity The Smart Way
A Brief Introduction To Link PopularityAs webmasters research various ways to get more traffic to their site one method that is gaining more and more publicity is Link Popularity. Link Popularity is the number of links that point to your website as measured by the search engines.
|home | site map|