If you are utilizing search engine optimization to promote your business, you have probably seen a change in your positioning within Google over the past several months, and more markedly in the past couple of weeks.
Google makes a significant number of adjustments to it’s ranking algorithm each year, in fact I just read that they made 516 small changes in 2010. Each year they tend to make a couple of major changes.
About a year ago they issued an algorithm change that emphasized the necessity of having really good content on your website to rank well. Poor content in their opinion was penalized, and many sites lost some of their ranking positions in Google as a result. This change was called “Panda”.
Just this month, May 2012, Google issued the “Penguin” algorithm change. This addressed what Google considered to be “spammy” links. If Google deemed your site to have to many “suspect” links coming into it, then you might have been penalized by Google.
If you have been impacted, it would be wise to take a patient approach to figuring out how to remedy your diminished rankings. The reason for doing so is that it is extremely difficult to identify whether Panda was the cause, Penguin was the cause, both were the cause, or neither one was the cause. Whatever you decided to do, or whatever your SEO suggests you do, do it slowly and cautiously.
Ironically, this latest change in Google has not extended to Bing and Yahoo. This is limited to Google at this point.
If you are unsure about what you need to do, I invite you to give me a call for a consultation. Having been active as a professional SEO (Search Engine Optimizer) over the past six-years, I will help you get a better idea of what you are facing, and how to go about correcting your issues. Whether we like it or not, Google has chosen to travel a path of their own choosing. It is at times like this that we have to adjust and move forward.
Here are a couple of links to articles that explain in further detail.
Search Engine Journal http://www.searchenginejournal.com/penguin-or-panda-how-to-determine-which-google-algorithm-update-impacted-your-website/43751/
SEOMOZ http://www.seomoz.org/blog/the-penguin-update-whiteboard-friday
I’ve been reminded this past week of how important organic SEO, (search engine optimization), is to a marketing plan, whether for a business, church, or non-profit. Most organizations want to be found by those needing their product or service.
If the purpose of marketing is to be found by those needing what you have, or what you do, then the first commandment of that process is to do it at the lowest possible investment that will get the job done.
This is where organic SEO can give you the advantage. Unlike PPC, or paid search marketing, where you pay an amount to a search engine for each instance where a person clicks on the link of your ad to be directed into your site, organic SEO positions you in an area where it does not cost you anything to receive a click into your site.
Organic SEO is so important to your business that it is hard to overstate that fact.
The purpose of search engine optimization, (SEO), is to position keywords that are appropriate for your business on a search results pages that will give your company exposure to those who want to buy your “stuff”.
We call the process of this type of work SEO positioning or SEO placement.
SEO positioning is critical for marketing success. I have yet to come across a company, or organization that has all the leads or business that it wants. Customer acquisition continues to be a priority for every business.
Selecting the right words to be found on is absolutely essential. The selection should take into account your target market demographics, how people search for your type of products or service, how often a term is searched, as well as the competitive levels of the words and phrases. Otherwise you are putting a blindfold on and throwing darts at a board with no frame of reference.
SEO positioning can put you in a position to be found by those who need YOU! It is a powerful tactic that is being taken advantage of by millions … yet there is still plenty of room for your company to capitalize on SEO placement.
