Beware Of "Get Results Quick" Schemes With Search Engines

Shari Thurow, author of 'Search Engine Visibility' talks about the benefits of a long term perspective on Search Engine Optimization (SEO).

February 16, 2007
Found in: Articles : Editorial : Web Site Marketing & Strategy : Search Engine Marketing :

The stock market has been doing some funny things lately. However, whether you're bearish or bullish on the market today there is one stock that most would love to have -- GOOG.

Google has transformed the Internet in many ways with the search engine google.com being the focus here. People used to have their preferred directories, bookmarks, yellow pages, or other sources of information but increasingly most just go to a search engine such as google to start their inquiry. I mentioned earlier that estimates put this number at about 85% of all web surfers.

With search engines becoming the favorite starting place for web surfers, many who are looking to make a purchase, getting listed in them in order to reach these users has become priority #1 for many businesses today.

Same goal, different tactics.

This is a common goal between most businesses with a web site, however the strategies and tactics used to get there vary widely.

I recently read an article on ClickZ, a network of informational web sites that includes Search Engine Watch, related to one major difference in how people approach this challenge of getting listed in a search engine: perspective.

The author, Shari Thurow, speaks about the short term perspective many search engine "experts" recommend to their clients as 'algorithm chasing'.
The pattern for this SEO strategy is:

The search engine algorithm changes.

1. The search engine algorithm changes.
2. The client's search engine traffic drops (sometimes a dramatic drop if there's a major algorithm change).
3. The client communicates dissatisfaction to the SEO firm.
4. The SEO firm attempts to reanalyze the algorithm.
5. Based on the so-called algorithm analysis, the SEO firm implements changes.
6. The client waits for implementation to take effect.
7. Lather, rinse, and repeat. Everything I just described is part of a long-term SEO strategy.

In addition to this method totally overlooking the human elements of a web site including good writing, strong keywords, simple navigation, and a clear and professional design, Shari speaks about why it is not cost effective or viable for the long term:

Modifying navigational elements isn't a process Web site owners can implement every time there's an algorithm change. Headings and headlines cannot be modified on news sites or news pages for archiving reasons.

The funny thing about this long-term approach? Implemented correctly, a keyword-focused, search-friendly, user-friendly Web site tends to receive qualified search engine traffic over time in spite of all algorithm changes and all new search engines that come onto the horizon. Link development isn't a difficult process because people genuinely want to link to easily accessible, unique content.
Trust me when I say this: if the same information is available on two different Web sites, people tend to link to the site that's easier for them to use, not the one that makes accessing that information problematic. Usability has a direct, positive impact on a site's link development.

What you can do right now.

At Enthusiast, we absolutely agree with this assessment. The number one thing you can do to get search engine listings that result in more relevant users coming to your web site is putting up fresh, keyword rich information about your products and services which increases your page count and keyword count in the search engine database. These blogs, articles, press releases and other content all become a conversation with the search engine about what you offer and once a user finds you about what you can do for them.

Enthusiast provides a very simple yet powerful way for businesses to publish this content and information to their web sites with ease and no need to call IT. We would love to help you assess your situation so you can escape the algorithm chasing and start talking to buyers.

For a limited time, we offer a free 30 minute assessment that includes a look at how search engines see your web site.

Read the full article on ClickZ.