I have always known that Search Engine Optimization (SEO) is an ongoing process, but I never had a great explanation for why. Last week a conversation with our head of web services, John Fairley reealed alot. Call it my epiphany on ongoing SEO.
Constantly Evolving Search Algorithm
Last week, Google VP, Udi Manber mentioned that Google adjusted its search algorithm 450 times in 2007. As John pointed out, that’s more than once every day, each tweak in the algorithm creating a positive or negative consequence for where you appear in the search rankings.
For a website where organic web leads are the lifeblood of business, a small change to the algorithm can push your indexed pages lower and decrease the traffic to your site. Regular monitoring of your site traffic and then responding quickly to changing organic search referrals is critical for your business.
I asked John how big of a deal these tweaks could possibly be. The answer is that it depends. Each tweak affects search differently. A change that impacts your site negatively affects other sites positively. And some tweaks that have huge impact in your industry may not concern other businesses.
Local Search Example
John gave a great example pointing on of the big stories of 2007, Google using maps in local search. You may have noticed this recently in your own searches when you do a search for a service with a local city such as Chicago. Below is my search for “Chicago accountant.”
Now for a large corporation you may not be too concerned about local search and appearing on the map, but for any local service like an accountant, electrician, restaurant, etc… those searches can make or break your business.
Search Engine Roundtable reported in December about a Flower Shop in Denver that was being devastated by a lack of inclusion in these results.
“A story that emerges at the SEO Refugee Forums speaks volumes about the power of Google Maps in the natural/universal search results. A florist company in Denver is currently ranking #1 for their key terms in the natural organic listings. They have also invested over $100,000 in Google AdWords over three years.
“The problem is that now that Google Universal search includes maps in the results, they're not showing up on the listings for whatever reason. Instead, the competition is. They claim that it has "shut down their business overnight." The owner is desperate and is trying every possible angle:
“ ‘We are now less than 1 week from Christmas, our busiest time of year, and critical weakness in the ‘algorithm’ for maps has bankrupted my company. .... PLEASE HELP us. I realize we are nothing to you, but my family is losing everything.’”
This flower shop still isn’t in the map results for "Denver Flowers".
Cracking the Google Code
Even scarier is that of those 450 tweaks made to the algorithm, none are publicly released. Even the fact that Manber said that 450 tweaks were made was a huge deal for SEO people.
The only way to figure out how to adjust accordingly is to constantly monitor and, when a change is noticed, pounce on that opportunity. Trolling search forums like this one, reveal that for, local search, proximity to the city center, user ratings, and specific keywords make up all the difference. But you have to proactively seek out experts and then test your site accordingly.
In short, adjustments to the algorithm are being made and if you assume that you can set your site and walk away, you are asking for trouble. Certainly a proactive marketer can make himself aware of the changing environment, but to consistently maximize results you need experts. It’s conversations like these that make me glad we have guys like John on staff.
Read your site. Are you any kin to Michael John Santoro of Chicago who pitched in the Yankee chain at Independence, Kansas in 1950?
Posted by: John Hall | September 07, 2008 at 01:39 PM
Read your site. Are you any kin to Michael John Santoro of Chicago who pitched in the Yankee chain at Independence, Kansas in 1950?
Posted by: John Hall | September 07, 2008 at 01:40 PM
I agree with what you are saying adjustments to the algorithm are being made and if you assume that you can set your site and walk away, you are asking for trouble. Certainly a proactive marketer can make himself aware of the changing environment, but to consistently maximize results you need experts.
Thank you for this great article I enjoyed reading it.
-faith-
Posted by: Orange County search engine optimization | January 13, 2009 at 04:22 AM
Nice information this is really interesting
Posted by: vigrx | June 10, 2009 at 01:56 AM