More than Search Engine Optimization

Post 10 of 18

Why SEO Fails Sometimes

So you have a website, now what? It seems like many people think that the most important aspect of creating a web presence is to have a website collecting dust with glorified Search Engine Optimization. With Google continously making changes to algorithms, more businesses creating a web presence and overall rising competition, it takes more than just a website to really stand out. The truth is, having a website is just the beginning of online marketing efforts. Without useful content, a fan base, social media, lead generation management, email marketing and tenacity, you will find yourself in a sea of lost expectations.

Google’s latest Search Engine Optimization patent left SEO strategists punching and screaming, when overnight many websites went from great traffic to not getting found. Below is a specific clause from this patent, which was filed many years ago but rolled out on August 14th, 2012;

“When a spammer tries to positively influence a document’s rank through rank-modifying spamming, the spammer may be perplexed by the rank assigned by a rank transition function consistent with the principles of the invention, such as the ones described above. For example, the initial response to the spammer’s changes may cause the document’s rank to be negatively influenced rather than positively influenced. Unexpected results are bound to elicit a response from a spammer, particularly if their client is upset with the results. In response to negative results, the spammer may remove the changes and, thereby render the long-term impact on the document’s rank zero. Alternatively or additionally, it may take an unknown (possibly variable) amount of time to see positive (or expected) results in response to the spammer’s changes. In response to delayed results, the spammer may perform additional changes in an attempt to positively (or more positively) influence the document’s rank. In either event, these further spammer-initiated changes may assist in identifying signs of rank-modifying spamming.”

And an abstract from the overall patent;

“A system determines a first rank associated with a document and determines a second rank associated with the document, where the second rank is different from the first rank. The system also changes, during a transition period that occurs during a transition from the first rank to the second rank, a transition rank associated with the document based on a rank transition function that varies the transition rank over time without any change in ranking factors associated with the document.”

You can see the full patent information by clicking here. We were recently approached by a company that asked us to participate in black hat SEO techniques and of course, we turned them down. What is black hat SEO? Keyword stuffing, hidden or invisible text, meta-tag stuffing, excessive link building, competitor page hijacking and more to reach #1 ranking in a very short amount of time. This same company was penalized a few months ago when Google rolled one of their Panda updates. No amount of money is worth being part of unethical practices as these. You can read more about these practices by clicking here. Search engines continously make changes to their algorithms because of these practices, penalizing unaware and uneducated users.

Everyone wants more traffic, more sales, more engagement. The reality is that if you want a successful online presence, you need to create a good, stable foundation that doesn’t rely only on your website. If you have a business that revolves solely around Search Engine Optimization, you are setting yourself up for failure and unrealistic expectations. It is not about getting six digit numbers of traffic a month, it is about getting the right demographic visiting your website. If you provide a good service, a good product, a follow up system, continuous attention to your clients needs and truly care about them, they will be your best advocate. Create a well rounded marketing strategy, always grow, never stop learning and always employ ethical white hat SEO techniques that help your business long term. Sure, it may take a few months to truly achieve great ranking organically, but long term it is worth it.

Each year, Google changes its search algorithms 500-600 times. Don’t depend on Google, Bing or any search engine to do your job. Did your website suffer from the latest Google changes? Leave us a comment below or in our Facebook Fan Page or Twitter!

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Paula VonKretschmann

This article was written by Paula VonKretschmann

Paula is the strategic analyst and logistics force behind Rare Pixel Design. She specializes in metrics tracking efforts, virtual monetization and new media marketing. Paula currently studies Neuropsychology and Human Centered Design at the University of Colorado Denver. In her spare time she enjoys gaming, gardening and the great outdoors.