It is important to recall that improving a site’s position in the search engine results pages is not the main aim of search engine optimization. High quality SEO services recognise that the actual goal of optimization is sales of goods and/or services from a site. The best way to get improved site performance is to get plenty of the right type of traffic to a site and to ensure that the site is in a great condition to make best use of it. This means that rankings are only one indicator of success, and not the most important.
At Searchengineoptimisation.co.uk we are conscious of the fact that not everyone shares our balanced view of rankings. This is probably because of the way SEO can be advertised. It is sometimes not mentioned that there is little point in ranking for a search term which is infrequently put into one of the major search engines. Instead, there is a tendency in some quarters to become fixated with rankings.
Of course, it is a considerable advantage for a site to rank highly for appropriate keywords in the search engine results pages of Google. This is because it is a great notion to get a site visible to users. A site will receive fewer visitors if it is languishing down far ‘below the fold.’ However, rankings do fluctuate frequently because SEO is a competitive business. It makes little sense to check rankings too often. This is because the minor variations are fairly meaningless.
Despite this fact, there are occasions when rankings fall significantly, and sometimes swiftly. This is worrying because the website is losing some of its visibility. It is pivotal to remain calm and assess the matter thoroughly. The first thing to do is not to overreact. It may be a temporary issue and the site may soon be heading up those rankings again. If this is not the case the problem does have to be tackled.
If a fall in rankings is of significance, it is vital that an experienced SEO consultant looks into what is occurring. It may be that something has found its way on to the site which is causing a problem with the search engines. This could be a piece of duplicate content, for example. On the other hand, it may be that link acquisition has caused some kind of problem. A smaller dip may be the consequence of better performance of competing sites. If a site has fallen calamitously down the rankings, or indeed disappeared from the index, a search engine penalty may have been incurred.
Discovering what has happened to the site requires a sleuth-like approach. In some instances, it may be necessary to contact the search engine in question. This is normally to sort out the problem, although it can take some time. In the event of trouble, it may be very difficult to make progress if you are trying to act independently. SEO sometimes seems like a subject of ‘how not to’ tips, because there is a diversity of rules to observe.
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Posted by Jon.
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