Catching up with the latest changes in the search engine algorithms may be a nightmare. Even worse is a situation when you find your site has fallen in the SERPs after an update. Is there a way to create a site that will be able to stand through the search engine tweaks?
Why do sites fall in the SERPs?
There may be many reasons a site drops its position in the SERPs or faces a penalty of some sort. Most likely, it does not provide unique quality information to its visitors or it is using some unethical techniques, going against search engine guidelines.
Most often, a loss in SERPs may be the result of poor quality existing site content. This may mean same product descriptions, short descriptions and general lack of unique content on pages. Though this is not illegal, it certainly is not an efficient method for converting customers as well.
Sometimes, however, legitimate sites lose their rankings, because the search engine promotion tactics they used before are no longer as valuable, like link exchanges or directories.
And finally, if a site is promoted using any techniques, aimed to take advantage of the search engines, instead of working with them, it will lose its rankings sooner or later. In the best case scenario, this website will get less targeted traffic from referring websites and the search engines.
What to focus on?
The most important thing about the site promotion methods is the intent anything is done with. As mentioned above, an intent to cheat the search engines will not only be a temporary success, but will result in further downfall. The intent we should be checking with is to provide value to your target audience.
What to do?
When attempting to create value to your potential customers, you can do the following:
- at least create enough unique content to provide information about your product or service
- create content, aimed to provide value to your visitors
- create complimentary relevant content to your visitors (not directly associated with your product, but in the same industry/theme)
- build business relationships with sites of your or related topic
- link to external resources, if your readers can get value from it and your sites doesn't have it
- write interesting, professional articles and offer them to your industry magazines, journals, newsletters, etc.
- issue press releases only when you have some extraordinary to announce (you partnered a respected, well-known company, for instance)
- make your site more usable: easy site navigation, clear text labels, proper text formatting, etc.
- make sure your site is search engine friendly (crawlable)
Why will all this work?
If you do all of the above, your site and your efforts will be strictly focused on providing value to your visitors. Essentially, the aim of the search engines is to provide value to their visitors as well. By creating valuable content and obtaining partner links from themed websites, you go along with the search engines, which means they will recognize this and put you up in the rankings.
Another benefit of such direction is that when focusing on providing value to the visitors, your potential customers will appreciate your efforts to woe them and will more likely to become your loyal clients. Apart from that, content, focused on your target audience, will drive plenty of targeted traffic to your website and get some link love as well.