Losing at Search

I’ve spoken with several clients and colleagues about Search Engine Optimization lately. I am amazed at the wild misunderstandings at how to go about getting ranked well in the search engines.

One business owner I spoke with was quite excited about the concept of cross-linking (having two different web sites link to each other to help each of them improve their rankings). Done correctly, this is indeed a good way to improve your rank. But then he proceeded to describe what was little more than a link farm. If your site is linked to from a link farm, the search engines will toss you from their rankings completely. I tried to dissuade him from that path but don’t know if I was successful or not.

I spoke with another client who knew that he needed to have text on his web site because the search engines like text. The only problem is that his text was actually a part of a graphic (image file) so the search engines didn’t see any of his text. This meant he was not ranked for any words having to do with his business. When he learned that over 40% of all search is local, he was dismayed to realize the piece of the pie that he was missing.

Search engine optimization is a little bit science and a little bit art. To succeed (to get your site ranked well for key words) takes time. It takes time to understand the latest trends and technologies. It takes time to craft your site so that the content is in align with what the search engines look for. It takes time to build good links from other sites to yours.

So as you prepare your site for the search engines, give us a call to discuss your options.


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