As we mentioned earlier, you never know when an existing search
engine algorithm is going to morph into something different. There are so many people
chasing the search engine updates, and losing sleep over the next little tweak in Google’s
algorithm, that a new phrase was coined to describe them:
. We urge you not
to become on of them.
A Holistic Approach Helps
All of the rank-busters we just listed underscore the need to fill out your SEO cam-
paign to tide you over with targeted traffic should your high ranks desert you. As the
investment bankers will tell you: diversify, diversify, diversify. These aspects of the SEO
campaign that you’ll develop in Part III will help you weather ranking fluctuations:
This means getting sites to link to you out of admiration (Donutopia
makes great donuts! Click here!), commendation (Donutopia’s Donut News wins
“Bakery News Site of the Year.” Click here!), or reciprocity (Please support our friend,
Donutopia, who also linked to us. Click here!).
The big search engines are not the only paths to your site. There are
niche directories for aficionados of everything from animal husbandry to Zen Buddhism.
A small but fervently targeted audience is not to be ignored.
A PPC campaign
Pay-per-click can be a very effective way to get those targeted
to your site, especially if something is preventing you from breaking through the
competition for organic rankings.
Good writing and usability
Quality material on your site will always be there for you
when the winds of algorithm fate shift again.
Remember that Your SEO Plan should focus on conversions, not just search
engine ranks! If you’re doing well with the SEO elements listed here, you may dis-
cover that—lo and behold!—a dip in ranking won’t affect your conversions in any
Search Engines Don’t Like Tricks
The search engines are aware of the many sneaky ways that site owners try to achieve
undeserved ranks (in SEO lingo, these sneaky activities are called
). If they
discover that you’re trying to do this, your site may be penalized: Your rank may be
downgraded, or your page—or even your whole site—could be banned. Even if your
site is never caught and punished, it’s very likely, we dare say inevitable, that your
tricky technique will eventually stop working. Here are some practices that have been
on the search engines’ no-no list for so long that they can safely be labeled as “Eter-
nally Bad for your Site”:
c03. 8:01 53