How to Avoid the SEO Quagmire
Many Webmasters, experienced and otherwise, fall into the trap of excessively
adjusting or tweaking their Web pages in order to improve SE rankings. (I use
the term “tweaking” to refer to the constant experimentation with keyword density
and keyword placement in the various page elements.) It is absolutely essential
that you avoid the quagmire of Search Engine Optimization (SEO), and focus
instead on building your business.
Never, except in extreme circumstances, tweak your low-performing Web pages.
If a page isn’t ranking for its Specific Keyword, don’t worry about it.
Follow the guidance outlined so far in this course and get your on-page criteria
correct (Analyze It!’s job). As you build pages, you might try experimenting by
increasing or decreasing keyword presence. But once you have optimized your
page as best you can, it's time to move on. Focus on creating new pages.
In the “good old days” (circa 1996-2001), the SEs were relatively simple to
reverse-engineer. Tweaking efforts were generally rewarded with higher
rankings, and an accompanying surge of visitors. Today, however, it’s a different
story altogether.
Due to the SEs’ increasingly complex ranking algorithms, and a heightened focus
on off-page criteria (which collectively form an important indicator of human
approval of a Web page), the practice of “tweaking” has become a low-yield
affair. The key to top rankings lies off-page (ex., credible in-pointing links
from recognized authorities in your field) and not on-page with the
manipulation of keyword densities.
Bottom line?
Tweaking diverts you from more fruitful efforts -- the creation of more
optimized content, the acquisition of some credible in-pointing links, the
establishment of joint venture partnerships, building some word-of-mouth buzz,
and so on. Keep in mind that each new optimized Keyword-Focused Content
Page that you create represents another opportunity to rank well at the SEs.
I'm going to repeat that last sentence because it’s such an important concept...
Each new optimized Keyword-Focused Content Page that you create
represents another opportunity to rank well at the SEs.
What do you think an engine ultimately is going to prefer? 200 “Analyzed” pages
that humans love or 50 pages that you've tweaked like mad?
Important Tip… We are finding evidence that the sheer size of your site counts
as an “off-page” criterion. The total body of your work counts. It’s a waste of
time to tweak your pages when the key to a top ranking may lay off-page, not onpage.
Trust the process. Build a content-rich site, and deliver great information about
the theme related topics (keywords) that your brainstorming has found. Create
Content, Content, and more Content. If you do that, your pages will deliver all
the off-page criteria you need!
It always boils down to the same four letters, and “C” starts it all...
C -> T -> P -> M
Leave the tweaking to your competitors. Let them “fiddle while Rome burns.”
Your main priority is to build a vibrant, profitable business!
But let’s suppose that not a single one of your pages is ranking at the SEs for
any of your keywords. Is there a time when tweaking your pages is appropriate?
Sure but please do run through this short checklist first before you tweak…
1) Review your keywords. Have you targeted generic, highly competitive terms
(ex., health, travel, or worst of all, “Web marketing”)? If you've done your
research and brainstorming well, you should have a nice blend of keywords --
from the more general, “bigger-topic” keywords (ex. “Anguilla”) which are
generally best used for a home page to a range of keywords appropriately
planned for TIER 2 and 3 pages (ex. “best Anguilla restaurants”).
Do not expect to rank highly for the most competitive keywords at first. They will
be the last to rank well. Generally, the most focused, specific keywords will start
ranking first. And that first trickle of traffic, combined with securing a few inbound
links, is what starts momentum building.
OK, you have a good mix of keywords and over 20 pages, yet not a single
keyword is ranking yet. What to do?
2) Double-check that you heeded all the recommendations outlined in this
course. Assuming that you have and all is OK...
3) Build your site's link popularity by securing some quality in-pointing
links from related credible sites. (Full discussion on this in the next chapter.)
Still not ranking? Not even for your easiest keywords? Now's the time for
tweaking... but do not tweak existing pages. It’s still not worth it.
Instead, experiment as you build new KFCPs for easy keywords. Add an extra
keyword to your Title. Increase the keyword density of your page copy. Vary the
keyword prominence somewhat. Don’t be afraid to push the envelope a bit --
add here, subtract there.
Every site concept sits in its own “microenvironment.” You are not competing
against every Web page in the world, just those in your particular niche. So it
may take a bit more or less to “find your sweet spot.”
Before long, you will begin to rank well. Stick to the easier keywords and
experiment until you do. It’s critical that you do not veer away from...
C -> T -> P -> M
Do not let SEO dominate your thoughts. The CTPM process simply works.
http://proof·sitesell·com/
Some businesses start the traffic trickle within a month’s time. Others may take
six months. Certain businesses take longer to mature in the SEs. What does it
matter? You are building a long-term business.
Simply keep doing what you are doing. Patience rules. Every business has a
hump stage... a period where you seem to be stagnating. But it will pass.
To sum up everything… Content drives the C -> T -> P -> M train.
Content builds authority with the SEs, garners in-pointing links from Webmasters,
and builds your credibility with your visitors. Every newly optimized page offers
another opportunity for top rankings.
Tweaking diverts you from creating new content. It is a low-yield, time
consuming process that derails your business, is frustrating, and puts your focus
on all the wrong things.
Your business is not SEO... it’s generating revenue from something you know
and love!