Search Engine Algorithm Quandaries

Before you make drastic changes to your website after a rocky search engine update, take time to study your web server logs, changes in traffic to your site, and your ranking in the search engines.

Making Changes Before Analysis

Making rash decisions when you are hearing one thing then another from forum postings and articles is not the best choice to make. Much of the talk about fluctuations in the search engine rankings is just that--talk. Cold hard facts come from established tests of what is going on and why. Don't jump ship before examining what is going on with your website first. Panic will lead you nowhere.

Let's talk about basic search engine fundamentals you need to know.

Search Engine Rankings Fluctuate

First, you need to know that search engine rankings fluctuate; that is just the way it is. Google is a prime example of ranking changes happening throughout the day. The best way to find out how you are faring is to study the traffic coming to your site over time. Nope, not just a day or two, try a week or two at least to see if your rankings return. A search engine update may last a week before finishing and the rankings settle. Most importantly, are you receiving traffic at your website? Are you still making sales? Okay then, something is working. Don't jump on the "change everything" bandwagon. Pay attention to what is true in regard to your website.

No One Knows Algorithms Like The Search Engines

The truth is much of the talk about organic (natural) search engine marketing information is speculative. The people who know exactly what the search engine is doing are the engineers who created it, and they are not going to give away their secrets. This means that understanding what happens when updates occur may be difficult to pin down. Keeping tabs with leaders in the industry through articles, forum postings and blogs may give you a general idea of what is happening. Take that information and then apply it to what is actually happening with your website traffic and sales.

You Need A Log Statistics Program

If you do not take anything else away with you from this article be sure you heed this advice: you need a log statistics program in place. With a good log statistics program you will be able to see various reports showing the number of unique visits taking place on your website, what keyword phrases visitors use to find your pages, what pages are being visited, which search engines are being used to find your website, and much more. Knowing what the "normal" website traffic of your website is will give you a good idea of what may be actually changing over time when updates do occur.

Resubmitting Doesn't Help

Don't resubmit your web pages in the crush of an update. Search engines have crawlers, known as search engine robots or spiders, that are able to pick up a web page through links in order to add it to the search engine databases. For this reason you do not need to submit your pages to search engines anymore. Even if you mysteriously go from "top ten" to number 500 in the rankings, the fact that you are still listed means that you are still in the search engine's database, and you do not need to resubmit. Watch search engine robot activity in your server logs and you will be able to see when your web pages are being revisited by the robots.

Google PageRank Should Not Rule Your Life

So many people fixate on Google's PageRank. I suggest you should be more concerned about the traffic coming to your website, sales, the amount of content on your site and the number of on topic or directory backlinks you have acquired. PageRank is part of a much bigger equation of over 100 ways in which Google evaluates your website. Don't forget about the traffic that comes from the other search engines as well. Google may not always be the leader in search engines, keep current with the other major search engine players in the industry.

Common Sense Makes Sense

Use common sense. If you are a small business you can ill afford to make changes that may adversely affect your bottom line. Observation and patience will gain you more than quick fixes. In my experience, the true test of an update is watching the search engine results settle over at least a week or two worth of time. Let the dust settle, analyze the situation, and see what happens from there.

Moderation may be helpful, whether in gaining backlinks, making website changes or your reactions to changes. Don't panic. If it isn't broken...don't fix it.

Daria Goetsch is the founder and Search Engine Marketing Consultant for Search Innovation Marketing, a Search Engine Optimization company serving small businesses. She has specialized in Search Engine Promotion since 1998, including three years as the Search Engine Specialist for O'Reilly Media, Inc., a technical book publishing company.

Copyright © 2002-2005 Search Innovation Marketing.
http://www.searchinnovation.com
All Rights Reserved.

Copyright Permission Information:
Permission to reprint this article is granted if the article is reproduced in its entirety, without modification, including the bio and reprint information. Please include a hyperlink to http://www.searchinnovation.com when using this article in newsletters or online.

---

SEO - Google Sitemaps Explained

Once again I seem to be writing about Google. The... Read More

A Simple 4 Step Approach To Have Google Crawl Your Site Today Guaranteed!

Extra, Extra Google Now Gives you feedback. By Creating a... Read More

SEOing A Flash Intro

IntroductionWhy does a FLASH intro need SEO? Flash, the great... Read More

Determining the Value of Your SEO Service

Every once in a while--and probably more often than we... Read More

Search Engine Optimization: Who Do You Trust?

Internet search engines exist to organize the seemingly immeasurable amount... Read More

How to Get One Way Backlinks

Don't be fooled into believing that all backlinks are created... Read More

Linking for Traffic not Positioning!

With more and more experts and search engine enthusiastsclaiming the... Read More

Google Contest - Nigritude Ultramarine

Search engine optimization experts are having fun with Google. Experts,... Read More

Two Myths About the Search Engine Listing

Getting top search engine listing is perhaps one of the... Read More

7 Steps to Prepare You for The Local Search Bonanza

At One Time Local Searches were reserved for services like... Read More

Pay-per-click ? the Ultimate Tool to Boost Affiliate Sales

The old ways are not always the best ways.The traditional... Read More

Your Website Title Could Be Costing You Money

Nothing could be simpler than the title you give to... Read More

Search Engine Optimisation - Getting Targeted Traffic

Getting SEO right is an art and it's based on... Read More

Have You Been Dropped By Yahoo?

Yahoo has fairly recently updated its guidelines. You can read... Read More

The Wonders of Wordtracker: Its More than a Hunt for Keywords

For me personally, Wordtracker.com is not just a... Read More

Search Engine Optimization SEO Made Easy

SEO is a never ending battle! So is SEO... Read More

Google Page Rank Is Dead - Part II

In part I - Google Page Rank Is Dead -... Read More

How to Protect Your Search Engine Placement by Keeping Up-to-date on Industry Changes

There's no denying it: Search engines are a dominating force... Read More

Complete Web-Site Optimization For Search Engines (Part 1)

SEO or search engine optimization strategy now becomes widely popular... Read More

Crash Course in Getting a #1 Google Ranking

First, here's the rundown of some of the terminology I'm... Read More

Ten Steps To A Well Optimized Website - Step 2: Content Creation

Welcome to part two in this search engine optimization series.... Read More

Search Engine Monopoly

Ever wondered how one search engine is dominating the entire... Read More

Search Engine Wars - Quality Searches Vs Quantity!

It is no secret that Google and Yahoo are on... Read More

World of Website Promotion

Website promotion is a big and ongoing process. Every person... Read More

Surviving the Search Wars ? Local Directories

The pursuit of online information has become an increasingly dynamic... Read More

Find Best Keywords For Your Site

Keyword optimisation is probably the most important thing that you... Read More

How to Pick an SEO Firm

If you're looking for an SEO firm, we recommend that... Read More

How to Make Better Use of Web Site Page Titles and META Data

We got down to the basics with web site page... Read More

Website Copy-writing for Higher Sales and Higher Search Engine Ranking

Why, you ask? Mainly, because search engines want to provide... Read More

How to Prevent Duplicate Content with Effective Use of the Robots.txt and Robots Meta Tag

Duplicate content is one of the problems that we regularly... Read More

Ten Steps To A Well Optimized Website - Step 1: Keyword Selection

This is part one of ten in this search engine... Read More

SEO Training - Avoid Making this Costly Mistake!

SEO training can be overwhelming. There are literally hundreds of... Read More

Why Search Engine Optimization is Not Enough

OK. So you've created a nice website with lots of... Read More