Survival in the SERPs (Search Engine Result Pages)
Survival in the SERPs (Search Engine Result Pages)
Just like a jungle, survival in the SERPs (search engine results pages) can be tricky. The uncertainty of search engine algorithms, the survival based impulses that by default comprise 97% of the web pages at large (like playing capture the flag) or a boobie-trap where one step on the wrong twig and you could be consumed, penalized, suppressed, catapulted or removed from the top 10 based on your SEO survival skills, your resourcefulness or your experience in the jungle.
They say getting there is half the battle, in the search engine result pages, the same holds true. The three critical areas of an optimization campaign are; Research & Identification, Scouting and Reconnaissance & Acquisition and Defense.
1) Research & Identification - surveying the terrain and tailoring the site or pages to represent your best interests in the SERPS. Things like mastering your environment (your industry or niche) and adapting to the requirements allows you to flourish as a result of nurturing the appropriate elements. In this instance, fresh content, relevant information and a compelling writing style that incites action are one of the key ingredients to survival and authority.
2) Scouting and Reconnaissance – Finding which content has the greatest impact. The primary objective of content is to be fruitful, multiply (it’s exposure that is) and act as a guide back to the base for those foraging information in the jungle (clicking search results or following a link back to your site). While some may think of this as link bait, in reality it is branding and saturation of your niche with carefully crafted intricately woven pieces of information that reinforce a particular theme of thought. The more specialized the content, the higher the elevation on can achieve in social, peer and practical circles.
3) Acquisition and Defense – You can use a wide variety of methods to acquire a high ranking search engine position, a few that are worth noting such as (a) a massive content management strategy (b) a high utilization of deep links from authority sites developed strategically over time (c) a combination of internal link architecture and aging domain and pivotal use of web 2.0 properties to build traffic and visibility for your content. Regardless of which strategy or combination of strategies you use, maintaining a healthy shelf life in the SERPs is the key. Which means that once you make it to the top, you have to keep feeding your pages a healthy dose of link juice to keep them floating in the top 20 and top 10 respective positions as relevant conclusions for those seeking information on your subject.
The Importance of SEO Defense
During the first phase a site is most vulnerable, and often times without the proper assessment, you may give up right before achieving keyword nirvana and placing the cherry on top of your keyword quest.
With so many potential factors that can influence a favorable outcome in search engines, the more pages, i.e. opportunities you have surrounding a topic, the higher the probability that your target audience will act on it.
As part of a winning content management strategy, administering a diverse range of topical information does more than just blanket a market with link-bait. For example, when you create a post the idea is (1) it should be written to serve a need (2) it should be appealing enough to create an initial buzz as well as survive in the SERPs over time.
As long as you cover your bases, and eventually invoke link insurance (build links to your links to augment positioning) you are creating a dynamic form of equity that can provide sustenance to your business model (and essentially survive the challenges of the SERPs).
Survival in the SERPs Search Engine Result Pages - To learn more about this author, visit Jeffrey L. Smith's Website.
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There is something about using distinct visual analogies to illustrate parallels between search engines (the jungle), traffic (information foragers), competition (predators) and survival in the algorithmic food chain.
Just like a jungle, survival in the SERPs (search engine results pages) can be tricky. The uncertainty of search engine algorithms, the survival based impulses that by default comprise 97% of the web pages at large (like playing capture the flag) or a boobie-trap where one step on the wrong twig and you could be consumed, penalized, suppressed, catapulted or removed from the top 10 based on your SEO survival skills, your resourcefulness or your experience in the jungle.
They say getting there is half the battle, in the search engine result pages, the same holds true. The three critical areas of an optimization campaign are; Research & Identification, Scouting and Reconnaissance & Acquisition and Defense.
1) Research & Identification - surveying the terrain and tailoring the site or pages to represent your best interests in the SERPS. Things like mastering your environment (your industry or niche) and adapting to the requirements allows you to flourish as a result of nurturing the appropriate elements. In this instance, fresh content, relevant information and a compelling writing style that incites action are one of the key ingredients to survival and authority.
2) Scouting and Reconnaissance – Finding which content has the greatest impact. The primary objective of content is to be fruitful, multiply (it’s exposure that is) and act as a guide back to the base for those foraging information in the jungle (clicking search results or following a link back to your site). While some may think of this as link bait, in reality it is branding and saturation of your niche with carefully crafted intricately woven pieces of information that reinforce a particular theme of thought. The more specialized the content, the higher the elevation on can achieve in social, peer and practical circles.
3) Acquisition and Defense – You can use a wide variety of methods to acquire a high ranking search engine position, a few that are worth noting such as (a) a massive content management strategy (b) a high utilization of deep links from authority sites developed strategically over time (c) a combination of internal link architecture and aging domain and pivotal use of web 2.0 properties to build traffic and visibility for your content. Regardless of which strategy or combination of strategies you use, maintaining a healthy shelf life in the SERPs is the key. Which means that once you make it to the top, you have to keep feeding your pages a healthy dose of link juice to keep them floating in the top 20 and top 10 respective positions as relevant conclusions for those seeking information on your subject.
The Importance of SEO Defense
During the first phase a site is most vulnerable, and often times without the proper assessment, you may give up right before achieving keyword nirvana and placing the cherry on top of your keyword quest.
With so many potential factors that can influence a favorable outcome in search engines, the more pages, i.e. opportunities you have surrounding a topic, the higher the probability that your target audience will act on it.
As part of a winning content management strategy, administering a diverse range of topical information does more than just blanket a market with link-bait. For example, when you create a post the idea is (1) it should be written to serve a need (2) it should be appealing enough to create an initial buzz as well as survive in the SERPs over time.
As long as you cover your bases, and eventually invoke link insurance (build links to your links to augment positioning) you are creating a dynamic form of equity that can provide sustenance to your business model (and essentially survive the challenges of the SERPs).
Survival in the SERPs Search Engine Result Pages - To learn more about this author, visit Jeffrey L. Smith's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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