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5 Ways to Improve Your Search Engine Page Rank (and Placement) Organically
As a company responsible for my clients website success, we are always looking for more sites to link to us and our client sites. With all the horrible spamming techniques used and the expensive, over-generalized, misleading and often counter productive “tips” that I hear about all the time, it is truly a wonder that more of us have not outright shut down our websites.
And who is to blame for this mess? You guessed it right - Google, Yahoo, MSN and the countless of other second tier organic search engines. They use the number of ‘quality’ links pointing to your site as an indication of your website’s value. This may make sense and sound reasonable in theory. But behind the scenes, this method is ripe for abuse. A quick tour visit of the SERPs (Search Engine Result Page) at the most popular search engines will often prove this to be true – especially in super - competitive industries like personal injury law. Some sites, you may find, are shells and have no real value and whose rankings are generated purely by the number of links pointing their way, not the value as determined by prospecting consumers. (Is everyone thinking “Findlaw?”).
In any case, we are not going to be able to change the way these major media companies do their business, so we must work within the rules and processes they so vaguely establish - or do we?
So what is it you CAN do that will be effective? Build relationships. Just like real life, it’s all about whom you know and who knows you. Remember, Google is trying to build an online community. The keyword here is community.
Partnering with others is the only way to get things done when it comes to moving up the SERPs. Make friends, extend your network and quit complaining it’s too hard and you don’t have enough time. Don’t be untruthful, be unique and develop solutions. Most importantly, stop listening to every SEO trick. There is no trick. That’s a myth. The only trick is to trick yourself! Do more work on your web presence – or pay someone else to do it.
When it comes to search engine placement, there is no one-way, there is no “Do these 5 things and you will be successful”. Even if it works for a little while, the search engines will catch on to trickery and make you pay. On the Internet, nothing is black and white – more like many, many shades of grey.
OK, so what CAN we do?
- It’s OK to buy links from other sites. In fact, it’s great idea if you have the resources. The key is to ensure that the other site has substantial traffic, a solid page rank, and visitors that are interested in services that you provide. That traffic means more attention to your website and that attention will get you inbound links.
- While blog spamming is generally a bad idea as stated above, engaging in the community of those blogs is helpful, as they drive natural traffic to your site – if what you say is genuine and useful.
- While putting your entire link strategy in the virtual hands of an article directory is risky, they do provide some low-quality link value for your site – as long as the content is original and not duplicated on your other websites.
- Press releases are fine, but the reality is that most of the people that could make a difference for you don’t read them or do anything with them. Yes, you should focus on writing press releases about your case results and changes in the law, but you should have a pre-qualified list of “friends” that are interested in what you have to say and will publish your press releases. You need to also ensure that the links to your pages are properly embedded in the content.
- Reciprocal linking as we have come to know it is dead. Link exchanges where you simply have a list of links on your site are not anywhere near as effective as they once were. It might have worked for a while when the search engines were simple, but things have changed. Now you need to create intelligent linking methods using keywords inside your content. The links need to be contextual and pertinent. There are services that can help you do this. LinksBulletin.com is one such service. It’s a community forum that helps builds real-world relationships with others interested in higher quality linking and more traffic. Here's an example of a simple link exchange program
Terms used in this article defined:
SERP: Search Engine Results Page
BLOG: Blog is the contraction universally used for weblog, a type of website where entries are made (such as in a journal or diary), displayed in a reverse chronological order.
LINK EXCHANGE: "Reciprocal Link Exchange" is the practice of exchanging links with other websites. There are many different ways to arrange a link exchange with webmasters. The simplest way of doing it is to email another website owner and ask to do a link exchange. Also visiting webmaster discussion boards which offer a dedicated link exchange forum where webmasters can request a link exchange be it of a certain category or open to anybody.
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