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Monitoring
Search Engine Positions
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
Since search engines are the first stop for people on the Internet looking
for goods or services, the position your website appears in search results
is an important factor. If your URL shows up far down the results list,
the chances of the consumer never finding you increase incrementally. Once
you achieve a high search engine position, it is essential that you make
sure you maintain the high ranking you have worked so hard to achieve.
This means you must come up with a strategy to monitor your search engines
positions. This strategy is crucial to the success of any marketing
campaign. Think of your search engine positions as your online portfolio.
Would you let your stock portfolio be ruled by chance and market
fluctuations, or would you keep close tabs on your stocks so you could buy
and sell when the time is right? This is the way you must consider your
search engines positions.
Be aware that at first, after you have launched your search engine
campaign and done all the right things to increase your rankings, you will
most likely see a continual upward climb. What you need to be on the
lookout for is the moment that upward climb reaches a plateau. When this
happens, your search engine position campaign moves into stage two, the
monitoring and protecting stage.
In stage two, do not be concerned about the short-term fluctuations in
your positions. These are similar to the subtle rising and falling of
stocks in a portfolio. Short-term movement is an integral part of the
whole process. It's the long-term changes that you must watch for and
prepare to act on immediately.
Analyzing the long-term trends of search engines positions is imperative.
The way in which search engines rank websites may change at the drop of
hat. If you are unaware of these changes - many of which are subtle yet
can be deadly to your ranking - your position may drop to the bottom of
the list before you can get your bearings. To prevent this kind of
precipitous drop, you must create a system to monitor your positions on a
monthly basis. Devise a chart to keep tabs on your top ranking positions
or your top pages, and make sure to watch "the market" closely.
Each search engine uses a formula to compute website rankings. When a
search engine changes this formula in any way, it may raise or lower your
ranking. Some search engines use a number of different formulas, rotating
them so that a formula doesn't become overused or outdated. Depending on
which formula is being applied, your search engine position may suddenly
drop or rise in rank significantly. Therefore, you must check your
positions frequently in order to catch when a search engine changes
formulas and what effect it has on your positions.
You must also deal with your competition - a crucial factor you must
always be vigilant about. Your competitor's position may suddenly rise,
automatically lowering your position. Or their position may drop, pushing
your position higher. Each month, expect position changes due to the
continual changes that are occurring in your competitor's position, and be
prepared to adjust your marketing strategy to compensate for decreased
rankings. Monitoring these fluctuations will also give you vital
information about how to improve your website to increase your position in
search results.
Of course, you must discern what the most popular search engines are in
order for your monitoring efforts to be effective. Right now, there are
ten popular search engines that direct most of Internet traffic to your
sites. The challenge you face is that these top ten may change from month
to month.
This means that your must not only monitor your search engine positions,
but you must also keep track of the ranking popularity of the search
engines you are monitoring. Find out which search engines people use most
frequently every month and be sure to live in the present! People are
fickle about their favorite search engines, and it takes constant
vigilance to follow their dalliances. The search engines they loved when
you first launched your campaign may be old news in the next few months.
You must adjust your list of engines according to the whims of the
Internet users. Check out http://www.searchenginewatch.com/reports/netratings.html
for a current list of website favorites.
Another factor to monitor carefully is a sudden drop of your positions in
all search engines. This is not the same as monthly fluctuations - this is
a neon red warning sign! It could mean a number of different things.
It all your search engine positions have plummeted, it may indicate that
search engines spiders - those sneaky programs that seek out your site and
rank their positions - have found some type of problem with your website.
If you have recently changed the code, for instance, the spider may become
utterly confused and consequently drop your positions disastrously. If a
spider creeps up on your website when it is down for adjustments or
changes, you may actually disappear from a search engine index entirely.
Or a search engine may drastically change its formula, and suddenly all of
your website come up as irrelevant. If that search engine is a current
favorite, it may create a domino effect, causing all of your position to
drop in all search engines.
Some search engines rely on the results from other search engines, and it
is vital that you know which engines these are and keep track of all the
engines they influence. The biggest problem here is that search engines
will sometimes change affiliations, and this can create a major shift in
the geography of the Internet. For example, recently Yahoo decided to
display only results gleaned from Google. So you must not only monitor
your own positions, but you must keep abreast of seismic shifts in the
landscape of the Internet as a whole.
Finally, pay attention to your keywords. Keywords are the foundation
bricks of the entire search engine system, and they demand individual
scrutiny in your monitoring efforts. If you have found that a number of
your positions have plummeted, it may mean that a page of your website has
become invisible or inaccessible to search engine spiders. Or the
competition for that particular keyword or phrase has recently rocketed
into outer space. In either case, you must act quickly and efficiently to
regain lost ground.
Your search engine marketing campaign is an investment. If costs you time
and money on a continual basis. Protect this investment as diligently as
you would your financial portfolio. In the same way, track your positions
from an objective perspective, and monitor your positions on a regular
basis. Make sure your time and effort reap rewards by keeping your eye on
the big picture - your long-term marketing campaign.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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