Search
Algorithm Shifts
Search engines
such as Google and Yahoo! may update their algorithm dozens of times per month.
When you see rapid changes in your rankings, it is usually due to an
algorithmic shift, a search index update, or something else outside of your
control. SEO is a marathon, not a sprint, and some of the effects take a while
to kick in.
Usually, if
you change something on a page, it is not reflected in the search results that
same day. Linkage data also may take a while to have an effect on search
relevancy as search engines need to find the new links before they can evaluate
them, and some search algorithms may trust links more as the links age.
The key to SEO
is to remember that rankings are always changing, but the more you build
legitimate signals of trust and quality, the more often you will come out on
top.
Relevancy
Wins Distribution!
The more times
a search leads to desired content, the more likely a person is to use that
search engine again. If a search engine works well, a person does not just come
back, they also tell their friends about it, and they may even download the
associated toolbar. The goal of all major search engines is to be relevant. If
they are not, they will fade (as many already have).
Search
Engine Business Model
Search engines
make money when people click on the sponsored advertisements. In the search
result below you will notice that both Viagra and Levitra are bidding on the
term Viagra. The area off to the
right displays sponsored advertisements for the term Viagra. Google gets paid
whenever a searcher clicks on any of the sponsored listings.
The white area
off to the left displays the organic (free) search results. Google does not get
paid when people click on these. Google hopes to make it hard for search engine
optimizers (like you and I) to manipulate these results to keep relevancy as
high as possible and to encourage people to buy ads.
Later in this
e-book we will discuss both organic optimization and pay-per-click marketing.
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