One pill a day is guaranteed to make you drop pounds fast without diet or exercise – at least, that’s what those slick banner ads want you to believe. You know the ones – a hot mom in a bikini, a tape measure wrapped around her whittled waist, vaguely alarming side effects listed in the fine print underneath her.
Thanks to common sense (and high school health class), most of us realize that downing a cocktail of questionable-sounding chemicals won’t guarantee weight loss. Yet some marketing companies lure in prospects with an equally dubious promise:
“Your site will be in the first page of search engine rankings if you hire us for search engine optimization, guaranteed.”
If an agency says this to you, run. Anyone who promises you a specific ranking is, well, lying.
Without a doubt, SEO is a valuable tool that you can and should use to boost your website’s rankings on Google, Yahoo, Bing and other search engines. SEO is not the magic bullet some agencies want you to believe it is, however.
First of all, it’s impossible to crack the codes that search engines use to generate their rankings. They’re complex, fiercely guarded and constantly changing. Google, for example, uses more than 200 factors to rank pages – and unless you’re Matt Cutts, there’s no way to know the exact formula. While you can take cues from what’s worked in the past, how can you be sure you’re going to win the rankings game when you don’t even know what the rules are?
In addition, traditional SEO techniques, such as incorporating keywords and inbound links into a site, are just part of the puzzle when it comes to nabbing a high search ranking. When Google revamped its ranking formula last year, the Internet giant revealed that the way users interact with a website would factor into the site’s search rankings. The search engine also considers whether a site’s content is trustworthy, substantive and grammatically correct when assessing its rank, according to this blog.
The lesson? Companies need to have quality content on their site, and they need to update it often to keep visitors coming back. It’s not enough to pepper your site with keywords once – giving your readers valuable and timely information, whether it’s a how-to article on your blog or posting a newsletter, is essential for breaking the first-page ranking ceiling. Of course, you also need to incorporate appropriate keywords into that quality content and review your keywords regularly to make sure they’re still relevant.
Sound difficult to you? Maybe, but it’s the best way to land and maintain a high search ranking. Instead of thinking of SEO as a magic pill – one that guarantees you that coveted top spot in the rankings – think of it as part of your overall diet and exercise regimen. With some time and effort, you’ll get the results you want.