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Algorithm changes

As we mentioned earlier, you never know when an existing search

engine algorithm is going to morph into something different. There are so many people

chasing the search engine updates, and losing sleep over the next little tweak in Google’s

algorithm, that a new phrase was coined to describe them:

algoholics

. We urge you not

to become on of them.

A Holistic Approach Helps

All of the rank-busters we just listed underscore the need to fill out your SEO cam-

paign to tide you over with targeted traffic should your high ranks desert you. As the

investment bankers will tell you: diversify, diversify, diversify. These aspects of the SEO

campaign that you’ll develop in Part III will help you weather ranking fluctuations:

Buzz generation

This means getting sites to link to you out of admiration (Donutopia

makes great donuts! Click here!), commendation (Donutopia’s Donut News wins

“Bakery News Site of the Year.” Click here!), or reciprocity (Please support our friend,

Donutopia, who also linked to us. Click here!).

Niche directories

The big search engines are not the only paths to your site. There are

niche directories for aficionados of everything from animal husbandry to Zen Buddhism.

A small but fervently targeted audience is not to be ignored.

A PPC campaign

Pay-per-click can be a very effective way to get those targeted

eye-

balls

to your site, especially if something is preventing you from breaking through the

competition for organic rankings.

Good writing and usability

Quality material on your site will always be there for you

when the winds of algorithm fate shift again.

Remember that Your SEO Plan should focus on conversions, not just search

engine ranks! If you’re doing well with the SEO elements listed here, you may dis-

cover that—lo and behold!—a dip in ranking won’t affect your conversions in any

disastrous way.

Search Engines Don’t Like Tricks

The search engines are aware of the many sneaky ways that site owners try to achieve

undeserved ranks (in SEO lingo, these sneaky activities are called

spamming

). If they

discover that you’re trying to do this, your site may be penalized: Your rank may be

downgraded, or your page—or even your whole site—could be banned. Even if your

site is never caught and punished, it’s very likely, we dare say inevitable, that your

tricky technique will eventually stop working. Here are some practices that have been

on the search engines’ no-no list for so long that they can safely be labeled as “Eter-

nally Bad for your Site”:

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