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Monday, April 5, 2010

Your Top 10 Rankings Aren’t Safe: The New Challenges of SEO

Posted by @ 7:38 pm

We’ve been running some internal SEO tests over the last few months and one thing has really stood out  – The rate of ranking changes is increasing.

The idea that rankings change fairly often isn’t exactly a startling revelation for most SEO practitioners – as we’ve all seen rankings move about quite regularly over the years – but the rate of change is getting faster and faster.

Now if you’ve been watching search engine trends over the last 12 months – you’ll be fully aware that everyone is working towards creating a perfect “real-time” search function, and busy creating a better personalized search experience.

So are the constant ranking changes any surprise given these trends? – Not Really! But what it does mean is that our approach and expectations of SEO need to adjust also.

  • SEO: Be Committed

With permanency of rankings less predictable or reliable – getting to the top search engine positions and staying there is now more than ever, a ongoing tactic. SEO has always required ongoing maintenance – but now maintenance isn’t enough.You’ll be under increasing pressure from competitors as Google works toward indexing content more frequently.

  • SEO: Adapt to the new Rules of Ranking

With “real time indexing”, “personalized search” and “universal results” changing the rules, SEO strategies need to adapt. It’s no longer just about building and optimizing some content rich web pages and then acquiring links.

You need to consider how your SEO strategy will work with real time searches, whether your listings will appear when people customize results and whether your strategy is holistic enough to cover all the universal channels (e.g. local, images, video, shopping etc).

  • SEO: Content reclaims it SEO crown

Many will say that content has always been king – and in some ways it has. But now – new content is the key. “Real time” search will mean that creating fresh, engaging content vital to modern SEO campaigns.

Search engines are changing whether we like the new direction or not. If you want to continue to feature at the top of the rankings – it’s time to ensure your SEO game plan is still relevant.

To success in the new world of SEO – remember:

  • There’s no time to rest on your ranking success
  • Ensure your strategy is holistic and covers the new rules
  • Commit to creating content – fresh, engaging, relevant
  • Don’t forget the SEO fundamentals – they still matter!

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

Discussion (5 - comments)

[...] This post was mentioned on Twitter by Tony R, Seocincinnati, Martijn van Beek, ineedhits, SEO, PPC, SEM and others. SEO, PPC, SEM said: Your Top 10 Rankings Aren't Safe: The New Challenges of SEO #seo [...]

By Tweets that mention Your Top 10 Rankings Aren’t Safe: The New Challenges of SEO | ineedhits -- - April 5, 2010

As well as detecting bad phrases, you may find some new good ones. For example, you may see that a keyword phrase you did not optimize your site for brings useful traffic despite the fact that your site is on the second or third page in search results for this phrase. Using this methods, you will arrive at a new refined set of keyword phrases.

By SEO Consultant - April 9, 2010

Hi Rene,

Good work on this post, all very up to date and relevant info about SEO. SEO is never a set and forget thing, so I suggest the same – you need to continuously work on SEO to keep a grip on your ranking. One thing that’s quite annoying for new websites is that google likes to rank older websites higher simply because they’ve been around longer. Is this true? It seems to have been the case for many of my websites when they’re young.

Paul Groth

By Paul Groth - April 13, 2010

Domain age is definitely still a factor. I think you’ll find its weighting in the ranking algorithm is diminishing. It doesn’t make sense for domain age to carry the same influence when search engines are trying to rank content in real time.

You have to remember that ranking involves over 200 factors. If you optimise your site for all the other ranking factors that you can influence – you should soon be getting ahead of your competition (assuming they’re not optimising as well as you are).

By Rene LeMerle - April 13, 2010

[...] Your Top 10 Rankings Aren’t Safe: SEO Challenge [...]

By ineedhits Newsletter Archive » SEO News | Your Top 10 Rankings Aren’t Safe: New SEO Challenge - December 21, 2011

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