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09.01.09 Besting Your Competitors With Daily SEO Tactics 
By Stoney deGeyterThere are three primary things that factor into search engine ranking changes. 1) Your site changes, 2) a competitor's site changes, or 3) a search engine algorithm changes. I've already provided information on the first and third (see links above) so in this final installment of the series I'll talk about changes made to your competitor's site and how to deal with the ranking changes they cause. (How to) Deal with Changes Made to Your Competitor's Websites You're not the only site on the web so don't be concerned when you suddenly find someone else ranking above you. When it comes to search engine rankings there are hundreds of signals that factor in to how any site ranks. Now consider that every site on the web also has hundreds of signals that are being factored in. On the web the chaos theory reigns supreme. One small change on a website completely unrelated to you can have a dramatic affect on your own search engine rankings. Everybody wants that coveted first page placement, and many are actively fighting for it. But in reality, there is only so much that you can control. If your rankings drop, it may not be you, it may be them. New pages added Every day new competitors come online seeking to gain space in the top search results. Every website has a handful of pages now being factored into the search results and one or more of these pages are going to be topically similar to one or more of yours. With every new page added to the internet, and subsequently indexed by the search engines, another couple hundred of signals are now being factored into the ranking landscape. Initially most of these new pages will do poorly. However as they gain traction, popularity, links and implement good optimization strategies will have an impact on how well your pages do in the search results. Their lack of success allows you to be more successful. Their improved success may cause you to be less successful.
It may not just be direct competitor's your fighting for space against. There are all kinds of websites, informational, commercial, hobby, or a mix of all three. All of them seek good search engine positioning, bringing information sites into competition (ranking wise) with commercial sites, hobby sites overthrowing informational sites, and commercial sites succumbing to a popular hobby site. All this depends on the strength of each site, it's pages and the pages of all other sites targeting the same or similar keywords. (How to) Deal With It: The primary thing you can do to combat new competition, or aggressive competition, is to continue to build out your website. Begin to add new (and valuable) content pages to your site on a daily basis. Give each product it's own page with unique information, add new tools, write more articles, provide more tips. The list is endless. The key is to never stop growing and improving the informational value of your site. Increased relevance Search engines are on a constant quest to determine which sites are most relevant to any particular search query. While we may not agree with their conclusions in that regard, the fact remains that other websites may be determined, for whatever reason, to be more relevant than yours. Continue reading this article. About the author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. |
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