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10.02.09 Losing SEO Rank To Your Competitor  By
Stoney deGeyter The search engine optimizer's work is almost never done. Only in very rare instances have I seen sites that have been optimized for every possible keyword phrase and is ranking well for all of them. But I also know that websites can reach a point where the vast majority of the optimization work has been done. All the low-hanging fruit has been gathered and the primary keywords have been optimized into the site properly. All that remains is the "upkeep" of the optimization efforts, the tweaking to squeeze out better performance and blazing new ground into the long-tail keywords. Many site's reach this point of the optimization campaign while many of their keywords are not quite ranking as they hoped or want. This is the point of diminishing returns in SEO. More work won't necessarily improve the rankings in proportion to the effort it takes. Can the site be made more search engine friendly? No. Can I tweak the Titles, Descriptions and Copy any more to improve performance? Not Likely. Can I add more internal keyword rich links to other pages? Already done. But the competitor's gain! How? Why? What else can I do? I've talked to many website owners about this very thing. Some see competitors climbing and want to make sure that they maintain dominance. Others feel that their rankings have plateaued and are looking for an explanation. The solution is pretty simple, yet profound: Do more. But didn't I just say that the SEO for the site has reached a point of diminishing returns? Why then would we continue to do the same thing over an over again when the ROI isn't there? Simple. Once the site (or any given web page) has been fully optimized, it's time to open a whole new drawer in the SEO and web marketing tool chest. Step outside the SEO box One of the things that concerns me most is when clients want to make sure that their competitors don't outpace them. They see competitors making headway but don't look deeply enough as to understand why. What is it that's allowing the competitors to gain so much ground? The first questions to ask is, what is the competitor doing beyond traditional SEO? How much time and money is being invested in their campaign?
Even with a mile head start, a runner moving at twice the speed as you will eventually overtake you. So what do you do? If you can't run faster, you have to run smarter. You have to open yourself up to new strategies, engage in leveraging new opportunities, and yes, you may have to invest more time and/or money in order to keep pace. Beyond SEO and basic link building there are a few things that you can do to give yourself the extra push. The first is invest in link building or social media marketing. The idea here is to do, build or create something that is worthy of attention and can generate interest (and links) to your site. Social media and link campaigns can often get you a nice shot in the arm boost. 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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