Thursday, October 14, 2010
As a StoresOnline merchant looking to boost your site’s search ranking, you’ll see a lot of advice out there about how to build links and optimize your Web site for search engines. Some of it is skewed by people who want your money. We all know that SEO and link-building are important because they increase our search engine rankings, but not if we do it the wrong way. Here are three paths you should definitely avoid.
1. Slack Off. Whether out of frustration, laziness, or poor follow-through, the surest way to fail at link-building is to not do it. You need to think of link-building like gardening. A garden has to be tended and cared for on an ongoing basis in order for it to yield its crop. The same is true of link-building. You can’t just do a bunch of it and forget about it. Spend a set amount of time each week just link-building.
2. Write For Search Engines. Search engines are getting smarter and smarter. Every day they’re getting better at detecting when they’re being played. That means if you clutter your web pages with repetitive terms designed to snag the attention of search engines, the likelihood that it will ring the bells of those search engines is decreasing rapidly.
Even if that weren’t true, consider what happens when visitors come to your StoresOnline Web site. It’s easy to see when a page has been written for search engines and not people. The result is a page that turns people off and gives you a huge bounce rate; i.e. people take one look at your page and leave within seconds.
Your StoresOnline Web site has to appeal to the people who visit it. A high traffic rate does little good if your bounce rate is sky high. Write your Web copy with the goal of appealing to your customers. Then, go back and see where you can add in your chosen search terms without hurting the effectiveness of your copy.
3. Pay For Linkbacks. You’ll see companies that offer to give you bunches—even hundreds—of linkbacks for a fee. Stay away. Because search engines are getting smarter, they can tell when a site has had this done. It sees a load of irrelevant linkbacks and the result is a lower search ranking. So not only does it not work, but you will have paid to hurt your search ranking.
That said, there are also companies who can provide relevant back-links. These companies have real live people who do their link-building, not automated software “bots”. A live person can make sure the links he builds are relevant to the site they link to. Those are the kinds of links that boost search rank.