Quality SEO
Thursday, February 14, 2008
In addition to what my colleague, Adam Edwards, writes below on the ROI of SEO, I would like to present an example that illustrates that it is not just important to invest in SEO, but to invest in quality SEO.
GoCompare.com, a UK site that allows users to compare car insurance rates, used to rank number one on Google for the coveted term: "car insurance". What this translated to was that 17.49% of people searching on that term would visit the site. As you can imagine, this amounts to a huge number of people as "car insurance" is a very popular search term.
Not surprisingly, this term was responsible for most of the traffic to GoCompare.com. Even more so than its actual name spaced out: "Go Compare".
At the end of the week of January 28th, GoCompare.com lost its coveted number one ranking because Google uncovered dubious inbound linking to the site. Apparently, GoCompare.com had invested a bit too much in the pay-per-blog "methodology", which provides links to a site (which helps with optimization) for a fee.
So, how did GoCompare.com rank after it was found out? From number one, it plummeted to the obscurity of the seventh Google search page. Needless to say, the results were detrimental.
Just 2.31% of people searching on "car insurance" went to the site the following week. This equaled to an 87% decrease in traffic! The part that probably hurt the most was the gains made by GoCompare.com's competitors, the search traffic for which increased as much as 77% in the aftermath.
Google rightly decided to hone in on the practice of paying for inbound links as it falsely portrays a sense of authority. Your site is not ranking highly on a term because you offer quality data on the particular topic, but because you paid some key blogs and other sites to link to you.
So beware! Many SEO firms that claim to shoot your site right to the top of your most important search terms are probably using these unethical practices, to which Google is catching up.
Quality SEO, just like anything else that's worthwhile, takes time. At Connors, for instance, we build your site content out so that it is SEO friendly and worthy of a searcher's attention.
Our technique does not just ensure success in the relative near future, but also for years to come. Please refer to Adam's eloquent metaphor below to get a better idea of this important difference.Labels: Connors Communications, optimization, seo, Web 2.0
posted by Gina Bolotinsky
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