October 9th, 2012
Search Engine Optimization
October is here and it is arguably the best time of the year for sports. We lead in with the Ryder Cup, then MLB playoffs (Go A’s!), the NHL and NBA seasons starting, College Football rivalry matchups, and for a few in the know, the America’s Cup! For a sports fan like me, the chilly weather is not the only reason I am glued to the couch come 5 p.m.
With all of these events going on, the headlines are riddled with blowouts, epic late game rallies, and the David vs. Goliath upsets that our favorite sports constantly deliver. I have a penchant for upsets, and being an A’s fan, their wins are often viewed as such. The more I read about it from a statistical perspective, the more their run to the AL West title seemed improbable. But as we know in sports, Cinderella stories happen and when they do, they are something to behold.
Which reminds me of something I see often when analyzing keyword rankings for our clients’ websites that are clearly inferior yet earn and maintain high rankings. Not even that they have high rankings, but they are ranked higher than my clients’ websites that, on paper, are far superior. A client’s site will have all the makings of a properly optimized website: optimized page titles, unique content, optimized URLs, optimal internal link structure, etc. Additionally, a client will have built a trusted and diverse backlink profile with our link building tactics, a strong social media presence, etc. Quantitatively, there is nothing that would allow another site, particularly one with weaker statistics, to rank ahead of a perfectly optimized site. But it happens time and time again.
Before you throw your hands up in the air and swear off SEO, know that other factors can affect your rankings that may be keeping you from reaching the top.
Again, I am not attempting to throw SEO under the bus. These algorithmic changes have indeed reshaped our understanding of rankings and I would argue that they are for the better. The point is no matter how good you are on paper, out there will always be exceptions to the many SEO rules that may spoil your run to the top of the rankings.
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