How Do You Adapt?
I have mentioned before that search engines change up their algorithms and they do vary quite a bit. Most of us spend a great deal of time really paying attention to statistics, different results and keep up with the way that the different search engines index things. This is a good thing- you have to keep yourself aware of exactly what changes when so that you can stay at the top of the game as someone who does do search optimization. The issue though is that as soon as you have the system figured out, that is about where it changes again.
However, you kind of perform this balancing act and it keeps you able to change with the searches. One thing has remained a constant- the need for real, organic search engine results and though the ways to get them changes a bit as more and more adopt a more user friendly way of going about that- this is something that is not likely to end any time soon. I am willing to bet that the ‘user friendly’ aspect of search engine optimization is going to be coming more to the forefront of things as time goes on. However, this adaptation is something that really takes a great deal of time, effort and being able to steer clear of some of the more unethical practices that some feel are necessary- they aren’t, you just have to be sure that you are keeping aware of the changes and planning accordingly.
For the time being, though there are a few really essential pieces to being able to maintain a fairly well optimized website. You need to make sure that you have clean, well planned navigation, a well written, very clear copy, your titles and meta tags need to be in place to help identify relevant keywords and phrases, and your coding needs to be very simple and polished. Add in links that work well with your content- good, short descriptors, and continue to update regularly.
The cleaner your site is, the easier it is for both search engines and users to navigate, and this helps. I often talk of balancing both user friendliness and search engine optimization because it is important for not just a boost in the serps, but a longer term push. Not only that, it leads to better business, which is the end result of most of these online marketing problems- so, it’s overall very well worth the effort to make sure that you have these key things in place with all of your web sites.