Even when a website is carefully designed for search engine success, there are a number of reasons why rankings deteriorate over time.
1. More competing web pages.
If your website has been around for more than a year or two, there may now be 2, 10 or 100 times the amount of competing web pages for the same keywords. For example, if your website went online in 1996 when only 1 out of 100 had a website, you probably enjoyed top rankings. Now that everyone has a website, top rankings are much harder to come by.
The good news is that the days of exponential internet growth are behind us as everyone in the industry already has a website.
2. Out of date website content
When was the last time you updated your website? You may not remember, but the search engines do. Web pages that are rarely updated are ranked lower than those that are updated frequently.
The solution to this problem is obvious. Update your website content frequently: add new content; revise or delete what's old; make your website show some life. Make sure your home page changes every few months, even if its just the welcome message. Keep your listings up to date. Ask Redplug about including a "Featured Listing" or "What's New" sidebar that you can easily update yourself via the Web Control Panel.
3. Competing web pages are search-engine savvy.
As the internet moves out of its infancy, website owners are using better search engine tools and strategies to achieve better results. It now takes effort just to retain your website's search engine placement, let alone improve it.
4. Your websites' keywords may need to be refined and differentiated to achieve higher rankings.
Most website search engine optimization strategies begin with a survey of the keywords that competing websites are using. Unfortunately, if you are one of the leaders, these keyword copycats will soon dilute your leadership position. In this case, you'll need to highlight more specific keywords to improve your odds of top rankings. Use "real estate property listings" instead of the generic "real estate". Use "Vancouver real estate listings" instead of "Vancouver real estate".
5. Search engine page-ranking criteria is constantly changing.
With search engines, what worked in the past may not work today. That's why updating your website to keep up with the changes should be an important part of search engine optimization strategy.
To overcome these last three problems, Redplug offers the search engine optimization tune-up service.
Jan 1 2004