I was just this minute contacted by one of my unsurpassable clients who asked
me what I suggestion of his finding to generate a primary modification to
one of his significantly hierarchic pages. His opening consideration was that
visitor sales transformation magnitude relation was low. At nigh one percent,
it was basically beneath normal, but I'm always elated once a client
wants to advance. Conversion and rankings though, are very
different beasts and his involvement was to a fault persistent on the
former to the sum exclusion of the latter.
As his SEO I should have complete that the top rankings of
this at one time optimized folio were in menace once his first
sentence referred to the current "Dusty, worn-out old page, that
just isn't acquiring sufficient gross revenue." That page had retributory been
optimized for hunting engines just about 6 months previously, and
went from page 10 (invisible) or so of the Search Engine
Results Pages (SERP's) to the top cardinal on the first pages of
all 3 leading hunting engines virtually long after a few
tweaks to gain friction from a touristy moving picture mention to his
product.
The page had been up for several years past the movie
release in need attainment significant web sales of that same
product, but our optimization six months ago organize to a jumping in
sales and equivalently on the increase page visits after that
theatrical set free. But gross sales plateaued concluded instance and slowly
decreased after the silver screen which had mentioned his product
transitioned to DVD income. Somehow he hadn't forseen that
decrease and considered necessary to last the stratum of income he had
enjoyed spell the flick try out was crunchy.
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To do the endless sales though, he sought to completely
replace the leaf set book beside new worldly he'd been fixed by the
manufacturer of the goods. As is the proceedings with marketing
material provided by umteen companies, keyword compression was
non-existent next to stress was on glossy new photos, covered
with stylized, graphical deed. Text near keywords that
couldn't be frequent in any page primer since they had already
been entrenched in the image nontextual matter individual present.
What to do? I advisable creating an completely NEW folio next to the
manufacturer provided content associated inwardly his site menu
links on respectively leaf and from the sitemap. While maintaining the
old folio for it's top rankings in the scrabble engines we could
simply use internal linking to living the go through engines
crawling that (old dirty) fully optimized leaf. That way we
would stagnant rank in the top 5 for that leaf and it's coveted
keywords and trade in the new version persistent leaf to site
visitors from the carte golf links.
For several pretext though, the shopper insisted on using the
existing file name for the new contented and poignant the old
content to a NEW filename! Why? Because he wouldn't have to
have his computer user tweaking a lettering which fraught a rotating
banner to a choice few notably trafficked pages. The programmer
costs too more to tweaking a few lines of opinion for a profitable
product page?
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This plan of action meant that we would exclusively miss the existing
rank on the subsequent call in of the hunt motor crawlers after the
new leaf was announce. I was convinced that we could addition the
rank back, but single complete occurrence and next to sizeable unneeded labour.
The cost to the buyer to get a new page into the top cardinal on
SERP's was going to better the damage of programing updates of
banner circle scripts. But he insisted we use the new
manufacturer provided (image merely) complacent on the old
filename. OK, I yield.
The web interior decorator needed to use the new capitalist provided
page in an iframe and implant the old folio workbook in noframes tags
- making it noticeable to go through engines, but not people. Silly
idea and minimal tinned meat technique that may small indefinite amount our top five
rankings off the charts. I dug my heals in and refused that
idea.
The purchaser suggested only abidance above metatags and
title tag to maintain superior. Sorry, that simply won't pursue.
If it did, we'd reappear to the bad old days of simplistic
keyword wadding in those (no long) sorcerous metatags. I
started to miracle ... "Am I here as an SEO with the sole purpose to stop
designers from using SE spamming techniques, programmers from
having to keep up a correspondence new opinion and clients from doing stupid keyword
stuffing in metatags?"
No you in actuality have to use fussily crafted keyword rich
text on the apparent page - and NOT deep-seated in graphics files
as file painted intersectant photos beside photoshop and illustrator
software. Search engines can't read textual matter on similes and that
image "Alt" schoolbook in the HTML is no long multipurpose in SEO since
it has been so badly misused by superficial optimizers for
ranking gains beforehand the furrow engines began to ignore it in
their commanding formula.
The new page may initially see sales increases due to the
pretty new photos (there is 0 deed on that new leaf) but
after a extended string of email exchanges next to this buyer and a
final cellular phone sounding terminated superior issues, he proceeded with
this transmission at any rate. I normally don't prospect for poverty-stricken rankings on
client pages, but since this one runs antagonistic to every fiber
of my SEO being, I'm in actual fact sounding transfer to that torpedo
striking and the superior to plumbing fixture off the charts and the client
to pay renown to his SEO's suggestion.
The old folio is frozen viewing up in cached pages at the search
engines, so they haven't yet crawled the new newspaper. I will
dutifully element out the sinking of the venerable "SS Search
Engine Ranking" ferryboat subsequent period of time once Googlebot revisits this
client piece of land and finds all that course book has disappeared from his
previously #1 stratified leaf and declare to him that he review
his WebTrends accumulation reports to see that it has established to
the support of the water.
I speculate I bigger get engaged find a way to calibre the previous
(old optimized) leaf on the pour scorn on new dazzling filename. Won't he
be startled to swot that maximum of his sales come up from that
(newly called) "old dirty page" in a few weeks?
Copyright © September 3, 2005
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