As we’ve all been conditioned to believe that our business will crash and burn if our search engine positioning falls, the knee jerk reaction when this happens is to revise site and ad copy to try to reestablish the previous rankings.  Is this necessary?  Perhaps not, it depends on other factors in addition to the simple mechanics of search engine ranking. 

If, for example, you’re conversions have declined you absolutely want to consider modifications to your copy.  While a decrease in conversions may not necessarily be due to site copy, this is a marker of your site traffic and needs to be addressed.  Simple tweaks to your current copy may be all it takes to re-energize your site and bring your search engine rankings back up to their previous glory.

Obviously, a decrease in business coinsiding with a drop in search engine ranking is cause for reviewing the site copy and making adjustments to try to regain ranking.  In addition to reviewing site copy, it is always advisable to employ additional marketing campaigns, at least on a temporary basis, to work in conjunction with your new copy in bringing your site visitor numbers back up.  If accomplished through a system of backlinking, this will also help to restore your search engine ranking.

Other reasons for possible drop in search engine result rankings can include that the search engine spiders are being rejected by the website server due to alterations in your spam bot blocker or your robot.txt file.  Changes to these files may render the search engine spiders unable to crawl your website, resulting in loss of ranking.
In many cases, there is a change to the algorithms of the search engines.  These are maddening and sometimes occur with no warning or reasoning.  The solution to this issue is to allow the algorithm to finish its update and allow the website rankings to regenerate back to pre-change status.  In most cases, the website rankings will stabilize and your site will be restored to its original ranking.

Always keep in mind that the SEO game is one of competition.  As other users are becoming skilled in building ways to increase search engine rankings, and even if nothing has changed in the search engine algorithms or in the makeup of your website, others may simply be doing something more effectively than you are.  Regular review and maintenance of your website will help to ensure your list rankings and benefits to your website traffic.
Plummets in Google search engine ranking over the last few weeks resulting from prolific spamming have site owners scratching their heads, and experts offering some advice: Padding up your keyword meta tag with well researched related phrases will help to restore your placement, over repetition of a keyword registers with search engines as duplicate text and hurts your ranking, and add related content to your web pages to boost crossover marketing.  Google is overdue of an algorithm update, and indicators are that the listings are beginning to stabilize, but implementation of the above suggestions will speed the process along. 

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This entry was posted on Wednesday, January 28th, 2009 at 10:00 am and is filed under Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.