I spend quite a bit of time explaining how search engines work contrary to all the hype and noise out there. In the 13+ years I’ve been marketing online, getting ranked with search engines went from “something that just happened” to, as some have laughed at my recent description, “a science fair project.”

Back in the day, sites created with the target market in mind by considering keyword terms and phrases in code and copy produced relevant rankings. See I was waaaaay ahead of my time and determined targeted phrases before I typed a bit or byte of code. I came from corporate sales/marketing background so to consider how you wanted to be ranked, to me, was a no brainer.

Fast forward to present day and the whole process has been mucked up. Due to folks trying to play the search engine algos, combined with search engines testing and constantly tuning how they rank sites and there are no guarantees. Getting good rankings is an ongoing process that has to be monitored, tweaked and worked at — that’s simply part and parcel of having a Web site.

The majority of site owners are not open or willing to embrace the reality of what attaining top of page; above the fold rankings require. Regardless of how often I explain the facts as to what is involved or send them to links on my site so that they can read at their convenience and benefit from a solid understanding and realistic expectations — they just won’t have any of it.

“I should be #1 if that site is! You do what they are doing!”
“Why is that site #1 when I am not?”
“Do what you do, I don’t have any time to deal with this and make it happen!”
“I have to add new information all the time?”
“I don’t want to Blog — can you Blog for me?”
“Are your fees negotiable?”

Now, when folks demand the “Top Ten Rankings” they so desire but refuse to embrace the reality of what it takes to attain, there is a solution! Yes, you too can have Top Ten Rankings and one of my favorite Bloggers has written a step by step guide for you to accomplish just that!

Guaranteed Top Ten Search Engine Rankings

I look forward to seeing you on the top!

At your service,
Judith

in·ter·ac·tive [in-ter-ak-tiv]
–adjective

1. acting one upon or with the other.
2. of or pertaining to a two-way system of electronic communications, as by means of television or computer.
3. (of a computer program or system) interacting with a human user, often in a conversational way, to obtain data or commands and to give immediate results or updated information.

Every day I have to remind clients that this “online thing” is interactive. Many have a hard time understanding that they need to be involved — how much they need to be involved. That their level of involvement — of interactivity — will determine their level of success.

I really have never known where the “built it and they will come” mentality came from when it comes to online business. That may have held some weight back in the day, but now, you’re lucky if you get found. And, when you get found (because you’ve embraced all that interactive stuff I “preach” about), you had better be the epitome of credibility, professionalism and customer service.

There are still those who want static HTML sites — those folks tend to be technophobic. The thought of having to be interactive scares them to death. All the posting, article writing, social media recommendations, RSS and the like sends them running — “that’s just too much to learn!” Well folks, I can honestly say that I learn something new each and every day around here. If you don’t want to learn; you probably should question why you have a Web site.

And, if all that learning doesn’t scare them to the point of inaction — it sounds like too much work. Either way, my advice to those who don’t want to learn or spend the time interacting, is to simply not bother. They’ll be throwing their hard earned dollars away on a site that won’t get found and won’t produce.

Many of my clients have discussed with me their insecurity in regard to the perceived skills and knowledge required to proceed in today’s environment. Then, combined with an overall intimidation with technology — that’s the reason why they don’t embrace what they hear, read and see is happening around them.

The ironic thing is, with applications like WordPress, Wiki and others, being involved and interactive actually has never been easier. If you can type, you can Blog, go social, interact and discuss your experience and knowledge to the benefit of your business. And you just might be surprised on how much fun you actually end up having!

Unfortunately, I fear those who hold back instead of bolding going forward and facing the challenges that online participation demands of each of us, as of today at this point in time, will see that reflected in their bottom line — and not in a good way.

Know that with the right partners, you can be coached through any frustrations, concerns and unknowns or whatever you perceive is preventing you from joining the social revolution.

“Come to the edge.
We might fall.
Come to the edge.
It’s too high!
COME TO THE EDGE!
And they came
and she pushed
and they flew…”

-Christopher Logue

At your service,
Judith

I usually don’t post on Fridays — that is unless I come across something I just can’t wait to let you know about. I was thrilled to see in writing what I’ve been stating for some time now about Google — Google simply isn’t what it used to be — and not in a good way. (See, my other posts on this topic linked below this one.)

From a search marketing POV, Google has many scratching their heads. Google isn’t consistent, has become unstable and unpredictable. Heck, we aren’t looking for 100% predictability, but when search results don’t seem to make sense or are all over the board from one day to the next for no logical reason combined with the fact that other sites like MSN Live and Yahoo! seem to be able to offer relevant results (and consistent between the two), that indicates a problem.

Different results in of themselves are not the problem. Nor do I think search engines should all offer the same results. They should all be different; but relevant. Google is now different — but the relevancy part — well, that’s where Google no longer seems to excel.

When you get 404s or 10 year old pages that are covered in an inch of dust over more relevant up to date, current sites — we aren’t offering the best results possible now are we? Or if sites are on the top by virtue of incoming links alone (while Google claims that to not be as much of a catalyst as it used to be) then explain to us how we can make our sites the best they can be for you Google? MSN Live and Yahoo seem to be able to accomplish this.

There are serious algo problems here that simply do not allow those who play by the rules, have great sites that they update and grow to be able to expect some sort of relevant consistent positioning. I know this from experience, with my sites and those of my clients. Maybe Google should remove the Google Search button and just leave up the “I’m Feeling Lucky” button

Google has branding. Google is THE search engine most name drop and run to for searches. But the fact is that Google hasn’t been the Google those of us who have been online from the start fell in love with.

In most cases an intervention requires cooperation from the entity with the problem to face up to those issues, resolve them and commit to addressing them for the long haul. Google has never given any indication in this direction — Google, like anyone in need of an intervention, is in denial.

Google Drinks a Fighting Problem

It is important for every site owner to read this article and take note. This my friends is the reality of Google at this point in time. I would like to hope an intervention would work, but this has been going on for years. It just may be time for a divorce!

At your service,
Judith