Ten Commandments of Search Engines
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I’ve been at this for decades. With that in mind, I can confidently state that not much has changed regarding getting search engine rankings.
Google is clear. We should be concerned about our site visitors first. Do that, and the rankings will follow, right? If only it were that easy.
Even with this “clarity,” website owners are still doing what Google states is spammy, lacks quality, and will cause a site not to rank well. In addition, many people disregard the importance of site content in favor of quick fixes or “shortcuts.” (There is no such thing.)
How do you like having your rankings teetering on Google’s whim? View the Google Algorithm Change History. How can anyone be expected to keep up with that?
Not a good feeling, huh? I’m with you on that.
While it’s essential to stay informed about what Google does or doesn’t do, the best approach is to be laser-focused on your market and customers. That is the only thing you have complete control over.
Your WordPress website’s SEO long-term strategy.
You need to have a strategy and implement it consistently, regardless of what fits Google at any given time. It’s not easy, but it’s what needs to be done—and that’s why so many fall short.
First, relying on free or organic Google rankings is not a strategy for building your business. It will take a long time; you cannot expect immediate results.
I regularly warn clients—those stuck in keyword stuffing, creating gratuitous content, and using spammy linking practices—that they are on borrowed time. If they expect free organic rankings to help them make a profit, it won’t happen.
I field these questions regularly. Unfortunately, most don’t like my response—a response based on the reality of what needs to be done.
Forget about “Top 10” Rankings
Unfortunately, the spam of easy listings and “top 10 positions” often obscures the truth about what is required to gain and maintain those rankings. For example, did you notice how many organics are now above the fold (what visitors see without having to scroll vertically)?
One, two, none? Then, there is a handful below the fold. Your mission is to beat those people to reach the top page. Be better than the site already listed and replace it. Good luck with that! [Read 5 SEO Truths for 2025]
To set realistic goals and expectations, we should first consider the magnitude of the online world.
Wow! Based on the above, what intelligent person would not realize that there will need to be a lot of work to get discovered? As you know, it is not uncommon to find millions of pages competing for the same terms when doing keyword searches.
So, let’s get down to it…
The Ten Commandments of Search Engines:
- Thou shalt not expect Search Engines to drive massive traffic to your site based on initial or minimal efforts. Rankings take time to solidify. No tweaking? No updating? Not growing your site? There are no relevant rankings.
- Thou shalt not expect that Search Engines care about where you are ranked, where you want to be ranked, or where you think you should rank. Their stated goal is to rank sites based on multiple variables to produce SERPs (Search Engine Results Pages) that best meet what searchers are looking for. So, what makes your site better than those already ranked to dislodge them from the top positions? Nothing? Get to work.
- Thou shalt understand that if you don’t track your site activity and review analytics, combined with keeping your site “fresh,” growing with content, and current with technology, those competitors who do will be ranked before you. So don’t just grow, track, and react; your site will never improve its positioning.
- Thou shalt know there are no “top of page” listings for $$$ per month. Those are “Sponsored,” “Paid,” or “Featured Listings” ads that the Search Engines or PPC (Pay Per Click) services offer. These listings are purchased and have nothing to do with your site’s organic/free listings or what “keywords” are in your meta tags. And they are expensive.
- Thou shalt realize that you need to play by the rules. There are no silver bullets or magic pills regarding your site’s rankings. Some use tactics that may not work or may only work temporarily, and when detected, could lead to your site being demoted. This is called “Black Hat” SEO. If an “expert” advises anything different from what is noted here, run.
- Thou shalt not sit back and think that you will get traffic anyway without participating, networking, and taking advantage of online and offline opportunities to get exposure for your website. You won’t. Look again at the figures I mentioned above. After all, this is interactive technology — don’t interact, don’t be involved, then don’t expect rankings or traffic.
- Thou shalt understand that this is no longer a “build it, and they will come” telephone book environment. With billions of web pages online and millions going live daily, how do you think your potential customers will find you without ongoing proactive efforts? They won’t.
- Thou shalt not believe that copycatting perceived competitors is your path to better rankings. Did you know that Google personalizes all searches? Results provided when looking for your site may not be what other searchers see. And if your “competitors” are doing things that Google frowns upon, those rankings will dissolve. Maybe not today, but it will happen.
- Thou shalt understand that unwavering commitment, participation, and ongoing investment (in time and $$) are the only ways to gain and maintain relevant rankings. It would be best if you also plan to consistently grow your site with content-rich, targeted information that interests your site visitors; otherwise, you risk not gaining any relevant exposure. Stale websites do not produce.
- Thou shalt know that even though they may not like the Ten Commandments of Search Engines, that does not diminish the reality of fact and truth in how Search Engines work and what you need to do as a site owner to ensure consistent, relevant rankings over your competitors.
What Should You Do Right Now?
Many think rankings should just happen. Or, by changing this or that, adding keywords or phrases here or there, buying this program, or subscribing to that software, all your target customers will be able to find you. Unfortunately, that is not true.
FREE: Find new keywords for your market…
Rankings Grow with Consistency
Follow this approach, and the rankings will grow. Have no approach? Still have a static, unchanging “brochureware” website because that’s all you’re willing to deal with? Then, you really cannot expect to get results and rank well.
What if your competitors are more involved and aggressive than you are? You know the answer.
You don’t want to be in the position of having to modify your site to try to mimic success. Instead, make your site about what works for your customers and site visitors. Over time, you’ll find that your rankings improve, rather than worrying about when the other shoe will drop.
“Wanting,” “feeling,” and “thinking” won’t cut it. What works best is doing, planning, reviewing, and taking action in a fluid and constantly changing environment.
Don’t blame the Web, don’t blame technology, don’t blame the Search Engines. Please don’t feign anger that you must spend more time and money and learn new things to reach your goals.
That’s what this gig is all about—learning, changing, doing, rolling with the proverbial punches, testing and tuning, and trying new things to see what happens. Not up for that? No success for you.
Indeed, don’t believe friends and associates who claim unbelievable results without the efforts mentioned here. It’s impossible. Start here.
At your service,
