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Search Engine Rankings

Web site page rankings and positioning is the practice of going to a search engine, entering in a keyword or search phrase, and seeing where your site comes up in the search engine results pages, or SERPS.

Page ranking has been the industry's standard method of determining if a SEO project is a success or not. There are two basic problems with this old method. The first is that not everyone can be on top, or even high up for things that are very competitive. Those that do so accomplish it with years of experience, much hard work, luck, or some well-placed bribes.

The second problem is just because your site does rank high does not mean you are also going to get a lot of traffic, or even more importantly, lots of sales or visitor conversions. Site owners have to be careful with vendors that "promise" certain things like rankings, because while the ranking part may be true, what you find yourself well ranked for returns little or no traffic, much less sales.

The industry is starting to change it's focus finally, but we are still in the early days of looking at the bullet, and not the gun. A site owner needs to pay attention to the information that is shown in their web log traffic reports. The actual traffic to the site is second only to the number of conversions in importance, and they must be looked at together to get the full story of what is happening on the site.

The other problem with everyone checking their page ranking in the search engines all the time is the amount of extra "trash" traffic that the search engines must put of with. Most ranking is checked with automated programs that check 10,20, or more pages to see if a URL is listed for a certain keyword. If you are checking many keywords and many pages, this puts quite a load on a system when you figure that there may be many people doing the same thing over and over. Many search engines state that this is against their rules, and it is possible to have your IP blocked from accessing the system.

Still, it is exciting to enter in a keyword for your site and see it come up well in the listings. And if you have a client that still requires the old method of ranking to show their friends or board, you should choose one of the smarter pogroms that are out there that acts more like a regular user than and hammering, page-sucking page ranking program.

This work is licensed under a Creative Commons License.

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