Loading ...Site history plays a surprisingly large part in a search engine’s assessment of your site. Sadly, while you can do all sorts of things to change your site’s future, there’s nothing you can do about your past.
Although search engine optimisation tends to concentrate on the things you have to change on your site to improve your ranking, it’s important to know exactly how your site history is going to impact on your future and adjust your expectations accordingly. If a site has a bad history, the SEO process is going to take a lot longer to have a beneficial effect. You can discuss this with our experts at SEO Consult Australia.
Nothing is certain
One of the frustrating things about Google for SEO experts is how generalised the search engine’s advice tends to be. When it comes to the decisions the search engine makes about your site, Google is similarly equivocal. Some things can be taken two ways, for example:
*Jumping up in the rankings. The search engine may react badly to this, interpreting the sudden jump as the work of a spammer. There’s a solid history of spam sites using black-hat search engine optimization techniques to achieve sudden popularity. At the same time, there is a history of sites achieving popularity because their topic has become more interesting to the general public. The way that Google chooses to deal with your popularity depends largely on your subject area.
*Being popular in more than one topic. Again, the search engine might choose to interpret this as a sign of spam. Cross-topic popularity can get you into trouble if the search engine doesn’t follow a logical path between those topics. For example, being popular for ’sock sales’ and ’shoe sales’ is probably going to help your site’s overall SEO. Being popular for ’sock sales’ and ‘duck mating habits’, however, will probably get you into some hot water.
…But some things are inevitable
There are some things you can count on, when it comes to Google’s analysis of your site’s history:
*Your past will come back to haunt you. The way in which your pages have moved through the rankings over time is taken into account when they are reassessed. So, for example, if your page has jumped around in the rankings, it might be classified as suspicious well into the future.
*Being popular is important. Frustrating though it is in all aspects of life, it’s a fact that popular things can rely on popularity to keep them up. If your site is unpopular, it is likely to be taken down in the rankings. The more clicks you get over time, the more likely you are to get a better ranking.
The good thing about Google’s history weighting is that it accounts for seasonality. This means that if your site gets its primary traffic during sales periods, but almost nothing at other times, it won’t necessarily be penalised.
*A good history can grant immunity. If your page has been popular in the past, a dip in popularity will have less effect than if your popularity is recent.
Related posts:
- Google things you need to know
- Google TV ads a sign Google is feeling pressure?
- Four ways the personalised Google search results is changing search engine optimisation
- What Google Measures On Your Site
- Using Google Places
Tags: Search Engine Optimisation, Search Engine Optimization, SEO, SEO Consult Australia, SEO Experts
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