What’s in a Paradigm Shift?

(BTW: Why are my Rankings Dropping?)

By now most online business owners have heard that the major search engines like to ‘mix it up a bit’ from time to time. This ‘mix up’ is called an ‘algorithm shift.’ One day your keywords are ranking well and seemingly, the next they’re nowhere to be found on the first two pages. What’s going on and what to do?

What’s happened? A routine search engine(s) algorithm shift. Simply put: They change their formula, that is shift priorities and this outcome may impact your website’s ranking success. Why does this happen? Let’s loosely compare it to when your brick and mortar business says ‘goodbye’ to a key executive. Among the first things you’d do is change the door locks and security codes, change the message on their voicemail, block their emails and so on. In short, eradicate things the way they were before the switch.

A decade ago, that had been the motivation behind the occasional unannounced search engine paradigm shifts. A key player at a search engine company would leave and steps would be taken to ensure the individual did not ‘leak’ company private information. Today the practice has changed focus to the structure of websites and the various optimization techniques used to ‘stabilize’ them itself.

Previously we’ve talked about black, white and gray hat SEO practices. Frankly, if there is a buck to be made, there will sometimes be an unscrupulous Internet Marketing firm willing to take a client’s money. This involves shady practices utilizing -‘smoke and mirror’ techniques- to quickly boost rankings but are as permanent as a house of cards in keeping high rankings.

Why? By itself, inorganic Search Engine Optimization (SEO) is a Band-Aid® fix at best. Inorganic SEO techniques best serve as a support system while organic search techniques, which are slow to develop but long-term provide the best foundation for high keyword rankings, evolve.

Your takeaways from this blog:

  • Avoid working with a firm that promises you ‘overnight’ high keyword rankings. At best, these will be short-term results.
  • Working in support with an organic search campaign, inorganic initiatives such as pay-per-click can be extremely beneficial to a firm’s online bottom line.
    • To avoid experiencing a serious and possible irrevocable drop in rankings, hire a reputable Internet Marketing firm such as Active Web Group. Ask us to demonstrate how our proven track record in assisting our clients to achieve and maintain their online business goals can work for you and your business.

To avoid being impacted by the next paradigm shift, call us at 1-800-978-3417 or Contact Active Web Group and let us help you!

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