What Do I Need To Be At The Top Of The Search Engines?

By STAR Power • September 23rd, 2008

The Top of the Search Engines

So, what is it that gets you to the top of the search engines for competitive topics and key phrases? It’s the million dollar question and while there are some proven strategies & techniques [currently], it’s a completely dynamic and advanced environment where more things are unknown than are actually known. And what is known may just change tomorrow.

In fact, Google readily discloses they are constantly experimenting with their algorithm. They say they tune it on a weekly basis in order to assure more relevant and useful results for their users. It simply means your top position for Real Estate Star Power or Top Ft Myers FL Real Estate Agent could be here today, gone tomorrow. Says VP of Search Quality Udi Manber, “…surprisingly little is known about ranking at Google. This is entirely our fault, and it is by design. We are, to be honest, quite secretive about what we do. There are two reasons for it: competition and abuse…"

So amidst all the search optimization conjecture, do we really know any short cuts or tricks to reach the top? Is it the back links that do the job? What about the rank of those back links? Has the Google Algorithm reached a place where it can evaluate the relevance of back links to your content subject matter? Does a search engine have the ability to detect, filter or penalize for paid or recruited back links? Is there some weighted combination of link structure, including outbound and internal linking, that gets you higher? Is an ability to track your RSS subscriptions an important metric? Is the amount of search activity directed to your site or blog an important competitive signal? Does your page load time weigh heavily? Has Google devised a way to ignore sidebar and creative load, focusing only on the content? How about the date of content creation stamp - does your being there longer matter? Does key word density make a difference? What about consistent content creation? And then, how good is the competition or those you’re being compared to and ranked against? How does the competition fare for each of the above [and many more] signals?

A Dose of Search Reality

What we do know is that Google scrutinizes, compares and ranks your web presence [site, blog, pages, posts, content, etc., etc.] in over 200 different ways. In fact Mr. Singhal, Master of Google’s ranking algorithm, has developed a highly elaborate system for ranking pages. His system is known to involve more than 200 types of information, or what he refers to as signals. Page Rank is only one signal. Singhal says that some signals on Web pages are words, links or images. Some are in the history of how pages change. Some are patterns found in trillions of searches that Google handles.

So, the fact is no one really knows… and Google has an interest in making sure of that. What we can all believe is Google must provide a great consumer search results experience in order to retain and to grow [search] share. Search is only getting bigger and loyal searching is what they must have, BUT it requires the most relevant and timely coverage of every subject in their indexes … all ready to go. In fact Mamber himself says,
"The goal is always the same: improve the user experience. This is not the main goal, it is the only goal.”

Meet the Challenge of Search Sustainably

Sure all of the above factors probably do matter to your competitive positioning, but none are certain. The only certainty is Google’s need for your knowledge of a particular subject. It’s a challenge; however, a challenge easily met when publishing what you know, see and hear about local real estate & community… to the web. With real estate blogs, several technology features will help, but even that is a moving target… so the most sustainable strategy is quality, focused and consistent content. Versus technology or link optimization strategies, which may get you somewhere temporarily, content is the logic in a world where search engines lose share without it. They are either the best conduit to answers about every subject OR consumers will move on, leaving pay per click models short of their click revenue targets. And by the way, approximately 10% of all searchers click on the pay per click advertisements… leaving 90% to organic search where content bloggers or publishers play :-)

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This post is presented by Chris Frerecks, Kinetic Knowledge/ Real Estate Blog Sites and is meant to provide useful real estate oriented education for the benefit of the Star Power audience. Kinetic Knowledge LLC and Real Estate Blogsites provide real estate professionals, including the STAR POWER organization, with leading blog solutions, blog writing content, blogging education and service. Chris is easily reached via email at chris@kineticknowledge.com.

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