Search engine rankings are in a constant flux with hundreds of factors influencing the same. Search engines almost on a daily basis introduce new factors and tweak algorithms. The 500 updates brought in by Google in search engines last year affected up to 35% of search queries. During the last few months, Google has been very forthcoming about sharing information regarding their updates and helping Webmasters along the transition. However, there are updates that happen behind the scenes. You realize them through internal analysis and joining on discussions on SEO forums. On the other side the keywords searched for are also changing with the advent of auto suggestion & completion, industry trends, seasonal user intent, etc. Given this dynamic nature of search, it seems tricky optimizing your website to guarantee search engine positions.
In addition, search engines have learnt to move from optimized content to valuable content. The impact of social signals are testimony to that. The value of content is also now evaluated by numerous non-automated methods including real human testers mapping the searched keywords with the individual search results. So you need to ensure that the content on their website is relevant, up-to-date and informative. How do you stay up the changes? Here is what the CEO of Page Traffic has to say.
No company can absolutely guarantee search engine positions for a website! Then why is all this fuss?
Yes, Google Terms of Service makes it pretty evident that no one can claim such control on Google search algorithms. In fact, it is not even possible to do it accurately. What we rather do is carry out an extensive keyword research which is completely data driven. Based on this solid data, we provide time estimations for rankings for every single keyword. We share this feasibility report with the client and decide on the nature of the campaign that will suit the client best.
What are the top five- tools in your SEO audit that you use to get the desired rankings in search engines?
Google is the best search engine tool that you can get. All the data and insight you need is right there in the SERPs (search engine results page). You can check the top ten pages on a particular keyword, analyze their titles and content and tweak your site accordingly.