Recently the Pittsburgh Post Gazette quoted a person offering tips to ranking in MSN:
Mr. Sweet, who is senior sales consultant for Nauticom Internet Services in Sewickley, posted several paragraphs, trying not to use the term "yellowware" more than 4 percent of the time so it wouldn't be classified as spam but also to include enough content to lure the search bots.
Within three weeks, his listing showed up at the top of MSN.com's "yellowware" search -- at no cost.
Now when you look at the page ranking in MSN you notice the following problems:
- the page title is one word, and thus generally not very compelling, having no modifiers (to pick up related traffic or appeal to prospective clients) and no calls to action in it
- the URL has ID in it twice, with a long variable string after each one
- many search engines would not want to index URLs like that if they thought those stood a good chance of being session IDs. In fact in Google's guidelines state "Don't use "&id=" as a parameter in your URLs, as we don't include these pages in our index."
- not sure if the page may be indexed in Google AFTER I linked at it, but in spite of the site being around for at least a few months and already showing PageRank the example page is still not cached in Google yet.
- Google is the biggest search engine. Not even being in their index is a brutal miss for an example SEO page.
- the content reads like it was crafted with search engines in mind, which is not the type of content that tends to convert well if you are selling stuff on your site (though ugly content like that might be great for getting people to click off onto PPC ads)
One of the biggest advantages of mixing PPC in with organic SEO is that it forces you to appreciate lead value, and to create content that converts.
Most SEO software gives you an arbitrary framework which prevents you from focusing on conversion and profits. Not every site is for profit, but you still want to create content that people would like to read and perhaps share.
Here we have a newspaper quoting a guy who has a site that messed up from a SEO and conversion perspective, and his tip for people is to focus on keyword density, in spite of keyword density losing its relevance years ago.
Imagine a conversation inside a shop selling junky outdated SEO software that has been rendered irrelevant by improving search technology.
Worker: Hey we are giving people some bad information here. Our software is kinda bogus and without purpose now isn't it?
Boss: It makes us $70,000 a month. It clearly has a purpose.
Worker: But doesn't it gives people bad advice and outdated tips that actually hurt their businesses?
Boss: It makes us $70,000 a month. It clearly is a valuable piece of software.
And so people continue to chase keyword density, getting ripped off along the way.
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.