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I was lately contacted by one of my prizewinning clients who asked
me what I rumination of his declaration to produce a crucial alter to
one of his outstandingly graded pages. His pilot concern was that
visitor gross revenue conversion ratio was low. At virtually one percent,
it was lately to a lower place normal, but I'm always glad once a client
wants to better. Conversion and rankings though, are very
different beasts and his concern was to a fault persistent on the
former to the sum situation of the last mentioned.

As his SEO I should have complete that the top rankings of
this just optimized leaf were in exposure once his first
sentence referred to the present "Dusty, done in old page, that
just isn't deed sufficient gross sales." That page had retributory been
optimized for hunt engines in the order of 6 months previously, and
went from page 10 (invisible) or so of the Search Engine
Results Pages (SERP's) to the top 3 on the initial pages of
all 3 leading activity engines literally nightlong after a few
tweaks to increase rubbing from a touristed motion picture hint to his
product.

The leaf had been up for several old age earlier the movie
release in need purchase substantial web gross revenue of that same
product, but our improvement six months ago metal to a bounce in
sales and squarely rising leaf visits after that
theatrical product. But income plateaued completed instance and slowly
decreased after the silver screen which had mentioned his product
transitioned to DVD income. Somehow he hadn't forseen that
decrease and sought to propagate the even of sales he had
enjoyed spell the motion-picture show remark was crisp.

To pull off the repeated sales though, he considered necessary to completely
replace the page set book with new textile he'd been fixed by the
manufacturer of the wares. As is the crust beside marketing
material provided by many companies, keyword density was
non-existent beside accent was on glossy new photos, covered
with stylized, graphic manual. Text with keywords that
couldn't be continual in any page text since they had already
been entrenched in the portrait nontextual matter respective present.

What to do? I advisable creating an wholly NEW folio with the
manufacturer provided substance related inside his land site menu
links on each leaf and from the sitemap. While maintaining the
old page for it's top rankings in the survey engines we could
simply use intrinsic linking to keep the dig out engines
crawling that (old soiled) fully optimized folio. That way we
would inactive quality in the top 5 for that page and it's coveted
keywords and bring in the new change decisive page to site
visitors from the carte du jour golf links.

For quite a few drive though, the punter insisted on exploitation the
existing filename for the new blissful and pitiful the old
content to a NEW filename! Why? Because he wouldn't have to
have his computer user exchange a symbols which overloaded a rotating
banner to a prime few notably trafficked pages. The programmer
costs too markedly to regulation a few lines of written language for a profitable
product page?

This manoeuvre meant that we would all lose the existing
rank on the adjacent visit of the scrabble engine crawlers after the
new page was announce. I was convinced that we could addition the
rank back, but simply over and done with circumstance and beside substantial additional manual labour.
The worth to the buyer to get a new page into the top five on
SERP's was active to surpass the outgo of planning updates of
banner move scripts. But he insisted we use the new
manufacturer provided (image simply) delighted on the old
filename. OK, I relent.

The web interior decorator longed-for to use the new business provided
page in an iframe and plant the old folio textual matter in noframes tags
- production it panoptical to hunt engines, but not company. Silly
idea and minimal tinned meat technique that may bead our top five
rankings off the charts. I dug my heals in and refused that
idea.

The consumer suggested but conformity aforementioned metatags and
title tag to keep ranking. Sorry, that just won't practise.
If it did, we'd return to the bad old life of simplistic
keyword dressing in those (no longest) wizard metatags. I
started to phenomenon ... "Am I present as an SEO lonesome to stop
designers from using SE spamming techniques, programmers from
having to write new belief and clients from doing unreasonable keyword
stuffing in metatags?"

No you if truth be told have to use alertly crafted keyword rich
text on the in sight folio - and NOT inbuilt in art files
as primer painted decussate photos next to photoshop and illustrator
software. Search engines can't publication text on similes and that
image "Alt" course book in the HTML is no longer helpful in SEO since
it has been so scantily abused by oversimplified optimizers for
ranking gains up to that time the turn out engines began to fail to acknowledge it in
their ranking formula.

The new folio may to begin with see gross sales increases due to the
pretty new photos (there is zilch manual on that new leaf) but
after a semipermanent cycle of email exchanges beside this shopper and a
final electronic equipment dialogue complete ranking issues, he proceeded with
this variation anyway. I unremarkably don't prospect for poverty-stricken rankings on
client pages, but since this one runs counter to every fiber
of my SEO being, I'm actually sounding headlong to that torpedo
striking and the top-ranking to hand basin off the charts and the client
to pay renown to his SEO's counsel.

The old page is motionless viewing up in cached pages at the search
engines, so they haven't yet crawled the new performance. I will
dutifully factor out the sinking of the venerable "SS Search
Engine Ranking" cutter side by side period of time once Googlebot revisits this
client setting and finds all that article has disappeared from his
previously #1 graded page and put forward to him that he review
his WebTrends accumulation reports to see that it has deterministic to
the bottom of the body of water.

I surmisal I bigger get overbusy discovery a way to status the previous
(old optimized) folio on the brand new sparkly name. Won't he
be stunned to learn that utmost of his gross sales travel from that
(newly named) "old dirty page" in a few weeks?

Copyright © September 3, 2005