The first thing that someone asks before hiring an SEO company, is “can you get me to the number one ranking on the most popular search engine?”.
It goes without saying that improving a site’s ranking is pretty much the sole purpose or the raison d’ etre of search engine optimization, however, believe it or not, it is not THAT hard to achieve, especially for an expert. What actually Is hard to achieve though, is keeping that high ranking.
So, with that in mind, you should be asking an SEO expert not just if he can take you to the top spot, but how long he can keep you there. Now, some of you might be thinking “wait, isn’t getting to the top spot on Google enough? What else do I need to do?”. Well, in order to answer that question, we should first explain how those sites work.
When you visit Google or Yahoo or any other search site and you enter your search term, the site in question will use a specially designed algorithm to not only find the pages that are most relevant to your query, but also those that meet some criteria that usually revolve around content and user friendliness. The more of those criteria a page meets, the higher it appears in the result pages.
The problem is that this algorithm is constantly changing. Those changes are made by Bing and other companies in order to keep up with the times, or even as a response to some SEO techniques that can pretty much “game” their system. In other words, they change their algorithm in order to present the most relevant and organic results to their users.
Those changes can severely affect a web site’s ranking. For example, up until a couple of years ago, a site’s ranking wasn’t affected by whether it was dynamic or not. Recently however things have changed in internet marketing and new data shows that nowadays most people experience the web through mobile devices, such as smartphones and tablets. In order to reflect this, all search engines will now always rank dynamic sites higher on Google than non-dynamic ones.
So, how can an SEO specialist ensure that you will keep your high rankings? Well, there are certain “constants” in the search engine algorithms. In other words, some ranking factors, such as relevance and user friendly design, will probably never lose their importance. They will always be the foundations that ranking will be “built” upon. So, just by focusing on those constants, an expert can ensure long lasting results.
That’s not all though. What separates the best SEO experts from people who have just read some SEO tips in the internet, is their ability to anticipate and prepare for changes in the aforementioned algorithms. This of course doesn’t mean that they are psychic. It simply means that they keep abreast of all the latest developments in their field, as well as in technology and the internet in general. This way they are able to “see” the new trends that will dominate the search algorithms and include them in their optimization technique.