One reason for considering professional Search Engine Optimization experts is to help you keep abreast of changes and ramifications. Google has been increasing the number and significance of their algorithm changes every year. Last official count averaged more than one per day.
Unless you monitor your results using best practices you won’t know what changed, when it changed and how it affected your ability to show up on the first page of search results. Almost every client we start with, either thinks their results are fine (they usually weren’t) or think they’re terrible (they weren’t always) because they don’t really understand how to go about searching and what words to use. And how to check it consistently time after time.
For instance, a CEO of a Trash Can manufacturer might use “waste can” when searching for his product and be happy it showed up. Maybe all their content used “waste” and was indexed accordingly. Or, worse yet, maybe the CEO was signed in and using Google’s “personalized search results” feature that is set by default. Once the CEO is shown the majority of normal searches (in the US) use the word “trash” and not “waste”, he would be a bit disappointed. He would likely be even more disappointed with their results once the “personalized ” feature was disabled.
Why remind folks of this aspect? There are lots of benefits and lots of reasons why you really should consider learning finding a professional to help you in this area. You can spend hours every week reading what other experts are testing, what new methods are most effective and what techniques might now be getting you in trouble. Or just spend a few hours one week researching a professional.
A new article talking about the biggest three changes last year prompted me to post this article. Did you hear about Google’s Panda change? Did your site’s search results drop? You might be very interested in the following article from Duncan Heath at SearchEnginePeople.com about the big difference in Google’s latest search change, called Panda.