Overview
The Search Engine environment is constantly changing. Search engines and directories are continually refining their search algorithms with several new releases each year. And more websites are challenging for top ranked positions. To maintain top ranking, Search Engine Optimizers must remain vigilant and continue to refine and improve their optimizing tactics

The Process
A Search Engine Optimization campaign may be in full swing, but the reporting and fine-tuning process is just beginning. Every day, PositionEyesSM gathers search engine ranking data for each keyword for all major search engines. Ranking changes are tracked and automatic ranking-movement alerts are generated.

When rank declines, Position Research Analysts evaluate the cause. If the cause is associated with a challenge from competitive sites, Position Research re-evaluates its optimization strategies and tactics, and implements a more aggressive approach to improve positioning.
If a search engine has changed its ranking algorithms that cause a decline in a client's position, adjustments are made to its optimization tactics to improve positioning.

Link optimization is an integral part of a website optimization campaign. In addition to being part of a tactical plan, it requires its own maintenance. Over time, websites change their design. These design changes can affect or otherwise "break" inbound or outbound external links. This change in the client's website link structure can adversely affect its search engine ranking.

Every month, Position Research reviews the linking structure of a client's site to maintain integrity. Broken links are removed, repaired or replaced. In addition, Position Research periodically reviews the link structure of all top ranked websites. The Link OptimizerSM identifies new potential link candidates and adds them to the master database for relevance checking and potential inclusion to a client's link structure.

The constant changes in the search engine industry require continual vigilance and a dedication to research & development. Recognized as an industry authority, Position Research supports the industry's major newsletters and conferences by authoring several technical documents. This inside edge gives Position Research a superior advantage for its clients.

Contact: Dave Johnson