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Ranking Success Rooted in Reality
As I monitor search engine optimization conversations on newsletters, forums and social networks, I often encounter marketers looking for that edge that will take them over the top in the rankings game.
They should be eager to succeed, but they should keep reality in mind at the same time. It’s not the little things that matter so much – like image alt tags, link title attributes or the perfect keyword density calculation. You’re also probably not going to soar past the competition just because a programmer managed to produce source code that would make anyone envious.
At the end of the day, it’s the big stuff – a site that has aged, a marketer who was smart enough to get a keyword in a domain name, a reasonable website architecture that welcomes and guides search engine spiders, quality inbound links and good, keyword-rich content that’s neither too short or too overwhelming.
Keep the big stuff in mind as you weigh the rankings, traffic and conversions. If you get close on the ranking front and can’t seem to move, then the small elements may really be able to give you the visibility you deserve because you did a great job managing the significant variables.
Success depends on seeing the big picture. How well do you survey the landscape of your online marketing efforts?
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