This is where the “real” SEO work comes in – and there is no cookie cutter for optimization. There is no silver bullet secret. There is only hard work, patience and perseverance. You must have the ability to perceive and understand that all websites have their own identity and their own way to the top of the organic ladder. There is no “One Size Fits All” approach to top organic placements. That being said, there are some “standard practices” and that’s where the “white“, “black“, “gray” and of course, “odd” hats come into play. It doesn’t matter which practice you choose to live or work by; what’s OK to do today will be bad tomorrow. What was bad yesterday is standard practice today. It’s a never-ending circle of trial and error where the only thing that counts is “Responsibility, Ethics and Understanding”. This brings us to the next obvious question.
Why does it change so much?
The simple answer is; The Search Engines change their Algorithms (the indexing mechanics) very often, sometimes daily. They have to shake it up, like a big snow globe if they value their market share. They can’t just bury all the new people on the bottom, stacking downward, that would relegate them to the wiki “history of” pages, it would make them stagnate and they would go by the wayside and quickly, joining the likes of “Northern Light“, “MSN“, “AOL”, “Yahoo” and “AltaVista“. All of these examples are now, “what they were”. They ceased to innovate, change with the times, lead not follow and most importantly “refresh“.
Experience is Everything!
As far as organic rankings goes, if you don’t know where the Search Engines have been, you will have absolutely no idea where they might be going next. Sometimes an educated and experienced guess will get you just close enough to give you that edge you need to come out on top of the competitor. Real organic results work is a lot like working in a laboratory. It’s a lot of research, then more research coupled with knowledge and perception. Again, all websites have their own way to the top and you have to be able to recognize the road that will take you there the quickest with your stability intact. Sometimes you have to build the road. You might need to construct a bridge or tunnel through a mountain. It’s always the experience under your belt that makes the job easier to perceive, plan and execute.
