In the early years of the internet, businesses that had simple websites with a lot of text benefited from a phenomenon known as “grandfathering.” These businesses listed their websites in search engines and weren’t charged anything because the search engines were trying to compile the biggest, most relevant database. This was before search engines charged for inclusion or pay per click. If the businesses were in well-defined niches, their websites had high rankings for several phrases related to their business and web-generated business was good!
Then, in 1995, those businesses that had ranked highly in natural search for several years saw their rankings drop significantly (from first page to 16th page or below.) This was because the search engines’ algorithms evolved continuously, while the businesses websites did not keep up with international standards.
Today businesses that don’t keep up with coding developments intended to make web pages load more quickly and efficiently on both PCs and mobile devices and/or that don’t maintain the text and images to keep current can expect to see their search engine ranking positions (SERPs) drop. Gone are the days that you can build a website and then ignore it for years.
Optimizing an older website to meet current, international standards typically involves over a dozen tasks. There is simply a list of tasks that take about three weeks to complete. These tasks include:
1. Conducting research to identify which phrases will get the most web traffic
2. Writing text that is easier for the search engines and humans to read
3. Eliminating code that slows down search engine robots
4. Adding structural elements that help people and search engine robots get through the site faster
5. Deleting any inappropriate strategies that may have been in place before optimization
Businesses that have experienced dropped rankings represent about half of our new clients for the search engine optimization services. We call this work ranking remediation because it involves working to remedy dropped rankings so that web-generated business levels are restored.
Restoring dropped rankings takes less time than securing rankings for sites that are new or have never been well-ranked. A business that has dropped in ranking knows the value of their search engine position because they rely on web-generated sales. This makes them highly motivated to assist in the process. Short turnaround time and high client motivation make ranking remediation an especially fun type of project for us at CeSI.
If your business’ website is in need of ranking remediation, contact Cascade e-Commerce Solutions at 206-244-9092 or [email protected]