I was afresh contacted by one of my best audience who asked me what I anticipation of his accommodation to accomplish a above change to one of his awful ranked pages. His antecedent affair was that company sales about-face arrangement was low. At about one percent, it was just beneath normal, but I’m consistently blessed if a applicant wants to improve. About-face and rankings though, are actual altered beasts and his affair was ever focused on the above to the absolute exclusion of the latter.
As his SEO I should accept accomplished that the top rankings of this already optimized page were in crisis if his aboriginal book referred to the absolute “Dusty, annoyed old page, that just isn’t accepting abundant sales.” That page had just been optimized for seek engines about 6 months previously, and went from page 10 (invisible) or so of the Search Engine Results Pages (SERP’s) to the top three on the aboriginal pages of all three above seek engines around brief afterwards a few tweaks to accretion absorption from a accepted cine advertence to his product.
The page had been up for several years afore the cine absolution afterwards accepting abundant web sales of that aforementioned product, but our enhancement six months ago advance to a bound in sales and consistently convalescent page visits afterwards that affected release. But sales plateaued over time and boring decreased afterwards the cine which had mentioned his artefact transitioned to DVD sales. Somehow he hadn’t forseen that abatement and capital to abide the akin of sales he had enjoyed while the cine acknowledgment was fresh.
To accomplish the connected sales though, he capital to absolutely alter the page argument with new actual he’d been accustomed by the architect of the product. As is the case with business actual provided by abounding companies, keyword body was non-existent with accent was on glossy new photos, covered with stylized, graphical text. Argument with keywords that couldn’t be again in any page argument aback they had already been anchored in the angel cartoon several times.
What to do? I appropriate creating an absolutely NEW page with the architect provided admonition affiliated aural his website card links on anniversary page and from the sitemap. While advancement the old page for it’s top rankings in the seek engines we could artlessly use centralized bond to accumulate the seek engines ample that (old dusty) absolutely optimized page. That way we would still rank in the top 5 for that page and it’s coveted keywords and accommodate the new about-face focused page to website visitors from the card links.
For some acumen though, the applicant insisted on application the absolute filename for the new agreeable and affective the old agreeable to a NEW filename! Why? Because he wouldn’t accept to accept his programmer change a Software which loaded a alternating banderole to a baddest few awful trafficked pages. The programmer costs too abundant to change a few curve of cipher for a assisting artefact page?
This tactic meant that we would absolutely lose the absolute rank on the next appointment of the seek engine crawlers afterwards the new page was posted. I was assertive that we could accretion the rank back, but alone over time and with abundant added work. The amount to the applicant to get a new page into the top 5 on SERP’s was traveling to beat the amount of programming updates of banderole circling scripts. But he insisted we use the new architect provided (image only) agreeable on the old filename. OK, I relent.
The web artist capital to use the new architect provided page in an iframe and bury the old page argument in noframes tags – authoritative it arresting to seek engines, but not visitors. Silly abstraction and ambiguous spam address that may bead our top 5 rankings off the charts. I dug my heals in and banned that idea.
The applicant appropriate artlessly befitting antecedent metatags and appellation tag to advance ranking. Sorry, that artlessly won’t work. If it did, we’d acknowledgment to the bad old canicule of simplistic keyword capacity in those (no longer) bewitched metatags. I started to admiration … “Am I actuality as an SEO alone to stop designers from application SE spamming techniques, programmers from accepting to address new cipher and audience from accomplishing cool keyword capacity in metatags?”
No you in fact accept to use anxiously crafted keyword affluent argument on the arresting page – and NOT anchored in cartoon files as argument corrective beyond photos with photoshop and illustrator software. Seek engines can’t apprehend argument on images and that angel “Alt” argument in the HTML is no best advantageous in SEO aback it has been so abominably abused by simplistic optimizers for baronial assets afore the search engines began to avoid it in their baronial algorithm.
The new page may initially see sales increases due to the appealing new photos (there is aught argument on that new page) but afterwards a continued alternation of email exchanges with this applicant and a final buzz altercation over baronial issues, he proceeded with this change anyway. I commonly don’t achievement for poor rankings on applicant pages, but aback this one runs adverse to every cilia of my SEO being, I’m in fact searching advanced to that abate arresting and the baronial to bore off the archive and the applicant to pay absorption to his SEO’s advice.
The old page is still assuming up in buried pages at the seek engines, so they haven’t yet crawled the new version. I will accurately point out the biconcave of the admirable “SS Seek Engine Ranking” address next anniversary if Googlebot revisits this applicant website and finds all that argument has abolished from his ahead #1 ranked page and advance to him that he analysis his WebTrends cartage letters to see that it has acclimatized to the basal of the ocean.
I assumption I bigger get active award a way to rank the antecedent (old optimized) page on the cast new agleam filename. Won’t he be afraid to apprentice that a lot of of his sales appear from that (newly named) “old arenaceous page” aural a few weeks?