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initial optimization before you really start changing anything. Create new content
and new good ideas, but do not worry about going back to your content to re-
tweak it over and over again. Rather than tweaking your site, you are probably far
better off learning more about your topic, making friends, or creating new content.
After you feel the page copy is decently structured for usability and SEO, then you
do not need to change it over and over again unless you are trying to test it for
conversions. Often times, one of the better ways to test conversion rates is
through a split A/B test using pay-per-click search engines (will be explained in the
pay-per ?click chapter
.
Be Consistent
You have to give search engines a chance to react to what is there. It would be
much harder to list well for a competitive term if you used 100 different anchor
text combinations. It might be useful to use a half dozen to a few dozen variations.
As such, you have to pick and choose. Using a few variations may be a good idea
to make your linking appear as natural linking, but you should focus your anchor
text around related niches. After you master a few related term sets, you may want
to diversify, but you want to choose wisely and stick with it for a few months.
Search engines change their algorithms many times each month. Ranking changes
you see are often due to algorithmic changes and not changes in relevancy based
on small changes in page copy.
Why Frequently Changing can be Bad
If you write a blog or a site with rapidly rotating content, it makes sense that your
copy will constantly be changing. That is not a problem. People run into a
problem when they waste time obsessive-compulsively tweaking the same page
copy over and over again. The time spent doing that might be better doing other
promotional activities or creating new content.
If you keep changing your page copy before you establish your online presence
with good links, you will never know what the best page format or layout is. You
will not be sure how you would rank or convert if you stayed with your copy.
If your site is completely hosed, it might make sense to do a major improvement,
but otherwise it is a good idea to change only one thing at a time since you cannot
isolate the effects if you change everything at once. If your site is a complete
disaster, a makeover may be necessary, otherwise just give it time and keep working
on building relevant inbound links.
Buy an Old Website
If you feel you are waiting too long for results, it might be worth looking into
buying an established site that is not leveraged to its full potential. Most of the sites
at sale at public auctions are not worth buying, but that doesn?t stop you from