While there are many reasons that your search rankings can fall, some common reasons are that the website has not been updated recently, there are few links to the page, or the page has been penalized for manipulative tactics.

Part of Google’s algorithm is QDF or query deserves freshness. Sometimes a newly published article will get a boost because it is very timely. News is one example of this. However news from a year ago often becomes less useful and relevant for users so they can fall in the rankings. Additionally, if there are long time gaps between additions of content to your site, Google will not send their bots to crawl your site as often, which often results in fewer of your pages showing up in the Google index or a decline in the rankings of individual pages.

Another major reason is that the page lacks links. Having a strong domain can help boost individual pages of your site, but if an individual page has no links, it will probably rank lower than a competing page that has a couple more links (all other things being equal). Additionally if another page has higher quality links they can outrank you as well.

Thirdly your site or page may have received a penalty for manipulative tactics that are against Google’s terms of service. Using “black hat tactics” such as link buying can have this effect and it can be a lengthy and difficult process to have the penalty removed.

Send your SEO questions to csipe84(at)gmail.com

Here is an interesting take on whether your home is still a good investment from Gary Shilling.

-Housing has never been a good investment
-A home is a place to live not an investment
-Housing has gone nowhere for a century based on inflation and home size
-It has always been cheaper to rent than to buy unless you expect huge appreciation
-Younger people are waiting until they really need a bigger house, retirees don’t want to mow the lawn
-People aren’t forming families until they decide to move into a house

1. Finally figured out how to use an FTP client to upload files to a hosted server. Good to know. Sat Jul 31 01:28:52 2010 via txt
2. In a world of over abundant content creation, value will flow to the curator. -Jeff Jarvis on Peter Day’s Business World Fri Jul 30 11:04:03 2010 via web
3. Wikipedia calculated that just edits equal hundreds of millions dollars of value per year. -Jeff Jarvis on Peter Day’s Business World Fri Jul 30 11:01:12 2010 via web
4. “Did you consider ROI before you decided to be courteous to customers?” -Ian Lurie in Age of Conversation 3 Thu Jul 29 16:37:21 2010 via web
5. Begin (social media measurement) by defining the business outcome metric -sales, brand awareness, preference, etc. -AgeofConversation3 Thu Jul 29 15:09:06 2010 via web
6. Almost 80% of location-based service users are male. Close to 70% of them are between the ages of 19 and 35. -http://bit.ly/cqSflM Wed Jul 28 15:26:50 2010 via web
7. Study Says Most Marketers Should Forgo Foursquare -AdAge http://bit.ly/cqSflM Wed Jul 28 15:24:02 2010 via web
8. Just ordered a copy of The Art of SEO from Amazon. I’ve heard it’s excellent. Wed Jul 28 15:01:31 2010 via txt
9. Just started reading The 24 Hour Customer which argues that time is one of your company’s biggest competitors for customers. Wed Jul 28 12:40:54 2010 via txt
10. Our job is not to sell, it’s to help people buy. -@Jasonfalls quoting Chris Hauer Tue Jul 27 20:16:02 2010 via txt
11. Have measurable objectives in your social media plan – paraphrasing @Jasonfalls #Smcsea Tue Jul 27 20:03:18 2010 via txt
12. Call to actions in social media work -paraphrasing @Jasonfalls Tue Jul 27 19:40:15 2010 via txt
13. @Jasonfalls presentation live stream RT @kazab Please join us on the live stream – http://bit.ly/smcsealive #SMCSea Tue Jul 27 19:23:52 2010 via txt
14. At SMCseattle with social media legend @Jasonfalls Tue Jul 27 19:19:11 2010 via txt
15. Only 42 percent of Americans report that they enjoy buying goods and services -The 24 Hour Customer Tue Jul 27 15:18:37 2010 via txt
16. Thanks @johnjwall for the free copy of Linchpin. It pays to listen to the Marketing Over Coffee podcast! Mon Jul 26 13:02:38 2010 via web
17. Looking forward to the Mad Men season 4 premier tonight. Sun Jul 25 13:51:48 2010 via web
18. Marketing Takeaways from Delivering Happiness -via Cool Marketing Stuff http://bit.ly/9YdMWF Sat Jul 24 13:40:38 2010 via web
19. What is your goal in life? Why? -Delivering Happiness Fri Jul 23 12:28:22 2010 via txt
20. The Old Spice guy was briefly on the Seahawks according to Wikipedia (I don’t think he made the final roster). Thu Jul 22 14:39:33 2010 via txt
21. On to season 3 of Mad Men. Have to admit I’m addicted. Full seasons on sale on iTunes for $10. Tue Jul 20 16:37:35 2010 via txt
22. Great interview with Dan Miller on finding work that you love. http://bit.ly/bwmuae Tue Jul 20 15:44:32 2010 via web
23. RT @jasonmkey Seattle peeps, hurry up a grab your @SMCSeattle ticket now. Almost sold out http://bit.ly/VEZXc #smcsea Mon Jul 19 19:30:59 2010 via web
24. 5 Useful Social Media Infographics -via Sparkplug Digital http://bit.ly/dvhfRf Mon Jul 19 13:01:47 2010 via web
25. Some sales are bad for business -http://bit.ly/bpn7DR Sun Jul 18 16:44:29 2010 via web
26. Marketing Lessons Continue To Flow From Apple -from Branding Strategy Insider http://bit.ly/bpn7DR Sun Jul 18 16:41:23 2010 via web
27. RT @tomasacker: Value beyond the product http://bit.ly/b06e9L Sun Jul 18 16:32:22 2010 via txt
28. Checking out Grasshopper which seems like an valiable phone service for entrepreneurs and small businesses. Sun Jul 18 13:19:18 2010 via txt
29. If you’re paying for a web analytics tool, you’e probably flushing money down the toilet. -paraphrasing Avinash Kaushik Sat Jul 17 13:39:43 2010 via web
30. My blog coolmarketingstuff.com still only gets 1% of its search traffic from Bing. Does anyone get more than 10%? Thu Jul 15 17:35:32 2010 via txt
31. @redslice: I haven’t read it yet but you might be able to find a case study in the book Beating The Commodity Trap Wed Jul 14 14:56:03 2010 via txt
32. RT @webtrafficroi How to Convince Your Boss To Let You Start a Company Blog http://bit.ly/bEOsTK Wed Jul 14 10:45:17 2010 via TweetMeme
33. Lord_Voldemort7 As far as “cups” go #gobletoffire > #worldcup. The world cup isn’t even a cup. #Fail Sat Jul 10 14:30:59 2010 via web Retweeted by you and 100+ others
34. Major flaw in iStock subscriptions. You get 10 daily credits but most good illustrations cost 14 credits. Why? #fail Tue Jul 13 15:22:17 2010 via web
35. @JasonmKey I think Mad Men is a good but not great show, but it gets added points for being about advertising. Tue Jul 13 14:45:51 2010 via web in reply to JasonmKey
36. Sonics fans win class action lawsuit against Clay Bennett and friends http://bit.ly/90bm2A Tue Jul 13 14:10:37 2010 via web
37. Constantly question your goals and life purpose. -Zen Habits Tue Jul 13 01:07:23 2010 via web
38. RT @GuyKawasaki: 97 out of 100 scientists believe in climate change http://u.nu/4g23d Mon Jul 12 22:15:20 2010 via txt
39. Just finished the 1st season of Mad Men. Some good marketing lessons sprinkled in. Mon Jul 12 17:24:01 2010 via web
40. Only about 1 in 10 people can fake a Duchenne smile (a real smile) – Paul Bloom http://bit.ly/9Yx8QM Mon Jul 12 14:17:38 2010 via web
41. My review of Open Leadership by @CharleneLi. http://bit.ly/aD5z2H A lot of good ideas and action plans. Sun Jul 11 23:20:23 2010 via web
42. Yea! Just finished Open Leadership, a good book about making companies more open and collaborative with social media. Sat Jul 10 23:51:44 2010 via web
43. RT @Zappos Great opportunities lie in doing the opposite of what everyone else is doing. Sat Jul 10 23:43:02 2010 via web
44. Timeless fundamentals of effective advertising-simple, emotional, consistent -@simonmainwaring Sat Jul 10 02:59:40 2010 via txt
45. @JasonmKey Yes! Mixergy interview with Rand Fishkin was very inspiring Fri Jul 9 18:03:19 2010 via txt
46. Starting Jul 12 you can register to attend Seahawks training camp! http://bit.ly/cjlFki #seahawks Fri Jul 9 10:40:33 2010 via web
47. Reading Delivering Happiness. It’s biographical but still pretty interesting. Thu Jul 8 12:49:42 2010 via txt
48. Great @randfish interview at Mixergy! Hurry, it will probably go behind pay wall soon. http://bit.ly/8YtKW0 Wed Jul 7 15:14:48 2010 via web
49. Do you own your Tweets? You do if you copy them into blog posts! http://bit.ly/ctgfoM Wed Jul 7 02:15:14 2010 via web
50. It boggles my mind that Marty McFly went to today’s date in the future – and there are no flying cars. Tue Jul 6 19:29:14 2010 via txt
51. This is a great illustrated presentation – David Harvey Crisis of Capitalism- http://bit.ly/cbAmGC Tue Jul 6 17:07:34 2010 via web
52. @portentint My suggestion is have a cool cover designed. You could post a design contest on 99designs. Also review copies for bloggers Tue Jul 6 16:21:32 2010 via web in reply to portentint
53. Great Scott!! briancrouch: RT @girlandcoconut: Today’s the day Marty McFly arrives back to the future y’all. http://yfrog.com/j8idyp Tue Jul 6 14:27:14 2010 via txt
54. My marketing agency helped on this iPad giveaway campaign – check it out! http://bit.ly/aYzVod Tue Jul 6 12:49:24 2010 via web
55. Social media can strengthen relationships and this is valuable although it is hard to measure. -via Open Leadership Tue Jul 6 01:40:48 2010 via txt
56. @JasonmKey: Thanks! I will try to share some more good SEO nuggets at www.sparkplugdigital.com/blog Sat Jul 3 20:38:14 2010 via txt
57. @tonyadam: That would be an amazing team but Lebron, @DWADEOFFICIAL and @chrisbosh will be signing with the Seattle Sonics. Sat Jul 3 16:44:15 2010 via txt
58. Single most profitable IT product in history: laser jet printer -SMB Austin 45min mark http://bit.ly/dogFMf Sat Jul 3 13:47:37 2010 via web
59. Ha, ha, I meant to send that last tweet to a friend, but it also works for Twitter. Fri Jul 2 21:20:08 2010 via txt
60. Are there any movies you prefer? Fri Jul 2 21:00:41 2010 via txt
61. Is it Video Killed the Radio Star? @jshuey: What was the first video played on MTV? #trivia 5:52 AM Jul 2nd via txt
62. It’s not information overload. It’s filter failure. -Clay Shirky 2:59 AM Jul 2nd via web
63. RT @sparkplugonline Ask how you can leverage Twitter to do things you already have to do for your business – paraphrasing Laura 2:37 AM Jul 2nd via web
64. Listen to first third of The Little Big Things by Tom Peters for Free! http://bit.ly/92LIKN 2:48 AM Jul 1st via web

There is a battle brewing between the social media “purists” and the social media realists as to how important measurement of social media ROI is.

This was brought up at the recent Social Media Club Seattle event when social media legend Jason Falls took the stage to argue for social media pragmatism. He made a lot of good points like how at the end of the day business success depends on whether you sell more stuff (or services). He quoted an apartment building owner who says that if a social media tactic is not resulting in new customers then he stops doing it. Falls argues that there is nothing wrong with putting call to actions in your social media, like a big call to action banner on your blog that says “Now Accepting New Clients” or a Twitter link to your product page or landing page.

But is this short-sighted thinking when it comes to a marketing medium that revolves around relationships and being social?

On the other side of the fence are thought-leaders like David Meerman Scott who argues that no one ever asks what the ROI is of a front desk receptionist or the people who do lawn maintenance in front of your office.

Ian Lurie, from Seattle-based Portent Interactive writes the following in the book Age of Conversation 3: “Did you consider ROI before you decided to be courteous to customers?…Ponder the ROI of answering the phone?…You did it because you just knew it made sense.”

Albert Einstein makes a good point when he said “Not everything that can be counted counts, and not everything that counts can be counted.”

If Zappos based all decisions on ROI, they might not offer free return shipping, or surprise overnight shipping, or superior 24/7 customer service. These are all expensive activities that are extremely difficult to measure in their direct relationship to sales. However, Zappos has a long term approach and CEO Tony Hsieh knew that having the very best service and wowing your customers was a competitive advantage. An advantage that led to their company surpassing $1 billion in sales.

I think that it makes good sense that talking to your customers, listening to their feedback, and other benefits of social media will help your business in the long run. However, if you need to support your marketing activities with data, there are definitely ways to do this like measuring sales from a call to action like Jason Falls recommends.

Here is Jason Falls’ great presentation at SMC Seattle:

Photo credit: Paul Gillin

This post has been republished from Sparkplug Digital.

In Delivering Happiness, Zappos CEO Tony Hsieh describes his journey in building Link Exchange which sold for about $200 million and Zappos which was recently acquired by Amazon for about $1 billion. The book is written like an autobiography and is very honest and open. You learn some interesting things about him like how he quit his first job at Oracle basically because he was bored and walked away from 20% of his $40 million share of Link Exchange because he didn’t want to stay at the company for another year. He also shares the lessons he learned and insights into his successful approach. Here are some of the marketing lessons I took away from reading Delivering Happiness:

Focus on existing customers
Early in Zappos history, the company struggled to survive and did not have money for a marketing budget. So out of necessity they focused on existing customers. This strategy worked very well as the company grew to over a billion dollars on sales, mostly from repeat purchases. According to the book Flip the Funnel by Joseph Jaffe, 75% of Zappos’ sales comes from repeat customers.

Get PR by continuously wowing your customer
Zappos gets a tremendous amount of good PR, but Hsieh says that they did not actively try to push their messages into the news. Often someone would report on something that Zappos had been doing for years and it would spread like wildfire. By doing remarkable things for their customers, employees and even vendors they received a ton of attention, even though some members of board sometimes referred to Zappos’ unique approaches as “Tony’s social experiments”.

Surprise your customer by overdelivering
One way that Zappos provides exceptional service is by providing customers with surprise overnight shipping. Some customers’ orders are delivered to their doorstep the very next morning which provides a remarkable experience worth sharing.

Create a great customer experience
Early on, Zappos made most of its profits from drop shipping products to customers, however this could result is dissatisfaction if an item on the website was not available from the manufacturer at a given time. So Zappos made the decision to halt its profitable drop shipping segment and only sell items that are held in their warehouse.

Create a great culture
Working at a call center is not typically a glamorous job and as a result many companies have disengaged employees who are directly interacting with customers. Zappos created a great culture that focuses on the people of the company, which has helped create highly engaged customer service agents that provide superior service to customers. Employees are encouraged to take company sponsored courses so that they can grow and get promoted, and Zappos consistently demonstrates that they care about their employees by paying for a funeral reception or giving every employee a Kindle when they sold to Amazon.

Ultimately people want to be happy
Tony is interested in the science of happiness and integrates findings from the field of positive psychology into his business. By providing employees with a greater purpose and opportunities for growth rather than focus on monetary rewards, Zappos employees are highly motivated. He also understands that experiences contribute to happiness more than material possession, thus the focus on customer experience. Towards the end of the book he asks the simple but often overlooked question “what is your goal in life?”. If you follow up that question with a lot of “whys”, you will eventually get to the answer that is essentially “because I want to be happy”. This revelation has lead to the latest iteration of Zappos’ brand promise, “delivering happiness”.

This article has been republished from Cool Marketing Stuff.

Charles Sipe is an SEO Specialist/SEO Analyst based in Seattle Washington. I am co-founder of Sparkplug Digital, a Seattle online marketing agency. We help clients primarily with optimizing their sites to attract more qualified visitors and with utilizing social media to build lasting relationships with customers.

If you would like to meet for coffee or have questions about anything I can be reached at csipe84(at)gmail.com. Follow me on Twitter at @charlessipe [Learn More About Me]

Recent Articles I’ve Written:
5 Ways To Waste Your Time on SEO Small Biz Bee
5 Reasons to Invest in SEO Sparkplug Digital
Marketing Takeaways from The 24-Hour Customer Cool Marketing Stuff

I am currently reading Delivering Happiness which discusses how Tony Hsieh applied principles of happiness to build a billion dollar company, so I wanted to revisit some of the recent happiness research that is really fascinating.  Here are my favorite presentations on happiness research.

Lecture on Happiness by Dacher Keltner from Psychology 156 Fall 2008 at UC Berkeley: (Click on link for Lecture 30)

http://webcast.berkeley.edu/course_details_new.php?seriesid=2008-D-74501&semesterid=2008-D

1. Listen to first third of The Little Big Things by Tom Peters for Free! http://bit.ly/92LIKN Wed Jun 30 15:18:08 2010 via web
2. I just drank some phosphoric acid (Shasta soda). Tue Jun 29 17:33:59 2010 via web
3. Price is a terrible way to compete. Someone is always willing to go out of business faster than you. -paraphrasing John Jantsch Mon Jun 28 15:18:40 2010 via txt
4. How to set up a website in 6 easy steps http://bit.ly/b88YkZ via @sparkplugonline Mon Jun 28 12:40:59 2010 via web
5. “The reality is, most of the world operates on non-monetary terms” -Chris Anderson http://bit.ly/b53AYx Mon Jun 28 00:10:30 2010 via web
6. Saving is just consumerism needlessly postponed -Rory Sutherland TED video http://bit.ly/aRM0f0 Sun Jun 27 15:12:42 2010 via web
7. Your mindset should be disapointment if one of your clients doesn’t refer you. via @ducttape interview Sun Jun 27 13:14:15 2010 via txt
8. Facebook is successful partly because they are willing to push the envelope and take risks. -paraphrasing @Charleneli interview Sun Jun 27 13:07:53 2010 via txt
9. Good advice @randfish: How to become a millionaire in 3 yrs – http://seomz.me/9Z5Icj – surprisingly practical, smart advice Fri Jun 25 10:54:18 2010 via txt
10. ‘Keyword density is, without question, NOT a part of modern web search engine ranking algorithms’ -SEOMoz Beginners Guide to SEO Thu Jun 24 12:40:38 2010 via web
11. 25% of searches on Google each month have never been searched for in the history of Google. -Udi Manber Tue Jun 22 13:28:42 2010 via web
12. Add buttons for social networking sharing in your email campaigns to increase referrals and traffic. -Adam Ostrow in Mashable Tue Jun 22 12:45:48 2010 via txt
13. Richard Edelman’s 12 principles for success http://bit.ly/92e7VA Mon Jun 21 14:58:55 2010 via web
14. Google wonder wheel is a great way to find related search terms when researching keywords. Sun Jun 20 20:38:51 2010 via txt
15. Gary Payton makes 5 word acceptance speech for Sonicsgate Webby award. http://bit.ly/aW8gln Sat Jun 19 12:37:17 2010 via web
16. Interesting discussion by Mark Zuckerberg at the D8 conference http://bit.ly/d35vGs Thu Jun 17 14:04:56 2010 via web
17. It is highly likely that Twitter data is feeding back into Google -@randfish Thu Jun 17 12:43:01 2010 via txt
18. Nice parody of Dexter by @ambermac , author of Power Friending http://bit.ly/blSPCL Wed Jun 16 23:17:39 2010 via web
19. Useful site: http://downforeveryoneorjustme.com Wed Jun 16 13:32:03 2010 via web
20. Attended a talk by Rom Brafman who wrote a book on why some people click w/ others. One tip is to be more vulnerable. #smartbiz Tue Jun 15 15:46:46 2010 via web
21. Cool, I have 11,111 messages in my email inbox! Tue Jun 15 11:28:43 2010 via web
22. Dry Soda turned down distribution in Walmart because it didn’t align with the brand. -@redslice #smartbiz Tue Jun 15 11:23:38 2010 via web
23. RT @tferriss: Using Nobel Prize-Winning Psychology to Perform Better: http://su.pr/1A60rX Mon Jun 14 20:20:06 2010 via txt
24. Still time to sign up for the Simple and Smart conference in Seattle. 6/15 $25 http://bit.ly/apwHa5 Mon Jun 14 12:47:52 2010 via web
25. RT @ChrisPirillo: Do you like delivering happiness in #Seattle? Here: http://www.meetup.com/Delivering-Happiness/8435/ Mon Jun 14 02:24:15 2010 via txt
26. 4square on Time’s 50 worst inventions but Entrepreneur’s 100 most brilliant companies -This Week in Social Media Sun Jun 13 15:26:04 2010 via txt
27. @mikewhitmore: I read that Daniel Radcliff earned $40 mill in 2009 from the films! Sun Jun 13 00:01:50 2010 via txt
28. If you’re not doing something worthwhile, it’s hard to find worthwhile people. -Reality Check Sat Jun 12 12:22:20 2010 via txt
29. I’m giving away a new copy of Charlene Li’s book Open Leadership to 1st to donate $20 to Seattle Children’s csipe84@gmail.com Fri Jun 11 17:53:38 2010 via txt
30. Google removes feature for background image on Google homepage. Please stop trying to be like Bing! http://selnd.com/cKBouD Fri Jun 11 01:50:26 2010 via TweetMeme
31. Police start ticketing cellphone drivers in Washington -now a primary offense http://bit.ly/d5WzWq Thu Jun 10 16:01:30 2010 via web
32. Meg Whitman spent $71 million of her own money on governor’s race. -Techcrunch Thu Jun 10 01:36:30 2010 via txt
33. RT @Kia_Motors A driver who accelerates gradually & drives smoothly could gain 20% in fuel economy vs aggressive driver Wed Jun 9 14:11:36 2010 via txt
34. RT @Wexley: Wexley is hiring creatives! Looking for a smart, witty, passionate & ridiculously conceptual. . . http://bit.ly/ayrADD Wed Jun 9 14:01:01 2010 via txt
35. RT @SportsGuy: Google doesn’t use bounce rate in the general ranking algo. (to the best of Matts knowledge) #smx Tue Jun 8 17:46:52 2010 via txt
36. We’re going to look at video sitemaps more -@mattcutts #smx Tue Jun 8 17:21:44 2010 via txt
37. Google doesn’t want to be the truth police. -@mattcutts #smx in response to content farms Tue Jun 8 17:19:32 2010 via txt
38. Caffeine will allow Google to attach more metadata to pages -@mattcutts #smx Tue Jun 8 17:13:48 2010 via txt
39. Caffeine moves indexing closer to real time. -@mattcutts #smx Tue Jun 8 17:08:52 2010 via txt
40. RT@ billparkes 18 billion searches per month on twitter – more than yahoo! @dannysullivan #smx #1a2 Tue Jun 8 11:29:35 2010 via web
41. The best motivation is inspiration or desperation. -The Creating Wealth show Sun Jun 6 19:57:51 2010 via txt
42. RT @Jason_Pollock: BP is spending $50 MILLION on a new ad campaign. They should be spending that $ on cleaning up the ocean! Sun Jun 6 19:53:29 2010 via txt
43. Yes, only one I know of. RT @zbussey: Am I the only person who’s never read a Harry Potter book or seen a movie? Sun Jun 6 19:50:46 2010 via txt
44. RT @Isaiah_Thomas2:Ray Allen ain’t on the court right now that’s Jesus Shuttlesworth…. “Basketball is like poetry in motion” (Jesus Voice) Sun Jun 6 18:32:34 2010 via txt
45. RT @DanSchawbel: REPORT: Unhappy people watch 20% more television than their happier counterparts http://dld.bz/ghEr Sun Jun 6 17:40:37 2010 via txt
46. SEOMoz is having a party for SMX Seattle. There’s still time to register for The SMX free expo pass. Sun Jun 6 17:16:17 2010 via txt
47. Google Easter Egg RT @tstocky Next time you search for “world cup” on Google, notice the bottom of the page goooooooooal! 4:09 PM Jun 6th via txt
48. 40 Cool Wordpress Themes For Small Business Marketing http://bit.ly/9582mn 11:28 AM Jun 6th via web
49. I hate when I’m tired all day except right when I’m trying to go to sleep. 4:13 AM Jun 5th via txt
50. RT @Sparkplugonline Fewer than half of all US small businesses have websites or advertise on the Net -Nielsen Online http://bit.ly/cxJbKq 12:43 PM Jun 4th via web
51. Any good book recommendations? Currently reading Daemon, Open Leadership, and Age of Conversation 3. 11:00 PM Jun 1st via web
52. RT @Techvibes: 10 Best Places to Work In Seattle For IT Professionals http://su.pr/2vAfmA 2:00 AM Jun 1st via web

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