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Why monitor search engine rankings? By: Peter Brittain

Websites are perhaps the most dynamic faces of businesses and institutions in the world. Their image depends very much on the information dispensed through these portals. The accuracy, relevance, and frequency of updates are vital for a better image among the clients.

Search engines can be defined as those websites that enable maximum ease to the viewer while searching, and help the websites reach out to a large number of interested users. Hence, there is a huge competition among search engines to provide the best interaction among their clients. They aim to provide accurate and optimum information for clients who surf the web world. Popularity on the web is the driving force behind many websites. However, unscrupulous webmasters may engage in spiking the protocols followed by the search engines to earn better rankings. Search engines are hence wary of spammers and have specific protocols set up for identifying such information.

Higher page rankings guarantee a better chance of attracting customers for sites related to e-commerce, banking, online businesses etc. It is observed that there can be a whopping 65 percent increase in clientele if lower ranked sites are optimized to match the algorithms set by the engines. A continuous monitoring of the rankings is necessary to get an honest and unbiased feedback of the performance. The initial evolution of the Internet saw a rapid growth in the number of websites related to varied subjects. However, as the rivulet became an ocean, finding the accurate place for a given website became difficult. Also, unlike conventional advertising methods, the Internet has a radically different way of promoting information.

Monitoring search engine rankings is a necessity especially for websites that host fast changing pages and content. The need to present the current and relevant information can play havoc with the former ratings of the site. This makes it necessary to maintain a minimum level of popularity on the Internet.

For e-commerce websites there is the ever-present debate of whether the page rankings are as important as the conversion rates. While, for some sites conversion rates are quite independent of rankings, a great majority of sites experience a significant relationship between the two. Higher rankings are seen to positively affect sales and traffic volume.

The various parameters that govern the rankings for web sites are found to influence the page rank positively. The individual parameters of the web page, when modified for optimizing with the requirements, are seen to cumulatively increase the page ranking. Search engine rankings are the best indications of the popularity of the site. These rankings are used to improve the accessibility and user friendliness of the site.

Rankings also play a role in attracting advertising content and offers for hosting the links that are paid. These, in combination with different links, cause a rapid increase in the popularity of the sites. Rankings are a source of ideas for rival sites to implement targeted SEO techniques to overcome the lower positioning during organic searches. Small tweaking of certain parameters is enough to upgrade the sites to the top 50 or the top 10 positions.

Not all qualities of a web site are easily identified by the rankings during the web searches. However, this is one of the key ways to judge website performance and it helps to enable the long-term stable ratings.