Take a lesson from JCPenney and make sure you are keeping up on the work your SEO is doing for you.
You must be a savvy shopper when you work with a search engine optimization company. You have to know what you are getting for your money. If you don't keep up on the work your SEO is doing for you, you easily could end up in a bad position.
This is exactly what happened to JCPenney.com.
The company hired a search engine optimizer who, as it turned out, has been buying links for JCPenney from less than reputable places. Many links were on unrelated sites and sites that had no other purpose than to sell links. As a result, many of the great rankings JCPenney had were manually removed by Google.
All of this was uncovered in an article published in The New York Times, "The Dirty Little Secrets of Search."
Keeping up on the links your SEO is getting for you isn't terribly difficult, if you know where to look.
Check out Yahoo Site Explorer to view links. Open Site Explorer is also a good tool. And finally, Google Webmaster Tools is a great place to get a detailed overview of the links pointing to your site.
A little bit of awareness here will go a long way in making sure you are staying above the board with the search engines.
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Sage Lewis is the president of SageRock Digital Marketing. SageRock has been a leader in Web marketing since 1999, offering search engine optimization, paid search marketing, social media marketing, and analytics.
Sage speaks nationally with SES and other prominent Web marketing organizations. He is one of the most sought after speakers and coaches in the field of Web marketing. From coast to coast, Sage has trained, coached, and consulted with some of the largest brands and conferences in the country.
Sage is also "The Web Marketing Video Guy" with nearly 500 Web marketing videos published. Sage writes as an expert for ClickZ in the "Search Engine Marketing" section. He lives in Akron, Ohio with his wife, Rocky, and son, Indiana.
His columns can be found in the Search Engine Watch archive.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT