How to avoid SEO Sabotage

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[podcast][/podcast] Click Play to Listen Now Unknown Secrets of SEO Seventh SEO Podcast Feb. 6th 2009. Third page of Transcription

Paul: Yes, more traffic but now, what? I’m on the first page. You didn’t start SEO to get—yes, everyone wants to be at first place, first position. But your goal behind that was to probably get more sales. So what, you know, what—now that they’ve got you to the first page, what’s next?

Chris: Are they helping you or are they helping you design forms? Are they helping you to collect emails and guiding you, again, to maximize the ROI for your business ‘cause you’re spending money on this Search Engine Optimization process, you want to get a return on that investment. Absolutely.

Paul: Yes and traffic is just—an increase in traffic is good but that’s just—that’s like a starting point. That’s not enough. You need to—traffic is not going to [indiscernible, cross talking].

Chris: Traffic does not equal sales.

Paul: Yes, exactly. Exactly.

Chris: It tends to lead to sales.

Paul: Yes.

Chris: You just want—and even if it does lead to sales, if there’s the opportunity through some, you know, some reasonable consulting and some minor changes to your website to increase the sales that your traffic is currently providing to you, you want to do that. You want to be working with that company.

Paul: Yes.

Chris: So maybe you’re out there and you’re already working with an SEO company and you’re—you understand, you’re on the first page and you think they’re doing a great job with SEO, give us a call ‘cause maybe we can help you work on improving the ROI of the efforts that they’ve done. Love to take over that SEO campaign and also give you some good consulting and work with you to, again, maximize your ROI.

Paul: There you go.

Chris: That’s—you know, the economy’s going down as those companies that are doing the smart things working on their company on a regular basis intelligently, thriftily, those are the companies that are going to survive this and they’re going to come out of it on top.

Paul: Yes.

Chris: On top with fine colors. The next thing on our list here is reporting. This is really important. We always set up our clients with a Google Analytics account. And we do that for reporting, partly for reporting. Our clients could, on a dail
y basis, go in and see, you know, what search terms brought people to their website. But at the end of the day, once a month, we send a very nice report that tells them, “Here are the keywords, the 15 or 30 or 40 or 45 keywords that we’re working on. Here’s the position and the major search engines for those keywords. Here’s how they’ve improved or declined ‘cause things go up and down. And here’s what we’re going to work on the next month.” And this reporting is—it’s just pivotal because if you don’t, you know, if you’re SEO company is just sending you email reports, it’s too easy to not open up an email.

Paul: Yes.

Chris: Just to put it there and save it. But when you get a hard copy, you’re going to at least glance at. Maybe you set it on your desk and during your reading time, whenever that is, you take it with you. You definitely want to have a company that’s sending you hard copy reports. And we send hardcopy, full-color reports. And then on a quarterly basis, we’ll go and sit down with you—

Paul: And sit with them.

Chris: And talk about the results that we’re getting so that that’s definitely something that you want to keep in mind in terms of—

Paul: Yes. And if you’re not—if your SEO company is not providing you with a report with what they’re doing and they’re charging you for it, what are you paying for?

Chris: Yes, it’s really a deliverable.

Paul: Yes.

Chris: With our company and we think it should be with any company you work with. And sometimes you may end up pulling teeth but pull those teeth to get it or better yet, stop pulling teeth, give us a call and we’ll show you how SEO is supposed to be done with your company.

Paul: Yes.

Chris: So it looks like—I think that’s our list. We now have our teaser, we have just enough time to talk about this.

Paul: Our sabotage example?

Chris: Sabotage.

Paul: I’ll tell you about the sabotage example. That’s a really good one.

Chris: So we got a client and we had never had a policy in place where we would kind of review all of specifically go into review robot text files to review, you know, if those are doing good things or whatever. Part of our process is the robot text file and we always get to the robot text file. It’s not the most important thing to do. Although now it is.

Paul: Yes. [laughs].

Chris: So we have this client they were ranking pretty well on the search engines. When we acquired the client, they weren’t very happy with their previous provider. They had done a good job in terms of Search Engine Optimization but they were looking to expand a couple of keywords and he was looking to double his pricing and then just a couple of other issues. So basically, as with a lot of clients who end up with us and stay with us, they were unhappy with the service that they were getting from their previous SEO and web design company. So they came to us, we switched over, we got control of their FTP, we changed all the passwords to make sure that the previous provider wouldn’t go in there and sabotage anything.

And that transition didn’t go the way that I would have liked ‘cause normally, you want to get control over it, change the passwords and then tell him the previous provider that you’re no longer going to be using their services then there’s no way that they’re actually going to do anything. And we never thought he would actually do anything other than he was just being a little [indiscernible]. There were some Google Analytics code on all the web pages so we knew that Google Analytics was collecting data and he was like, “Oh, no, I can’t get that data,” or “I can’t get it to you,” or, you know, it was just a lot of rig them or I’ll run around and he had told them that their website was going to drop off rapidly off of the search engines. And over the next two months, it did. We weren’t doing anything different. In fact, we were already working on better inbound linking and the website kept dropping off.

Paul: Just tanked.

Chris: Yes.

Paul: From one SEO company to another, just tanked.

Chris: So I started, we got to the phase where we start looking at the robot text file. And we decided—and I started looking at the details of the robot text file and actually still have this file. We kept it in case our client ever wanted to take legal measures against the previous provider. And what he had done is, as you may know, the robot text file is what tells the different search engines what they should pursue, you know, what pages they can go to on the website and if you want to ignore a webpage, maybe you’ve got some personal information and you’ve got your personal email and you don’t want that information on Google in general. If that’s true, then, you can actually tell those—tell the robots, the Google bots and Yahoo! bots and whatever to ignore those pages.

What we had done is he had disallowed all search engines on all pages. So, where the search engines were previously going through and scanning all of the webpages and the website on a regular basis, now, when they came back to the webpage, back to the website it was saying, “Ah, ignore me. I don’t want to be listed in your listing anymore.” That would explain why they were dropping way off.

So, yes, sabotage certainly is possible. It is only possible when they have FTP access or some sort of access that you really don’t want them to have. The lesson there is change passwords and then cancel the service. And our lesson here we now have a company policy we check the robot text file first. That’s the first thing we do when we get a new client just to make sure that nothing like that happens.

Paul: Yes.

Chris: Although our client was very understanding about, you know, the previous person that sabotaged, we just don’t want to be in that position. As soon as you come to us, there’s only one direction you’ll be going with your Search Engine Optimization. And that is—

Paul: Up.

Chris: Up.

Paul: To the top, to number one.

Chris: To number one. So, well, that’s really good timing we did a good job today.

Paul: Right at—right at a half hour.

Chris: Excellent. We thank you guys for joining us again. You can always send us an email at podcast at—excuse me,, that’s podcast at E and then there’s a little dash webstyle dot com. You can also send it at podcasts, in case you want to throw an ‘S’ in there.

Paul: [laughs].

Chris: I don’t know why you would. Keep sending in those emails. We’ll answer any questions that come in from the emails on our podcast so you can hear your question out there. And as always, thanks for joining us.

Paul: Thank you very much for joining us and we’ll see you guys next time. Same time.

Chris: Same bat time, same bat channel. All right, take care. Bye-bye.

Author: eweb-admin