I just checked on the search engine rankings for search terms we optimized WildcatProduct.com for and to my surprise we are back to the #1 position for pinball playfield cleaner and #2 position for playfield cleaner. This is really great news as these are the two best terms related to the web site’s main product Wildcat #125, which is in fact a pinball playfield cleaner.
Now, I say we are back to #1 AGAIN, because we were there before. When we first created the web site we bought sponsorship advertising on other web sites and because the other web sites we advertised on had a high Google PageRank, Google decided that the WildcatProducts.com web site was also worthy of top ranking. However, the ads didn’t perform as well as we had hoped, so we discontinued advertising. A month later we dropped off the first page of search results and fell many pages behind after that.
Since this time, we optimized the web site for search engines and didn’t focus on getting incoming links or link exchanges and it now appears that search engine optimization alone got the web site to the top of the search results for the terms we really wanted! We will soon initiate a link exchange campaign to ensure our terms stay at the top as well as boost the rankings of other terms we have optimized the web site for.
It’s important to note that search engine optimization of a web site alone is often not enough to get to the top, especially with Google and more recently MSN, as they both are putting a lot more weight on link popularity, which is the number of web sites that link to yours. You could have the best web site in the world and it won’t mean a thing if no one links to it.
Therefore, search engine optimization USUALLY needs to be complimented with ongoing advertising, link exchanges, and publicity. However, if your web site is part of a small niche which doesn’t have much competition you can get away with just search engine optimization. This is what happened with WildcatProducts.com, which doesn’t have much competition. Therefore, it takes less effort to get to the top.