A few months ago I did a SEO job for a large student job site. I made a plan, we (the company I work for) delivered the product and they started to get great rankings within Google. From then on, pages could only get better ranking… right? Nope.
Initially we had the idea to work from within their system (some vague CMS) and optimize potential landing pages. However, the system was such a hassle to work with… not flexible enough, old and plain bad. So we decided against using their system and created a separated landing page module fully incorporated in their design while having full control in optimizing the pages not only in code and content but also for conversion optimization.
We delivered the system the pages went live and they started ranking, very well. The client decided to do their own interpretation of the analytic data. We suggested they needed professionals to look at their data, but they had their “guy” for web development/analytics/SEO.
A few months later the client calls, all the landing pages pages were loosing ranking fast and some weren’t even indexed anymore. Their ‘”guy” had kept on working the website and the landing pages but he didn’t know what was going on.
They asked us to do some research on why they were losing high positions so fast. I took a look at the SERPS and their website… to my surprise I couldn’t find any links to the landing pages. They effectively removed all links from the website to the landing pages. No wonder they stopped being indexed, the only reason they were still getting some hits was because a few pages had external links.
The moral of this story: Either get your “guy” trained or hire professional web developers/SEO’s for your website.
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