Why Your Blog Can Rank Only Once

Writing by Nick Stamoulis on Thursday, 24 of April , 2008 at 3:40 pm

If Google, who for all intents and purposes owns and defines search, does not want a single web property ranking for the same keyword phrase more than once in order to maintain a diversity of search results for searchers, what do we make of blogs on a particular topic that have the potential to rank several pages for the same key phrase? Should bloggers be concerned that they are being discriminated against?

Google implemented this policy in order to be of better service to searchers. The search giant didn’t want experts in SEO dominating the rankings for all the keywords that people will search for. It’s actually a good policy.

If Bob and Benny both own a widget store in Seattle, Washington and Bob hires me to do his SEO for him while Benny decides to do it himself then Bob can’t dominate the SERPs because he has more money to spend. His 10,000 budget has the potential to outstrip Benny who must spend no more than 1-2 hours per day on writing his blog and other marketing (because he has a business to run). Because Bob can spend all day running his business and pay me to write his blog, run his PPC campaign, do article marketing, etc., Bob’s marketing efforts stand a better chance of succeeding in the search engine wars. But not if the playing field is leveled.

It isn’t discrimination against Bob to say that Benny deserves one of those spots as much as Bob does. It would be discrimination against Benny to say that Bob deserves them all because he can afford to pay an SEO to ensure that it happens. That’s why Google’s responsibility to maintain a fair playing field in the search results is so important to protect and it’s also why webmasters must seek out creative ways to rank in the SERPs beyond the mere blog and static website race.

Category: SEO, Search Engines

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