March 26, 2009, 12:00 AM

Don’t sweat over Google’s changing search algorithms, search expert says

Search marketers often overlook the fundamentals of search engine optimization while worrying about how Google may be changing its search ranking algorithms, says Gordon Magee, Internet marketing manager at pet supplies e-retailer Drs. Foster and Smith.

Search marketers often overlook the fundamentals of search engine optimization while worrying about how Google may be changing its search ranking algorithms, says Gordon Magee, Internet marketing manager at pet supplies e-retailer Drs. Foster and Smith.

“Chasing algorithms isn’t the thing that makes a difference in search engine optimization,” Magee says. “What makes a difference is doing a good job on your own site, following logical principles of SEO and staying with it.”

Instead of worrying about whether Google is still using web page meta data, the information that identifies a web page and its content, for example, Drs. Foster and Smith has realized improvements in natural search rankings by paying attention to the details of search engine optimization, Magee says. Those details include providing plenty of useful information about the products it sells and expects to promote in natural search.

The retailer’s e-commerce site, DrsFosterSmith.com, for example, has a home page promotion offering low prices and free shipping on flea and tick preventive products. Just underneath that promotion is a group of feature articles that include advice on controlling flea and tick problems.

A search for “flea and tick preventives” on Google includes DrsFosterSmith.com within the top few natural search rankings, with a link to the retailer’s home page feature on the same topic.

Drs. Foster and Smith is No. 91 in the Internet Retailer Top 500 Guide. Magee will speak at the Internet Retailer 2009 Conference and Exhibition in June in a Corporate Management track session entitled “Developing Your Staff.”

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