We have a client who came to us in March to help procure a Reconsideration Request from Google. De-indexing and reconsideration at Google is not a simple feat. Google reconsideration and religion have a lot in common. Many faiths (as with many search engines) have the same premise, be good and you will be rewarded.

It’s not always clear what the rules are or where you stand. Just as in religion there is no real criteria to assess (in real time and with a tracking system) if you’re on the right track. “I’ve been a good person, but I kicked a dog once, lied to my mom and told the neighbor girl I liked her new haircut when I didn’t. Am I still going to Heaven?” “I’ve cleaned up my irrelevant links, removed the offending page and created some great content. Am I going to get back into Google?” It’s hard to know sometimes when good is good enough, in religion and in Google’s index.

So here you are, abiding fairly closely to what you know the Google rules to be then one day BAM, you wake up to find that your site can’t be found on Google…anywhere, not even for your own business name. What have you done to fall from grace?

In my clients’ case they had an SEO (whom they thought to be legitimate) do some linking that turned out to be enormously questionable. The links were no or low PageRank links from irrelevant sites and useless directories unrelated to their industry. In addition, they had a links page where people could submit reciprocal links for consideration. While our client denied all unrelated or spammy links, the people requesting the links often put up a low quality link in advance of the request. This resulted in more low quality links pointing at their site. The links page was removed as soon as the client understood the problem.

So what do they do? They haven’t been de-indexed, they can still be found for their name, but they’ve been at the very least sandboxed. They have been practically invisible on Google for three years despite good rankings in all other search engines. We understand they’re in trouble with Google, we’ve completed a Reconsideration Request following Google Guidelines months ago and nothing has happened. They’re in purgatory, but for how long?

So as a test of the Google Reconsideration Request process (and as a test of faith) here is our Twelve Step Plan That Should Help You Get a Reconsideration (or Out of the Sandbox) from Google.

1) Admit you have a problem: During our initial site review and assessment we knew what the problem was, they have a lot of irrelevant links (initially over 1000 and we now have it down to 644).

I love Rand Fishkin’s link popularity platform question, “If this link didn’t help you gain search ranking would you still pursue it?” That’s a great question to ask yourself. Don’t pursue links that don’t make sense. Know that Google likes for you to have links which are relevant to your business and industry and that add value for your customers. If a link doesn’t fall into this category, don’t pursue it. We needed to admit to Google that, yes, they had pursued hundreds of links that weren’t relevant. Be honest, tell Google what you did. My clients’ intention wasn’t to be fraudulent, it was to grow his business. He was led down the wrong path by a questionable vendor. Maybe he should have known better (if it’s too good to be true it probably is) but he went down this path and now he’s asking to be led down the path of righteousness with only good, relevant, authority links.

2) Get educated: Read reputable online magazines, blogs, forums and guides. Attend search marketing conferences such as SMX, SES and our local SearchFest or SEMPDX Events.

3) Change what you can: We asked for removal of about 1/3 of the links, we removed the offending link page, and stepped up our efforts to obtain relevant links.

4) Create more content: We added a blog, requested customer product reviews and posted relevant and very helpful how to guides.

5) Change your domain: We’re not pursuing this path as the client has a prospering business on the other engines and doesn’t want to lose all search placement. But this has been cited as a viable option.

6) Review metrics: Do what you can to be a good site that people want to visit and transact. Google doesn’t really include this element in their guidelines, but it can’t hurt. This client has a better than average bounce rate, good converting landing pages, a 2% conversion rate, a high approval rating from their customers and repeat visits. Though this may not gain them reconsideration, they can sleep well knowing they are being good and fair business owners.

7) Pursue high authority links: Remember that all links are not created equal. Pursue a link like you’d pursue a friendship or a life partner. I’m going to be stuck with this link, am I sure I want to be associated with this link, everyone will know I’m associated with this link. You’re known for the company you keep, in life and in linking.

Learn from your mistakes: As we right our wrongs, recognize why what you did was wrong. Don’t make the same mistake again as you will be less likely to be forgiven.

9) Get recommendations from industry leaders: Search Marketing is still in the process of having real standardization. It’s still refining itself as a discipline and it’s important to reach out to industry leaders for advice. Attend conferences and get advice from the best and the brightest. Hire a reputable firm or at least pay for some consulting time with a reputable firm (don’t just ask your cousin Harry’s best friend Tim who works with a girl who does some SEO on the side). Don’t leave something as precious as your online reputation in the hands of someone who hasn’t proven themselves in the discipline.

10) Be patient: This can be the hardest part. My client has been “in the sandbox” for three years. He has created a viable business, but doesn’t have access to over 60% of the market. My client has chosen to be patient as he waits for word (which may or may not come as Google does not tell you whether or not you are sand-boxed, or communicate the status of your reconsideration request).

11. Accept the things you cannot change: Pursue as much search traffic as you can on other engines and be in acceptance that all you can do is try to be good enough and be patient. To Google’s benefit, one of the reasons they provide such exceptional results and have such market share is that they don’t tolerate spamming or paid linking just for inclusion. Accept that you’ve done all you can and hope that they’ll eventually respond positively and you’ll get back in their good graces.

12. Don’t give up–Persistence pays: Google isn’t interested in your quick fix. When they return a search result to their visitors they are saying that they trust the site and it is worthy enough to share with their customers. Respect that they are just doing their job and don’t give up. Just as in religion, if you’re a good person and there isn’t a heaven (or removal from the sandbox) you won’t be sorry for the efforts you’ve made to be a good person or good website owner. The payback either way is too big, don’t give up. We’re not sure when good is good enough, but we’ll share our results with you.

Thank you to Rand Fishkin and members of the SEMPDX board for their help and contribution towards our efforts.

Of all the strategies that are used to implement good search engine optimization, keywords are the most foundational and often times the most misunderstood.

Not all keywords are created equal.

The value of a keyword includes how often it is visited as well as how closely that keyword matches searcher intention. The final benchmark for that keyword is the results it yields for your business goals.

Happily, search marketers are moving away from straight keyword ranking and placement and more towards a Return On Investment model. It doesn’t matter if your keywords generate a lot of volume if you’re not matching that searcher intention with your business objective. If this sounds a little complicated, you’re right, it often times is complicated and it takes more than just one pass of keyword research.

Spend some time creating your keyword list. Then continue to spend time monthly reviewing the traffic generated from those keywords and monitor how those visitors use your site. Optimizing your site for a keyword, especially a competitive keyword, is a lot of time and work. You want to make sure that the keywords you are optimizing for are getting you the end result that you desire. Don’t just let your sales team define for you what your website keywords should be. The process of selecting and optimizing for keywords needs to be methodical and it takes time and effort.

You might be surprised to know that keyword relevance is even more important than the volume of traffic that keyword generates. Spend time optimizing for keywords that drive profit not volume.

Investment in good Keyword Research is the cornerstone of great Search Engine Optimization and Marketing.

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You’ve seen the ads on Google, Yahoo and MSN ad networks, you’ve received the emails. Please tell me you don’t buy this.

As in every profession, there are charlatans. Making promises they’ll never fulfill, it’s to be expected. But what’s not expected is that bright people running successful companies use these outrageous claims to create expectations with reputable agencies everyday.

This isn’t the first time I’ve weighed in on the “it’s our jobs as search marketers to educate our potential customers” platform. So I’m throwing it out there, what can we do as search professionals to create a standard for pay scale and, more importantly, creation of expectations?

Here’s the question. You have a potential new customer. Your job is to take a site with zero search visibility (seriously, zero, they can’t even be found for their own name), create awareness through placement of their top 50 keywords (average KEI of 1.0). These 50 keywords will drive 20K visits per month at a 2% conversion rate which yields them the magic number they need to run the online part of their business. What steps do you take to engage them, help them understand the process and provide a bid and proposal that meet their needs? Okay, search marketers, put your money where your mouth is. The point of this exercise is to get our potential customers to realize the value and benefit of engaging our services. When any of our brethren consider answering the “Page 1 placement on Google for just $24.95″ we’ve not only lost but we’ve de-valued our services.

My position is this. My services for this project cost this. Period. I’m not selling a car. I don’t have to go in back and talk it over with the general manager, you don’t have to choose whether or not you get the clear coat with that. This is the price for these services. Can I get an AMEN?

The most recent statistic I’ve heard for the value of search placement is that 90% of visits for a particular keyword/phrase take place from page one results (do the math-page 1 is 10 results out of maybe 1 million results). This, in and of itself, should command reflection for business owners when they are selecting search engine marketing and optimization services, yet we’re still losing our misguided brethren to “Page 1 of Google results for just $49.95″.

Maybe the bigger question is this, do we even entertain meetings with potential clients who are swayed by the seductive voice of unreasonable expectations? Should we only engage clients who truly understand (and are willing to pay for) the value of exceptional search marketing services? Or is it our duty to educate our misguided friends with a great deal of potential?

As an older, (10 year), but smaller agency it’s my goal here to gain some wisdom. It’s my inclination (as a farm girl and as an SEO who sees the value in our services) to want to help our wayward brethren in their pursuit of search ranking and business growth-but at what price?

I would love to hear strategies from my fellow search marketers as we band together to answer the “whose job is it anyway?” question.
All my best.