An Internet Morality Tale
Around 2005 (long, long ago in internet years), a prospective client calls WDS.
- client sells “product x”, mainly through telemarketing, which is now legally restricted
- to us at WDS, the job is intimidating because “product x” already has many competing sellers online
- miraculously the domain ProductX.com is available!
- we snap up the domain and encourage client to develop authoritative content about product x
- client complies with much deep-knowledge text and explanatory images about the function and benefits of product x
- WDS produces a small but content-wealthy website with careful, on-page SEO (search engine optimization)
- ProductX.com does well initially, and climbs steadily in search results
- soon, searches for “product x” return ProductX.com as number one unpaid SERP (search engine return page) item!
- client’s business thrives for years and client is happy, perhaps never fully realizing the greatness and majesty of acquiring ProductX.com
- suddenly, disaster strikes
- client’s fantastic rankings begin to sharply decline!
- the internet zeitgeist has turned against product x
- searches for “product x” now return articles like “why product x doesn’t work”, “the scam of product x”, and “10 reasons product x is surely a terrible thing”
- WDS makes a valiant salvaging effort, which helps somewhat, but #1 status is probably lost forever
- moral: SEO is powerful, but ultimately all rankings bow to the internet’s whims.