Archive for July 30th, 2006
12 Things You Really Should Know About SEO
by: James Doc Lewis
From the very beginning of the Internet, the number one challenge which all of us have faced is how to attract qualified visitors to our websites. Throughout the boom years, one of the most popular solutions was to get massive funding, relatively easy to get in those days, and “buy” traffic, by various means.
As an iconoclastic young developer, with ambitions of beating the “big boys” at their own game, more time than money or the connections to get it, I sought a less capital intensive methodology to achieve the same results. Years of study and rapt attention to the pertinent forums, trying everything that even seemed to make sense (making many mistakes along the way, and learning much from each one), then carefully monitoring the results, has lead to many highly workable tools in our SEO bag of tricks. The outcome of these trial and error methods, (lots of both) lays the foundation of our SEO services and the basis for the ongoing growth of traffic to your website and ours.
The simple fact of the matter is this: Expertise in any other form of writing in no way qualifies one for the type of writing required to optimize a website for the Internet. There are many sites which have less than correct punctuation, grammar, and even spelling which rank #1 in their optimized search phrases. This is not to say that I don’t think these things are important, only that to be found in the search engines, they are not the most important consideration.
The flip side of this argument is equally true. Just because someone knows all the ins and outs of all of the search engines, can write algorithms in their sleep, has lunches with Dr. Eric Schmidt and is on a first name basis with Larry Page and Sergey Brin, does not, in any way, make them a writer. All of the writing on this site was done as a collaborative venture between Susan K. Thompson, a professional writer with strong academic credentials and real world experience, in both business and marketing, and myself. Was there a lot of editing and re-write? Yes. Were there disagreements? You bet! Was it worth it? Look at the record.
Emerald Coast Entrepreneur was launched on May 1, 2005 with most site optimization in place and submission to the directories just beginning. With a total monetary investment of less than $100.00, and a time investment, I’d rather not think about, but which approached 300 hours, the site was given a PR5 ranking by Google on it’s first update, less than 2 months after our launch.
Studies show that over 90% of all online users use search engines to find what they are looking for, whether products/services, or just plain old information.
The following twelve points will, I hope, summarize a philosophy, approach and methodology to the SEO question which is both sound and effective, along with giving some helpful insight into the industry itself.
1. Content. Content. Content.
Effective, professional, optimized Copywriting is the single, most important factor in any SEO campaign. Search engines index websites based on the content found on each page of the site. With a thorough understanding of the language and grammatical conventions combined with intensive research, to find and exploit the market focus, one can move a website to the upper echelon of the “SERP’s” (Search Engine Results Page) in a methodical as well as ethical manner.
2. Analyze Web Logs.
Measure everything, at least twice, and then check again. While I would be the first to say that many of the procedures that make up website optimization are more art than science, one needs to take a very scientific approach to the results of the effort. This is done by methodically keeping a record of, and making an analysis of the sites web logs. There are a number of specialized software which make the job easier but at the bare minimum, one needs to keep a close eye on the site visitors and their activity while on the site. No matter how well planned the strategy, it is largely theoretical until proven by the results, which can only be measured by the logs, and a thorough analysis of their content.
3. No one can guarantee a #1 ranking on Google, or any other search engine.
Those who promise such feats will either optimize for such vague search term phrases (such as, “green stunted widgets with purple Polka-dots and icing”) that no one will ever likely look for, or they are making a false claim, which they have no intention of keeping, or they have an inside edge at Google, something which they will loose, quickly, when the honest folks at Google find out about it. The other option, that they will take the money and run, is worth mentioning here but I’ll be polite.
4. Some things are just plain silly.
You don’t need to submit your site to 50,000 search engines. Businesses which offer this service are suspect, at best. 85% of the search results on the Internet come from one search engine, which, if you have one link from an established website, or better yet, a directory, will find your site just fine, on it’s own. Four (4) search engines account for over 90% of the traffic on the web. As for any supposed benefit which may accrue from being listed in an obscure search engine in Botswana which specializes in safaris to the Kalahari Desert and receives 7 hits per day; well, you figure it out.
5. SEO is not Pay-per-Click.
While no one would argue the effectiveness of getting increased traffic and sales, through a well planned, pay-per-click campaign, the fact remains that the conversion rates are generally low and they cease the moment the “pay” stops. With a well planned and executed SEO campaign, while results may take a bit longer, they continue to produce, and in fact grow, long after the work is done and paid for. Quite often we have found that after a thorough optimization of a site, only minor adjustments are needed on an ongoing basis, primarily related to new content and/or new items of sale or service.
6. SEO is not witchcraft, Druidism, shamanism.
Neither does it require any special chants, ceremonial fires, or vestments, though some of us do like to howl at the full moon, on occasion. There are no “Top Secret” practices which a reputable SEO can not tell a client, a judge, or his mother, for that matter. The very nature of the Internet has always been cooperative and there is nothing about SEO that can’t be learned, with a heavy dose of time and money. A reputable SEO firm will give you an item per item breakdown of just where the money goes. Be wary if you sense a secretive atmosphere or any unwillingness to answer questions. While there are technical points which might take some background to fully understand, if one has a solid overview of the entire situation, a simple explanation should be easy enough to come up with.
7. Do-it-yourself SEO.
Yes, you can execute your own SEO campaign and find a reputable SEO firm to help plan and organize it for you. About one half of my own clientele do some part of the actual work themselves, or have their in-house dedicated personnel do it, after discussion of the goals and aims of the business/website, a thorough website analysis, comprehensive search phrase research, and focused instruction on the ways and means of achieving high SERPs. These preliminaries are followed up with a detailed program of suggestions and methods which the client can then implement themselves or hire others to perform. Average savings; 30-40%.
8. Phased Implementation.
While many companies spend thousands of dollars per month on Search Engine Optimization, an alternative is available which will pay dividends to you in increased sales and leads without the high initial investment. The most important consideration is to have a reputable firm handle the initial evaluation and suggested optimization planning first. The trial and error method will cost much more, in the long run, with or without the desired result. After studying the plan and establishing a workable budget you may implement the plan as finances allow.
9. Remember the old saying, “If it sounds too good to be true, it probably is.”
Never was this more true than in the realm of SEO. While concrete and measurable gains will always come from a well thought out and executed optimization strategy, the Internet is a competitive media and we all want to be number one. Accept that a steady upward movement, over time, will place you worlds ahead of a flash followed by a crash.
10. A thought to ponder.
At stake, in the race for the top, is the very existence of your website, your business, and quite possibly your reputation. Beware of any “shortcuts” or less than ethical schemes that anyone might suggest to further your business goals. When it’s all said and done it is you, the business owner, who bears the responsibility for any company or individual you hire. Insist on knowing exactly what the strategy is and what steps are being performed to implement it. If it seems, in the least, suspicious, ask for and get an explanation. In this case, not only is Ignorance not bliss, it could very well be the beginning of the end for your business.
11. All incoming links are not created equal.
Both the relevance to your line of business and website subject matter and the PR value of the incoming link determine how valuable they are to your own PR ranking. With Google starting the trend, nothing new there, and most of the others following close behind, the days of grabbing all the inbound links, in any way possible, are gone. Not only will low ranked and/or irrelevant inbound links not help, they will, in fact, cause a penalty. Link farms, free-for-all link schemes, automated link accumulation software, or any other fad that doesn’t carefully screen the links and websites they are coming from will, in the long run, do more harm than good.
12. It’s more than just facts and figures.
The relationship between an online business and SEO is, perhaps, one of the closest of business relationships. In order to be effective, a SEO must know not only the facts and figures pertaining to the endeavor, but s/he must know something of the dreams and aspirations of the business principals. Things which don’t normally come out in a prospectus are often invaluable information when searching for the “right fit” into the complex world of the Internet. My own clients sometimes ask, due to the frequency of my calls and email in the early phases, “Am I your only client?” I usually laugh and say something to the effect that until I know your business almost as well as you do, yes, you are the only one that counts.
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About The Author
James ‘Doc’ Lewis spends much of his professional time as SEO for http://www.EmeraldCoastEntrepreneur.com. Doc started practicing his magic long before the term SEO was even coined and continues to study and perfect methods of workable and cost effective SEO and SEM, devising unique solutions to diverse marketing challenges.
Should you find this article to be of interest to your website visitors, you are welcome to publish it, in it’s entirety (no editing), including this footer.
Copyright © 2005 Emerald Coast Entrepreneur
SEO@emeraldcoastentrepreneur.com
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Permanent link to this post (1933 words, estimated 7:44 reading time)
July 30th, 2006
While reviewing site stats, I noticed 18 foreign countries as domain origins. This prompts my curiosity. Should I hone my marketing efforts to serve these visitors effectively in their native tongue? My college age daughter studies French, German, and Spanish simultaneously. The Word “marketing” is an “American” word she informs me; distinguished in Spanish, German, and French with slight nuance. Although my daughter learns conversations in Spanish, German, and French, much more talk is in Chinese.
(768 words, estimated reading time: 3:04 ) read the full post...
July 30th, 2006
Determining the Value of Links from Link Renting
by: Aaron Wall
What is Link Renting?
Link renting is a means to ‘rent’ the popularity and traffic flow of another site - you pay a monthly fee in return for a text link pointing to your site. In doing so, you can directly and indirectly drive more targeted traffic toward your website.
Many industries such as travel, pharmacy, pornography, and gaming have search results which are hyper competitive and require heavy advertising or aggressive SEO techniques. Some niche websites may see an even greater ROI on smart link rentals since many of their competitors may not include link renting in their online marketing budgets.
Some rented links provide great value in direct targeted traffic, whereas some other links provide greater value from the effect they have on search relevancy.
Most links are rented on a monthly basis with an option to renew at the end of the month. Some link prices can be as low as a few dollars a month whereas some can cost thousands per month.
There is no singular one-size-fits-all way to directly assume the value of a link. Most effective marketing has risks associated with it, but you can minimize the risks and maximize your return by breaking the value of the link down into its elements:
- Direct traffic from link renting
- Viral effect of advertising
- Effects of link rentals on search relevancy.
1. Direct Traffic from Link Renting:
Link renting can drive significant direct traffic. The first things you need to know are:
- what is the quality level of the traffic?
- how related is this audience to my product?
- how much traffic does the site receive?
What is the Quality Level of the Traffic:
Where does the bulk of their traffic come from? Someone recently asked about ePilot, the pay per click search engine, at Search Engine Watch forums. Andrew Goodman replied “The first question I would ask myself would be: ‘where does ePilot’s traffic come from?’ Answer isn’t clear? Then it would be no surprise that the so-called traffic doesn’t convert to anything.”
This same concept holds true with any site. If you do not see any quality inbound links that could indicate a problem: or they could get most of their traffic from pay-per-click ads. Whatever the case, if you are going to spend money renting links for traffic, make sure you know where their traffic comes from.
How Related is the Audience:
It will be somewhat of a guesstimate as to how exactly how related the traffic will be, but generally it is fairly obvious when something is on theme or off theme. Some things you may want to consider when determining traffic quality:
- What is the mood / mind set of their traffic? Related traffic may not be traffic that converts. At the 2004 Webmaster World Las Vegas Conference a speaker mentioned that a website about prom hairstyles may not be a good place to advertise prom dresses since girls do not usually look at prom hairdos until after they have already purchased their prom dresses.
- What product should I advertise? Sometimes it makes sense to send traffic to your home page while other times it is more logical to advertise a specific product because it is hot or more related to that particular audience.
How Much Traffic Does the Site Receive:
Most honest webmasters who sell ad space understand that the traffic they receive is a large part of their ad value and should have no problems giving you that information.
Some systems such as Alexa also track traffic, but their statistics can be inaccurate due to their limited distribution.. The best way to use such systems is not for traffic estimates but for comparisons between sites. Note that Alexa has a heavy bias toward webmaster resource type sites. Additionally other companies such as Hitwise may provide more accurate traffic statistics.
From the base traffic level there is a bunch more research you can do to determine how much traffic the site may bring:
- Who currently advertises on the site? You may want to ask them about their advertising experience. Some ad networks such as AdBright show past advertisers average cost per click and ad renewal rates.
- How many ads are on the page? Each additional ad will split up some of the traffic.
- Where does your ad sit? Ads that are tucked away in the footer or in common ad space may get less exposure and drive less traffic. Ads near the content may gain additional exposure and drive more traffic.
- What ad formats can be used? Certain ad creatives may provide greater value than other ads.
- What is the ad turnover rate? Advertisers tend to stay with a site that delivers traffic. A high turnover rate may indicate other problems.
- Have advertisers made any suggestions? Ask if any of their past advertisers made any suggestions or stated that they found any particular setup as being especially helpful.
- Is the traffic seasonal? Some sites have large shifts in traffic volume due to seasonal factors.
2. Viral Effect of Advertising:
Some ads go through click tracking systems which may prevent them from being indexed by search engines. This means that the only value of those particular links would come from direct traffic. Sometimes ads lead to additional exposure though.
3. Effect of Link Rentals on Search Relevancy:
Many links have a greater indirect value than direct value.
When someone links to your site it is seen by search engines as a vote of quality. The anchor text and other page elements such as the page title and headers may also help search engines further classify the link. On image links the image alt text plays the roll of the anchor text.
On the commercial web many links are bought and sold, and thus for search engines to remain relevant they must find ways to regulate link purchasing.
Some of the things you may want to look for when buying links to help maximize your ROI and minimize your risks:
- Are the links direct links? Links that go through an ad server usually do not help build your link popularity.
- Is the page on theme? On topic links from industry hubs are given significantly more weighting in clustering or community based algorithms such as Teoma’s topic distillation and Google’s Hilltop. If the site allows off topic links then it has a greater chance of having its link popularity blocked or devalued.
- How many links are on the page? If a page sells an unlimited number of ads then the outbound link popularity is split up many ways, and that also could look a bit unnatural to search engines. If there are hundreds of internal links on a page then each additional link will be getting an exceptionally small share of link popularity.
- What anchor text can I use? If you can use descriptive anchor text then the value of the link is greater since the link text helps search engines understand what your site is about.
- What is the cost difference between site wide and individual page links? Generally site wide links may drive significantly more direct traffic, but likely they do not provide much additional weight beyond a single link from the best page on the site.
- What is the PageRank of the page? Generally many people place too much value on PageRank, but a higher PageRank does equate to greater connectivity and slightly additional value.
- Who links to the page and to the site? If the page or site is well connected within your topical community then search engines will likely consider links from it as being far more important than links from pages which are not as well connected.
Summary:
To best determine the value of a link you need to consider both its direct and indirect effects. Generally it is best to buy on topic links since they provide both direct and indirect value.
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About The Author
Aaron Wall is a self taught, independant search engine marketer. He currently owns/operates http://www.search-marketing.info, and is learning more about the internet daily. Aaron’s articles have been syndicated across the web. He quietly works out of his house helping numerous website as a consultant and search engine marketer. You can reach Aaron day or night at (401)207-1945.
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Permanent link to this post (1386 words, estimated 5:33 reading time)
July 30th, 2006
As the undisputable leader in search engines, Google places a very high importance on the quality and relevancy of its search results, especially now that the company is public. The know that in order to keep the shareholders and users of the engine happy, the quality of returned results are extremely important. For this reason, doing the wrong thing, purposely or unintentionally could result in a severe penalty or even get you get you banned from the listings. Below is a short list of ideas to consider when drafting your search engine optimization campaign.
(680 words, estimated reading time: 2:43 ) read the full post...
July 30th, 2006
One of the most overlooked, but important components, on your web page is the Meta title. The Meta title is the text or page title found at the top left of your browser window and it is also the title saved when a web site visitor bookmarks your website. Some people will argue that search engines put little or no value on the title tag, but regardless of how the Meta title figures into the ranking algorithm, the title tag is still critical to driving new and repeat traffic to your website.
(706 words, estimated reading time: 2:49 ) read the full post...
July 30th, 2006
PDF Optimization: Death to SEO?
by: Paul Bliss
On April 18th 2005, Adobe announced that it was going to acquire Macromedia.
Besides delivering a critical blow to competitive balance of two highly recognized and respected companies, it has inadvertently created a new form of optimization.
That’s right. PDF optimization.
The main technology that Adobe wanted from Macromedia was Flash. Now that they have it, they will be able to incorporate all the power of Flash into a PDF. With one fell swoop, they have changed the face of search engine optimization.
As a site owner, I can now potentially have my entire site reside within the content of a PDF. Sure, it was textually available before, but now I can even have compressed video, dynamically generated content and visually appealing content conveniently wrapped up into the web’s only cross-compatible portable platform.
No more worries about having a Flash player installed - that will be incorporated into the PDF reading software. No more worrying about needing Quicktime and Media Player versions of video clips. They’ll all be in Flash.
Not only is the PDF web friendly, but it is also PDA and Kiosk ready. Now content can be delivered anywhere to any device that can read a pdf. It can also be included on CD’s, DVD’s and even your cell phone.
From a user perspective, this is awesome. From a search engine perspective, it is great to push boundaries, but we may also see the end of optimizing for client sites, instead a client will pay a one-time fee to optimize a pdf.
Anyone who makes a living optimizing sites can see the potential loss of revenue as companies move forward and place their marketing efforts into promoting a pdf instead of a web site.
Why would a company not embrace this? While it’s a true a site like Amazon would not be able to take full advantage of this, they could embed pdf optimization for dvd’s and cd’s sent to your cell phone, based on previous selections you’ve made.
It’s a marketer’s dream, and it makes a buzz agent’s job even easier. Word of mouth marketing will be coupled with a portable demonstration of the product or service being sold.
While the general public may not become aware of this technology for a few years, those who reside on the cutting edge will find great ways to use this in promotion.
Now instead of just watching a movie trailer, you could also have the script, actor bios and studio contact information. Maybe even after the movie gets released, you could get your pdf updated with box office results.
The benefits of storing information in a pdf are huge. Instead of storing all of that information in a database, you have everything you need as a portable document. No worries about server stability, access to the database or even an internet connection.
By embracing this new development, it will be another service you can add to your seo repertoire and allow for your business to adapt to this emerging technology.
-To your online success!
Paul Bliss
www.SEOforGoogle.com
Permanent link to this post (547 words, estimated 2:11 reading time)
July 30th, 2006
Type "email etiquette" into the search bar of any popular search engine and you’ll get over one million hits. Because email is used so broadly, it poses certain problems for the professional who is attempting to communicate well. Any of those over one million hits will tell you the benefits of using email to conduct your business because it is a fast and efficient form of communicating. However, email is often the least preferred method of communicating by many readers.
(948 words, estimated reading time: 3:48 ) read the full post...
July 30th, 2006
Step one: Knowing your Customer
To find your ideal customer, you first have to know them. Other than the fact your future customer wants your products, what else do you know about them? Ask yourself some of the following questions:
1. What hobbies do your customers have?
2. Do they have children?
3. Do they prefer buying online or offline?
4. What are their fears/concerns?
5. What makes them happy?
Step two: Finding Your Ideal Customer
(441 words, estimated reading time: 1:46 ) read the full post...
July 30th, 2006
The world of Internet marketing isn’t all it’s cracked up to be. In fact, it can be a brutally cold one. Believe me, I learned the hard way.
I started trying to make money online when I was 14. Like today, there were a lot of scams out there, and being so young I was especially vulnerable. I wasted hundreds of dollars.
The weird thing was I was a pretty smart kid. I knew the value of a buck. But when I came online I didn’t think that "real world" rules applied.
(619 words, estimated reading time: 2:29 ) read the full post...
July 30th, 2006
The business principle of continued contact and online relationship building has given rise to the popularity of online business blogs, forums and feedback opportunities. Interactive online communication define the web site owners as experts in the eyes of visitors, and serve as a promotional vehicle for other products and services that the business seeks to sell. Continued, interactive contact can bring many benefits, such as:
· You’ll find out what type of content visitors want to see at your web site. This will attract your visitors to revisit and read the content.
(1442 words, estimated reading time: 5:46 ) read the full post...
July 30th, 2006
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