Archive for November, 2011

Studies show that over 90% of Internet users use search engines to find what you are looking for, whether products / services, or simply old information.

The following twelve points, I hope, summarize a philosophy, approach and methodology to the question of SEO that is both robust and effective, as well as provide useful insight into the industry.

1. Content. Content. Content.
Effective, professional, optimized Writing is the single most important factor in any SEO campaign. Search engines index websites based on content found on every page of the site. With a deep knowledge of the language and grammatical conventions with an intense investigation to find and exploit the market approach, one can move from one site to the top grade of “SERP” (Search Engine Results Page) in a methodical and 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 must have a very scientific approach to the results of the effort. This is done by methodically keeping track of, and an analysis of records of websites. There are a number of specialized programs that make the job easier, but at a minimum, you need to keep a close eye on site visitors and their activity, while on the site. No matter how well planned the strategy, is largely theoretical until proven by the results, which can only be measured by records and a thorough analysis of its contents.

3. No one can guarantee a # 1 ranking in Google, or any other search engine.
Those who promise such feats or vague phrases optimized for the search term (eg, “green stunted widgets with purple polka-dots and icing”) that nobody is going to look for is likely, or are making a false statement , who have no intention of keeping, or having an inside edge at Google, something that is going to lose quickly, when honest people to Google to find information about it. The other option, which will take the money and run, it is worth mentioning here, but I’ll be polite.

4. Some things are simply nonsense.
There is no need to submit your site to 50,000 search engines. Companies offering this service are suspect at best cases. 85% of Internet search results from a search engine, that if you have a link to a website created, or better yet, a directory, find your site very well for himself. Four (4) search engines represent more than 90% of web traffic. As for the supposed benefits obtained appear in an obscure search engine in Botswana which specializes in safaris to the Kalahari Desert and receives 7 hits per day, well, you realize.

5. SEO is not pay per click.
While nobody would argue the effectiveness of getting increased traffic and sales through a well planned pay-per-click campaign, the fact is that the conversion rates are generally low and leave the moment the “payment” stops. With a well planned and executed SEO campaign, while results may take a little longer, still occur, and in fact grow, long after the job is done and paid for. Very often we found that after a full optimization of a site, only minor adjustments are needed on an ongoing basis, especially regarding new content and / or new points of sale or service.

6. SEO is not witchcraft, Druidism, Shamanism.
Nor need any special chants, ceremonial fires, or vestments, though some of us like to howl at the full moon, on the occasion. There is no “Top Secret” practices which a reputable SEO can not tell a client, a judge, or his mother, for that matter. The nature of the Internet has always been cooperative and there is nothing about SEO that you can not learn, with a heavy dose of time and money. A reputable SEO company will give one point for each point of rupture where the money only. Be careful if you see a secret room or unwillingness to answer questions. While there are technical issues that could have some background to understand, if one has a solid vision of the whole situation, a simple explanation should be pretty easy to get a.

7. Do it yourself SEO.
Yes, you can run your own SEO campaign and find a reputable SEO firm to help plan and organize for you. About half of my own clientele do some part of the actual work themselves, or have their internal staff dedicated to, after discussion of the goals and objectives of the business / website, a complete web site analysis, extensive research search phrase, and focused on the instruction of the means of achieving high SERPs. These preliminaries are followed up with a detailed program of suggestions and methods that the client can implement themselves or hire others to perform. Savings average 30-40%.

8. Phased implementation.
While many companies spend thousands of dollars per month on search engine optimization, an alternative available that will pay dividends to you in increased sales and leads without the high initial investment. The most important consideration is to have a reputable company handling the initial evaluation and suggested optimization planning first. The trial and error method will cost much more in the long term, 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 field of SEO. While concrete and measurable benefits always come from an optimization strategy well thought out and executed, the Internet is a competitive environment and we all want to be number one. Accept that a steady upward movement over time, is placed before the world 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 their business goals. When all is said and done is that the business owner who has the responsibility of any company or individual you hire. Insist on knowing exactly what the strategy and steps carried out for execution. If you like, in the least, suspicious, ask for and obtain an explanation. In this case, ignorance is not only happiness, could very well be the beginning of the end for your business.

11. All incoming links are not equal.
Both the relevance of its business and the subject site and the PR value of the link determine how valuable they are for their own PR ranking. With Google starting the trend, nothing new, and most others followed close behind, the days of grabbing all the inbound links, in any way possible, are gone. Not only lowers the position and / or irrelevant inbound links not help, that in fact, cause a penalty. Link farms, free for all link systems, automated software build link, or any other fad that does not carefully select the links and websites that will come in the long term do more harm than well.

12. It is more than facts and figures.
The relationship between an online business and SEO is perhaps one of the closest trade relations. To be effective, a SEO must know not only the facts and figures pertaining to the company, but s / he must know something of the dreams and aspirations of the core business. Things that usually do not go in the brochure are often very valuable in finding the “best fit” in the complex world of the Internet. My clients sometimes ask, due to the frequency of my calls and e-mail in the early stages, “Am I the only client?” They usually laugh and say something to the effect that until you know your business almost as well as you, yes, you’re the only one.