Since the beginning of the Internet, the number one challenge that all of us have faced is how to attract qualified visitors to our websites. During 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 iconoclastic young developer, with the ambition to beat the "big" 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 attention to relevant forums, trying everything that even seemed to make sense (making many mistakes along the way, and learn a lot from each) and then monitoring carefully the results, has led to many tools highly SEO viable in our bag of tricks. The result of these trial and error methods, (lots of both) lays the foundation for our SEO services and the basis for the continuous growth of traffic to your website and ours.
The simple fact of the matter is: Experience in any other form of writing in no way qualifies one for the type of writing required to optimize a website for Internet. There are many sites that have less than correct punctuation, grammar, spelling and even those that rank # 1 in their optimized search phrases. This does not mean I do not think these things are important, only that found in search engines is not the most important consideration.
The other side of this argument is equally true. Just because someone knows all the details of all search engines, you can write algorithms in their sleep, have lunch with Dr. Eric Schmidt and is on a first name basis with Larry Page and Sergey Brin, no, no way, make a writer. Everything written on this site was carried out as a collaborative venture between Susan K. Thompson, a professional writer with strong academic credentials and real world experience, both in business and marketing, and me. Was there a lot of editing and rewriting? Yes. Were there disagreements? You gamble. It was worth it? Look at the record.
Costa Esmeralda entrepreneur launched May 1, 2005, with most site optimization in place and submission to directories begun. Also with a total monetary investment of less than $ 100.00, and an investment of time, I prefer not to think, but closer to 300 hours, the site was given a rating PR5 by Google where it is first update, less than 2 months after our launch.
Studies show that over 90% of all users use search engines to find what they are looking for, whether products / services, or just plain information.
The following twelve points, I hope, summarize a philosophy, approach and methodology to the SEO question which is both good and effective, along with giving a useful idea own time in the industry.
1. Content. Content. Content.
Effective, professional, optimized Copywriting is the only feature, most important in any SEO campaign. Websites of search engines based on the content found on each page of the site indices. Also with a deep knowledge of the conventions of language and grammar and intensive research to find and exploit the market focus, you can move a website to the top step of the "SERP" (Results Search Engine) in a methodical and ethical manner.
2. Analyze Web Logs
measure everything at least twice, and then you can try again. While I would be the first to say that many of the procedures that make up website optimization are more art than science, we must take a very scientific results of the effort to focus. This is done by methodically keeping a record of, and making an analysis of the records of websites. There are a number of specialized software that make the job easier, but at a minimum, have to keep a close eye on site visitors and their activity, while on the site. No matter how well planned strategy is largely theoretical until proven by the results, which can only be measured by the logs, and a thorough analysis of its contents.
3. No one can guarantee a # 1 ranking on Google or any other search engine. The
who promise such feats, or optimize for such vague phrases search term (such as "atrophied green with polka dots purple widgets and icing") that nobody will ever likely to see, or who are making a false claim, which have absolutely no intention of complying, or have an inner edge at Google, something that will lose, quickly, when honest people to Google to find information about it. The other option, they will take the money and run, it is worth mentioning here, but I'll be polite.
4. Some things are just plain silly.
You do not need to submit your site to 50,000 search engines. Companies offering this service are suspect at best. 85% of search results on the Internet comes from a search engine, which, if you have a link to a website created, or better yet, a directory, you will find your site very well, on it's own. Engines Four (4) search account for over 90% of network traffic. As for the alleged any benefit to be derived from figure in a dark search engine in Botswana which specializes in safaris to the Kalahari Desert and receives 7 visits per day; well, you realize.
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 is that conversion rates are often low and leave the moment the "payment " it stops. Also with an SEO campaign well planned and executed, although the results may take a little longer, still occur, and in fact grow, long after the work is done and paid for. Very often we have found that after a thorough optimization of a site, only minor adjustments on an ongoing basis is needed, mainly related to new content and / or new parts or service sales.
6. SEO is not witchcraft, Druidism, shamanism. Nor does it require any special
chants, ceremonial fires, or vestments, though some of us do not like to howl at the full moon, on occasion. No practices "Top Secret", 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 not be learned, with a heavy dose of time and money. A company reputable SEO will give you one point for each breakpoint where the money goes. Be careful if you sense an atmosphere of secrecy or any unwillingness to answer questions. While there are technical aspects that might have some history to fully understand, if you have a strong vision of the whole situation, a simple explanation should be fairly easy to get to.
7. Do-it-yourself SEO.
Yes, you can run your own SEO campaign and find a company reputable SEO to help plan and organize for you. About half of my own clientele do some part of the actual work themselves, or have their personal in-house dedicated do, after discussion of the goals and objectives of the business / website, a website analysis depth and comprehensive search phrase research and instruction on ways and means of achieving high SERPs focused. These preliminaries are followed up with a detailed program of suggestions and methods that the client can implement themselves or hire others to perform. Average savings; 30 to 40%.
8. Phased implementation.
While many companies spend thousands of dollars a month on search engine optimization, an alternative available that will pay dividends to increase 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 that can 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 gains always come from an optimization strategy well thought out and executed, the Internet is a competitive media and we all have 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 "shortcuts" while ethical schemes that anyone might suggest to further their business goals. When all is said and done is that the owner of the company, which has the responsibility of any company or individual you hire. Insist on knowing exactly what the strategy and steps are being made to implement it. If it seems, at the least, suspicious, ask for and receive an explanation. In this case, it is not only that ignorance, which could well be the beginning of the end for your business.
11. All incoming links are not equal.
Both the relevance of your subject line business and website and the value of the band inbound link determine how valuable they are to your own PR ranking. Google also from the trend, nothing new there, and most 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, in fact, cause a penalty. Link farms, free for all link schemes, automated link accumulation software, or any other fad that does not carefully review the links and websites that will come of will, in the long run do more harm than good.
The relationship between an online business and SEO is, perhaps, one of the closest trade relations. In order to be effective, a SEO must know not only the facts and figures pertaining to the task, but s / he should know something of the dreams and aspirations of business managers. Things that usually do not come in a prospectus are often invaluable information when the "right fit" is sought in the complex world of the Internet. My own clients sometimes ask, due to the frequency of my calls and email in the early stages, "Am I the only customer?" Usually laugh and say something to the effect that until you know your business almost as well as it does, yes, you are the only one that counts.