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Straightforward design, marketing, and technical advice for making your marketing communications more effective.

The “Secrets” of SEO

May 23rd, 2012

I get a kick out of all the spam I receive from those claiming to be SEO experts saying they have the secret to make your site jump to the top of Google and generate untold thousands of new customers.

The question that begs asking is if these jokers are really so good at SEO, why then are they then spamming you?  Shouldn’t they be overwhelmed with all the search engine traffic they’ve generated form themselves?

The truth is, there is no “secret” to SEO, there are no special or secret tactics you’ll want to employ on your site (in fact, such tactics can actually get you in trouble with Google).

While there is no secret knowledge or esoteric coding skills required to achieve success, long-term SEO takes a lot of thoughtful work and dedication to achieve.

Here are the basics of how to do that:

  1. Focus on developing a site that offers consistent valuable content that is relevant for your target audience.
  2. Make pages for users, not for search engines.
  3. Use Google’s keyword tool to carefully research the keywords you should optimize your site for and make sure they’re included naturally within the content. Don’t forget to include “long tail” SEO terms in the appropriate information level of your site. For example instead of saying you sell “widgets” include more information about the specific widget you sell, such as “blue X100 Widgets”.
  4. Implement on-site search engine optimization by ensuring your chosen keywords are included in the appropriate densities within your site, within certain code tags, and that your site code is valid and fully indexable by Google.
  5. Develop a blog and social media publishing routing and offer practical “how to” content related to those keywords that appeals to your target audience. People (and search engines) aren’t interested in your sales pitches.
  6. Understand and initiate a plan for developing your off-site search engine optimization. In essence, this is establishing hyperlinks back to your site from other sites that are as high of quality as possible and related to your keywords. This is ultimately the most important part of your SEO process and not coincidentally, also the hardest.

For a more in depth version of this list, see our main Search Engine Optimization page.

Understanding how SEO really works

January 3rd, 2012

SEO Market for Lemons.

Marketing Infographic by SEO Book

How the quality of your brand affects SEO

November 22nd, 2011

Google Brands.

Infographic by SEO Book

Make Sure Your Website Content is Legitimate

April 28th, 2011

In February, Google made a significant change to its search algorithm in order to penalize and weed out shady SEO tactics such as keyword stuffing, content copying, etc. The Google change has actually forced some companies who practiced such tactics to layoff significant portions of their workforce because their Google search engine result listings dropped so severely. Take a look at this brief article from Website Magazine to read more: Crop Devastation – Google’s Farmer Update Retools Rankings.

As we’ve preached for years, your overall strategy should be to write Website content for your users, not  just to bait Google with keywords. Even if this tactic works for a brief time, in the long run this strategy will be detrimental to your online presence as has been demonstrated by Google over the last few months.

Search engine optimization is still a legitimate and very important component of your online strategy. It just has to be implemented correctly and with correct expectations need to be set for the client by a legitimate SEO firm (which can be hard to find). There is no shortcut or get rich quick scheme with SEO regardless of all the many claims of so-called SEO professionals who fill our in-boxes with their spam. As I’ve observed before, if these people are really so good at SEO why don’t they impart their skills on their own Website and reap the benefit instead of sending out spam?

To get started down the right path simply write your Website content and messaging solely for the benefit or your prospects and customers; in other words with true unique value. With that done then hire a legitimate SEO firm and copywriter to insure that your content is in line with your target keyword market which may require some slight adjustments to your copy.

There is a lot more to a long term SEO strategy but the above will give any Website a great foundation and insure that they are positioned for a successful future.

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