Search Engine Optimization
What is search engine optimization (SEO)? Search engine optimization is a process for optimizing a web site so that it can be easily accessed by search engines, such as Google. Search engine optimization is actually one of the most misunderstood concepts in marketing. So why is search engine optimization important to you? Let's take a step back and look at how you, or anyone else you know, finds thing on the internet. They use Google. You type in some words to search "why does my 2010 ford mustang radio have static"? and you get results.
The number one factor of Google picking your web site to display high in results is content. But if your web site isn't optimized for search engine "spiders" to crawl (index) your web site, the search engine can't access your content efficiently. Sure, if you put up any type of web site, Google can crawl through it eventually. But if there is a delay and issue with a search engine spider getting to your content, it won't throw your web site up on the results the same way it would an optimized web site.
The Bang For Your Buck
My search engine optimization (SEO) service starts with an analysis of your business and your marketing plan. I research not just your business, but also the business of your competitors. Once research has been completed, I then analyse your web site and provide you with an outline of any technical roadblocks that could prevent search engines from indexing your web site. Then we move onto actually fixing any technical issues.
Analytics code is then inserted into each of your web pages and we start the processes of running analytics to discover what type of data search engines are seeing, what keywords are being used to find your web site, which pages attract visitors (entry points), how long they stay with certain web pages and much more. This is done as part of a long term process to discover how the public is finding and using your web site and using that feedback to make any adjustments if necessary to further obtain the best search results possible. Of course content is extremely important, which I talk about in detail in the "Content Optimization", and can be included in the search engine optimization if you choose.
To recap, this is the list of services I offer for search engine optimization:
- Review of your site content or structure
- Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
- Content development
- Management of online business development campaigns
- Keyword research
- SEO training
- Expertise in specific markets and geographies
90% Of Search Engine Optimization Is A Scam
It's true. At least 90% of all companies providing you with search engine optimization (SEO) are scams. They're trying to sell you snake oil. I've seen too many of my clients get burnt, and although I've only spend a short time reviewing the services I offer for search engine optimization, I want to try to educate you on the scams out there. After all, more than 90% of companies that claim to offer the same thing I'm offering are, in fact, not. To show you how valuable my service is, I'm going to spend this time educating you on the scam of search engine optimization companies.
Google Hates SEO Scams As Much As I Do
Everything that's going to appear down below comes straight from Google.
SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:
- Review of your site content or structure
- Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
- Content development
- Management of online business development campaigns
- Keyword research
- SEO training
- Expertise in specific markets and geographies
Keep in mind that the Google search results page includes organic search results and often paid advertisement (denoted by the heading "Sponsored Links") as well. Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such asWebmaster Tools, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search.
Many of these free sources, as well as information on paid search, can be found on Google Webmaster Central.
Before beginning your search for an SEO, it's a great idea to become an educated consumer and get familiar with how search engines work. We recommend starting here:
If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.
Some useful questions to ask an SEO include:
- Can you show me examples of your previous work and share some success stories?
- Do you follow the Google Webmaster Guidelines?
- Do you offer any online marketing services or advice to complement your organic search business?
- What kind of results do you expect to see, and in what timeframe? How do you measure your success?
- What's your experience in my industry?
- What's your experience in my country/city?
- What's your experience developing international sites?
- What are your most important SEO techniques?
- How long have you been in business?
- How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?
While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways. Practices that violate our guidelines may result in a negative adjustment of your site's presence in Google, or even the removal of your site from our index. Here are some things to consider:
Be wary of SEO firms and web consultants or agencies that send you email out of the blue.
Amazingly, we get these spam emails too:
"Dear google.com,
I visited your website and noticed that you are not listed in most of the major search engines and directories..."
Reserve the same skepticism for unsolicited email about search engines as you do for "burn fat at night" diet pills or requests to help transfer funds from deposed dictators.
No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.
Be careful if a company is secretive or won't clearly explain what they intend to do.
Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.
You should never have to link to an SEO.
Avoid SEOs that talk about the power of "free-for-all" links, link popularity schemes, or submitting your site to thousands of search engines. These are typically useless exercises that don't affect your ranking in the results of the major search engines -- at least, not in a way you would likely consider to be positive.
Choose wisely.
While you consider whether to go with an SEO, you may want to do some research on the industry. Google is one way to do that, of course. You might also seek out a few of the cautionary tales that have appeared in the press, including this article on one particularly aggressive SEO: http://seattletimes.nwsource.com/html/businesstechnology/2002002970_nwbizbriefs12.html. While Google doesn't comment on specific companies, we've encountered firms calling themselves SEOs who follow practices that are clearly beyond the pale of accepted business behavior. Be careful.
Be sure to understand where the money goes.
While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.
What are the most common abuses a website owner is likely to encounter?
One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.
Another illicit practice is to place "doorway" pages loaded with keywords on the client's site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO's other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.
What are some other things to look out for?
There are a few warning signs that you may be dealing with a rogue SEO. It's far from a comprehensive list, so if you have any doubts, you should trust your instincts. By all means, feel free to walk away if the SEO:
- owns shadow domains
- puts links to their other clients on doorway pages
- offers to sell keywords in the address bar
- doesn't distinguish between actual search results and ads that appear on search results pages
- guarantees ranking, but only on obscure, long keyword phrases you would get anyway
- operates with multiple aliases or falsified WHOIS info
- gets traffic from "fake" search engines, spyware, or scumware
- has had domains removed from Google's index or is not itself listed in Google
Real Search Engine Optimization
And there you have it. If you had the time to even read all that, your much more educated than the average person about search engine optimization (SEO). In fact, I've never seen a search engine optimization company show information like this. So why do I do it? I do it as a sign of good will; that what you'll receive with me is actual real service done by a real person. Search engine optimization isn't magic. It won't magically make hits appear or make your ranking to appear on top, but it will help you get better results.
In fact, if a client's web site is optimized already, I tell my clients straight to their face whether they need my service or not. That's how I've conducted business in the past and that's how I'll keep conducting business in the future. That is why I call myself a "Realistic Technology Consultant".
If you've got a web site and are interested in search engine optimization, let's get in touch and we'll talk about your options.