The services of an SEO company have been most needed in recent years. Optimizing your site for search engines to achieve higher placement in search results will definitely increase traffic into your site, increase your number of customers and eventually improve profits. While search engine optimization is a process that you can do your best to learn about, in many cases, it is most sensible to hire a reputable SEO company instead. As in many other business decisions that you need to make, resorting for outside help will require you some additional investment in terms of time and money. So, the main question to ask is: is it worth it to hire an SEO company?

There are some pros and cons involved when you do SEO yourself, there are about just as much if you get outside help through an SEO company. It is important that you thoroughly consider these factors before you go on hiring an SEO company to help you.

DIY SEO

Advantages

When you optimize your site on your own, you will save more and you will learn a lot about running a website. Aside from this, you will retain complete command and control over your site and you may feel comfortable about it.

Disadvantages

It takes much time and effort to learn about how to properly optimize a website. Not only that, SEO is an ongoing process which needs continuous maintenance and regular managing. If do not know much about SEO practices, search engine guidelines and programming knowledge but would like to increase your site ranking in no time, you might be tempted to use spamming tactics to make this happen. When you do so, you stand the risk of search engines permanently banning your site.

Hiring an SEO Company

Advantages

Hiring outside help will allow you to maintain your focus on the main function and core competency of your business. You will entrust the SEO part of your site to an SEO company made up of professionals who are armed with the right knowledge, tools and resources that you might not have. Your SEO company will become your partner and it will help you to further achieve the most out of your investment.

Disadvantages

Hiring an SEO will cost you money. You also need to spend some time in explaining your goals and participating in the entire SEO process. In addition, you have to do your research to find the best SEO company which will be able to provide you with reliable services.

Selecting an SEO Company

Once you have decided to hire an SEO company, it is time to look around for one. A reliable SEO company will have a good reputation and should have some industry presence. You can start your search by asking colleagues, visiting popular SEO forums, contacting site owners of pages you frequently visit for good recommendations.

Make a list of all the SEO firms that turn up then do your research about each of them. Cross out the ones which have used black hat or spamming techniques, the ones who do not offer all the services you may need, the companies which charge more than you can afford, those that can’t provide references, or those that don’t respond to your query within 24 hours. These are firms which either do not fit your needs, are not reliable enough or just too busy to give you quality customer service.

Consider cost to be an important factor. Choose a company that has worked on businesses similar to yours in scope and size. An SEO company, who has worked on a concept like yours, can most likely offer you quality services that will fit your budget. However, cost should not be the sole contributing factor to the decision. The reliability of the SEO company should be examined with scrutiny as well. Asking references is often an easy way to know firm’s credibility. The firm should be more than happy to provide references. The relationship you will establish with your SEO company will be a long term one so make sure you only work with one that you are comfortable dealing with on a regular basis.

The pros and cons of DIY and hiring an SEO company for your SEO needs can vary depending on your business’s capacity, budget and goals. However, as long as SEO is done well, either by you or a good SEO company, search engine optimization is by far one of the most effective ways of promoting your business and generating more sales.

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SEO is considered the most important aspect of getting a higher page rank even today after Google’s page rank upgrade has been introduced. Most web site owners/administrators either hire SEO experts or do it themselves. SEO has become so common that it seems that everyone from a content writer to a graphic designer knows how to work on SEO and how it can affect the overall ranking of your web site on Google or secondary search engines.

The first and foremost thing that you should look at while hiring an SEO expert is how well they have ranked their own website. There are many web site owners out there who would agree that they have fallen into the trap of big SEO promises at least once. Every SEO firm promises your website a good ranking on Google but how many of them can truly keep the promise is a different story. There are many websites whose targeted phrases are not even ranked forget about the ranking of the entire website or a web page.

So the thumb rule is check their website ranking before you choose to fall for their promise of SEO. There are some SEO firms who are new or don’t have their website yet. For such firms, you can always check their past records and if you get any good references from other website owners/their previous clients then that will hold its weight.

One of the other things you need to do especially in the light of the matter that SEO firms seems to be coming up everywhere is research. Do background research of the individual, the firm and their previous clients and SEO deliveries.

The Promise

If your web site is new, is in a high competition market or industry and if the SEO firm tells you that they can get your website top Google rankings within 60 days, then you should not sign up with the firm. This is simply because either they have no idea whatsoever of SEO or they are saying it to lure you. To avoid wastage of money and time and to avoid the frustration later on, you should avoid such a firm completely.

A straight-forward or top of the line SEO firm will always provide you with realistic expectations that can span over many months and even years depending on your market, the competition and scope. If you have a new web site that is competing in a market with moderate competition then a good ranking in 6 months is sound promise but the same time frame will not be possible in a high competition market.

SEO services

It is necessary that you ask your SEO firm what all will be included in the SEO package before you sign the deal. It is not necessary for you to receive a complete breakdown of each SEO activity but a broad understanding is essential. A SEO firm should ideally inform you about the areas of your website that will be changed to enable SEO and how they will carry on with the process of link building.

Most of the top level or good SEO firms will live their promises and provide ample proof of what they are saying and what they are planning to do. Some of the top level SEO firms even provide a guarantee although not all of them do it. Not providing a written guarantee doesn’t mean that a particular SEO firm is not good. The reputation of a SEO firm in the market is in itself a huge guarantee. So if you are signing up with a top level firm with a reputation to back it then you can be rest assured that they will back up what ever they promise to deliver in the SEO package and within the mentioned time frame.

There are time when you might end up being on the wrong track since it is not always easy to determine if your SEO company is as good as it claims to be. There are some SEO firms who have had a great record but off late their performances have gone down. So if you are not aware of their recent client feedbacks and if you go by their past client feedbacks then you might end up being on the losing side of the deal.

SEO is an important aspect but to deal with it better, you need to first get an understanding of what it really is and how it can actually help your web site. When you are informed enough, you will be able to take the right decision.

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About a week ago I got a phone call from a college buddy of mine named Paul who runs a soon-to-launch online business. Here’s how the conversation went:

Paul: “We want to hire your company to do the SEO for us. Whatever the price is, we can afford it.”

Me: “Tell me a little more about your company and exactly what you expect to achieve from search.”

Paul: “We want to rank #1 in Google for EVERYTHING in our industry, and I know you can do it for us.”

Me: “I’d be happy to consult with your team to make sure you understand the principles of SEO and get off on the right foot, but I think you’re better off doing the work yourself.”

He was perplexed. Why wouldn’t we want to take on his SEO work? It has nothing to do with him or his company. It has everything to do with the misunderstood nature of what it takes to consistently rank high in natural search. The absolute best companies I’ve worked with make every decision with SEO in mind. Everyone in their organization – from management to programmers to marketing – is thinking about the search impact of their decisions. For that reason it makes sense to hire a consultant or to learn it yourself, but not to hire an outside firm to outsource your entire SEO campaign to.

Most of the time when companies outsource SEO they do it with the mentality of “here you go, you handle it, we expect results.” They view it as an entirely separate entity and not as a core value that needs to be instilled in their organization to be successful. That’s why outsourced SEO just doesn’t work: your organization still makes decisions the old way.

How will this programming change impact our search results? Can we build link-building into our marketing campaign? What adjustments can we make so that both are working in harmony to achieve our objectives as a company and rank as high as we can? There is no incentive to learn about search if someone else is handling it for you, and consequently you probably won’t be asking these important questions when making a critical business decision.

Paul was still a bit confused with that answer. So let’s take a closer look at some of the key components necessary for SEO success and what needs to take place for them to be accomplished:

Keyword Research – this entails researching how frequently phrases relevant to your site are searched. I like to use the SEO-Book tool or the free version of Wordtracker. Keyword research is important because it will impact your site structure, title tags (widely regarded as the most influential factor in how high you rank), and will help identify opportunities in your industry (if a term is searched a lot but there aren’t a lot of good results, you may have just identified a great expansion opportunity for your company). This is best done by either a consultant or the internal head of your SEO campaign, which should be someone in upper-management.

On-Site Optimization and Site Structure – this is what most people think of when they think of SEO. What changes should be made to your site so that search engine spiders have the best chance of crawling it, understanding the content, and ranking you accordingly. Most often, this involves changes to Title/META tags, cleaning up source code so that it’s proper HTML, moving CSS and Javascript to external files, adding sitemaps, modifying internal linking structure and anchor text, and several other standard changes that eliminate all potential crawling and indexing issues. This is best done by your programmer(s) so that they understand the importance of the changes and make them part of their routine in the future. These changes can be suggested by a consultant, but will only really be successful if programmers are on board.

Link building – this is probably the second most common task associated with SEO. By now you already know that you need one-way incoming links from relevant sites with applicable anchor text to rank high. Many outsourced SEO firms will either engage in elaborate link exchanges or purchase paid links for you: both of which are obsolete in terms of having any positive impact in your rankings, and now can potentially penalize you. The best one-way link building techniques – press releases, content syndication, blogging, product syndication, viral videos, etc – all require a LOT of input from you to be successful. Most of the time they should be integrated into your existing marketing plan to have the highest chance to thrive. For example, most companies already issue press releases when they have newsworthy announcements so it’s a natural extension to email the release to online news sites and blogs, and to use an online distribution service. I think successful link building is best done by your marketing department as part of your overall marketing strategy. It’s fine to have a consultant help put the plan together, but the actual implementation of the plan should be done by you.

Analytics – this involves the measurement and tracking of your sites’ SEO and marketing campaign. Previously, this could be tedious for small sites and I might have recommended outsourcing. But with the new version of Google Analytics, a properly configured account will tell you everything you need to know about where every single sale on your site came from. Your programmer or consultant should be able to set it up for you and configure the reports to track only the most important metrics for your organization. I also like to track incoming links and search engine rankings for a site (two things that Analytics does not track), but those can easily be tracked with the Marketleap Link Checker and Digital Point Keyword Tracker (both of which can be found with a quick Google search).

In the end, whether you decide to hire a consultant or tackle SEO internally with the vast information available online, you still need to make SEO part of your organizations objectives for it to be a success: something that outsourcing usually doesn’t do.

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SEO tips can help you to get higher Yahoo or Google listings, but only if you use them. Most people think that they know better, even so called SEO professionals who have to use PPC advertising to get their websites listed highly enough to be seen. Who are they to tell us what to do, when they cannot it themselves?

I have had some of them write to me criticizing my ‘crap’ HTML and also my ‘useless’ linking strategies. My site has ‘only a Page Rank of 3’. So what? It is sitting at between #1 on #5 on Google from day to day, at # 1 to #4 on Yahoo from day to day and at #1 on MSN. I will gladly accept their criticism of my HTML and linking when they achieve the same. Till then, perhaps they would be better buying my book that complaining about my websites!

I would feel more predisposed to them if they stopped criticizing me – I only started to do the same to them when I got sick of their comments when they could not emulate my results. Who am I, a rank amateur, to beat them in the SEO stakes!! In fact, I have been at this for many years.

So, SEO tip #1 – don’t believe anything you are told unless those telling you it have at least one of their websites in the top 5 on all the major search engines for a competitive keyword. Mine has >800 million other results on Google.

Tip 2 – use classical search engine optimization. Use Meta tags because some search engines still use them. The main one is the Description Meta tag – Keywords is not so important but use it anyway. It does not hurt you, so use them.

The third tip relates to the title of your website. There are two points that relate to this. The first is that it should be the best keyword that you can find that relates to your niche or website. That means a good demand and low supply, though too much is sometimes written about this since such keywords are not easy to find. If you can’t something with low supply, just use what you want and decide to compete against them. Somebody has to be top, and why can’t it be you? Too many people give up in SEO too quickly. Probably because we are told not to compete against the big boys – by these big boys!!

The second point is that the title of your site need not be stated on every web page. My web page titles are those of the page, not the site. The graphics are the same, but the title is the keyword that they page is optimized for. Why do otherwise? Yet 99.99% do (just a guess!). Then fourth of my SEO tips is related to the headings on each page. The main title of the page should be in H1 tags, and the heading in H2 tags. You don’t need any more, but any subheadings can go into H3 tags, but should contain text that could be construed as minor keywords.

I might be wrong, but who says? I have found that if you ignore the big guys, and compete against them, they can be beat. Check out what they are trying to sell you and you will notice that much of it is obsolete. Such as site generation and article generation software. That’s not an SEO tip, just a word to the wise, from the not so wise. I have no pretensions, but I know where my home page is on Google – and Yahoo – and MSN. Just search for ‘article services’.

The fifth SEO tip is to use your keywords sparingly. Most people still think that 1% – 3% keyword density is ideal, yet it is actually too much. There is an optimum keyword density that has little to do with the keyword itself, but more to do with contextual relevance of the page content to the topic in hand. Which leads to the sixth of the SEO tips: write naturally and honestly. If you know about your subject, write about it in your own language and don’t try to meet any perceived need for a specific number of so-called keywords within your page content.

Seventh, don’t forget about your links. You can get a higher search engine listing if you have lots of links back to your website from other sites. In fact, the links are from page to page, and you get a proportion of the Google PageRank of the page linking to you, relative to the number of other links leaving that page, and also give the page that you link to a proportion of your PageRank, calculated in the same way. The problem with reciprocal links is that most pages are linked to and from pages with a PageRank of zero, even though the website home page can have a PR of 6 or 7.

SEO tip eight. Use your internal linking to maximise the PageRank of a selected page on your website. You don’t need every page on your site listed in the top 10 of Google or Yahoo: you only need one. So maximise your efforts on that one page. Visitors that page will then visit the rest of the pages on your website, and so will search engine spiders, so you know that every page on your site will be listed and with a chance of being found in a search.

The important point of that tip is to concentrate on getting one page in the top 10. That’s all you need. You will have links to all your other pages once somebody reaches that page in the top 10. Tip nine: Once you get visitors keep them there. Give them useful content and something to do, even if just to click from page to page. Offer them a free gift for completing a quiz on your topic, or free vacation certificates for certain actions: these are easily found on the internet in a form that you can either post or email for them to print their own. Offer them an opt-in form so that you can keep in touch.

That is the most important tip of all – if you can keep in touch with your visitors after they have left your site, then you can offer them new products as they come along without having to seduce them to visit your website again.

Finally, the SEO tip number 10. Enjoy what you are doing, and don’t look upon it so much as a job as something to enjoy, and to do as best as you can. I wish you the best of success since it is very sweet when it comes – as it will come with you.

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For people who are looking for the secrets on how to master ad optimization, your prayers have been answered. With the help of Taguchi method your ad can land 10 or more times on the results pages. There is no doubt that you have probably heard of people trying to conquer Google Adwords by testing different ads that get a better click-through rate, since doing so can reduce costs considerably. Now the Taguchi method raises this kind of testing a couple of notch higher.

Just what is the Taguchi Method? The Taguchi method is actually a technique use for designing experiments that converge on an ideal product solution. It was developed in the late 1940s by a Japanese inventor named Dr. Genichi Taguchi, who was then working as an engineer at NTT (a Japanese phone company). The method has been used in designing cars and computers. So if you were wondering why the quality of Japanese cars is so high, that is all due to Taguchi.

Now you are probably wondering how this kind of method became associated with advertising. Well, the credit for that would have to go to James Kowalick who introduces the use of the Taguchi Method to significantly increase the response rate for ad campaigns.

The basic idea of the Taguchi method is to test as many variables as possible all at once. Now if you applied that in ad optimization, instead of testing two web pages (each with a different headline), you can test 40 different versions of the page, like different headlines, different graphics, different forms, including a testimonial or not, shifting the order of copy, whatever you can think of.

Then the system applied some complicated mathematical technique to determine which factors contribute the most to your goal. Then you can immediately look at all the factors and easily make your optimized page. Compare to the old ways that is easy as breeze.

Before what marketers use is the simple A/B split testing, which is very different. What you do here is make two pages, each with a different headline, and do a test to find the winner. After which you then make two different pages where you change something else, and then you find a winner from that. So by the time you have tested all 40 elements, you would have spent a lot of money and time in testing alone!

If you are still unconvinced as to whether or not the Taguchi method is indeed acceptable to use in ad optimization then take a look at the web. A quick search on the net will show you just how many people are using this method in order to improve their rankings. If that is not proof enough and notice how many optimization software that are based on the Taguchi method are being sold online. There is a very high demand for them. So, if people are willing to pay for it then it must be truly worth it.

But you do not have to spend money. You yourself could see the difference whether or not this method will work on your ad. Another way to take advantage of the Taguchi method in order to improve your ad is to apply it in Adwords. Just imagine, if you could test for one keyword, all the combinations that could get your ad the best response and optimize it dynamically, that would make your site pretty hot!

The big question is, can Taguchi help me optimize automatically to get the best Adwords ads out there? Well, the answer is yes. The interview the profit doctors did with the guy who talked about the “Taguchi method” of multi-testing many variables at once, instead of simple a/b split testing, got me interested in looking to see if there were any resources that cost less than $150,000 per test.

Success stories regarding the use of the Taguchi method in advertising abounded the net. One of the common examples cited is at the SES convention there was a company that conducted tests like this for companies such as http://ask.com and eBay, for about $30,000 per test. It was obvious that they were using the Taguchi method for this. They have refined their materials and are now providing programs for ad agencies. Admittedly, their system is now very sophisticated and of course very expensive.

Another company that does this for fortune 500 companies has clients like Colombia house, Accenture, Wal mart, Timberland, Monster, Zales, sharper image, and other big name companies. So, there is no need to say that this is a good service to use for ourselves, and then possibly to offer to our clients for big bucks. You’ll see dozens of stories like this along with a couple of testimonials from people who claim to have conquered ad optimization by simply applying the Taguchi method.

For years the Taguchi method had been successfully used for a lot of other things. For instance in manufacturing, if you want to test a whole bunch of different factors of design of a piston or engine, for example, something to get optimum results. The Taguchi method is use, so why not use it to optimize your ads?

Today, there are a lot of ad optimization programs that use the Taguchi method. All of them are easily accessible over the Internet, with their prices varying from cheap to exorbitant. For example, if you are good in math and can handle a program with kind of an arcane interface for just 2000 bucks you can buy a program that runs on your desktop. You can also get an academic version for 99 bucks.

But the bottom line is this. If you are trying to increase your profits and at the same time reduce your costs with the help of your online marketing campaign, you need to use “taguchi thinking” in order to get the results that you want.

Just how many times have you heard the old clinch, “If you are not testing you are wasting time and money.” Keep in mind that underneath all of the traffic generation techniques and the newest promotional methods, testing is still fundamental.

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What makes SEO services so important that most online businesses make it a point to hire one as part of their marketing strategy? The importance of SEO services rely heavily on the fact that 91% of online users use search engines to find the information that they need. SEO or search engine optimization is all about finding means to get your site noticed by online users.

There are over 350 million searches everyday with over 8 billion websites indexed that come up in search engine results. More importantly, almost 75% of all online transactions are initiated through a search engine, wherein 87% of online visitors view those on the first page of the search engine results. These figures will surely give you an idea of just how important it is to be on top of search engine rankings.

SEO Services to Get Your Site Noticed

Services related to search engine optimization aim at achieving the goal that many websites have which is to gain maximum exposure. SEO services help websites get higher rankings in search engine which simply means making them appear on the first few pages on the search results. When sites appear on the first few pages, they are more likely to be clicked on. The purpose of SEO services is then to increase traffic generated by a website.

SEO Services to Make Your Site More Significant

SEO services make it possible for a site to become favored by search engines. Major search engines such as Google, Yahoo! and AltaVista usually rank websites depending on their importance. To do this, they evaluate websites using programs which they term as search engine spiders. These programs scan through different websites and collect as much information as they can about them. Based on the collated information and their algorithm, these spiders rank them according to significance.

SEO Services to Maintain Traffic

Search engines are much like people in many ways. In fact, search engines behave the way people do. Search engines, for example, like information that is substantial and relevant. The best sites usually rank high in search engines because they are liked both by people and search engine spiders. When you rank high up in the search results, you are assured of a pool of online visitors who will visit your site. Consequently, SEO services will not only generate traffic into your site but maintains the traffic as well. How the search engine regards your site is indicative of how much people value your site and visit it.

SEO Services for Targeted Traffic

SEO services will be able to get you in front of your target audience making it one of the most effective online marketing strategies. People will find you based on the particular keywords. Once they type in keywords or keyword phrases related to your products and services, they will be led into your website. SEO services then has the power to segment your target market and connect you with the right audience to achieve the most chances for conversion into a sale. It is unlike any other marketing strategies which can lead to irrelevant traffic or leakages in terms of attracting the right audience.

The Need for SEO Services

Search engine optimization is unfortunately not as straightforward. It involves complicated principles and getting your site right into the top page of search engines is not easy as you might think. It is for this reason that many companies prefer to hire SEO services to do the dirty work for them. Providing SEO services involves a lot of technical expertise and a lot of strategy trials to determine which is most likely to work on your site.

When hiring outside SEO services, your work becomes easier. However, you must invest time in choosing the SEO services provider to work this. Factors such as pricing, quality of service, experience and reliability have to all be considered. If SEO services are provided properly, SEO will be a very cost-effective method of getting more people to know more about your business, as well as your product and service offerings.

SEO is very important for online businesses because it determines how the site performs in comparison with its other competitors. SEO services do not only effectively generate traffic from targeted audience and increase sales, but is a very cost-effective way of optimizing an online site compared to pay per click advertising.

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What are SEO services? Well, you have surely heard about the entire buzz going on about SEO services. Let’s try to explain this concept from the very beginning. So you probably have a website now and are eager to get everything going in your online business. Note that your website can only be profitable and useful if it can be found by online users. The more online visitors you have, the more profits you will earn. SEO is short for search engine optimization, and SEO services are all about enhancing your site’s online visibility and to make sure search engines will easily find it. Once your site is accessible and search engines friendly (SEO Friendly), people willbe able to find it since over 90% of online users use search engines to find information on the Internet.

Search engines take account various factors when deciding on search result rankings. They often base these rankings on site relevance as well as your conformity with certain rules on how your site has been set up. Search engines often match site relevance with specific keywords. This means that you need to optimize your web pages based on specific keywords which your target customers will potentially use to find you. SEO services are all about hiring someone to do all the work to make your site rank high in search engines.

Technically, SEO services are not the same as online marketing. Marketing your site online comes in many forms. SEO is simply one of them, and one of the most effective ones for that matter. SEO services allow your website to get noticed not just by any online user but by potential customers. Drawing in targeted traffic into your site will lead to more sales and more profits.

SEO services will definitely be a big help in any business, whatever niche or industry it is that you cater to. Whether you are a multi-national corporation, a small or medium local business, you deserve the online presence and visibility that SEO services can provide. There are a number of companies providing SEO services. They usually use different methods and abide by different philosophies and rules to get you the best results, so hiring an experienced SEO company will make a big difference. So whether you deal with people from all over the world or just have a tiny little corner in a little town in Arkansas, SEO services will allow people to get to you and know about your business.

SEO services usually involve SEO experts who get a hold of your site, tweak around with its contents and design to make it more pleasant for search engine indexers. They will also improve your off-page factors or link popularity. More than anyone, SEO services providers are equipped with the knowledge, the tools, and the tricks to get you the attention of major search engines such as Google, Yahoo! or MSN.

If you are not on the first few pages of a search result on keywords that are related to your theme, no online user can possibly find you. However, SEO is not simply about the keywords. If it were, it would have been awfully simple to do it yourself. Search engines use various algorithms to check the relevance of your site and to make sure that it is not labelled as spam. Reliable SEO services offer your website the site relevance that is necessary for search engines to recognize just how important it is in the online world.

SEO services can give your site clicks which are way more effective than advertised clicks (think about pay per click advertising and the likes). A thousand clicks from advertising campaign that draws in uninterested customers may only be worth just one click from SEO which gets you one who is really interested. With SEO services, you will have much better chances of getting clients who are genuinely interested in what you have to offer.

In the online world, it is claimed that your website may only be as good as your SEO. If you want to maximize your success in your online venture, there is no better way to do it than getting SEO services. Make the most traffic and profit out of your site; get good SEO services to let your target audience know about your internet based business and be on your way to success.

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As you have surely already read many times – getting links to your site is the solely most critical factor to determine your success for ranking well in the search engines. The big G (Google) has changed the way the rank sites from factors on the specific site to external factors giving you site credibility by wanting to link to it.

Ranking high in Google should be your number one priority if you are planning on getting your targeted traffic from the search engines. But as much as you want to rank well in Google so does everyone else and that makes it so much harder to accomplish. But if can possibly achieve it the rewards will follow.

Tips #1: Track your traffic and results.
Before you start your linking campaign you should consider how you are going to track your effort. Working hard on building different types of links and not having a clue what works and what doesn’t is just plain stupid. When you know what works and what doesn’t it is much easier to focus your time and thereby achieve a better result faster.

You will need to find a way to a) see what sites that sends your traffic and what sites that send you buyers (traffic that converts into sales or opt-ins). This information is SO VALUABLE that it must not be ignored.

If you go to Google and search for “free traffic analyzer” you will surely find a couple of site that can provide you with simple tools that will get the job done. On the other hand you might want to consider finding a more professional tool for the job so that you (over time) are able to track some of the more specific things that you will need in order to not only make sure you rank well but that your page will also convert the people actually visiting it.

A tool that I have had good experience using is the tool that Google provides named Google Analytics. It is free and has a lot of features. You are also able to combine it with your Adwords account if you are using PPC to drive traffic to your site.

Tips #2: Be consistent over a period of time.
Things don’t happen over night. Most search engines will take months before giving your site the full credit for the links you have attained. Surely you can see some benefit for links in days or weeks but often it is temporary and your should expect your rankings to jump up an down in the SEs for a few months to come (and this is if we don’t factor in the changes that your competition will surely make on their sites in the same period of time).

So be sure to place links on sites where you can expect them to stay for months (and preferably years).

But that is not all. Even though you have build up a great number of quality links you will need to do a minimum effort in building more and more links to your site over time. This can be done in many ways that won’t take up much of your time but make sure that you don’t ever stop the effort completely. The strength you have build will erode over time so make sure that you keep adding “votes” to your site.

Tips #3: Be aware of outbound links.
Most sites and pages have links pointing to other sites or other internal pages. The fewer links the page which you will have your link placed on the better. The effect the page has on your link (and therefore page) will decrease with the number of outbound links places on the site. You can say that the links share the pagerank of the page.

The best possible link you can get will be from a relevant page with a high PR and great rankings in the search engines and where the link to your site is the only one present. This is not something that you will often experience!!

A way to achieve a situation close to this is when you write great articles and have them posted on high quality websites. Here you will often see some internal links but for the most part the link to your site (in the reference section of the article you wrote) will be the only outbound link.

Writing great content articles and having them exposed on the right sites can do wonders for your ranking. So if you’re not Shakespeare you might want to consider finding a ghost writer to do the job for you. Sure you can end up paying $30-$50 for a good article (800-1000 words) but if it will end up sending you more customers because of the improved ranking it might be a great investment.

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I recently had a self proclaimed SEO expert/consultant email to tell me that the HTML on my website was, in his words, ‘Crap’. That is very constructive, especially coming from somebody who professes to be qualified to charge for his SEO services.

He had apparently checked out my source code and come to that conclusion. I got to thinking: the site couldn’t have been crap or an expert would not have got so worried as to check out what I was doing. I was obviously a threat, and if that is the case, then the title of this article must be very close to the mark.

I responded by offering him my eBook on SEO in return for his expert services if he could inform me exactly where I was going wrong. Needless to say, I am still awaiting a reply. I am wondering how much he charges for teaching SEO when he fails to realise something as fundamental as that search engines are not too bothered about the formatting of the HTML as long it is understood. It is the text that crawlers are more interested in these days.

As I pointed out, my HTML must have been understood since the home page my website at that time (a week ago as I write) was at #3 on Google and #1 on Yahoo for its main keyword against 850 million other results, and also at #4 on Google for another page for the same keyword and also at #2 for another keyword. Quite frankly, if that is what ‘crap’ HTML does for you then bring it on – I will to do worse HTML next time!

That got me to thinking that if people pay guys like that for their advice, then perhaps they might be better doing their own search engine optimization. After all, it is not rocket science. Now, don’t get me wrong here, because there are many SEO experts out there that provide a great service and are also honest. Loads of people do not have the time to optimize their own sites, and these people are good at what they do – better then me. However, I know my websites, and I know what I am looking for from them. I therefore know more about the SEO needed with them that any expert would.

That is why I get such good results. Not with all my websites, I should admit, and certainly not with the minisite that this article is intended to promote. Like any article, this is intended to promote a website that offers a product that teaches what I know about SEO by means of screenshots of my websites and the HTML used to get #1 positions against very stiff and professional opposition such as Wikipedia, Harvard University and ‘About’. However, that’s another story and not for this article.

This article is about the cheapest or most affordable SEO. In my opinion that is DIY! That’s right, Do It Yourself! If you have the time. If not, then most of these other people advertising online can probably do a good job for you (apart from my email friend). The most affordable SEO is free – if you know what to do. Quite frankly, there is little to do these days. Google no longer pay attention to Meta tags, and Google are the biggest in my opinion.

Google spiders crawl the text in your HTML, look for H1 tags and Title tags and check out your keywords to make sure there are not too many. Apart from that there’s not all that much to it, apart perhaps for alt image tags. Even keywords are not all that important – Google spiders are very literary these days. They have been to Spider College learning English, and can now tell what you are writing about without you having to tell them.

Your keywords are now largely irrelevant. The spiders know – they ain’t stupid any more. They don’t need you to write these keywords over and over again to tell them – in fact, if you do then they get very annoyed at you treating them as though they were ignorant, and will in fact punish you for it.

Get used to it you SEO guys: search engine optimization is still relevant, but not as important as it once was. These educated BA spiders know what you are talking about (or writing about) and the most affordable SEO marketing is free, assuming you can write and don’t try to teach these crawling guys with the long legs what they already know. And don’t try to fool me that your HTML has to be perfect – I know different.

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The goals of both Search Engine Optimization (SEO) and Paid Search Advertising are geared towards the same direction. Their services aim to help convert a quiet traffic stream into a busy information highway. This means new clients on a daily basis due to increased traffic and visibility.

Search Engine Marketing

Search Engine Marketing (SEM) definitely refers to both advertising and optimization methods. Internet advertising to most marketers is primarily about having control over position, keywords, listing copy and visitors’ landing pages. Optimization, on the other hand is about coming up with a website design that can easily be crawled, indexed and well-ranked by major search engines.

There are several types of SEM services including search engine advertising, paid submission for directories, search engine optimization marketing and aggregators marketing. Search engine advertising includes the Paid-For- Placement (PFP) or the Pay-Per-Click (PPC) program as well as contextual advertising. A placement on the result pages of the search site and within its distribution network is guaranteed upon payment. The key factors of this type of advertising are keyword research and selection, bid price, effective ad copy and traffic landing pages.

Paid submission actually applies to directories. In this type of marketing program, the website owner pays for a human based review of its site although inclusion is not always guaranteed. The site is usually included from 7 to 14 days depending on the directory. The success of paid inclusion is largely determined by the selection of the category as well as the title and description of the business.

Search engine optimization aims to produce organic and natural results through the design and creation of spider-friendly websites. It is basically a science of keywords placement, content enhancement, site structure and link popularity campaign that is expected to maximize the probability of attaining top ranking. It is considered the heart of all SEM campaign notwithstanding the fact that more and more business developers tend to forget its importance. Although it is not impossible to achieve very swift results, an optimization process usually takes a few months to have its goal realized.

The aggregators or price engines have made it a lot easier for online shoppers to get the information they need about required products and their associated price. They are able to offer a broad range of pricing and features. Chances of success are maximized through pricing strategy, product availability, product description and shipping rates.

Online businesses are facing tough decisions on setting a budget for online marketing specifically for organic search engine optimization. Paid advertising is very much in demand which accounts for quickly eaten up budget. More often than not, depleted advertising budgets are readily remedied by providing a new budget. The same cannot be said for SEO budgets as campaigns tend to end as budgets are exhausted. SEO is apparently not getting the respect it deserves since the success of organic optimization is a lot more difficult to measure. The real value of the keywords that make the rank will be better seen as more improved and cheaper analytical tools become available.

Statistics would show that there are at least two offline sales generated for every online sale that occurs. Research reports reveal that a large percentage of searchers complete their purchases in offline retail stores. This is considered a direct result of their search activity.

Telemarketing and other forms of leads generation have been sending signals of a saturated market. This has prompted many companies especially the manufacturers to turn to the web to get new leads. Finding a prospect usually starts with a paid search strategy which eventually evolve into SEO. Maximum results are obtained from the combined strategies only if companies commit to make SEO a part of their long term marketing strategy. The ultimate measure of success of Search Engine Marketing is generating leads and closing sales.

The Search Environment Under SEM Strategies

Majority of the marketing budgets from small businesses are dominated by paid search. The smaller a company is, the higher its reliance on paid search and the higher the percentage of total spending. SEO is quickly overtaking spending on banner ads for manufacturers as focus is shifted to training existing web team staff and education on the creation of content that is optimized for search engines.

The first half of 2006 can be considered a period of expansion, growth and significant change in search marketing. Never have there been as many online options available to advertisers and their agents like now. Search has become a part of the mainstream marketing consciousness, but there remains much room for innovation and invention. This development has presented a dilemma for the traditional search marketing sector.

There are at least three major search related marketing venues existing: the traditional organic search results, the paid search advertising market and the social networking sphere. Each of these venues use some form of search as a distinctive guide towards finding information while a tremendous amount of integration and interaction exists between them.

The SEO sector is being overshadowed by the PPC market and at the same time being challenged by social networking. Major search engines constantly strive to improve and innovate on methods that would correctly rank web documents. This is the very reason for the fundamental changes seen in organic search engine optimization.

SEO focuses on a myriad of on-site and off-site issues such as hosting, link acquisition and competitive research. An increasing number of applications are being added for organic search results. The dozens of on-page elements which SEO works on makes it more complicated due to the time involved. However, fresh and focused content remains the single most reliable element of a successful website.

Paid search advertising has been experiencing a rapid growth as a sub-sector of the industry, propelling Google and Yahoo! to the front of the pack. It continues to undergo several forms of expansion to allow more and newer options for advertisers. The distribution of paid ads to third party web properties is a very interesting aspect of paid search advertising. Click fraud detection and advocacy is closely associated with this particular venue.

The social networking atmosphere is touted to be the most fluid search marketing venue. It is expected to be a preparatory step towards transition in web-interactive development. It is currently taking place in an environment that is tagged as Web2.

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A search engine optimization expert’s job is constantly changing. If you don’t stay on top of the news by persistently keeping abreast of the technologies, information and developments, and even experimentation to find the best results, you will be outdated.

Here we are going to discuss some Search Engine Optimization Myths, these are the usual claims like ‘guaranteed rankings’ and ‘permanent rankings’. Let us deal with that part right here and now: there is no such thing as a guaranteed ranking and certainly no such thing as a permanent ranking, unless you keep optimizing your site from time to time and that is an ongoing process, not one to be handled on a yearly basis. A guaranteed ranking is essentially an insurance policy – an SEO company who makes a guarantee is essentially charging you enough that they can refund the occasional customer whose site does not get ranked high enough fast enough.

Secondly, there are the techniques that used to make an impact on the search engine rankings in the simpler days, or those that are just plainly unethical ways of gaining in ranks; which, incidentally, are ones that the search engines have their guard up against.

Meta Tags – once used for assisting webmasters, meta tags were a good way for search engines to find relevant content. As always though, people improvised and started using irrelevant keywords in the Meta tags to misguide search engines. Meta tags have since become a SEO myth that some people still concentrate on; others that are up to date in the business understand it to be a story of the days gone by.

Another SEO Myth is the use of multiple domain names. While some people believe the use of multiple domain names will get them higher rankings, the easiest way to find out if it works is to look at the successful sites: Ebay, Amazon, and even GameSpot, rank high in the search engines in their respective domains, yet they have hundreds of pages worth of content. If it was so useful to have multiple domain names, why would those sites ignore the brilliant idea and not split their content into different sites? The fact of the matter is that by splitting content you can limit the potential of your website while by creating mirror sites, you are very likely to be ignored by the search engines altogether. The process also takes longer to optimize each site and build reasonable, and relevant, link exchange programs…and that is when we totally ignore the fact that you pay 10-15 times extra to get the same number of mirror sites created and hosted.

Doorway and gateway pages are result pages created by so called SEO experts who use automated programs to create optimized pages for your site that are Search Engine specific. These result pages do not link to your site or add informational value to your content, they are supposedly there to get your rankings up. Of course, these result pages are different for each search engine and that leads us to the question, how do you optimize a page for Alta-Vista and Google at the same time if, theoretically and most probably, their requirement for keyword density is different? The answer is simple, you don’t. The use of gateway or doorway pages was a practice that Alta-Vista banned from its rankings back in 2001, and Google does not allow it either. It is an unethical practice that has nothing to do with the creation of good content which is the end aim of all search engine searches.

Resubmitting the site to the search engines every week is another one of the myths that are not likely to get you any results. Why would it? The companies that offer services such as this usually offer to submit to numerous search engines every week. But who needs submitting the sites to all those search engines? The commonly used search engines are barely a dozen and those are the ones that matter because people just do not use the rest often enough to pay attention to them. Additionally, resubmission is an excessive practice, a waste of time since the search engine already has your site listed, and so multiple resubmissions can be termed spamming, and another unethical practice that Google, for one, does not appreciate. In fact, there is a theory that they actually downgrade such sites – would you pay to downgrade your site for perhaps the most widely used search engine? I wouldn’t.

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Search engine ranking is perhaps the most important element that determines a website’s success. The key to getting your website to appear in the search engine results starts with getting your website’s pages indexed. By indexed, I mean allowing the Google robot to visit and scan each page on your website to determine its relevance. However, many search engines have a difficult time finding pages that are buried deep in your site’s navigation structure. Below I will discuss some techniques that will help the search engines find those hidden pages, as well as assist human visitors to navigate your website. I will be focusing exclusively on Google because, although there are many search engines, most websites get 50x more traffic from Google than Yahoo & MSN combined.

Depth of the Index

The frequency which Google visits your site to index pages is largely determined by the frequency of website updates. If your website is updated daily, Google is likely to visit everyday. The “depth” of Google’s indexing refers to the tiers of your website’s navigation tree that will get indexed. For example, your homepage would be the first tier and any pages linked from the homepage, such as your “Company Info” page would be 2nd tier pages. Any pages that are only accessible from these second tier pages would be considered 3rd tier pages.

The depth of Google’s index largely depends on each page’s Page Rank (that addicting little green bar on the Google Toolbar). Generally, as you move from the 1st to 2nd and from 2nd to 3rd tier of your website’s navigation structure, Page Rank will fall. If your homepage has a Page Rank of at least one, your 2nd tier pages should get indexed. If your second tier pages have low or no Page Rank, then Google probably hasn’t indexed any pages past this tier and isn’t aware that other pages exist.

What is a SiteMap?

A sitemap lists all your website’s pages in a structured, single page format. By viewing your sitemap, a website visitor can quickly and easily be aware of all your website’s pages and navigate to the area they are interested in. Although this type of sitemap is geared towards human viewers, it is also beneficial for search engines because it will allow the robots to see pages that may be 4 or 5 tiers deep in your website. Given that the Page Rank on you sitemap page is ample enough (make sure it is linked from your homepage), Google should crawl and index your whole website.

New Type of SiteMap

There is a new type of sitemap available to use – The Google SiteMap. It is a little different from the traditional sitemap – it is an XML file located on your website’s server that lists all your website’s pages and associated attributes. Google will read this file and will be aware of all your website’s pages, regardless of the depth of the navigation structure. In addition to listing each page of your website, you can also specify attributes such as the frequency of updates and priority of indexing for each page.

How Does It Work?

As I said before, the Google Sitemap is created in XML (Extensible Markup Language). It is similar to HTML, and often used these days in RSS and blog feeds. Here is an example of an entry that would be written for each page in a website:

http://www.yoursite.com/index.html
2007-05-18
monthly
0.8

The “url” tag specifies that you are entering information for a new URL (website page). The “lastmod” tag specifies when the page was last updated. The “changefreq” tag specifies how often the page is updated. The “priority” tag specifies the relative priority for indexing of that page.

Helpful Tools

This new type of sitemap is great for letting Google know about your whole website. The bad news is that this XML file needs to edited in Notepad each time you make a change or addition that effects your website’s navigation structure. If your website changes frequently or you have a lot of pages, coding the file by hand can be a real pain. Fortunately, there are many sitemap generators available for free on the Internet. Just do a search for “Google Sitemap Generator” and you will find dozens of free tools that will “crawl” your website and create the sitemap for you.

Conclusion

Google states that using their sitemap program will not increase your search engine rankings. But, it will get more of your pages indexed, and Google in turn should deem your website larger and more important. In the long run this should lead to increased search engine traffic. Don’t forget to update your sitemap when your website changes. By keeping both types of sitemaps updated and accessible, your website will quickly become a visitor and search engine favorite.

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Social bookmarking has finally got a foothold. Social bookmarking is being seen by many marketing experts as a cost effective method of augmenting distribution of content, branding and image building and marketing. According to a survey, it has been seen that almost 28% of users on the Internet on a normal day have been tagging online content while 7% of users on the Internet have been either tagging or categorizing content. This method is being seen as a highly successful idea and this can be seen with the amount of success achieved by http://Del.icio.us.

Del.icio.us had acquired their first million visitors in 3 years but they acquired the next 2 million visitors within a span of 6 months. So what is social bookmarking? Social bookmarking can be compared to linking. Social bookmarks are basically links that help an internet user to classify, share, store and even search for content using a process called tagging. Tags just make it easier for internet users to find the content they are looking for. You can apply social bookmarks to content or information in different formats like PDF, video, blogs, websites, images etc.

Some of the top social bookmarking websites include StumbleUpon, http://del.icio.us, Google Bookmarks and Furl. Reddit and Dig are two social news websites, which are also considered as social bookmarking sites. The idea is to create positive content about your services, products or overall business and then optimizing the content on these social bookmarking websites.

Social bookmarking is an interesting concept that can be used for enhancing the process of marketing and promotions. What marketers can really do is allow sharing of content by the visitors. As a result, the bookmarks encourage a kind of functionality that is most often referred to as forward-to-a-friend process. Apart from this, marketers can also post their own content on different social bookmarking websites, which will initiate movement of traffic to their sites. In a sense, this is an online version word of mouth advertising where surfers share their bookmarks.

But for social bookmarking to be a real success, you need to have engaging or interactive content, which users will find useful, interesting and entertaining. It should be the kind of content that most users can recommend to others or forward it. The content should attract users and this is where creativity plays an important role. You will have to look from the perspective of an internet user to gauge what he or she might be looking for and then provide it. There are certain tips you can follow to make social bookmarking a marketing success for your online business and they are:

Understand the requirement of your audience and try to focus on topics that will interest your readers, audience or users.

Content should be interesting and yet easy to read. The more heavy words and sentences you use, the more difficult and unfriendly it will be for the reader. Look at the blogs – most blogs have reader friendly and more personalized content. Apart from this, you can also add bold and colored or highlighted fonts to assist in increasing readability.

The title should be interesting and hint at what the article is all about. If you want to provide information only on Pay-per-click then there is no point having a title like “The best internet marketing tools.” Readers will think that this article encompasses all the methods and it will be useless for a reader who wants specialized information about Pay-per-click. On the other hand if you have a title like “Less money, more traffic using Pay-per-click” This title will attract the attention of readers looking for specialized information on Pay-per-click and other readers who want information on internet marketing methods.

Keywords are extremely important in bringing traffic to your website. Use of keywords is a key factor that drives search engine optimization. If you don’t use the required amount of keywords then internet users or readers might not be able to find your article using the Google or Yahoo search engines.

Using a content format that will ensure readability is important. If the size of your font is too small then it might be difficult for most of the readers to appreciate the content however important the information provided by you may be. If you want users to tag your content then it is important that you place buttons at the top or the bottom of your article. You can also avoid clutter by including bookmark option of only those social bookmarking communities that are best linked to your business.

These are some of the ways by which, you can use social bookmarking to your advantage.

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SEO Consulting (SEO stands for Search Engine Optimization) is the current buzz occupation in the Internet Business today. The demand for SEO consulting firms or individuals (who are called SEO Consultants) is driven by the reality of the Internet that there are literally billions of websites that have sprouted in cyberspace since the world wide web inception, with millions more entering everyday. While a large chunk of these websites are personal sites that the owner puts up for his own satisfaction, a rapidly increasing number of them have been put up for a commercial purpose.

The biggest challenge you will face as a business website owner (which any SEO consulting firm will tell you) is finding ways and means for many visitors to come and visit your site, thus increasing your chances of generating business. One way you can achieve this objective is to spend on traditional and/or on-line advertising and promotions to build brand awareness. While this is unarguably an effective strategy, not only is it quite expensive, it is also not targeted, i.e., it does not select the market that you are really interested in communicating to.

Fortunately, SEO consulting firms (or individuals) will tell you, there is a more practical and effective way to attract the right market to your Internet business website, which takes advantage of three Internet facts: (1) Most, if not all, Internet users go to cyberspace for INFORMATION; (2) In seeking information, the common first step for an Internet user to take is to go to a search engine website, enter the keywords for his search, and click on one of the recommended sites spewed out; and, (3) there are only a few popular search engines on the Internet that searchers go to (SEO consulting firms know the ones that really count and keep up with their algorithm).

To get targeted visitors, therefore, you need to find a way (either by yourself or through the expertise of an SEO consulting company) to get the popular search engines to list your website as close to the top of their list based on the most common search keywords entered by the searchers that refer to information that your website provides. Performing this “trick” successfully is what Search Engine Optimization (SEO) is all about.

In a nutshell, SEO is a set of strategies implemented on a website that, when “crawled through” by the search engine “spiderbot”, gets evaluated with a high relevance score so that it gets listed high in the results based on the keywords entered. Different SEO consulting groups apply different strategies to achieve this objective but will invariably use some of the strategies listed below:

a. Keyword Selection – In registering your site with the search engines, SEO consulting firms will choose the keywords that: (1) your website’s information is responsive to; and, (2) the user will most likely enter when he is searching for the information you have.

b. Meta tag Optimization – This is another common strategy used by SEO consulting firms. Meta tags are normally found in the remarks page of your HTML code. SEO consulting firms will embed as many of the responsive keywords here because the search engine “spiderbot” always “crawls” through them.

c. Content Optimization – SEO consulting firms will make sure that your website has a lot of information (either on the website itself or in the files that it hosts) that contains the relevant keywords.

d. Link Building – A SEO consulting team will use their resources and databases to build an arsenal of one way inbound links from relevant and content rich sites.

When do you know that you need the help of an SEO consulting firm or individual? Here are a few tips to help you decide:

• If you have experience in SEO, by all means do it yourself and save some money. If, however, you do not know where to start, it always makes sense to contract the services of an SEO consulting firm so that you do not have to go through the “hit and miss” ordeal.

• If you are not in a hurry and would like to let your website grow in popularity over time, then you can afford to “wing it” by first building your website, telling (or emailing) your friends to pay your site a visit and refer it to their friends. In case, however, time is critical for you, then an SEO consulting firm might be your best option.

• If you are running on a shoestring budget, then you really don’t have much of a choice but to optimize your website by yourself or seek financing if you are serious about making it. On the other hand, if your website has a well-thought of business plan with budget allocations for promotions, then your money on this aspect is well-spent if you opt to hire an SEO consulting firm to promote your website for you.

A final word of advice: If you decide to hire an SEO consulting firm or individual, choose carefully. While rates should be one of the criteria for SEO consulting firm selection, equally important should be experience and reputation. Do not be blinded by bargain and low priced offers that are too good to be true. If an SEO consulting firm practically gives away its service, you should be really wary. You could end up spending more than you bargained for in terms of damage control efforts, money, time, and lost opportunities if the SEO consulting firm you select is the wrong one.

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Spam, in almost any form, is bad for your health. The vast majority of web users would agree with that statement and nobody would even think of the finely processed luncheon meat-product made by Hormel. Even the word itself is infectious in all the worst ways, being used to describe the dark-side and often deceptive side of everything from email marketing to abusive forum behaviour. In the search engine optimization field, spam is used to describe techniques and tactics thought to be banned by search engines or to be unethical business practices.

While writing copy for our soon to be revised website, the team put together a short list of the most outrageous forms of spam we had seen in the last year and a short explanation of the technique.

Please note, we do not encourage, endorse or suggest the use of any of the techniques listed here. We don’t use them and our clients’ sites continue to rank well at Google, Yahoo, MSN and Ask. Also, since Google has been the dominant search engine for almost five years, most of the spammy tricks evolved in order to game Google and might not apply to the other engines.

1. Cloaking
Also known as “stealth”, cloaking is a technique that involves serving one set of information to known search engine spiders while displaying a different set of information on documents viewed by clients. While there are unique situations in which the use of cloaking might be considered ethical in the day-to-day practice of SEO, cloaking is never required. This is especially true after the Jagger algorithm update at Google, which uses document and link histories as important ranking factors.

2. IP Delivery
IP delivery is a simple form of cloaking in which a unique set of information is served based on the IP number the info-query originated from. IP addresses known to be search engine based are served one set of information while unrecognized IP addresses, (assumed to be live-visitors) are served another.

3. Leader Pages
Leader pages are a series of similar documents each designed to meet requirements of different search engine algorithms. This is one of the original SEO tricks dating back to the earliest days of search when there were almost a dozen leading search engines sorting less than a billion documents. It is considered spam by the major search engines as they see multiple incidents of what is virtually the same document. Aside from that, the technique is no longer practical as search engines consider a far wider range of factors than the arrangement or density of keywords found in unique documents.

4. Mini-Site Networks
Designed to exploit a critical vulnerability in early versions of Google’s PageRank algorithm, mini-site networks were very much like leader pages except they tended to be much bigger. The establishment of a mini-site network involved the creation of several topic or product related sites all linking back to a central sales site. Each mini-site would have its own keyword enriched URL and be designed to meet specific requirements of each major search engine. Often they could be enlarged by adding information from leader pages. By weaving webs of links between mini-sites, an artificial link-density was created that could heavily influence Google’s perception of the importance of the main site.

In the summer of 2004, Google penalized several prominent SEO and SEM firms for using this technique by banning their entire client lists.

5. Link Farms
Link farms emerged as free-for-all link depositories when webmasters learned how heavily incoming links influenced Google. Google, in turn, quickly devalued and eventually eliminated the PR value it assigned to pages with an inordinate collection or number of links. Nevertheless, link farms persist as uninformed webmasters and unethical SEO firms continue to use them.

6. Blog and/or Forum spam
Blogs and forums are amazing and essential communication technologies, both of which are used heavily in the daily conduct of our business. As with other Internet based media, blogs and forum posts are easily and often proliferated. In some cases, blogs and certain forums also have established high PR values for their documents. These two factors make them targets of unethical SEOs looking for high-PR links back to their websites or those of their clients. Google in particular has clamped down on Blog and Forum abuse.

7. Keyword Stuffing
At one time, search engines were limited to sorting and ranking sites based on the number of keywords found on those documents. That limitation led webmasters to put keywords everywhere they possibly could. When Google emerged and incoming links became a factor, some even went as far as using keyword stuffing of anchor text.

The most common continuing example of keyword stuffing can be found near the bottom of far too many sites in circulation.

8. Hidden Text
It is amazing that some webmasters and SEOs continue to use hidden text as a technique but, as evidenced by the number of sites we find it on, a lot of folks still use it. They shouldn’t.

There are two types of hidden text. The first is text that is coloured the same shade as the background thus rendering it invisible to human visitors but not to search spiders. The second is text that is hidden behind images or under document layers. Search engines tend to dislike both forms and have been known to devalue documents containing incidents of hidden text.

9. Useless Meta Tags
Most meta tags are absolutely useless. The unethical part is that some SEO firms actually charge for the creation and insertion of meta tags. In some cases, there seems to be a meta tag for virtually every possible factor but for the most part are not considered by search spiders.

StepForth only uses the description and keywords meta tags (though we are dubious about the actual value of the keywords tag), along with relevant robots.txt files. All other identifying or clarifying information should be visible on a contact page or included in the footers of each page.

10. Misuse of Directories
Directories, unlike other search indexes, tend to be sorted by human hands. Search engines traditionally gave links from directories a bit of extra weight by considering them links from trusted authorities. A practice of spamming directories emerged as some SEOs and webmasters hunted for valuable links to improve their rankings. Search engines have since tended to devalue links from most directories. Some SEOs continue to charge directory submission fees.

11. Hidden Tags
There are a number of different sorts of tags used by search browsers or website designers to perform a variety of functions such as; comment tags, style tags, alt tags, noframes tags, and http-equiv tags. For example, the “alt tag” is used by site-readers for the blind to describe visual images. Inserting keywords into these tags was a technique used by a number SEOs in previous years. Though some continue to improperly use these tags, the practice overall appears to be receding.

12. Organic Site Submissions
One of the most unethical things a service-based business can do is to charge clients for a service they don’t really need. Charging for, or even claiming submissions to the major search engines are an example. Search engine spiders are so advanced they no longer require site submission to find information. Search engine spiders find new documents by following links. Site submission services or SEO firms that charge clients a single penny for submission to Google, Yahoo, MSN or Ask Jeeves, are radically and unethically overcharging those clients.

13. Email spam
Placing a URL inside a “call-to-action” email continues to be a widely used type of search marketing spam. With the advent of desktop search appliances, email spam has actually increased. StepForth does not use email to promote your website in any way.

14. Redirect spam
There are several ways to use the redirect function to fool a search engine or even hijack traffic destined for another website! Whether the method used is a 301, a 302, a 402, a meta refresh or a java-script, the end result is search engine spam.

15. Misuse of Web 2.0 Formats (ie Wiki, social networking and social tagging)
An emerging form of SEO spam is found in the misuse of user-input media formats such as Wikipedia. Like blog comment spamming, the instant live-to-web nature of Web 2.0 formats provide an open range for SEO spam technicians. Many of these exploits might even find short-term success though it is only a matter of time before measures are taken to devalue the efforts.

Search engine optimization spam continues to be a problem for the SEO industry as it tries to move past the perceptions of mainstream advertisers. When under-ethical techniques are used, trust (the basis of all business) is abused and the efforts of the SEO/SEM industry are called into question. Fortunately, Google’s new algorithm appears to be on the cutting edge of SEO spam detection and prevention. Let’s hope 2006 is the year the entire SEO industry goes on a spam-free diet.

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SEO and blogging can be used together to provide you with an almost unbeatable combination, not only for free advertising, but also to make money.

If the objective of your website or your blog is to provide information, or to operate a website on a non profit-making basis, then both search engine optimization and blogging can work together to improve your current traffic level. If your aim is to make money, either for a bit extra to pay the credit cards each month or as your main or sole means of income, you can use a blog and a properly designed website to improve your traffic flow.

So let’s cut to the chase as they say, or hang out the baby and see what drips off, or put out the mat and see what it collects from your feet! How can people be serious about these things at so-called serious business meetings? Beats me! Anyhow, lets open the refrigerator and see what’s fresh.

SEO – THE QUICK WAY

First SEO. If your website looks good to the search engines then it will have a good chance of being listed. But let’s be realistic: the best is Google, so keep Google sweet and the rest will follow. Design each web page, including your home page, round one keyword or keyphrase. Don’t try to optimize any page for more that one keyword or you will fail.

Forget the Meta tags. Put them in if you have the time, but not for the quick way. Put your page title in …. tags and include your page keyword in it. It must not be only your keyword, but that should be part of it. For example, if your keyword is ‘Using Blogs’ the your title could be:
Using Blogs and SEO to make Money’

That’s a good sized title, and a good way to use the keyword ‘using blogs’ for your page. Now, the first heading or headline should be ‘Using Blogs’ Just that, and put it in H1 html tags. Don’t worry about the purity of your html because Google doesn’t give a toss as long it can understand your H1 tags and Title.

If you have any graphics, even a payment graphic such as the one that Clickbank provides, add an alt relation to it: . This reinforces the information to the spider that the theme of the page is ‘using blogs’.

Use your keyword in the first 100 characters of your body html, for example, title:

“Using Blogs”

“Using blogs in combination with good webpage SEO has been proved time and again an extremely effective technique in the science of making money. The secret is to understand the needs of bloggers and of search engine users, and how to combine the two into a single money-generating machine that you can design to work on autopilot while you work on your next money-spinning project.”

Look at that again: I have used the keyword in the heading, and all the words in the Page title in the first 100 characters. The keyword is used immediately and the rest of the title also in the first sentence. If you also use the keyword once more in the last paragraph the crawlers will love it and you will have a head start on your competitors.

You could then continue on the theme of blogs, and have another section on the same page with the heading: “Using Blogs and SEO” contained within H2 tags that expands on the theme of blogs and SEO while introducing the concept of using blogs and web pages together to their mutual benefit.

INTERNAL LINKING STRATEGY

That is all you need do on each page, but do it on EVERY page that should be optimized for every different keyword that you have identified as being worth while to use on your website. However, there is one more thing you must do and that is to design your internal linking strategy to your best advantage. It should allow your visitors to easily navigate between pages, and also reach pages that they want to see such as your Privacy Policy and Contact details.

However, it is more that that. It is also a means of leading the search engine spider to dance your dance, and not Google’s Dance, as it were. Lead the spider to the pages you want it to see when you want it to see them, and bar it from seeing those it doesn’t have to see. You can allow humans to see pages that you have barred from spiders. Simply place a big ‘Humans Only’ sign above each door, and spider cannot get in.

BLOGGING

Your blogs should be updated to show every change you make to your website, but be optimized for different keywords to those your website is using. I have tested blogs with and without the same keywords and my web pages, and they generally work best when not competing.

For some reason that I cannot apply logic to, I get better results from my website when linked to blogs that have different keywords, that the same. However, that’s unimportant. What is important is that, unlike article directories, the articles in your blogs can advertise as many websites or products as you want. That is one of their major benefits when used in conjunction with websites. You can use one to advertise the other without fear of losing anything because they both belong to you. You cannot have a net loss with links between two of your own sites.

If you ping your blog to every web2 site that you are registered with then you can get a lot more traffic than if you had only used SEO for your free traffic. Blogs, too, are free, so use them.

CONCLUSION

If you use easy SEO and worry only about the elements I have mentioned above, you will have a great chance of your webpage home page being listed high on Google and the other search engines. If you use your blogs to advertise your site, not only to other bloggers but also to the many social bookmarking and Web2 sites that you can join, then you can achieve success in much less time than you might have imagined.

If you are not willing to put the blogging and Web2 work in, then you will not be so successful, and do not deserve to be.

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Improved search engine rank is difficult enough to obtain without you having to trawl through all that has been written about Google Page Rank in order to find the truth. There are many misconceptions about Page Rank, and Part 2 of this article dispels the most common of them, the first being that Yahoo and MSN have their own version.

In fact this is not so. Yahoo had a beta version of a ‘Web Rank’ visible for a while, ranking complete websites, but it is now offline. MSN has no equivalent as far I can ascertain. The term ‘PageRank’ is a trade mark of Google, which is why I refer to it as Page Rank and not PageRank. A small difference, but a significant one.

If you are one of those that believe that the more links you can get to your website the better, then you are wrong. When Google started the Page Rank frenzy by putting that little green bar on their toolbar, they didn’t realize the consequences of what they were doing. People fought to get as many links to their website as possible, irrespective of the nature of the websites to which they were linking.

That is misconception Number 2. You do not link to websites, you link to web pages, or should I say, you get links back from web pages, not websites. It is, after all, the link back that counts isn’t it? The link away from your site doesn’t count. Wrong! Misconception Number 3. The link to your web page counts no more than the link away from your web page. In fact, it could count less. You could lose out in the reciprocal linking stakes if your web page is worth more than the other person’s.

Let’s dispel that misconception right now. When you receive a link from a web page (not web site) you get a proportion of the Google Page Rank of that web page that depends on the total number of links leaving that page. When you provide a link to another web page, you give away a proportion of your Page Rank that depends on the number of other links leaving your web page.

The Page Rank of the website you get a link from is irrelevant, since that is generally the rank of the Home Page. You will likely find that all these great links you think you have from PR 7 or 8 websites are from a links page that has a PR of ZERO! So you get zilch for the deal. If you are providing them with a link from a page on your site even of PR 1, then you lose! Most people fail to understand that.

No incoming link can have a negative effect on your PR. It can have a zero effect, but not negative. However, if you have an incoming link with zero effect, and an outgoing reciprocal link with a positive effect to the target page, then you will effectively lose PR through the deal. Every web page starts with a PR of 1, and so has that single PR to share amongst other pages to which it is linked. The more incoming links it has, the higher PR it can have to share out.

If your page has a PR of 4 and has three links leaving it, each gets twice the number of PR votes than if 6 links leave it. Your page with a PR of 4 has to get a similar number of PR votes incoming as it gives away to retain its PR. In simple terms, if your PR 4 page is getting links from a PR 8 page with 20 links leaving it, you lose out big time! It’s simple maths.

No page ever gives away all of its PR. There is a factor in Google’s calculation that reduces this to below 100% of the total PR of any page. However, that is roughly how it works. You don’t get a proportion of the whole website ranking; you only get part of the ranking of the page on which your link is placed. Since most ‘Links Pages’ tend to be full of other outgoing links, then you won’t get much, and will likely get zero.

That is why automated reciprocal linking software is often a waste of time. If you want to make the best of linking arrangements, then agree with the other webmaster that you will provide each other with a link from equally ranked pages. That way both of you will gain, and neither loses. Some software allows you to make these arrangements.

Another misconception is that only links from external web pages count. In fact, links between your own web pages can be arranged to provide one page with most of the page rank available. Every page has a start PR of 1, so the more pages you have on your site then the more PR you have to play with and distribute to pages on your website of your choice.

Search engine rank can be improved by intelligent use of links, both external and internal, but Google Page Rank does not have the profound effect on your search engine listing that many have led you to believe. Good onsite SEO usually wins so keep that in mind when designing your website.

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ACCORDING TO A PEW INTERNET & American Life Project survey, 45 percent of Internet users–about 60 million Americans–say that the Web helped them make big decisions or deal with major episodes in their lives in the previous two years. The survey also found that only 5 percent said the information they found was misleading.

The obvious implication here is that people are searching to find critical information. And remarkably, their satisfaction is very high. Recently I conducted a highly informal study, tracking a colleague’s search habits for one week, to confirm or refute what the survey is telling us. To protect his privacy and pride, I’ll refer to him as “Subject 20-Something.” It’s important to note that he does not work in the search industry, and would be considered a moderate search user who owns a connected PDA.

For this study, I tracked what, when and why he searched. At this point, you’re probably saying, what is the reasoning behind this otherwise meaningless information? Why do I care what some random person searched for last week? The answer is actually plain and simple. I wanted to find out if, for a regular person, search was top of mind when presented with a problem or challenge of some sort. Ultimately the goal was to determine if he thinks to use search for even the most basic of questions.

He was asked to log his searches on a simple spreadsheet. The log included: summary of problem/challenge, keyword, search engine used, time of day, what machine (desktop/laptop/PDA) and top line results of his experience. Lastly, Subject 20-Something was asked to apply a rating to the overall experience (A, B, C, D or F). Plusses and minuses were also accepted.

Summary of some the searches conducted:

Tom Cruise–found TomCruiseIsNuts.com. Was searching because “Tom just gets on my nerves.” Search was conducted at home late at night (opens up many other questions that we will not address in this article). Result: very pleased with TomCruiseIsNuts.com. Overall, good experience. Rating = B+

Honeymoon–looked up hot spots in Costa Rica. Started with a specific area in the country; found results less than satisfying. Refined his search to a specific hotel and found several mentions on message boards from people who had stayed there previously. Conducted at work (busy Subject 20-Something, huh?). Result: excellent. Ended up booking the hotel based on other people’s comments. Rating = B

Homer Simpson–conversation about an old episode with a colleague at work prompted this tag-team search query. The duo attempted to find a clip of Homer singing “Oh Margie, you came and you brought me a turkey.” Again, obviously not very busy at work. Result: found video clip immediately. Rating = A+

Taxes–used Yahoo search on his Treo to find to find closest post office open at 10 p.m. on April 17 to accept late tax filings. While able to think on his feet in a pressing situation regarding Uncle Sam, it seems Subject 20-Something not only slacks at work, but is also a procrastinator. Rating = A- (his comment: “traffic patterns for post office would have helped!”)

Housingmaps.com–Subject 20-Something was searching to find out the asking price of a house in his neighborhood. Searched for a specific address and the keyword “home for sale” and reached Housingmaps.com after sifting through “lots” of different results pages. Site was great but difficult to find. Rating = C+ (“real estate listings seem to have way too much spam.”)

Free music–don’t tell Tommy Mottola, but Subject 20-Something still looks and finds free music that is not available through commercial channels. Searched for Foo Fighters’ “Times Like These” acoustic and scored on the first try. Various versions were available, in addition to the one 20-Something chose. Result: excellent. Rating = A+ (nothing beats the ability to “rock” for free).

Old flames–”no, not former high school sweethearts,” claimed 20-Something. In fact he was researching former co-workers. By searching by exact name match he was able to track down two former 9-to-5ers that he had lost contact with for several years. Result, above average. Rating = B+ (turns out one of the co-workers now is vice president at a direct competitor of 20-Something’s company, likely making double his salary).

Study Results Summary: Clearly search has now reached into the fabric of everyday life in terms of usefulness (at least for this 20-something subject). With the advent of mobile connectivity users can search whenever, wherever.

None of this is blockbuster news to the search community, but what is news is that search is now used in many different ways beyond our industry. It provides instant gratification and can piggyback on other media/influencers. Sure, there are certain verticals that result in more relevant listings than others (his travel queries were deemed completely useless until he changed his search to find message boards) and there are obvious advantages to those with constant access to the Internet.

But this gives a glimpse into what is quickly becoming a phenomenon. It’s beyond just the ability to find info on a bungalow in Costa Rica and a clip of Homer Simpson singing. It’s beyond the ability to find a house from an aerial view, and at the same time make sure it’s not near an ex-girlfriend. It’s beyond saving a few bucks on a song and getting taxes in on time. It is about remembering that the tools are there to use–and taking the steps to use them. In that respect, it looks like the Pew Study got it right.

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Building a website in 2006 is nothing like it used to be. Today, the majority of visitors to your site will come from search engines. The top three – Google, Yahoo, and MSN refer more than 90% of all search engine traffic. This is the reason you need to make your site look as good as possible in the search engine’s eyes.

SERP optimization is a process by which one seeks to receive a better placement in the results anyone receives when searching for a particular keyword in Google or any other search engine. SERP comes from Search Engine Result Page and represents the place in which your site is listed when someone does a search for a particular keyword. Because Google usually finds thousands or million results for a usual search, appearing as the first result (or at least appearing on the first result page) can be a great advantage over your competition.

The first question that would spring in mind is what makes a site and not another be the first in the results. Unfortunately, there is no definite answer to this questions and it clearly depends on the search engine (Google, Yahoo or MSN) – type the same keyword in Google and MSN and you have big chances of receiving different results. This is because different search engines use different algorithms to rank pages and while the main idea behind them is similar and made available to the public, the details are different. These details, one would need to make exact decisions when optimizing his page, are kept secret and even changed from time to time, at each tuning the search engine receives, so from this perspective, optimizing a page is part technical expertise, part wizardry.

There are two kinds of optimization techniques that are used in conjunction: static optimization and dynamic optimization. Static refers to changes made to your site. Dynamic is about receiving links to your site.

Static optimization.

A term that’s used in conjunction with SERP is keyword density. A first step to make after deciding to optimize a page for a specific keyword is to make the density for that keyword in that page as high as possible which means that you have to use it as often as possible. In highly competitive domains, a keyword density of about 30-40% can normal. This may be good when your page is seen by a search engine but may make it unreadable by your visitors – having the same word every three words has the consequence of making very awkward sentences. Bottom line: there’s a thin line between static optimization and comprehensibility that you should be aware of when targeting your pages for a particular search engine.

Going even further with static optimization, you should not only use the targeted keyword in your page body but also in the title, meta description and address. Actually, these fields are having a bigger weight when computing your SERP. More advanced static optimization techniques also exist but they are beyond the scope of this article. They are usually used by specialized SEO experts and companies like CHML Srucnoc.

Dynamic optimization.

Going to dynamic optimization, the main idea is that you should start gathering as many links to your site as possible (as a side note, the number of links going in your site is called link popularity). Why? Because the relevance of a page is also computed by taking into account these links. Every link another site has for you is considered by search engines a ‘vote’ for your page. While the main idea is simple, the details are not. Not every vote is the same. Its weight regarding you SERP depends on a number of parameters: number of links on that page (a link from a page with few link is more important than one from a page with tens or hundreds of links), rank of the page that makes the vote (a page with higher authority will have more weight in its votes). Another important thing to consider is the anchor text the other pages are using when linking to you because the search engines will consider that your page is about that subject. What you should do then is have other sites use the keywords you want to optimize for as the link text. The content of the page that casts the vote is also important: a vote from a page from the same domain of activity as your site is more important that a vote from an unrelated page.

You may see that these rules are highly similar to the ones a human would use to categorize pages. Thinking how you would decide if a page is more or less relevant to a specific topic (without using semantic rules) is the first step in understanding how a search engine operates and how you can make it operate in your benefit.

In the process of gathering links you should always prefer one-way links but this is not always easy and always time consuming. Usual free methods you can always use are directory submissions, forum posting, press releases and article submissions. To save time, you can use programs which were designed exactly to help at this kind of tasks: Directory Submitter (http://www.directorysubmitter.com), Forum Submitter (http://www.softwar3.net/forumsubmitter). Yet another approach is to use the services of specialized SEO companies (CHML Srucnoc – http://www.chmlsrucnoc.net) that take care of all the details in a professional way leaving you free to focus on ideas for growing and enhancing your business.

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Semantics is not something new to the internet or websites. Semantics have been around since the ancient ages and we use them almost everyday in some situation or the other, vocally or in writing. Effective communication today consists of grammar, punctuation, sentence structure etc. But here is the surprising part: there are different sets of semantics being used around the world.

In English, you will not find the use of Õ or ¿ as they are not English semantics. These differences can create problems in delivering effective communication through a semantic web.

HTML

HTML stands for HyperText Markup Language and it is like the universal web language. HTML is an easy to use and flexible code/language where you can integrate text and graphics together to create a scalable website. But HTML has one major drawback. Although it can define what content to place where on a web site page, it can’t really discern the relationship between the content and its use for providing valuable results for various user queries. This is exactly the reason why SE’s exist.

For example: There is a HTML page of product listings. The HTML code will define this as but it will not be able to identify item #2342 as a lip moisturizer that costs $3.99. This is the limitation of HTML and it will only be able to identify a text block that describes the lip moisturizer and it should appear right next to the image of the product.

SE’s on the other hand use proper semantics to identify the relationship between various chunks of text on websites. The semantics help the visitors to identify the relationship between the lip moisturizer and its image.

There are two objectives that can be accomplished by web site owners by using different semantic standards. Firstly, the semantic standards will enable different web site designers to describe web site content accurately to SE’s and secondly the semantics will facilitate a clearer mode of communication between SE spiders and the web site. As a result, your website will get targeted traffic.

RDF/ OWL/ XML

As you have learnt that there are certain limitations of HTML and hence to fight these limitations, different programming languages have been developed. Some of the programming languages include RDF or Resource Description Framework, OWL or Ontology Web Language and XML or eXtensible Markup Language. These programming languages have increased the usefulness multifold for the web.

If you use only HTML then it will not be possible for the search engine to produce useful links for keywords like ‘graphic designers in Florida’. The SERP’s will display numerous graphic designer sites from all over the world, out of which some will be situated in Florida. It is not that this specific information is not available; the fact of the matter is that it is contained within web pages of different sites, all of which are indecipherable to web spiders.

W3C and Semantics

The W3C or the World Wide Web Consortiums primary objective is to standardize, and improve www. It is a daunting task and will also entail the standardization of different development tools, programming languages, as well as browser specs.

Among many challenges, one of the important is the standardization of the semantic web technology, which is under construction. One of the problems is that there is nothing as universal semantics. The semantics for English will not go with the French semantics. The writing styles like a research article with footnotes and bibliography is different from a blog and hence will employ different types of semantics. This makes W3C standardization of semantics virtually impossible.

Semantics and SEO

The main objective of creating semantic standards is for making the websites easily viewable or readable on different machines or browsers. Standardization of semantics will allow the SE’s to spider the content and index it based on specifics. A good SEO will be able to do this during site optimization and you can very well imagine the kind of positive results that will arise out of optimization of semantics.

The future will see search engine users being able to access local events, news, local sales, and compile content which is similar from multiple sources access the data within a user-defined context.

The standardization of semantics is still in its early phases and we will have to wait some more before we get to benefit from the entire process.

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