Archive for the ‘SEO’ Category

3 Keys To Writing Effective Search Engine Copy

Tuesday, March 9th, 2010

It’s been well-established that Search Engines like Google tend to look favorably upon fresh and original content when providing users with relevant search results.  A user that is searching for “office furniture” should be presented with results that contain Web pages where that search phrase is dense within the copy.

But there’s a fine line.  It’s not advisable to simply “cram” keywords into a page in an overly-repetitive fashion.  At the same time there is a requirement to be sure that target search phrases do appear within the copy to be sure the search engines recognize it.  Google suggests a common sense approach in determining how to toe the line:  make pages primarily for users, not for search engines.

As you contemplate how to create and develop your Web site’s content, here are three keys to consider:

Key 1: Do not repeat keywords in an unnatural way.

The ability to keep an article keyword-rich and enjoyable is an art form in and of itself. When given the choice of one more related keyword and keeping it free of awkwardness, err on the side of readability. You can always spin the article anew with a separate and distinct article. Today’s readers will tend to scan, or gloss over the copy. When a keyword is repeated multiple times, the reader will see the pattern and conclude the article is less than genuine. In the same vein, use of name brands should be avoided unless extremely pertinent to the article. Scanners spot ads woven throughout the copy the fastest.

Key 2: Give a call to action to attract a community around the article.

Think like the audience. The articles with the most activity involve the reader in some way. If you are writing content on dog training, you could ask a question like “Do you think bulldogs can be trained?” toward the end of the article. Viewers will voice their opinions and inadvertently add more related keywords to that page with little to no effort on the site-owners part. Adding internal links inside the article that are keyword-rich are also helpful to get traffic to multiple pages within the site.

Key 3: Use the “rule of three.”

This very article narrows down the many SEO copy writing tips in to a three-point list. This phenomenon (the rule of three) is as unexplainable as it is memorable. Historic examples would include “Blood, sweat, and tears,” “I came, I saw, I conquered”, and many others. You can use it to your advantage and present your ideas in three-point bullets. It increases readability and is another opportunity to include related keywords. If this seems to restrictive for particularly long articles, you can break the primary three points in to the secondary parts. This compounding of the rule of three has been shown to be just as effective.

Posted in Internet Marketing, Orlando Web Marketing, Orlando search engine optimization, SEO | No Comments »

Googled: The End of the World as We Know It

Tuesday, March 9th, 2010

It’s not uncommon to hear Google’s company name discussed in the vein of superlatives.  Google’s products have become so ingrained in our society and culture that the company is often referred to as “the most revolutionary in the history of commerce” or “taking over the world.”  In his new book entitled Googled:  The End of The World as We Know It, author Ken Auletta explains how Google arrived at this place.

Auletta, author of several “insider” business titles, was given unprecedented access to Google’s highly private and reclusive founders and top-tier executives.  While the book is a compelling look at the founding and evolution of Google itself, much of what is in the book is already widely known.  Nonetheless, Auletta does a nice job of synthesizing a story that has rapidly evolved over a number of years.

Since Google is so important to those trying to important to those looking to thrive online, greater understanding of the company can’t hurt.  The following are a few interesting points, take-aways, and thoughts for those intrigued by one of the most revolutionary companies in the world:

  • Google’s motto is:  Don’t be evil.  It may sound trite or overly-simple, but the author shows that this distinguishable concept genuinely guides the decision-making at the company in an umbrella fashion.
  • In 2003 Mel Karmazin, former CEO of Viacom and current CEO of Sirius Satellite Radio, initially chided the Google founders for “messing with the magic”–the magic being the vague veil behind more traditional media where advertisers paid for exposure without much detailed reporting on impressions, responses, and ROI.  Google’s pay-per-click model has essentially destroyed that way of thinking and the “old” advertising business model.
  • Google founders Sergey Brin and Larry Page initially created and used “the airplane test” as a litmus test for hiring.  This simple test challenged the team to think about whether or not they would want to sit next to a potential hire on an airplane for several hours.  If you would, chances are that this would be a good hire.
  • Google’s guiding principle for its search engine and tools is to “do right by users.”
  • Google was the first to use a derivative of the Vickrey auction style to sell advertising space.
  • The sharp rise in Google’s stock has provoked the following question:  Is Google’s culture great because its stock is doing well or is the stock doing well because the culture is great?
  • Google has fallen under strong criticism from a number of privacy advocates because of the amount of personal data that it collects and stores.  The company’s founders respond that trust in the company is essential to its success and that all of its use of personal information allows them to create better user experiences.  In turn, people with the right information will make better decisions for themselves–essential absorbing value.
  • Al Gore, a board member of Apple and senior advisor to Google, interestingly compared the Google founders with Steve Jobs in this way:  “Steve [Jobs] has the great if painful experience of failing and coming back.”  The wisdom that comes from failure has not yet punched Page and Brin.
  • Google’s ultimate vision is to become not just the leader in interactive advertising, but the leader in all advertising.

It could be argued that Auletta’s book could move a bit more rapidly.  However, on the whole, his book delivers a thorough understanding of the company’s culture, evolution, and future direction.  For those seeking to learn more about how Google grows and functions, this book does not disappoint.

Posted in Book Reviews, SEO, Technology, Web Strategy | No Comments »

Links Are Important: 2 Things You Need to Know

Monday, March 8th, 2010

If you want to improve your business’s search engine rankings, links are generally thought to be one of the most reliable avenues of doing so.  The more links to your Web site from other Web sites, the better.  Before you jump in, though, there are a few things you need to know in order to be successful:

1.  The text in your link matters. A link to your site from another needs to reflect the keywords your visitors may be using to find you.  This should be learned through solid keyword research.  Here are some examples of how links are usually created, using our company as an example.

  • Learn more about WebSolvers here (no very effective, unless you wish to rank highly for the word ‘here’)
  • Learn more about WebSolvers (effective for building relevance for our company name, but we might assume that people typing ‘WebSolvers’ into Google are going to find our firm anyway)
  • Learn more about Orlando web design (best approach because it corresponds to a keyword that our potential clients are using)

2.  The pages where links are placed matter. It’s not enough just to arrange for links to your site on other Web sites (although most links are helpful in some way).  Here are a handful of things to look for when determining how “powerful” a referring site is:

  • Sites with a high PageRank (Google’s ranking “score” for a page)
  • Web sites with older, more established domain age; the longer a site has been existence, the more credible it is viewed
  • Pages that have some relevance to the keywords you are seeking are more critical; if you are looking to rank highly for “computer repair” yet the site linking to yours ranks highly for “pet food,” the link will probably do you much good.
  • Web sites that carry high “general” credibility, like news sites or consumer portals carry high credibility.

Understanding these two simple concepts will take you a long way in your search engine rankings and link-building efforts.

In the near future, we’ll be addressing the issue of how to go about applying these topics to a link building strategy or campaign.

Posted in Internet Marketing, Link building, Orlando Web Marketing, Orlando web design, SEO | No Comments »

Search Engines: A Framework for Understanding

Wednesday, February 17th, 2010

Do you struggle with getting your arms around how search engines work?  You’re not alone.  With this diagram and a few pointers, we’re hopeful that you might be in a better position to succeed with search marketing.  Keep in mind that while this is a framework and a methodology for understanding, it is not intended to be exhaustive or definitive.

For starters, think of search engine marketing as an ongoing process, not a one-shot deal.  You may wish to refer to our earlier post which casts search engine optimization as a journey–not a day trip.  Note that the diagram below is a continual process, not a linear one.

Simple Search Engine Marketing Methodology

Simple Search Engine Marketing Methodology

With the image of a cycle in your mind, let’s briefly describe the steps, starting at the top.

  1. Keyword Analysis – Perform keyword research and analysis to be sure you’re targeting the right words.
  2. Web Site Optimization – Make sure your pages encompass the words you’ve selected both within the pages and the site itself; this also includes the idea of following some structural guidelines so that your site is “well-received” by search engines.
  3. Off-site Optimization – Perhaps the least understood step in the process, it’s perhaps the place where you can have the most impact on your results.  This involves making a concerted effort to build links to your site from other sites of relevance.  Google views these links as “votes” for your site and increases your rankings.
  4. Campaign Implementation – This involves the active implementation of tactics designed to increase visits; for most, this involves link exchange activity and/or pay-per-click execution.
  5. Performance Reporting & Analysis – Once you’re on your way, you need to periodically measure what is working and what is not.  Once complete, go back to Step 1.

This simple diagram should help you gain a better understanding of how you can improve your search engine rankings and performance.  Most marketers will look at this diagram through the lens of their own site and likely see one area (or more) that needs most immediate attention.

Posted in Internet Marketing, Orlando Web Marketing, SEO, Web Strategy | No Comments »

SEO is a Journey, Not a Day-trip

Monday, November 9th, 2009

The early age of the search engine optimization trade (think 1996) was a simple time.  The number of Web sites on the Internet was much smaller (meaning less competition for search results) and the rules of the game were pretty straight-forward:  put up a page, insert a few relevant keywords, submit your site to the engines, and watch your position rocket to the top!  This is perhaps an oversimplification of the process and the expected result, but a fairly accurate description no less.

Somewhere along the way, however, the game changed.  Some started to manipulate the system unfairly and search results became slanted toward those who were the most manipulative–not necessarily the most relevant.  All the while, the number of Web sites vying for prime positioning skyrocketed–naturally making search even more competitive.

But perhaps the biggest game-changer was the birth of Google in 1998 and its rise to prominence in the few years that immediately followed.  Among other reasons, Google began to dominate because its search results were more relevant than other search engines.  Why?  Because Google’s system disqualified (not rewarded) would-be manipulators and boosted the search positioning of those sites with the most sites linking to them.  Google started classifying a site’s inbound links as votes of endorsement from others (it can be a revealing exercise to actually skim through Google’s patent awards).  While some still try, theirs is a very difficult system to manipulate.  And while no one knows for sure, there a number of other factors that Google is thought to reward in its search results: how often a Web page is updated, how long a Web page has been on the Internet, and a host of other items.

Most of the above is common knowledge.  But it sets the stage for sound thinking when it comes to attractive positioning.  Unfortunately, though, getting attractive search engine positioning isn’t as easy as it used to be.  And while most companies want to have a quick and easy solution (an undertaking that begins and ends within a few weeks), the truth in today’s environment is that there is no such thing.  Good search results require some research, a plan, and an ongoing commitment to the cause.

While there is no cookie-cutter process for all sites to follow, here are a few simple steps that represent a sound methodology for gaining search engine momentum:

  1. Perform sound keyword research to determine what word searches might represent those looking for your company.  It is not wise to rely solely on your “hunches” in this area.
  2. Filter keyword research according to the competitiveness of the terms; it may not be wise to pursue ultra-competitive terms.
  3. Structure content, page names, and tags according to the terms you wish to pursue.
  4. Develop a linking strategy to trade links with other sites that may have overlapping relevance with yours; this can be tedious and time-consuming, but well worth the effort.
  5. Use sites like www.backlinkwatch.com to monitor your progress.
  6. Keep your site’s content fresh.  Consider adding a blog to your site to facilitate this.

Most importantly, recognize that search engine success is not a one-time event; it’s an ongoing journey that requires much in the way of time and effort.  If you have dabbled with a few activities to try and improve your search ranking, try broadening (and lengthening) your perspective first.  While the road may certainly be long, the benefits are considerable.

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Google: Getting to the Top

Tuesday, February 13th, 2007

Almost every day I entertain the question of how one can snatch a number one listing on Google for a particular keyword or keyphrase. As anyone who has worked with search engines know, this is not at all a simple answer. There are too many variables to consider in terms of industry, stature in the marketplace, target market, and longevity. My typical tact is to try not to give a definitive answer (because, often, one does not exist) but to help clients think about how Google functions and how it might work for them. Similar to the ‘training versus educating’ line of demarcation, the first step toward Google success is learning how to think about it.
In my conversations with clients, I try and help them think through several concepts related to how Google functions with a Web site and how it assigns rankings. Many of the mechanics of Google are trade secrets (think the Coca-Cola recipe) and unknown by anyone outside of a select few employees. There are several widely accepted principles, though, that guide search engine marketers in how to cozy up to high Google rankings.
For the sake of simplicity, let’s think of these accepted principles in two categories:
1. On-site factors: Google takes a look at the content and structure of your Web site to determine how relevant it is to a particular keyword or keyphrase
2. Off-site factors: Google looks at the greater Internet (factors external to your Web site) and how it relates to your site
Once you understand this delineation, you’re on the way to understanding higher rankings. Let’s take a look at some of the invididual principles within each of these categories.
On-site factors
1. Google cares about your content, how original and genuine it is, how often it is updated, and how many times a particular keyword/keyphrase is used.
2. Google looks for specific, descriptive tags (called META tags and TITLE tags) and the keywords therein.
3. The presence of a site map (similar to an outline) within your Web site denotes structure, organization, and a specific hierarchy to Google.
4. Google evaluates your site to determine how structurally sound (i.e. strong coding) your site is as a measure of its relevance.
5. Google can’t often interpret images and FLASH content, so the site must contain a balance between readable text and graphics.
Off-site factors
1. Google counts the number of sites that link to yours.
2. Google determines how relevant/important those linking sites are; a link from a heavily-visited site is more valuable than a link from a site with little traffic.
3. Google looks to see how long your domain has been existence and in its database; as a rule of thumb, domains with longer lives are seen as more legitimate.
4. Google evaluates the text within incoming links as a way to characterize what words are associated with your site.
5. Google looks to other closely-related sites like a corporate blog or other affiliated site as a way to determine how relevant your site is.
This list isn’t meant to represent a be-all / end-all. Anyone who tells you that they have such a list is likely exaggerating (or violating a Google patent protection). It hopefully is, though, a start toward helping you to strategically think about Google and how to find your way to the top!

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