Studies show that over 90% of all online users use search engines to search for what they are looking for, whether it’s products and services, or just plain old information.
The following 8 points will, I hope, summarize a philosophy, approach and methodology to the SEO question that is sound and effective, along with giving some helpful insight into the industry itself.
1. Content. Content. Content.
Effective, professional, optimized copywriting is the one, most vital factor in any SEO campaign. Search engines index websites based mostly on the content found on every page of the site. With a real understanding of the language and grammer conventions combined with intensive analysis, to search out and exploit the market demand. One can move a web site to the upper echelon of the “SERP’s” (Search Engine Results Pages) in a methodical, ethical manner.
2. Analyze Web Logs.
Check everything, at least twice, and then check again. Several of the methods used to perform website optimization have a lot more to do with art than science. One needs to take a very close look at the results of your efforts. This can be done by methodically keeping a record of, and analysing a websites web logs. There’s a lot of specialized software out there that can make the whole process easier, but the main thing to keep a close eye on are the website visitors and their activity when they visit the site. No matter how strategic the plan, it is largely theoretical until proven by the results, which will solely be measured by the web logs, and an extensive analysis of the data.
3. Nobody can guarantee a #1 ranking on Google, or any alternative search engine.
People who promise such things will either: optimize your site for such vague search term phrases that no one would ever search for, or they are making a false claim that they have no intention of keeping, or they have an inside edge at Google which they won’t have very long once Google finds out about it. The other obvious choice is that their looking to take the money and run.
4. Some things are just plain silly.
You don’t need to submit your site to 500,000 search engines. Businesses that supply this kind of service are suspect at best. The truth is 85% of the search results on the Internet are returned from one search engine. However, an online open directory service like DMOZ can display your website just fine, on it’s own.
5. SEO is not Pay-per-Click.
While no one would argue the effectiveness of obtaining increased traffic and sales through a calculated pay-per-click campaign, the fact remains that the conversion rates are typically low and that they “cease” the instant you stop ”paying” for it. With a tactically executed SEO campaign, while results may take a little longer. They continue to produce, and in fact, grow long after the work is done. Most of the time I’ve found that rather than using radical optimization methods, only minor adjustments are needed to a website on a regular ongoing basis, primarily related to fresh content or new products and services.
6. SEO isn’t witchcraft, Druidism, shamanism.
Neither does it need any special chants, ceremonial fires, or vestments, though a number of us do like to howl at the full moon, on occasion. There are no “Top Secret” practices that a reputable SEO company can not tell a consumer. The very nature of the Net has invariably been cooperative and there is nothing about SEO that can not be learned, with a little time, research and in some cases money. A reputable SEO firm can provide you an item per item breakdown of just where the money is going. Be wary if you sense a secretive atmosphere or any unwillingness to answer questions. While there may be some technical points to fully understand, if one encompasses a solid overview of the whole process, a simple strategy should be easy enough to come up with.
7. A concept to ponder.
At stake, in the race to the top, is the very existence of your web site, your business, and quite possibly your reputation. Watch out for any “shortcuts” or immoral schemes that someone may recommend to enhance your business goals. When it’s all said and done it’s you, the business owner, who bears the responsibility for any tactics you use or individuals you hire. Always know exactly what the strategy is and what steps are being performed to implement it. If it seems in the least bit suspicious or raises questions in you mind. Don’t do it! In this case, not only is ignorance not bliss, but it could be the beginning of the end for your business.
8. All inbound links aren’t created equal.
Both the relevance of your business or website subject matter and the PR (Page Rank) link juice of the inbound links determine how valuable they are to your own PR ranking. With Google starting the trend (nothing new there) and most of the other search engines following close behind, the days of grabbing all the inbound links, in any method possible, are gone. Not only can low ranked or irrelevant inbound links not help, but they can, in fact do harm to your PR ranking. Link farms, free-for-all link schemes, automated link accumulation software, or any other alternative scheme that doesn’t rigorously screen the links and websites they are coming back from can in the long run, do more harm than good.
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