What is SEO?
Search Marketing (SEM), or Search Engine Optimization (SEO), is a complex, ever changing process.
Search engines constantly change their algorithms,
shuffle their indexes, merge results and share content. The only
consistent thing about marketing your website to them is that what
works really well today probably won’t work so well tomorrow.
That’s why you need an experienced search
marketing professional who keeps two fingers on the pulse of the major
search engines. If Google hiccups, we know about it. If Yahoo! gets
stubborn, we’ll coax those rankings back to the first page.
Working with search engines is a long-term, high
maintenance relationship and we're dedicated to managing that
relationship so you don’t have to, and at an investment you can
feel good about.
So How Exactly Does SEO Work?
This is the million dollar question. And we can almost
guarantee you that for every person you ask, you’ll get a
different answer. That’s because marketing to the search engines
is like any creative endeavor: cooking, painting, carpentry, etc.
If you ask five people to bake a cake, you’ll get
five unique cakes each with different ingredients. Ask ten people to
craft you a chair and you’ll get ten distinct pieces each with
its own style.
Because the search engines change their ranking
algorithms (the equations they use to analyze a website’s
reputation and rankability) so often, and they each use such widely
varying criteria, there are literally hundreds of ways to promote your
site to the first page of search results.
However, there are certain universal guidelines
regarding what central principles and elements are vital to your search
marketing strategy. There are also very clear rules against certain
practices that attempt to cheat or trick the search engines.
Fundamental Principles for Successful SEO
Content will always be your key ticket to top rankings. Without it, any
rankings achieved will be short-lived. For content to help your
ranking, however, you need a lot of it and it has to be updated
regularly. Most importantly, each page of content must target a
specific keyword term.
However, if your site possesses content that is
auto-generated or is poorly written, i.e. a human visitor would not
find it useful and informative, the search engines will figure it out
and demote your site, possibly even blacklisting you and preventing you
from showing up in their results at all.
We develop well-written, keyword targeted content for
your site that is updated consistently and monitored for rankability.
Your business will enjoy the added benefit of an ever-growing resource
library of information that your site visitors will enjoy and which
will also help with your sales conversions.
More specifically, one-way links from authoritative sites in your niche
market. You can find out how authoritative a site is by looking at its
Page Rank, or PR, is a ranking system Google devised to
show how much weight or authority a particular site has. No one can say
the exact methodology Google uses to assign Page Rank, however all SEO
experts agree that it largely has to do with the amount of incoming
links a site has, how long it’s been around, and visitor activity
on the site (yes Google even knows how long someone remains on your
site after they click through from the search results!).
What this means for you is that you want as many high PR
sites linking into your site as possible (without you linking back to
them). This is because Google gives these sites a lot of respect and
values their “recommendations” signaled by who they choose
to link to.
If all this sounds a bit complicated, think of it this way:
Google and the major search engines analyze your website
the way scholars judge academic papers. The more journals and other
reputable papers cite your research and quote you, the more
authoritative and "expert" you become.
We negotiate inbound links on your behalf, concentrating
on links from sites related to your market whose reputation
thematically relates to the reputation you're trying to build. We also
make sure these links deep-link into your website, meaning that they
link to various pages in your website, rather than just to your
homepage (also a sign that you're highly authoritative).
3. Visitor Behavior
Google knows everything. Other Search Engines like Yahoo! and MSN
aren't so far behind. If a visitor clicks from their search engine into
your site, and leaves immediately, Google knows that they didn't find
what they were looking for. If too many people do this, Google will
drop you from their rankings because they assume you're not relevant
for that particular term. This is why site design, compelling content,
and conversion analysis are important.
We offer Website Conversion Optimization in addition to SEO to help you address this particular issue.
4. Human Idiosyncracies.
Google wants to know that a human is running the show. Automated SEO
software, or any techniques that add hundreds of pages to your site
within a week, or which create content automatically, are a dead
giveaway that you're doing something Google doesn't like.
This won't just get you knocked off the top 10 rankings
- Google and other search engines will ban your site from ever showing
up in their results - even when someone searches your exact domain
name. This is why any illegal or unethical techniques will kill your
We hand craft every single page of information on your website and upload those pages consistently over several months.
Universally Illegal SEO Practices: Avoid at ALL Costs
Search engines may be vague about what you can do to get
top rankings. However, they are not vague about those practices that
will get you banned from their rankings. For instance, Google provides Webmaster Guidelines that detail what you are NOT to do when promoting your website.
When you are looking for an SEO professional, be aware
of these illegal techniques and the different “pet names”
given them by dubious fly-by-night companies. We’ve provided
several of them here for your easy reference. You can also download these tips in an easy-to-read PDF format.
Read About Illegal SEO Techniques and How to Avoid Them
Download Illegal SEO Information in PDF Form
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