SEO

Search Engine Optimization (SEO) is consistently identified as the highest-ROI online promotion method available to companies today. Google is by far the biggest player in search with two of every three web searches in North America taking place on Google. (In some countries – the UK for example – the percentage of searches taking place on Google is as high as 90%.)

The search giant towers above struggling competitors Bing and Yahoo!, which is one reason why SEO professionals pay it so much attention. The other reason is that Google is the leader in innovation and in rank practices. We watch Google closely for changes in how it ranks sites because these changes can have a dramatic effect on the companies we serve.

It’s not surprising – the Internet is how people find what they need today, and with the benefit of no unit cost per customer or per display, SEO is both powerful and cost-effective. Being on top of search is like having an apple tree in your yard instead of having to go buy them at the store.

  1. Create content that people will be inspired to share.
  2. Use keyword research to help guide your writing. Writing about what people care about is good – and not only for search.
  3. Display content as directly as possible – avoiding complex publishing methods that search engines can stumble over.

[superquote]Search engine optimization is no longer a stand-alone practice. Search rank comes from doing many things well – and avoiding certain common mistakes.[/superquote]


Google and SEO

The relationship between Google and the SEO community used to be a wary one. In more recent times, Google has realized that search optimizers can play a positive role in helping to organize the Internet. Sites that are focused, properly tagged, avoid problematic technology and do not attempt to trick the search engines, are easier to index, and product better results. To the end of being more SEO community friendly, the world’s leading search engine has released a large set of Google Webmaster Tools, has create an entire department to interacts with and support search optimizers, and have even put out guides to SEO.

At the same time, Google algorithmically, has become much more aggressive about identifying and shutting down attempts to ‘trick’ the search engine or to find shortcuts to search engine success. These “black hat” SEO practices can lower your search rank or even get you de-listed from the search engine.  Which is good for those of us doing white hat SEO, as we don’t have to deal with as many spammers in our results.

Success Without SEO

Optimisation is all about measuring, testing and improving. .Marketing in five to 10 years will just mean doing all these technical and marketing things for SEO as well as all the other things marketing has always meant: brand building, reach, networking, media, press, SEO, social, content, email, conversion rate optimisation, site accessibility and mobile design and all that kind of stuff.

Search Services

SEO is more complicated then ever. Yet at the same time the fundamentals are not complex. Education is an important part of SEO. In a few years – the sooner the better – SEO won’t be as much a specialty area as it will be just part of set of consumer-positive practices that companies employ. Marketers, brand leaders, executives and leaders at all the levels of an organization should understand that the fundamentals of SEO are highly compatible with good communication.

[aside title=”SEO Planning is Crucial”]For massive traffic you need to integrate SEO and content plans. It’s not that difficult – but most companies just don’t bother.[/aside]

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    It’s free – just for stopping by!

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