Browsing "search engine optimization"
A question often asked in the course of a discussion with a client, whether new or existing, is how do we determine our costs as a search engine optimization company. It’s not a single, or simple answer as each clients needs are unique as anyone fully involved in the industry will tell you.
One of the factors which determines your cost for your SEO, is what types of keyterms you desire to optimize your website for. If you own a company which manufactures toys and you’re the new kid on the block, being able to drive your website up in the SERPs is going to be difficult. Doing just a generic search for the term ‘toys’ returns 1.9b (yes, billion) pages. Granted that’s a rather generic term to try and optimize for, but each term is met with it’s own challenges to overcome where keywords are concerned. The number of terms you’d wish to be optimized for also lend to the maintenance cost of your website.
Another determining factor that affects your overall cost is the overall quality of your website and it’s content. If we need to sit down with you and assist you in rewriting each and every page due to lack of quality content, it’s a necessary step which needs to be in place before we even begin to think about scouring the web looking for back links for your site. As well, if your website is full of choppy code which needs to be addressed, or even if your website is so woefully out of date that a complete rebuild is in order, these also contribute to the overall costs.
These are only a couple of the factors which contribute to your companies online advertising budget, thankfully however if you need to rebuild your website or rewrite your content those are often one time costs. The consistent maintenance which needs to be addressed to continue ranking well in the SERPs however, is where the majority of your budget needs to be directed. And as the web becomes more and more competitive, that budget will need to be adjusted every 12 months or so.
If you’re building yourself a website for the purposes of getting your brand out there and it’s your first foray into online marketing, there are some key points you need to keep in mind. Whether it’s your first step into digitizing your presence, or you’re well versed with the jargon, a refresher course is always a prudent way to dissect your presence and how effective your search engine optimization has been implemented.
How is your content written? Is it clearly worded for visitors to quickly find what they’re looking for? Or have you crammed your pages with industry specific terms which only those ‘in the know’ could have any knowledge of? When you’re creating content for your website, new or established you need to keep your target demographic in mind. You also need to bear in mind the overall theme of your site as you create your content. Your keyword balance needs to in the forefront of your mind as does your target audience.
You should take the time to examine your website navigation and how your pages flow as you follow your pages. Is your menu well ordered and intuitive to the user? Or do you have it crammed with every single page within your website? Just because you may offer 35 different services as a company, doesn’t mean you need to build your menu with a flyout of 35 different pages. A sitemap takes care of a great deal of the indexing for the robots and allows them to follow it to double check your links for you.
A consideration to keep in mind as well, what is your target area. Are you searching for multi-national rankings, or do you want to own your local market. Your site needs to be tailored to your needs, sometimes shooting for a smaller target, can lead to larger gains as time goes on. These are only just a few of the good practices you should employ as a website owner or builder, but they’ll go a long way towards helping reach your goal of ranking well on the SERPs.
When I arrived in Canada 4 years ago, the first people to contact me was a company working with a big yellow book. I had a lovely lunch meeting with the people, I gave them my thoughts & ideas on how they could move forward into this new digital world capitulating the planet and of course my contact information.
Now, as most people who know will testify, I don’t usually sugarcoat anything, shoot from the hip is a term used a lot here in Canada and I do, It’s just the way I am.
So today as I watch the demise of a once great institution taking place, I ask myself could I really of helped? The answer MOST DEFINATLY.
If fact, with a little tweaking they could rule the search engine results pages, seriously, and that’s were the real dollars are, plus advertisers would flock back to be at the top of Google.
Now could the hierarchy on the east coast put up with a straight talking Brit? now that’s another question, they could’nt the first time. I did foresee the autotrader’s problems and mentioned it, they lost money on that one. I also told them about the Google Adwords reseller program/agreement they have and what would happen with that a full 12months before it did, psychic, no, Internet experience and common business sense.
They were great at selling advertising in a book every business wanted to be in, there not very good at the Internet game. They may have some good technicians, programmers and traditional marketers in house and they certainly have a few pretty faces, Ive seen them first hand But they don’t have anyone near capable for the online strategy stuff that could relight the company back into a leader they once were.
Need proof? how much have they recently spent on videos, marketing, brochures, Adwords etc promoting the new search engine solutions program, Mucho $$$$ and where do the list organically on search? They should be totally dominating this term.
Now, solution, get expert help, pay the dollars, it wont be cheap, take the company ego’s out of the room, don’t expect a slick marketer in a pinstripe suit showing you a PowerPoint or YouTube video, these guys know shit, the ones who know in this game don’t look or work like that, we just know.
It’s never over until the fat lady sings, do something now or you will be hearing those dulcet tones sooner than you think.
Dont let Bill Gates be right. The old-fashioned printed Yellow Pages used to be the way that people found local business, but not anymore. Microsoft founder Bill Gates has gone so far as to predict the Yellow Pages will be officially dead 2012 .
There are many steps which are part of a successful organic SEO campaign. There’s all of the little steps like writing good content, making sure you have the titles and meta tags in place and having a menu which is comprehensive. When you’re finished with the good practices pages, you begin to read about one of the time intensive steps of the campaign, link building.
Since Panda has reared it’s head over the last year or so, there’s been chatter about how the SEO game has fundamentally changed. That scrapers and content aggregators, the black hatters and the link buyers would just disappear and we’d have pristine, precise results. Time has started play it’s part and while the scrapers, aggregators, black hatters and link buyers have mostly been swept away, there has recently been a new call to revamp the way the system has been working. The desire to change the link building metric portion of the search game sometimes comes up in discussion as the points for and against the practice are argued. When you break it all down to the basic points, primarily every search engine will tell you the same thing: content is king. If you produce quality, relevant content, you will rank in the SERPs.
The kicker about producing this kind of content however, is you will naturally receive back links to your site and it’s pages. When you’re a new site and you need to visit and email possible consumers and possible partners in the same niches, building those back links takes time. But they will be built, they will be taken as a metric by the search engines and until an algorithm can come along which can read and evaluate content as a user would, link building will be relevant. It will be an important portion of any and every organic SEO campaign no matter how big or how small. The success of your link building campaign can be directly tied to how much work you’re willing to put into contacting those who are in an industry which compliments your own.
Around 18 months ago Google announced that it had a new search interface for the privacy concerned. This encrypted search, which encrypts both queries and results, was launched with the wireless user in mind I’d imagine. Seeing as it allowed for a level of privacy normally only enjoyed by a wired internet connection.
Now fast forward to today, on October 18, Google announced that it would begin pushing users with a Google account to Google’s encrypted search homepage. The move towards making search more private has some in the SEO sphere a bit troubled. Google is approaching this from an interesting angle as recently it’s being discussed that analytics is going to be changing as well to a different model of delivering search metrics.
The flip side of offering more secure searches and results to WiFi users and the portion which has some in the SEO community worked up, it also means that searches performed and returned in this manner won’t display the keywords which were used to conduct the search. Google search product manager Evelyn Kao wrote in Google’s official blog,
“When you search from https://www.google.com, websites you visit from our organic search listings will still know that you came from Google, but won’t receive information about each individual query.”
Paid search results will still pass on the same information as in a non-encrypted search. The only information which will be available will be from webmaster tools and even then it will only provide the top terms for the last 30 days, with no details as to which pages were visited on site. That’s the scary side if you’re an inexperienced SEO who may work on the darker side of the grey scale.
The other half of the coming story, Google hasn’t released any information as to how many signed in users perform searches. With the deeper introduction of real time searches, friend shares and the like, I’d be inclined to believe that it’s going to take a fair while before there’s any sizable changes in the SERPs.
There aren’t any magic tricks you can do to make your site rise in the search rankings. You could spend the rest of your life reading detailed guides to SEO and meticulously cramming keywords into every possible tag on your website. But for companies with limited resources, it’s critical to focus on the SEO strategies that yield the best results.
For those with absolutely no resources to build and develop a website, WordPress offers you a great option. The use is free, learning to develop the software and build a website only takes a week, maybe two weeks at the most. And with a host of plugins available to help with optimization, WordPress has made the basics as simple as they could have.
You can use Google to tell you what people are searching for. Load up Google and start searching what you *think* is relevant to your business niche. Do you come up in search? If not, visit the top 10 websites as they’ve been deemed more relevant than your own site. You won’t be able to discern 100% of a companies SEO campaign by visiting their website, but you may be able to pinpoint why they’re placed higher than you are.
Keywords are the bread and butter of search, the search indexes out there are founded on them. However, shorter keywords are significantly more competitive than, what you’ll find referred to as, long tail keywords. Using long tail searches like search engine optimization in winnipeg is often a simpler approach into a market as opposed to trying to balance a site around a more competitive keyword like seo, or seo winnipeg.
If all you have is time to invest into performing optimization on your businesses website, I’m sorry to say you’re likely not going to rank in the top 5 for your niche business model. However, that does not mean that you should just give up or ignore the best practices and basics of optimization. Create a solid website, fill it with quality content and promote yourself to your clients. In time, you absolutely carve out your own little corner of the web.
There are a lot of tips out there online about search engine optimization and the methods you can put to use to rank higher in the Google/Bing/Yahoo SERPs. You can find some of the same type of posts on our blog here as well. You’ll find discussion of white hat techniques, black hat techniques, the common steps known as well as some of the not so obvious ones.
What you don’t find very often however, are posts about what not to do, or what to look out for when you’re looking at contracting a company to perform SEO on your website. While the search engines are somewhat flexible in what you’re allowed to do, there are most definately some tricks which can get you black marked, all the way to completely kicked from the SERPs.
So, when you’re looking for a company to perform optimization on your site, keep your ears open for any of the below terms. If there is mention of using any of these practices, it’s time to run for the hills.
Using Cloaked content
This is one of the most common, and most likely to get your company banned, practices out there. For the most part, when you create content for your site you’re telling the search engines what your site is for. Google/Bing/Yahoo then lists the website under the titles and keywords that is found in that content. Cloaking content is when a company shows Google content, and then shows viewers different content such as ads or links to malware infected sites. This is what is cloaking and will get a site removed from Google in very short order.
A lot of blogs talk about how the meta data for keywords and description are defunct, but Google often looks to these as indicators of keywords that make up a site. For example a site about water softeners will often contain content relevant to that industry. Some companies, however, try to gain new content by what is known as “keyword stuffing”. Mainly this involves hiding keywords with single pixel sized font or camouflaging text the same as the background color to try and get listed more often, for more terms. It may seem to work short term, but it will get a site removed from the SERPs.
Duplicate content Websites
Some novice SEOs and SEO companies try to increase rankings by putting the exact same content on different pages on multiple sites. Typically they also use a scraper tool to gather quality content from websites for their own. Search engines have gotten adept at catching this and will happily penalize, a website that has too much duplicate content.
Auto Generating Content
Another poor technique is to use a program to write content for your website. This is exactly as it sounds, taking one article and then having a program rewrite the article by changing a few sentences and keywords over and over again.
Those are only a few of the terms you need to be aware of when speaking with an SEO company. Absolutely stressing the point that if any of the above techniques are mentioned as a tool they use, avoid them at all costs. There is no shortcut to success in online marketing, real SEO takes time and the more time and effort you can put into it, the bigger return on investment you can expect.
When we have new clients which are chomping at the bit to take over the world with their website, it seems more and more often there has been some confusion just to how the SEO process works. For some reason, the idea that we as search engine optimization and online branding experts can just call Google and tell them to place you at the top of the listings, seems to be what we do. The demystifying of SEO is a somewhat difficult task at times, even more so when contacts believe you can walk on water.
With this issue fresh in mind from a recent conversation, I feel the need to reiterate some basic SEO facts for those who may hopefully read this post before jumping to conclusions. First off, optimization of your website is only a very small piece of the puzzle for your online business. Any SEO worth their salt will tell you that in order for you to be successful online not only do you need to be visible, but there needs to be a clear call to action on your landing page. It does you no good as an online store for example, to have visitors landing on your contact us or about us page. You want users to buy from you, optimizing your site to drive traffic to your catalogue is your goal.
Search engine optimization is not an over night or fly by night success. It’s been said a million times, organic optimization takes time. If you’re lucky and have a solid base to work with, it may take as little as a month or two, but the norm is closer to 12 weeks + to begin seeing consistently measurable results.
After these two basic points, then you get into the meat of the business which has been talked about at great length all across the web. You need to keep website usability in mind. You need to keep your all encompassing goal when writing new content and rehashing the old on your pages. You can completely derail an SEO campaign with as small a change as making a term into a plural as opposed to singular. Remember to keep your navigation menus clean and clear, the more accurate and simple you can make them the quicker your site can be crawled and indexed.
Just some very plain, basic facts about the SEO process (again) which just seem to keep eluding small and large business owners alike. For all of your search engine optimization and online branding success, you need only pick up the phone and give the experts a call.
As part of the education process with clients, we often have to explain to them that their position on the search index is basically directly tied to their success in their online business. It’s normally a fairly easy concept to grasp for most, as most people just don’t navigate past the first page of results. In other words, the more prominent your positioning for your terms, the higher chances of success.
In the last few days, Google has released a free tool which makes this even easier for businesses to see. It’s basically a monitoring system for their adwords platform, but the statistics it can quickly and easily generate are applicable. Being that the sample size is small at the moment, it will take some time for the numbers to become formal, but they portray almost exactly what SEOs have always known. Searchers don’t navigate much further than page 1, page 2 at most. Anyhow, now for some numbers!
A quick search on Google and your page will be comprised of 4 main elements: the search box with your term in it at the top, the organic results which will populate the bulk of the center of the page, search modifiers which will help you refine your search on the left side of the page and finally the adwords, which will be served at the top with a colored background, or on the far left of the screen. Adword groupings are as few as 1 to a page and I have seen as many as 8 different adword campaigns for a highly competitive search term on the page split between the top position and the left hand side. Google’s new tool will actually tell you precisely where your terms are being served on the page! Whether you’re in the top listings, the side listings and even which page you’re on.
Because of the information you’re able to glean from your positioning, you can actually calculate your ad potential for conversions. Some of the averages which are starting to be discussed may be a surprise to novices of the web and search. In terms of traffic, 97% of traffic generated came through from page 1 placement, 2% from page 2 placement and the traffic became abysmal beyond there. Essentially the lesson would be, if you’re not on Page 1, you’re missing out on 97% of your potential! Besides which page you’re served on, the position on the page also plays a big part. Any SEO worth his stones will tell you that being in the top 10 is a great start, but the top 5 is where the real money is. If you’re ready to stop messing with the little stuff and playing with the big boys, it’s time to step into the organic listings. And that is where the SEO experts come in.
Let us partake in a litmus test, if you don’t know what that is here’s a very basic definition for you : A test that uses a single indicator to prompt a decision. So here’s the question to answer: Do you have a website for your business? If the answer is yes then the answer to this next question is yes as well; you need to have a solid SEO plan in place.
It’s not voodoo or black magic, it’s not about putting videos up on Youtube and tweeting to your Facebook fans (that’s social marketing and it works as well) SEO is about making the search engines love your website. SEO is about telling the world that “Yes I am the authority on <your niche> in <your location>. I can take care of all of your needs.”
Now here comes the tricky part, there are some simple things you’re going to need to come to grips with when it comes to search engine optimization. The number one point you need to realize is: SEO costs money. Who’d have thought that having someone go through your website, clean up it’s code, properly build it’s navigation and make it faster online would cost money! It’s like putting a new engine in your car, if you’re incapable of putting the hours and skills into doing the work yourself, you’re better off paying the professionals. Even those very simpe steps I mentioned can help to increase traffic and visitors to your website. Another extremely important point, arguably the most important, SEO is not an instant quick fix to your search rankings. It takes time to re-tune your website, update the content and clean the code. After all of that the spiders need to come and crawl your site and decide if it’s better than the last one you had and how you would stack up against your peers now. You could be re-indexed in a day, you could be re-indexed in 2 weeks. You may be on page 6 when you started your campaign and after first pass you’re up to page 3, while not the page 1 where all of the action is you’ve literally improved 100% from where you previously were. The most common metric we tell our clients new and old is, you’ll begin to see significant long lasting results in a 6 month plus time frame.
Enough of those two big scary ideas (money and time), lets talk more about what’s going to happen to your website once you’re up in the rankings. Sitting on page 1 enjoying all of the new visitors you’re receiving, you need to begin to take a good hard look at your home page. Traffic is useless without a conversion of some sort. Sign up for my newsletter, subscribe to our coupon book, buy our product. You need a call to action on your website where visitors arrive. Because if people show up to the party and there’s no party, then the visit was wasted.
To recap: SEO will cost you money and it will take time. Once your campaign is in full swing, breakdown your website and determine your call to action on your landing page. Because without these 3 key understandings, it doesn’t matter if you’re number 1 on the SERPs, or number 1000.