Search Engine Optimization, we’re in the business of driving your website to the top of the search results relevant to your industry. A lot of the time, it sounds too good to be true, that when reaching this position you can literally count yourself as a leader. So you sit back, relax and watch as the visitors pour in. And then you start to notice something you didn’t prepare yourself for, your visitors start dropping off.
Where you once were receiving hundreds of qualified visitors to your site, you’ve watched it drop off to a trickle of where you were at your peak. So what happened? Did your SEO expert fail you? Possibly, we do make mistakes from time to time. But the first rule of SEO is KISS it; Keep It Simple Stupid. With that in mind, grab your pencils and paper and let’s take a look at what are the contributing factors to dropped traffic.
First and foremost, check your content. Have you been creating fresh and compelling content for your site? Have you allowed your SEO to read it before you upload it to your site or did you just toss up what ever jargon you happened to jot down in a hurry? The search engines have always proclaimed that content is king and when your content doesn’t measure up anymore, you’re going to lose your crown. That means when you’re being creative, you need to bear in mind your visitor base. Do they understand industry terms? Or do you need to use generic terms. Will they be able to handle acronyms and specific statements about your products and services? Being hasty in the creation process can be a huge contributor to losing traffic to your site. Properly spelled, grammatically correct and most of all relevant to your site content, can drive you to the top of the mountain and keep you there like an anchor.
Another avenue to explore for you, have you done any massive changes to your website either functionality or design? If you’ve changed the way your navigation works on your site and didn’t properly relay that information to the search engines, you’ll likely slip off of search until the spiders find all of your content again.
Have you kept an open and consistent dialogue with your SEO expert? When a change is requested that needs to be completed, you need to bear in mind that the internet doesn’t stop. It doesn’t sleep, rest, eat or use the washroom. The bots are always out there, always searching, parsing and indexing. A requested change needs to happen as soon as possible. Lost time when making changes can make a huge impact on your search position.
The marketing game has changed significantly in the last 10 years with the growth of the search engines. Gone are the days of dumping a quarter of a million dollars into an ad campaign and waiting for the kick back from it. International marketing superstardom can be had with a well coded website with strong quality content created by one person sitting behind a keyboard.
There are risks and rewards to be found for your business in any advertising avenue, when you get to the bottom line you need to weigh the costs versus the return on the investment. And while some of the oldest marketing tricks in the book still work, like television, radio and newspaper. The simple truth is, less and less people are buy newspapers, watching television or listening to the radio.
Consumers are beginning to PVR their favorite shows, skipping the commercials and spending their time watching the content they want to see. Newspapers, once one of the largest staples of information, readership has been steadily dropping as more and more people get their news from an online source whether it’s via their computer or even a smart phone. Radio is starting to show some declines as commuters plug in their portable music devices and tune into their own music libraries. Online advertising is still in its infancy here in Canada especially and it’s painful to see when businesses and organisations just flat out refuse to listen to the evolving market.
Here in however, also lies a problem in and of itself. When you’re making that step online, who do you turn to for help? There’s no SEO club, there’s no secondary education available in a formal schooling to teach people how to effectively code online for optimization. We don’t carry cards, we don’t have a monthly news letter and we most certainly do not all fit into the same basket. So what is there you can do to ensure that the “expert” that you’ve hired is the real deal?
You can start at the beginning, asking for such things as previous clients and how their rankings were affected. You can search for their website using keywords you would expect them to be optimized for. Touting themselves as a PPC expert? Google them. Search for them on Bing, Google, Yahoo, pick your engine and scour away. If you’ve found that you’ve hired someone selling themselves as an expert and all they do is build you a Facebook account and a Twitter account, then don’t worry you still have time to get into the game. But don’t be fooled, your competitors are playing the same game as you, and if they started before you, they have the lead however temporary. To catch up, you’ll need to play harder, faster and better than everyone else.
Dear PR Professional
You probably had no idea, but the work you do could be among the most valuable SEO strategies out there, And it’s not because you’re a press release or SEO-optimization guru (sorry!), but because you know how to drive media, mentions at scale and media mentions can drive links.
So in this spirit, let’s address a few myths and assumptions so we can work together effectively, I going to do couple each a day for the next week.
PR-SEO Myths and Truths
1.Myth: Press release optimization is an important value-add for PR-SEO.
Truth: There are very few situations where the tens or hundreds of transient,
low-quality links gained from an SEO-optimized press release will be more
valuable than a single link from “earned” coverage. Press release
syndication sites tend to be poor signals of quality because anyone use them,
even relatively poor websites. In other words, the links tend to be low
authority. Also, any good links tend to disappear as quickly as they appeared.
PR delivers its primary value in traffic, branding, word-of-mouth buzz, awareness, influencer mindshare, and thought leadership.
Maybe for some, but for websites that care primarily about organic search traffic (i.e., traffic they get from Google), your value is in links. And since search engines can only see links that stay in place, and only count “followed” links, PR’s value to SEO’s is measured by its ability to deliver permanent followed links. In fact, to put this in perspective, in most
cases, an SEO-driven site would prefer 50 links from no-name, medium authority
publications than a mention in a USA Today story.
Here is a great pictorial from Aaron at SEO Book & Jess Net. Click to make Larger
Infographic by SEO Book
With JC Penny & Overstock.com getting penalized from Google for trying to outfox the search engines, what lesson can you learn from these stumbles?
Be careful when it comes to technology you may not fully understand. Let me say this again, Be careful when it comes to technology you may not fully understand.
Today, countless organizations—small businesses especially—are being told that their fortunes will improve if they learn to harness the magical powers of SEO. If you own or operate a Web site for your business, the come-ons are no doubt familiar: “I visited your website and noticed that you are not listed in most of the major search engines,” goes one popular one.
Do organizations fall for these pitches? They sure do. In fact, entire industries have become enamoured with SEO. Take the media business. Today, many publishing companies are putting more investment into search gimmicks than in quality content. The result? Fewer impactful features, more animated slide shows and plenty of SEO-optimized headlines, including one from The Washington Post that read simply, “SEO headline here.”
Infatuation with SEO and related technologies extends to companies of all types. According to the Search Engine Marketing Professional Organization (SEMPO), North American spending on search marketing is growing nearly 15 percent annually and will top $17 billion this year. This is in addition to the vast sums spent on SEO technology and consulting.
With these figures search has seized the attention of scores of business executives worldwide, Sooner or later, every competitive company will develop or invest in SEO capabilities. When this happens, distinguishing your organization with basic SEO technology and knowledge will become very difficult.
There are signs that some SEO companies are having to go to greater extremes to produce results for their clients. Is the sun is about to set on SEO. It might, but don’t cancel your contract with your SEO provider just yet, For the foreseeable future, SEO technology will remain a very valuable business tool, but only if you keep a competitive advantage. For that, you’re going to have to focus on business basics, including your innovation, prices and operational excellence.
Some thoughts echoed from Inder Sidhu the Senior Vice President of Strategy & Planning for Worldwide Operations at Cisco
Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”
Strategizing localized search is an emerging search engine optimization trend.
Businesses that are listed on Google Maps and Google Places become one step ahead of the competition. These listings also lay down the foundation for a mobile marketing campaign, which is predicted to become a major force the search industry.
Google is planning to install a Google Instant-like function for portable devices, which could make localized search even more relevant.
There’s something to be said about the myths which surround SEO as an industry. In a way it adds a layer of ‘magic’ to the processes which can drive your website to the top of search. On the other hand, it allows the cheaters and snake oil salesmen to get in the door to respectable, naive business owners who only have half an idea.
Let’s face it, the world is going digital and online, the cloud is the next major leap forward as one of it’s goal is to eliminate the need for mass amounts of software on individual machines. Every major player in industry has recognized this fact, newspapers especially which have been hit substantially in the shift to online content generation and consumption. Radio and television have both added online content distribution to their industries, even going so far to use specialty content only available on their site to drive visitors. But they all know, the multi-million dollar advertising industries are slowly shifting their budgets to include online optimization in bigger and bigger steps.
Now if all of the big boys get it, that the world and it’s people are shifting online, what’s with all of the hesitation? Because unfortunately in the end business is ignorant and resistant to change. There’s short cut takers and cheaters in every industry, not just in the SEO/SEM world, and just like every other industry, when they’re caught, they’re thrust out into the light and are left to burn. The growing pains that the SEO industry is experiencing in Canada, Manitoba and Winnipeg in particular, is one of naivete. Winnipeg is a small city on the global marketplace, but with it’s geo-location it should be a significatly larger player that it is. All we need now is for the old, naive, ignorant and resistant guard to change, and let the youth take over. I’ve heard it said a number of times that once you’ve lived in Winnipeg it’s hard to really want to plant roots anywhere else. My reason why (unfortunately) is because Winnipeg just doesn’t change; at least not fast enough to be a global player.
Most people have the memories of growing up, and watching their parents doing their jobs, what ever that may be. Watching your mom or grandmother make breads or mend clothes, watching your uncles fix cars and make the seemingly unworkable, run like new. But with no instruction, would it feel right to attempt the same feats?
Being mentored in a position or being groomed and trained to work in a specific field to meet clients and industry expectations is a vastly different process. To be trained as a chef, even a level 1 chef in the Canadian industry takes a minimum of 3 years to even wear the mantle of ‘Beginner’. To become a dentists assistant, that person who just puts a mirror in your mouth and secretly goes ‘so that’s what you had for lunch’ even goes to school and trains for a year; to become a dentist takes again, a minimum of 4+ years. Doctors go to school for 7 years and up, business professionals go to university and/or college for 2-5 years depending on their goals they’d like to meet. All of the industries crowded with professionals all maintain a minimum level of training in the average area of about 2 1/2 years of some kind of post secondary education.
So curious then, how is it that with just a handful of 1 hour webinars can someone become a search engine optimization expert? Is it possible that just by sitting by and watching the experts work, is enough to glean the necessary knowledge that it requires to be capable in the field? The best practices of SEO are trumpeted from every corner of the web marketing websites on the web so generic knowledge is readily available. But the time spent training your skill set, working on a dozen websites at a time, working over the code of the pages, managing the content and tinkering with the keywords is where the expertise begins to take shape.
The man who’s trained me with all I’ve learned wrote about it some time back, and I believe he said it best. If you think you’re an expert in the search engine optimization field, prove it. Create for yourself, a half dozen websites on various terms of various competetiveness. Then the easy part, make them list organically for each of their respective niches. Work the code, massage the content and prove to yourself that ‘Yes I can do SEO for clients’.
You don’t become an expert, by watching experts work. To even make the statement that you can accomplish the same level of skill in a single sitting that’s taken years of refinement reeks of ignorance. As the boss would say, ‘horses for courses, do what you’re good at’ and stay out of our sandbox lest we get sand in your eyes.
Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.
The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.
Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.
JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.
In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.
K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.
Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.
Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).
A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.
Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.