In the past, business used the Web primarily for Brochure Web Sites. These are simple web sites which provide information about the business, its products and services.
Even in those early days of the Web, having your web site found and visited was a significant obstacle due to the number of web sites online. Thus the advent of Search Engine Optimization (SEO). Today, the user generated content of Web 2.0 has caused an explosion of content on the Internet, making it even more difficult to “Be Found”.
Considering the importance of SEO, I have teamed up with Pete Hollier from SEO Wizardry (http://www.seowizardry.ca), an expert on search engine optimization to make sure we share with you the most important information available on Web 2.0 SEO and how to take advantage of it on your Website, Blog or just about anything online that you want to be found by search engines.
Why Search Engine Optimization
Search, using Search Engines, is still the most popular method to find the products, services and information required by Internet users. Therefore, if your web content is to be discovered by Internet users, obtaining good visibility in Search Engine Results Pages (SERPs) is imperative.
What is Search Engine Optimization?
Search Engine Optimization is the process of fine tuning web sites, Blogs and other online content to achieve visibility by obtaining rankings in the first three pages of Search Engine Results Pages (SERPs) for a particular keyword or keyword phrase.
The Black and White of SEO
Search Engines have “Terms of Service” which outline the techniques which are acceptable to improve the visibility of web site content in the Search Engine Results Pages (SERPs).
Black Hat SEO are the techniques used by unethical companies and consultants to trick the Search Engines into giving web content high visibility in the SERPs, when in actual fact it has not gained the required relevance and authority for inclusion. Black Hat SEO can actually get you unlisted and banned from major search engines like Google.
White Hat SEO are the techniques used by ethical companies and consultants to improve the development and quality of web content so it will obtain high visibility in the SERPs within the guidelines set out by the Search Engine’s “Terms of Service”.
The Search Engine Algorithm
An Algorithm has been defined by Princeton University as “a precise rule (or set of rules) specifying how to solve some problem”.
Although the Search Engine Algorithms evaluate numerous On-page (located on the web page itself) and Off-page (not located on the web page itself) elements to determine SERPs placement, the two primary elements of the Algorithm’s evaluation are Relevancy and Authority.
Topical Relevance
Search Engines determine Relevance by evaluating the keywords and phrases used in the Search Query and comparing those keywords to web pages indexed in the Search Engine’s database.
On completion of an analysis process which evaluates numerous On-page web page elements, the Search Engine delivers the results considered to be most relevant to the searched topic.
Topical Authority
In addition to Relevance Search Engines also factor in how authoritative the web content is perceived to be.
The Search Engine Algorithms evaluate numerous Off-page elements to determine how authoritative an item of web content is. The two primary factors determining authority are the number of links leading to the web content and the age of the Domain Registration.
On-Page Optimization
The purpose of On-page Optimization is to develop web content that is highly relevant to a specific topic through targeted keyword use.
The fundamentals of On-page Optimization are Keyword Research and the integration of keywords into web content in a Search Engine friendly manner. Although you are developing content which is Search Engine friendly, the first consideration must be for the human users.
The principle of On-page Optimization is the development of high quality topic relevant content which captivates the web site visitors’ attention.
Off-Page Optimization
The purpose of Off Page Optimization is to increase the Authority of your web content. Increasing the Authority of your content is much more difficult and time consuming than optimizing for Relevancy. The primary technique used to improve Authority is developing a network of inbound links to your web site and content (Backlinks).
Search Engine Algorithms view Backlinks as a vote of confidence in the web site and its content. Similar to an election, the more votes, the more perceived confidence in the candidate, which in this case is the web site. In many cases the content with the most Backlinks has the highest visibility in the SERPs.
Search Optimization – Process Outline
A brief outline of the major considerations of any Search Optimization Program includes:
Web Site Analysis: A review of the web site’s development code to ensure web sites are easily accessed and indexed by the Search Engines.
Keyword Research and Analysis: Research into the terms used by Internet users to find products, services and information. A couple of tools you can use for this are WordTracker and Google Insights for Search.
Keyword Research and Analysis also investigates the competitive environment surrounding the keyword or phrase such as:
How many web sites are targeting the keyword and phrase
The strength of the currently ranking web pages
Content Development: Developing well structured, keyword rich, content is a primary function of Organic Search Engine Optimization. The On-page Optimization of your web page with topical well integrated keywords is the most powerful Search Optimization technique you control.
Link Building Program: Link building is one of the most time consuming Search Engine Optimization tasks. However, it is a task you cannot do without. A Link Building Program includes numerous methods to obtain inbound links to your web site:
Giving other web sites a reason to link to you is imperative to the success of your Link Building program.
Web sites link to good content which is relevant and beneficial to their own web site visitors.
Developing high value, highly relevant content in Blogs, Online Press Releases and Article Submissions is the most effective Link Building technique available.
Other Link Building techniques include:
Directory Submissions
Social Bookmarking and Social Recommendation Sites
- Digg
- Stumbleupon
- Delicious
Request links from complimentary but non competitive web sites
Naturally, you want to link your Website to your Blog and your Blog to your Website. In fact, you want to link every element in the Web 2.0 marketing graphic to every other element possible building a spider web of links and cross-links.
Word of Caution: Beware of so called “SEO Experts” that promise you hundreds of links in a short period of time. Although they do exist and can get you short-term increases in the SERPS, “link farms” can get you unlisted and banned from major search engines like Google.
The Search Engine Optimization Program
The Search Optimization process is complex and time consuming. How you approach your business’s SEO Program will depend on the human and financial resources available to your company.
Out Sourcing SEO
Out sourcing your Optimization Program to a Search Engine Optimization Consultant is often the most cost efficient and productive method to achieve your desired Online business objectives.
There is no denying Search Optimization is complex and ever changing. SEO Consultants work in the industry on a daily basis, noting the changing search environment and developing the experience and knowledge to recognize the problems and opportunities for business web sites.
It is this experience that only a SEO Professional can offer, the average business owner may have the will to develop, initiate and complete an Optimization Program, but rarely has the insight into the industry to ensure a positive result for the time and resources required.
In House SEO
In many cases the expense of a SEO Consultant may be beyond the budgeting constraints of the business. In these cases completing the SEO program In House or using a Hybrid In-house/ Outsourced combination may be the solution.
Before you initiate an In-house solution consideration must be given to the human and financial resources required. Do you have the expertise? How will working on a SEO Program affect your ability to complete the core business tasks required to keep your business running?
Should your business opt for an In-house solution it is imperative from the outset to identify goals and develop a step by step program to assure all elements are investigated and tasks completed in an organized manner.
The Last Word
Search Engine Optimization is an important aspect of your business’s online activities. SEO cannot be overlooked and regardless of your circumstances if your content is going to be viewed by the public some form of Search Engine Optimization is a prerequisite.
Should you wish to contact Pete Hollier, you can do so through his LinkedIn page or by email at pete@seowizardry.ca.
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Web 2.0 Online Marketing Series
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If you would like to contact me, you can do so by emailing me at mike.clough@bestbizpractices.org or visiting my LinkedIn page.
Posted by: Mike Clough
