What Constitutes a Complete and Effective SEO Campaign?
By John Metzler, 2004
What isn't involved can be obvious sometimes. You may see a "one size
fits all" package, link popularity development in the form
of submitting to link farms, or even the dreaded "Submit Your
Site to 1000's of Search Engines" scam. While the basic premise
of each of these ideas is true, the execution of them is where the campaign fails.
First of all, your web site needs human attention.
A real person should thoroughly analyze your site before any work
is done. Get them on the phone and ask them questions. There should
be a clear process that the Search
Engine Optimization company uses and tailors to each client.
The SEO company should also have a clear idea of what your goals
are for your web site.
The first step in any work that is done should
be keyword research. Like any kind of advertising, you need to know
where your target market goes and how they find businesses like
yours. The keywords chosen should apply to the theme of the web
site. High rankings for these keywords should also be obtainable
given your budget. If you are a computer repair shop with one or
two locations in a city and can not service computers outside your
area, then targeting a term such as "computer repair"
is overkill. The cost for obtaining high rankings for a term such
as that will be far greater than what you will make from the exposure,
as much of your web site traffic will not be targeted enough.
Once keywords have been chosen for the web site,
the content should be updated to reflect them. This may include
subtle changes to the meta tags, page titles and text headings;
or it could involve adding additional sections to the site, rewriting
content and reorganizing the web site's structure. It all depends
on the specific requirements of the site and market.
Once the on-page content optimization is complete,
link popularity development needs to be done. A link development
campaign should be done to acquire quality incoming links to the
web site. This phase of search engine optimization should take place
as soon as possible and can be continued as needed. Reciprocal linking
is fine as long as some caution is used. There are many sketchy
services out there that use huge networks of gambling and pharmacy
sites with no unique content. Always make sure that each incoming
link can be interpreted by the search engines as a 'vote' by that
site for yours. It is worthless and possibly dangerous if the site
links out to link farms and Free-For-All sites (FFA's). Writing
articles with a link to your web site, getting people to post on
forums and message boards, and advertising or getting links to drive
targeted traffic to your site are great methods to use in improving
your link popularity.
For the most part, you get what you pay for with
Search Engine Optimization. A quick fix will rarely work, and if
it seems too good to be true it probably is. Talk to the search
engine optimization company about your concerns and make sure they
understand your goals. Read their site and make sure they seem legitimate.
Ask for results they've obtained for previous clients. Methods that
are not effective, and have a chance to get a site banned, include
hiding text or links, participating in link farms, keyword stuffing,
repeat search engine submissions, and copying web sites to multiple
Proper SEO does not involve tricks. Web sites
that have well written and well focused content, have been advertised
in one way or another (including link popularity development), and
overall are a good informational resource will get traffic from
the search engines. Search engines are constantly updating ways
to weed out the spamming and illegal SEO methods, so think long
term with any search engine optimization campaign.
An expert at organic SEO, John Metzler has held executive positions in SEO firms since 2001. He offers ethical search engine optimization services at FreshPromo.ca.
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Other SEO articles:
:: Why Optimize Your Site for Search Engines?
:: Google's New SEO Rules
:: What Constitutes a Complete and Effective SEO Campaign?
:: Keeping Your Website Content Relevant
:: Getting Back To SEO Basics
:: Google PageRank: Not Worth The Worry
Assessment of your Web Site
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things about their web site and competition. Although FreshPromo
offers SEO services, we also offer this detailed analysis,
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