SEO, LLC http://Splinternetmarketing.com An introduction to SEO and Internet Marketing
SEO – Search Engine OptimizationSimply put: Internet Marketing Services – Specifically Search Engine Optimization is used to promote a website’s position in the natural or “organic” results for a keyword search.
Why do I need SEO?Whether you’re selling a product directly from your site or promoting your business to capture leads, the closer you are to position “1”, the higher percentage of ‘clicks’ you will catch for your keyword.
How does it work? SEO is 100 little things done just right. It is a combination of on-page (or“foundation”) optimization plus off-page optimization (or “link-building”). Different companies have different theories as to which is most important. Reputable companies realize that BOTH are important and design campaigns accordingly.
On-Page OptimizationAlthough Yahoo! and Bing capture some market share of search on the Internet, Google is still the big boy on the block. Each search engine has a unique algorithm that determines where your site will reside in the search results. These algorithms are highly secure and the exact ‘recipe’ for what works for any engine is known only to those engines. Since Google gets the lion’s share of search and since they publish best practice recommendations, SplinternetMarketing uses those as our guidelines for optimizing your site. What works for Google also tends to work for the other search engines.
On-Page Optimization What is common to all of the engines is the idea of “relevance.” Each search engine displays search results based on what they consider to be the most relevant site/information.“How do I build relevance for my web pages?”Relevance is built through use of the different “metadata” points within the source code of your page, anda cohesive relationship to the on-page content of thepage.Consistent use of keywords through these datapoints and content creates a “theme” for your page.When done properly, search engines spiders shouldbe able to scan your page(s) and know exactly whatthey are about.
Off-Page Optimization / LinkingOnce your on-page optimization is complete its time to start linking. “Why is linking important?” Link building can be considered similar to a popularity contest. The more sites on the web that link to your site the more ‘popular’ your site will appear. However, for most search engines it’s not just the number of links but the relevance and authority of each link that is pointing to your page. (continued…)
Off-Page Optimization / LinkingIn the offline world, we’re all familiar with the business card. As a businessowner, you could go out to the nearest crowded parking lot and place your cardon hundreds of different car windshields. You could also go to the chamber ofcommerce and hand out 10.Which would yield better results in terms of business return? It’s likely the 10cards you handed out at the chamber would produce more business than thehundreds plastered on car windshields. Why? Your audience was much moretargeted at the chamber. Although the number of cards at the chamber islesser in quantity, the quality of those contacts is much more valuable. Search engines are more likely to rank your website based on similar principles. The more relevant and targeted the backlinks are from the referring sites, the more authoritative your site is considered. The more authoritative your site is considered, the better your chances are for ranking for targeted keywords and generating qualified traffic to your site. Both quantity and quality are important. SplinternetMarketing’s methods and tactics behind that strategy yield the balance needed to bring you results!
Social Media Everybody is talking about Social Media these days. But what is Social Media – really? We could dedicate a whole separate presentation to explaining Social Media since there are hundreds of variations of campaigns that would technically qualify. The shortest an easiest explanation is: Social Media is your online “voice.” You’ve probably heard of Facebook, Twitter, YouTube and many other websites that you might use to post comments and videos about your personal life. Think about your business for a moment. What does your brand represent? What are your core ideals? What “personality” does your company have?For businesses, Social Media is the way to speak to the public and yourcustomers. You can be sure they are talking about your company –favorably or unfavorably – so having dedicated business Facebook orTwitter accounts is a way to make sure you are engaging in thoseconversations… and that your company voice is heard.Although there are many different agendas that can be achieved throughSocial Media, the important thing to know is that – in relation to SEO –search engines are now including Social Media activity and linking as asignificant part of their ranking algorithm. Being active in these spaces willmagnify any other SEO efforts you may be pursuing.
Results and Measurement Some companies will guarantee you top rankings within a specific time period. BUYER BEWARE! No reputable company should ever guarantee you a placement for any keyword in any time frame. Only the search engines know their algorithms and could predict placement and timing… And they don’t share that with the public.While the most common belief of measurement of results is improvement inrankings – really – the best measurement of results is improvement in your salesand lead flow. Rankings are the means to increasing traffic to your site.Increased traffic should result in increased sales and leads.While SplinternetMarketing understands the importance of improving rankings andincreasing traffic, we also go the extra mile to make sure that your traffic isconverting. “You can lead a horse to water, but you can’t make him drink.”Throughout your campaign we will always be looking for better ways to captureand ‘convert’ your site’s visitors.
SEO Myths & Sales Gimmicks • No reputable company should ever guarantee the placement for any keyword and/or time frame to achieve that. You may never reach the #1 position. The quickness and ability to maintain placement is dictated by the amount of competition for the online space and the authority of the competing sites. Any company that ‘guarantees’ placement is not to be trusted. (Google’s comments on the matter: http://www.google.com/support/webmasters/bin/answer.py?answer=35291&ctx=sibling) • No SEO company knows the search engine algorithms… only the search engines do.• There are no “secret formulas” for SEO. As with any business, some companies are just better than others at their craft. SEO is a lot of hard work done the correct way. Companies claiming to have ‘proprietary software’ that works miracles… well, they’re leaving it to a computer program to automate your campaign.• Companies claiming to have a “special” SEO relationship with Google are ones to be wary of. Although SEO, by nature, is a way of gaming the search results, most search engines quietly frown on the industry. None of the companies are going to help an SEO company by giving away secrets or manipulating results.
“I’m #1… I’m done!!!”Not quite. SEO is an ongoing process. Because search engines are in the business of tryingto objectively provide the most relevant search results, they are continually “crawling” theInternet to find the best results for a keyword or keyword phrase.Imagine if Google, for example, only crawled a news website once a year. The informationwould be very old and no longer relevant. Users would then turn to a different search engine tofind more current results. Like the search engines, your SEO campaign and the information provided on your site needs to be up to date and kept “fresh”. SEO is an ongoing race with no set finish line. With new companies entering the online space and utilizing SEO for their sites, the more competitive each segment will become. The level of effort needed to get from #50 to #10 is substantially less than to get from #2 to #1. Consider how much capital in traditional marketing the number two or three companies in a market segment must spend to bypass the top company. The same is true for the Internet - once your site has attained #1 rankings, know that your competitors are devoting that much more effort to displace you. For any business that relies on their Internet presence to generate revenue, continued SEO is an essential part of your marketing future and business success.