You've heard about
SEO, and you want to know how it works. Fair enough… these are the basics, and by no means, the full picture… OR… NewVista's inside knowledge and understanding of how we position a site. So, here we go…
There are a number of techniques that can be used to ensure your website is indexed and well positioned in the major search engines. While SEO techniques change constantly, the following, (while not the full list), are currently important for favorable positioning. (Note the ordering and the yellow emphasis.)
1. Domain-Name Selection
Your domain name (URL) can be a key factor in both search engine and directory positioning. Domain name research is important, and it's wise to get professional help in the selection.
2. W3C-("WWW") Compliance
There are all sorts of reasons why it is wise for a website to be W3C compliant. Fundamentally, it's the first step to setting a great foundation to an SEO-friendly website. The code should be kept clean and well structured. Faster loading pages are better for spider crawls, and more people accessing your site (accessibility.) It also means more traffic (good SEO.) When setting up a website, keep the different browsers in mind. You have the greatest chance of browser-compatibility by writing W3C compliant code. If you do, chances are good that you won’t have to redo everything when the new versions arrive. – Even though W3C compliance does not 'help' SEO in such a way that the more compliant you are, the higher your ranking; -- poor compliance CAN hurt your ranking when spiders can't read your site.
3. Website Content
Web page copy/content is of major importance for search engines, directories, and customers. Search robots need machine-readable content (text) in web-pages and HTML tags to index a site; i.e., CONTENT IS KING! While it's true that programmatic directory editors decide whether or not to list a site based on unique and relevant content; -- CUSTOMERS make buying decisions based on savvy marketing copy.
The general rule is: text near the top, left-hand side of (any) page is more important than text just to the right. Equally, the first line of text is more important than the 2nd line of text, (and so on…) Among other things, Google's search-spiders, look for content, keywords at the beginning of paragraphs, and in headings. Content should be written first; THEN metatags are created relevant to the specific page content. That being said, write for people first and search engines second. It's not easy to write compelling marketing copy that skillfully integrates keywords, so it's a plus to have content written by an SEO expert; such as NewVista.
4. Metatags (Title-tags/Description/Alt-tags/etc.)
Currently, there is less reliance on metatags. Nevertheless, it pays to provide title, description, keywords, heading, and alt-tags in the head section of all indexable pages. All metatags should be unique and apply to a specific page.
5. Basic Links, HyperText Links, and Site Map
Ensure that search spiders have plenty of basic links to follow. Search engine spiders will index the text on the homepage, then attempt to follow links from there to other pages in the site.
-Hypertext Links-- Ideally, links should have a keyword in the link text or in an 'alt' description of the image or area tag.
-Site Maps – Site maps make it easier for search spiders to find all the site's pages; and is also useful for the website visitor. They include a categorized list of all the pages on the site. There must be provision for one or more links to the site map from the home page.
6. Directory and File Names
Because many search engines and directories index file names and even directory names, it pays to create these using keywords whenever possible. Use at least one keyword phrase in file/directory names, preferably at the beginning.
Don't stuff keywords, and keep the names relevant. Use hyphens or underscores to separate the words in file and directory names.
7. Spider Analysis
Spider Analysis can provide a record of activity telling you what happens when search spiders enter your site to index pages. It shows whether or not your site has been spidered, -- by which search engine(s), -- on which pages, and on what dates. Spider Analysis reveals which pages are considered more relevant and which should be re-optimized and re-submitted. It also eliminates harmful spiders like email-harvesting robots.
8. Robots Exclusion File
It's important to have a 'robots.txt' file present in your root directory because most search spiders will not crawl a site if they don't find the robots.txt file.
9. Link Popularity
Most search engine algorithms now include
link-popularity, which started with Google's 'Page-Rank' concept. This technology works by first identifying the link-structure of the entire Web, then ranking individual pages based on the number and importance of pages linked to them. Identifying inbound links and increasing the number of important, relevant inbound/outbound links is an essential part of SEO strategy.
10. "Webalytics"
You need to know the basics of web stats, how to read them, what they mean, how to analyze where your traffic is coming from, going to, and leaving from. You also need to know, — how to effectively use the statistics for search marketing, how "sticky" the pages are, as well as how well the search engine spiders are crawling your site. The goal being, — how to capture those visitors as potential customers, and help analyze why those potential customers either signup or buy, and why they do not.
Myth #1: SEO is all about secret tactics
Reality — After talking to a lot of people about SEO, plenty of whom are 'old-hands' to it; I believe the most common myth is that SEO involves "secret" tactics requiring you to buy links or trick the search engines, and that no one in the industry can be trusted. The reality is there are a lot of simple but effective techniques that even the search engines will tell you to do, that can increase traffic. And there are plenty of people who are not snake oil salespeople who can provide this useful service.
A good place to start the process is to look at your web-analytics. There are a variety of tools, including some from Google, that spotlight if you have problems being accessed by search engines. Concerning websites, I prefer a ‘top-down’ approach. Start from a site’s homepage and ensure that each page is search engine friendly, then work your way back through the site, going down the paths that are most important to your business.
Myth #2: SEO means optimizing only for Google
Reality — True, Google is the dominant search engine in many parts of the world, accounting for 60 to 90 percent of all search traffic; but if you think all search engine optimization is for Google, you have missed the online marketing love boat and should return to work at your mimeograph machine.
Yahoo, MSN and hundreds of special interest sites, along with vertical or category-specific search engines, are crawling and indexing web-content. The art and science of SEO includes optimizing for vertical information sites, news and social groups as well.
So, what's the best SEO strategy? While being aware of technological pitfalls and linking-advantages is important, don't optimize JUST for Google and start optimizing for your intended audience. Building search-friendly sites in a content-friendly environment is the best way to win.
Myth #3: Submitting your site to thousands of directories helps
Reality — Countless spam emails promising to get top listings in Google by submitting your site to thousands of web directories go out every day. It's easy for anyone to start a web directory these days. Just buy some web directory software, and you're good to go. That's the danger! There is a proliferation of web directories from all the web entrepreneurs using web directory software, or some kind of PHP directory script.
Many web directories are brand new "out-of-the-box" and they don't have
authority,
aged domains, or a
strong inbound link profile. So, submitting to these directories will not provide any substantial type of SEO benefit. The reality is that some of those submissions may actually put your site in a "bad neighborhood" and actually hurt your SEO efforts.
Here are some factors to look for in a quality web directory:
- Quantity of inbound links
- Quality of inbound links (in 'page-rank')
- Age of domain
- Topical relevancy to your site
- Human-edited is better than automated because editorial control tends to lend itself to quality
- How frequently the directory gets crawled (check the Google cache)
- The directory itself ranks in the search engines -- a sign of authority and can drive click-through traffic
- Are their links direct, static links or are they redirected to your site?
(Bottom line: Web directory submissions do help. However, it's better to cherry pick a handful of the most reputable/authoritative web directories instead of taking the easy way and shooting yourself in the foot by using an automated process to submit your site to thousands of directories.)
Myth #4: SEO is free
Reality — Just because it's not "paid search" (SEM-"Search-Engine-Marketing" / "Pay-Per-Click"), doesn't mean it's free.
The costs associated with SEO are:
- SEO consultant
- Programmer/graphic designer
- Link development
- Do-it-yourselfer's time (based on hourly rates)
Depending on the website and campaign objectives, an SEO campaign can cost a few thousand dollars per year to tens of thousands per year.
Metrics to measure SEO success are:
- Keyword ranking
- Website traffic
- ROI
- Brand awareness/brand engagement
Myth #5: Keywords need to appear everywhere
Reality — A popular myth (brought on by people reading old SEO information that is not relevant to the current marketplace, and optimization software that was programmed many years ago) is that you should put your keywords everywhere to rank as best you can. The truth is that Google's current relevancy algorithms favor more natural writing that includes a more diverse and realistic set of text with more variation in it. Some common variation strategies include: using both the plural and singular versions of a keyword; changing the order of words in a phrase; and adding relevant modifiers to page titles and headings.
Four or five years ago if you wanted to rank high for "credit cards" you would put that phrase in your page title, in an 'H1-tag' on the page, and in most of your inbound anchor text to that page. If you wanted to rank for the same phrase today, you might put a modifier word or two in the page title, opting for something like "Compare Credit Cards Online." Within the page copy, the heading might be something more like "Apply for a Credit Card Today." Rather than focusing on the core phrase, this strategy gets more coverage, and also helps page ranking for a much wider net of related keywords, and also makes the page much less likely to get filtered. You should also mix up your anchor text as well, if possible. (If every link to a site has the exact same anchor text it doesn't look natural.)
Myth #6: SEO is a one-time event for a website
Reality — It's logical that a dynamically changing database of information (a search engine) requires recurring and systematic website optimization strategies and tactics.
SEO must be anchored with multi-disciplinary programmatic features that focus on website development, usability and search engine friendliness. NewVista understands how various search engines work, i.e., the requirements for acquiring natural search traffic. Our methodologies parallel Google’s published Guidelines. Following their published rules and taking advantage of many years of SEO-experience, we have modeled an SEO methodology utilizing both one-time and recurring modules to produce a list of highly successful SEO-clients. NewVista is known for its SEO success; and our team is constantly on the lookout for the latest SEO trends and technology.
In general, the following three methods are considered one-time events: -- 1) keyword research, 2) diagnostic audit and 3) diagnostic audit modifications. The remaining three methods are recurring by nature: 1) website and competitive analysis, 2) page editing and optimization, and 3) link-building strategy. The recurring methods work in sync with the way search engines work. They come into play when creating new websites, dealing with competitive pressures, adding new or dynamic pages, changing content and ongoing link profiling.
Myth #7: SEO will take years to return results
Reality — A professional SEO process begins with a "needs assessment," documenting past, current and future activities related to 'natural', sometimes called 'organic' search (SEO). By following NewVista’s SEO-process and methodology, - complex websites have returned excellent natural search results within 30-90 business-days.
A critical path to quick wins is having proper measurement metrics in place. Benchmarking natural search status prior to SEO implementation is also important for setting up an SEO/SEM scorecard. Measuring 'increase' is easily accomplished by measuring non-brand keyword traffic and/or revenue using web analytics and/or interactive marketing analytics.
NewVista's "SEO Assessment and Measurement Process" is used to provide clients with critical data about SEO expectations and ROI. Statements about SEO results and expectations have long been misunderstood or even abused within the search community, primarily due to a lack of professional guidelines and/or industry standards.
Companies seeking SEO services should look for SEO qualifications in the form or EXAMPLES. The SEO-vendor should be able to show LIVE examples of their SEO success. Additionally, 'best practices' are now available on the web, and serve to limit abuses and creation of false expectations. The bottom line is -
no one has to wait months on end, to see SEO results.
Myth #8: 'PageRank' is the critical measure of a site's success
Reality — 'PageRank' was a rather defining aspect of early Google search. Today, however -- while PageRank still plays a role – Google uses more than 200 factors in ranking search results. This means that website owners who focus primarily on PageRank are missing the bigger picture and overlooking aspects of their website they have more control over. Of particular note, PageRank is focused on the issue of a page's importance; whereas a larger component in determining search results is 'page-RELEVANCE'. Google attempts to deliver results that are relevant to the query typed into the search box, the area where the person is searching from and, in many cases, even each person's own demonstrated interests, based upon their search history.
At the core though, what generally makes a site successful is original and compelling content and tools. For a given set of pages, PageRank may fluctuate, and rankings DO shift as the internet evolves. But in the end, the most important factor is consistently happy users: people who bookmark and share your site, who understand and respect your brand and who can confidently and seamlessly make that purchase, or engage the service.
Myth #9: 'Accessibility' doesn't really matter
Reality — Too many web-owners think of 'accessibility' as an afterthought, as a "nice to add" feature for the blind or for a hypothetically small number of people on dial-up or super old computers. However, folks browsing the web on an iPhone can't do anything on a site that has all its content and navigation in Flash. Business folks wanting to make purchases on the go using a low-bandwidth connection may find many of today's multimedia-heavy sites simply unusable. And, especially relevant to your page's ranking in search results, Googlebots cannot understand the meaning of photos or videos.
Site accessibility -- by users on a wide variety of browsers and connections and by search engine bots -- should be one of the first things web-owners focus on. If users can't effectively use your site, you lose business. And if Googlebots can't access or understand your site, you lose traffic.
Here are a couple of best practices: Make the bulk of your content and navigation text-based, optionally adding multimedia to spice things up. Next, test your site using mobile phone browsers and ideally even a text-based browser such as Lynx.
Myth #10: Google has an adversarial relationship with webmasters and web-owners
Reality — ALL… search engines view webmasters/web-owners as allies, and that's not just 'pie-in-the-sky' idealism. Helping webmasters get great content into Google benefits everyone -- the webmasters, Google, and millions of users. Google created a tool called "Webmaster Central", which features a collection of powerful webmaster tools, their official webmaster blog, a forum featuring Google and non-Google search experts and 'help'-documentation in more than two dozen languages.
Google is constrained in what they can disclose about the subtleties of their ranking algorithms, largely to protect against unscrupulous folks who attempt to deceive both Google and web-users. Google has been sharing an increasing amount of information with site owners over the last few years, providing insights into how Googlebots see a site's pages, what keywords these pages most commonly show, and various search results methodology.
Equally important, is Google’s attempt to foster two-way communication. They have a message center in their Webmaster Tools area where webmasters can alert Google that a site has been hacked. They have dozens of experienced Google team member from their Search Quality Team, who spend a major amount of time reading and posting in Webmaster Help groups and attending conferences around the world, answering questions and building up communities of search experts.
