link building Archives • Page 3 of 6 • Identity Developments

July 28, 2012May 18, 2022

How to Explain SEO to Marketers

My latest on NBC 5 Chicago’s Inc. Well: “How to Reach Customers Via Search Engines“

You don’t get the privilege of speaking to customers via organic search until the search engines understand what you’re saying.

Organic search is like speaking through a translator. The search engines’ algorithms are the gating factors that decide which sites will have a chance to speak to which searchers.

People searching Google know what they’re looking for. They ask Google to find it for them using a cryptic search phrase. From these few words, the search engines analyze relevance, intent and historical preference, and deliver a search results page with 10 organic search options.

Searchers decide based on those 10 links which site most closely meets their needs, and away they go. If Google doesn’t consider your site relevant or important enough to include in those 10 links, you don’t even get considered as an option by searchers. Period. Each time this happens is a lost opportunity to reach new customers or to market to those who already know your brand.

Businesses can improve their chances of success by understanding how to influence the process. That’s what SEO is all about.

Read the whole article at » Inc. Well

Originally posted on Web PieRat.

July 12, 2012May 18, 2022

Avoiding SEO Shortcuts

Excerpts from my latest article at Practical eCommerce: “5 SEO Shortcuts to Avoid.”

Search engines are programmed to reward relevance and popularity, and are striving to algorithmically determine quality as well. Ecommerce sites are programmed to sell product to customers as efficiently as possible while offering a positive brand experience. Ecommerce sites often strive for quick search-engine-optimization wins, which can be easily mistaken for SEO shortcuts that should be avoided.

Companies with little brand equity may be able to afford to try shortcut solutions that could work well in the short-term but can be exposed and penalized as time goes on. These companies tend to have hundreds of domains that they can test on, push the limits on, and then abandon if they burn down. Most ecommerce sites can’t afford a model like that. Companies that value their brand equity need to avoid SEO shortcuts that can potentially result in search-result dampening or even getting banned from search results entirely.

It’s critical to remember that organic search marketing is entirely dependent on organic search engines and their definitions of value and quality. It doesn’t matter how fantastic the product is, how hard the company tries or how earnestly the marketing team wants to succeed in SEO. The search engines make the rules.

It’s up to site owners to decide whether to play by those rules for slower growing, long-term success or to look for a way around the rules to short-term success and higher risk.

But which strategies are high-risk shortcuts that should be avoided? Sometimes it’s hard to tell, but as Google’s head of webspam Matt Cutts said recently in an interview with SEO industry leader Eric Enge, “The main thing is that people should avoid looking for shortcuts. In competitive market areas there has always been a need to figure out how to differentiate yourself, and nothing has changed today.”

Read the article in full and all FIVE TIPS at Practical eCommerce »

Originally posted on Web PieRat.

June 7, 2012August 29, 2021

SEO Report Card: MotoGP Store, Part 2

Excerpts from my latest article at Practical eCommerce: “SEO Report Card: MotoGP Store, Part 2.”

The MotoGP Store volunteered for an SEO Report Card. This is the second installment of my analysis of that site. In “Part 1,” I reviewed the home page and category pages, internal navigation, HTML templates, title tags and keyword choices on, again, The MotoGP Store. Now I’ll look at URLs and duplicate content, indexation, internal linking, inbound links and the store’s international SEO aspects.

I’d love to see this site implement some of the best practices discussed here, measure the impact, and write another “SEO Report Card” in a year or so. While the site is dominating the major phrases, it doesn’t seem to be doing as well on the long tail phrases for risers and specific products. It’s likely that SEO best practices around navigation, category landing pages and internal linking could improve the long tail while retaining the strong hold the site already has on the trophy terms for the MotoGP merchandise niche.

Read the article in full at Practical eCommerce »

Originally posted on Web PieRat.

May 11, 2012May 18, 2022

Amplifying SEO Keyword Signals

Excerpts from my latest article at Practical eCommerce: “SEO: How to Amplify Keyword Signals.”

Search engine optimization is all about “signal” and “amplification.” The signal is simply using relevant keywords. Amplification is about how to use those keywords and encourage linking and sharing. Think of the keywords as the voice of a site and the amplification as a megaphone. The site shouting the loudest and most relevant signals at the search engines will win better rankings for a search and potentially win new customers as well.

Keyword research is critical, but keywords are useless until they are used in some way on a website. How those keywords are used to optimize the content makes the keywords either whisper or shout to search engines.

Content Optimization: Unmuting the Keywords

To give keywords a voice, simply place them on a website. Cramming all the keywords onto a single glossary page will make each keyword whisper so softly as to be inaudible to search engines. But placing a single keyword at the beginning of the title tag for the page for which it’s most relevant turns the signal for that page up to polite dinner conversation level.

Read the article in full at Practical eCommerce »

Originally posted on Web PieRat.

April 27, 2012May 18, 2022

10 SEO Geotargeting Tips Plus a Webinar

Excerpts from my latest article at Resource Interactive’s weThink blog: “10 Tips for Sending International SEO Signals.”

Search engine optimization for multinational sites isn’t all that different than SEO for a single U.S. site. It all boils down to the same three pillars: getting indexed, being relevant by using the most popular keywords and being popular by acquiring links and social mentions. That said, the specifics of those three pillars are different for multinational sites versus a single U.S. site.

Each country has its own language, languages or even dialects within a language. Each country has a different mix of search engines that are popular among its citizens. China has Baidu, Japan still clings to Yahoo and most of the Americas, Europe and Africa prefer Google. In addition, international SEO multiplies the challenge of optimizing a single site by the number of countries targeted. A site for a single country with a host of SEO issues will likely have 10 times the issues or more when multiplied across 10 countries and languages. International SEO is an incredibly complex challenge, but these 10 geotargeting tips will get you started.

1. Site Structure: Where to host each country’s content is the first critical question. The best option for SEO is a subdirectory such as www.site.com/en-uk/ and www.site.com/fr-ca/. Hosting content on a single domain enables each country to benefit from the links acquired by the other countries and the domain as a whole. Register the ccTLD—the top-level domain for each country—as a defensive measure and for promotion, and redirect that ccTLD to the content at the subdirectory. For example, site.co,uk would redirect to www.site.com/en-uk/. Country content can also be hosted at the ccTLD or a subdomain, but each comes with its own drawbacks.

Nine more geotargeting signals to come! Read the article in full at Resource Interactive’s weThink blog »

If you’d like to see a webinar on this topic, head on over to Practical eCommerce for my recent presentaton on International Search Engine Optimization. The archived presentation is free, but you’ll need to log in to Practical eCommerce (also free) to view it. Enjoy!

Originally posted on Web PieRat.