Is SEO a Legit Business? The Truth About the Business of Search Engine Optimization

May 16, 2012 by  Filed under: SEO 
 

Have you heard the term SEO and thought to yourself “what in the world is SEO? Is that another text message acronym? I will admit that I was confused for a while and had no idea what SEO meant, but then I did some research and was told that SEO actually means search engine optimization. So this is a way to organically get people to see your website. This means your not paying for pay per click and actually come up with a plan to get people to see your website. It’s a method to get your page ranked high on Google. Now this is definitely easier said than done, so this article is going to talk about SEO, the good, the bad, and the ugly.

This is how Wikipedia defines SEO “(SEO) is the process of improving the visibility of a website or a web page in search engines’ “natural,” or un-paid (“organic” or “algorithmic”), search results. Huh? How exactly does that happen? You see this is the problem and where the debate comes into play, however I am here to show you how if you are a skilled SEO professional then you can come up with a full SEO marketing plan to achieve these results. To the people who debate if SEO is a real thing or a scam, listen up.

Let’s start off by not thinking of SEO as a dartboard anymore, SEO experts are not aimlessly throwing darts at a board and hoping that something catches on. First I will tell you about the SEO Pillars that one must follow to start their SEO campaign.

Site Structure
• Domain History – Website age and its backlink profile age is really what maters.
• Standards Respectful (W3C) – This means does a website follow the standards set forth by the World Wide Web Consortium.
• Page loading time – Google and the other search engines like fast loading times and will rank you higher for that.
• Onsite Architecture – This is the usability of the site, both for the Google bot and the actual user. Can people figure out your site?

Editorial
• Volume – The overall amount of text and pictures you have. The more unique content the better.
• Content Optimization – Knowing how to use the proper amount of keywords per page and what words to link within the page and externally
• Content Structure – The knowledge of when, where, and how often to use H1, H2, or H3 tags. Also knowing what words to use in these tags.
• Freshness – Keeping your content fresh and always adding to hit.
• Variety – Make sure your content is editorial, uses videos, podcasts, infographics, and encourages user interaction.

Popularity
• Backlinks Volume – This is the amount of backlinks that have either been linked to you naturally or that have been built. This happens due to good content.
• Backlinks Quality – If you have great content, you will get quality backlinks, and 1 quality backlink from a trusted source can carry more weight than 100 low level backlinks.
• Social Presence – Having a prominent social presence on all networks, which makes you visible.
• Social Engagement – Engaging with your social networks will keep you relevant, and lead to people linking to you, and can possibly lead to your content going viral.

Once you, as an SEO expert, know that basic information it is time to come up with an SEO strategy for your website and this can be done in 7 steps.

1. Competitive Intelligence & analysis – This is as simple as it sounds, know your competitors, analyze where their links are and know what they are doing socially.
2. Keyword Analysis and Selection – Do research on what keywords people are searching for and select ones that you can compete for to drive traffic to your site.
3. Onsite Optimization – This involves title tags, meta tags, making sure your pages URL matches the content.
4. Content Creation – Creating unique fresh content that is easily optimized for the keywords that you are attacking, this is both onsite and offsite.
5. Linking – Using the correct words in anchor text and knowing the right percentage of links to have on a given page.
6. Analysis and Reporting – Being able to read your sites analytics and make adjustments accordingly.
7. Market Intelligence – This is knowing your target market, knowing what they want and how to reach them.

After developing you’re SEO strategy there are several Inbound Marketing Strategies you can use to get the results that you want. There are the White Hat strategies, which are good and Google will not penalize you for. Plus they usually return a higher volume of users in the long run. There are the Grey Hat techniques, which are techniques that are in the middle, usually these are methods that won’t penalize you, however you have to pay for, this is not what SEO is all about. Then there are the Black Hat techniques, which can and most likely will (especially after the panda and penguin update) get your site penalized or de-indexed. I will simply list the techniques, but I am not going to get into definitions of each of them.

If you are on the up and up you will partake in these White Hat techniques. Any of these can be used in your SEO marketing plan. You can use one of them or all of them; most likely you will choose several from the list and focus on them for a certain campaign. I believe this proves SEO is not just throwing darts at a board. Here are some of the White Hat techniques you can try in your next campaign:

• News-Media Publications
• Guest Posts
• Blogging
• Comment Marketing
• Video Content – Live TV
• Forums Animation
• Forum Posting
• Social bookmarking
• Referring Links
• Q&A Sites
• Podcasting
• Online Events
• Word of Mouth
• Document Sharing
• Presentation Sharing
• Webinars
• Social Networks
• Infographics
• White Papers
• Emailing
• Viral Content

Sure there are even more than that, but I will leave the list there for the sake of the length of this article. I will move on to the Grey Hat techniques that can be used, however will cost you more money and can be questionable.

• Link Exchange
• Link Bait
• Directory Listing
• Press Release

Again that list can be much bigger, however those are the main ones that most SEO experts will focus on in their attempts to make a good SEO marketing plan. There is a huge list of black hat techniques that can be used as well, however I will not be discussing them here, because they are something that should never be practiced.

I will end this article by saying that SEO is a real marketing technique and it’s true that not any 2 companies do it the same way. But that is the same with any marketing company. You create a customized plan based on the clients needs using the White Hat techniques that are appropriate for that client.

As someone in the St Louis SEO landscape, I wanted to post a response to some of the articles out there stating that SEO is a scam. Yes, all companies do different work, but there are proven techniques that we use to reach our results.

Article Source:
http://EzineArticles.com/?expert=James_E_McMinn

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!


You must be logged in to post a comment.

Prev Post:
Next Post: