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Creating a New Website? Re-Designing an Existing Website? Talk to Your SEO Pro First!!!

We see it all the time... companies create their new websites or re-design their existing sites without any Search Engine Optimization strategies - and boy do they get a rude awakening when it comes to getting top search engine positions.

Many on-page technical, design, and content factors are involved in SEO for getting (and maintaining) great search engine exposure. Do you really want to spend all the money on a new website only to have it ignored by search engines - or just not found - or going to the wrong page?

Website designers and developers are fantastic at designing and programming websites but most likely don't focus on the SEO components that must be incorporated into the design of the site for maximum search engine effectiveness. Many designers promote the fact that they design "optimized" sites but we have discovered they really don't provide up-to-date or thorough SEO tactics that will give you the best results.  It's very much like a brain surgeon saying she can do open heart surgery: clearly, each discipline requires a different set of skills.

Get at least an hour consultation with a Search Engine Optimization Pro during the planning stages of your new website. You should hear recommendations not only about keywords and meta data but also about photo placement, use of  flash, re-directs, content, internal links, inbound links, off-page optimization, etc.

Search Engine Optimization should not be an after-thought. Get it right from the beginning and you'll have less expense, disappointment, and frustration. 

Big Companies Getting Busted for Using Black Hat SEO

Huh... in mid-February the New York Times reported that JC Penney's was investigated and found "guilty" of using an inbound link scheme to get top Search Engine positions. Imagine that. A big company using a (most likely) big SEO firm that bought some paid link networks, suspiciously around holiday time. AND, thousands of bogus links pointing to Penney's site were cropping on totally unrelated sites. A couple of other "smoking guns" were found such as web page titles that did not match the link anchor texts and random "inconspicuous" links were appearing in the footers of, again, unrelated sites. 


Of course, JC Penney's denied any knowledge of the crime and promptly fired their (most likely high-priced) SEO firm. AND, Penney's site has been penalized by Google to the point that it's not showing up in the coveted #1 & #2 spots it had gained during the holiday. Actually, it's been reported that the Penney's site is not showing up at all in any non-branded keyword searches. You still find the Penney's site using their name but not by searching with keywords such as "bedding", "dresses", "home decor", etc. which were at one time showing Penney's as #1 or #2 in search results. 


Interestingly enough, Overstock.com was ratted out by a competitor for an inbound link building scheme that involved bribing .edu sites (with a 10% discount) to include Overstock's links on those highly valuable sites.


I have to say this is good news. It's about time those with the bucks start earning their top positions like the rest of us have to.  Now, companies like Penney's and Overstock may have to put some dollars into an online reputation management campaign instead of costly Black Hat SEO Strategies.


It's not nice to fool Mother Google!


Carole

SEO Vital 5 for 2011: Take a Step Back

As we all get excited about moving forward in 2011, I would like to suggest that we take a step back when it comes to Search Engine Optimization.

Make Basic SEO One of your 2011 Business Resolutions

A successful Search Engine Optimization strategy needs to include a variety of tactics to push your site further up the search engine listings. But, with all the new advancements in technology and digital marketing it’s easy to become overwhelmed, side-tracked, and more at risk of losing a strong online presence (or never getting one in the first place).

So, it’s time review my Vital 5: the basics of SEO that will help your company start off the New Year with a solid foundation for your 2011 Internet marketing initiatives.

The SEO Vital 5

1. Website Design.  No matter how gorgeous your site may be if it isn’t developed with user and SEO-friendly components, it’s not going to bring your company the results you may be expecting or needing.  Make sure you have a good SEO-friendly architecture: your link structure must be properly established and navigable. Additionally, one mistake that many designers and developers make is that they are not aware of canonical URL issues. (Get in touch with Awareness Creation for more details about this potential SEO penalty situation!)  If you’re the beholder of the beauty of your site, take a closer look to make sure it’s not just a pretty face.
2. Keyword Research & Development.  Before any content for the website is written, it’s necessary that research is completed to discover the terms that are actually being used by your audience. Marketers often think they “know” the terms being used by people who are searching for information about their products or services. However, professional research will often shine a different light on the keywords that must be used within the website, meta data, and all online communications content. Once a user-centric list of keywords is established, these keywords can help propel your website to the top of search engine listings as well as help you better reach your audience. Also, be aware of the proper use of keywords within meta data and content – it can make or break your SEO success.
3. Web Content Optimization. Website copywriting is not the same as any other marketing copywriting. Many companies still use content from their print materials for their website content – which is not going to help improve the user experience or search listing positioning. Website copywriting requires an understanding of the science and art of online copywriting not only for websites but for all online communications.
4. Inbound Link Building. The number of links coming into your site is not as important as the quality of those inbound links. Many marketers are still under the wrong impression that as long as they have hundreds (or thousands) of incoming links, they’re golden. Not so. Search engines pay attention to who is linking to your site and how those links were acquired. Keeping up with inbound link building requirements will improve your search engine positioning.
5. Ongoing Web Analytics Review & Reporting. Many website owners have a wealth of information at their fingertips about the performance of their website, campaigns, SEO, and audience trends but never take advantage of that resource: website analytics applications or web logs. If you don’t have a web analytics application intact, get Google Analytics; it’s free, and it will provide invaluable information about the realities of your website. Of course, interpreting the data takes some expertise but it is worth it. Web logs are not my favorite resource but if you have them at least look into them to see if you can scrape together some useful data. Web logs (usually provided by your hosting company) are a little clunky to go through and may tend to focus more on technical rather than user issues but use ‘em if you got ‘em.

Each of the vital tactics, above, must be integrated into one Search Engine Optimization Strategy. So, the first thing I recommend is that you get a professional strategy established and follow it to the letter. If you don’t have the resources to implement the strategy all at once (the best option), create a monthly plan that will include SEO deliverables. Once your SEO Strategy is in place, keep it going – SEO is not a one-time thing.

It is possible – and vital - to get on the right SEO track for 2011. At a loss about how and where to start? Do you feel your existing SEO is not delivering the results you need? Or, are you a commitment phobe not wanting to deal with the continuing requirements of a relationship with your SEO? No worries, just get in touch with an expert SEO Consultant.

Here’s wishing all of you successful SEO and a fabulous 2011!

Carole