Online Marketing

Search Engine Optimization Overview

It’S a search engine, optimization service and you’ll, be explaining what that’s all about thanks for joining us Chris. You bet thanks for having me on today. Well, for the sake of brevity here. Let’S go ahead and refer to search engine optimization by its industry, shorthand initials SEO that stands for search engine optimization Chris.

Just what is SEO and why is it important to online marketing? Well, SEO is a track of skills that helps a website be found and what’s happened is the internet is put the power into people’s hands the consumers hands. While traditional media marketing has always pushed the messaging at people, the internet really asked people to pull it from them. So most online sessions include querying a search engine and that event is the marketers opportunity to be present on the search result without applying SEO to a site.

It won’t be present for the search results. So it’s a very important aspect of having a website today. In kind of a new twist on the old saying that, if you build it, they they will come, but really if they can’t find you that they’re not going to come at all. Are they exactly so you better build it right? Well, who needs SEO and what sorts of companies are you working with? Are they large companies small companies? Well, we deal with all sizes’um state associations, visitor centers for States and things like that, and then we have a lot of mom pop businesses for sure.

A lot of our business has sprung out of my past life, which was marketing in the hospitality industry, and so that kind of gave us an ability to leverage ourselves into the search engine, optimization business. But basically, unless a website is designed just to be shown when someone – and it is asked about it – in other words, if if a business owner was asked, do you have a website and he gave somebody in a dress that would send somebody to that website.

But if that’s all, you ever do with your websites and that’s all you ever have to do, but as we know what we’re really trying to do with websites to get our message out to new people, people who’ve never heard of us. So in that aspect everybody needs SEO, because really, if you don’t optimize your site for search engines, how is anybody going to find you out there? It’S really quite a revolution in the marketing model? Isn’T it we’re now just for the cost of getting a host, which quite often is free and putting up some creative content and getting yourself well placed in a search engine? The small guy is on equal footing with the big guys.

Aren’T they to some degree? Absolutely. I mean for a hundred years, marketing and advertising was about shouting about who we were and hoping that people would take notice of us, and now we basically sit in a library waiting for someone to find us so very, very different methods. So you can succeed simply by being clever these days very much so then there still is room for four people with great ideas and not a pocket full of cash for sure.

Well, what are some of the general principles of SEO? Where does it all start? Well, in one word Steven, it’s definitely relevant. All items on your page have to be congruent with each other, and this is a lot of what people miss, because it’s so simple and what I try to have people understand is a search. Engine is just a computer application. If you will all it seizes pluses and minuses, and so it has to be able to add something up from all of that and come up with an answer, so you have to give them the answers.

Who are you? What do you do? Why do you do it? When do you do it, and where do you do it? If you don’t answer those age-old questions of marketing, then there’s no way for the search engines really to be able to compile that information and index you correctly into their collection of literally hundreds of millions of websites well and they’re, pretty clever at that, aren’t they. I know they have certain algorithms, that these search engines use, and quite often their top secret, that Google algorithm, and sometimes it seems that people are focusing on trying to chase the algorithm rather than simply starting with the fundamentals that you talk about is who are you Targeting and and what value, what content are you going to provide? Well you’ve got that right if you’re, an expert on safe flying pigs, but your site talks about the birds and the bees.

You’Ll fall short of your goals. To be sure, I want to quickly do a Google search on flying pigs. I imagine there’s probably a website specializing in yet how about some of the specific fundamental steps that you take when you’re, providing your your search, optimization service, one or three or four fundamental steps that you offer well given the opportunity to get involved with the client early On in their process of either creating or redesigning a website, there’s a lot of things we can do before.

Even one piece of code has been written, it’s so important, especially these days that a site be built. What we called search engine friendly and what I mean when I say search engine friendly, is that a computer application such as a search engine is able to do some things, but it’s not able to do other things. So if you build a website that makes it hard for the search engine to traverse across all of your pages and your navigation and your links, then it’s not going to find all of your information.

So we get in right at the beginning with the web designers and make sure that the site is being built search. Engine friendly, for example, fret using frames, might not necessarily be a friendly thing to do absolutely frames. Overuse of flash there’s there’s a number of pitfalls to be sure, there’s literally dozens of types of code that will display a web page, but not all of them will will allow a search engine to read it.

So all these great bells and whistles might be good for holding somebody once they get there, but isn’t necessarily going to work to attract them in the first place. Exactly I mean if we’re not on the first page of Google, for what it is, we’re we’re offering our chances of being found, at least through search or slim, to none yeah. I’Ve heard quite often in studies, you may get millions of returns, but if you’re not in the top 10 or the top 20, you might as well not even be there or what? If you optimize yourself for something, you think would bring you a lot of traffic, but it’s completely irrelevant.

You find yourself getting a thousand visitors a day who have no interest in what it issue offer. People do that at more and then you would believe. After after we have a search engine friendly site design, the most important thing that can be done on the page on each page of the website is make sure that correct titles and meta descriptions are used that match the content of the site. It has to be targeted at specific search phrases that have been proven through research that you’ve done to be the way that people actually search for what it is you offer we can’t just assume.

We know how people search we have to go out and do the research as to how they actually perform the searches that they do that bring up the web sites that they’re. Looking for now. My toe tags may sound like a fairly complicated concept to people who aren’t used to actually web design web development, but it seems to me it’s one of the simplest things to do for most effective return on your efforts ago with search engines.

It’S very simple, very obvious: there are a few rules and most people completely forget about it by the time they get to that part of their web design. They’Ve spent so much time and effort coming up with good graphics and writing whatever their their information is the simplest things get missed and that’s where the opportunity lies for people who are paying attention for sure, which is all for naught if it’s not optimized, for the Searches well – and you know finally, an interesting thing about websites.

Is there never finished? So you know the final of three fundamentals that that I list for people is that always be considering that you have never-ending improvement in growth of what was originally unique content that you wrote, in other words, don’t go and steal a bunch of content from someone else And expect to do very well for the search, especially if you never go on to go back to that page and work it over even more.

So you want to think of yourself as being a contributor to the web and not just adding more noise to all of that. That’S out there it’s a never-ending process, that’s for sure, as the internet itself, and can you think of any industry that you have ever seen that it has revolutionized the marketplace so quickly is the Internet to look at? What’S happened in just the last decade? Absolutely – and you know, I would bet that people from the 30s would say that direct mail certainly change things and it did back.

Then this is nothing more and nothing less than that. It just has the ability to reach people is like nothing ever before. What is a job like for a SEO specialist? Does it give you flexible time with your online work? Does it give you free time for some of the other projects that you might be working on? Oh absolutely, but I caution people that if you don’t enjoy the work that you do, this will be drudgery like nothing else, so very specialized research and I like competing, and so those two things are what I spend the majority of my time.

Doing the writing of titles and descriptions and tweaking people’s content, so it’s congruent with that. It’S the easy part! When I worked in television and radio, we were always checking. How is our ratings, comparing with the competition from quarter-to-quarter even from day to day? Imagine you probably do the same thing with search engine optimization. Absolutely you know one of the one of part of our process with the client is that we report back to them on a regular basis, exactly how well they are competing in the marketplace.

So I’m constantly looking at that and to to an obsessive extent. I guess: do you focus on a range of search engines or do you target primarily the big one or how do you? How do you go about selecting your strategy? Well, isn’t that interesting come you know, we’ve seen the rise of Google come at the turn of the century and when they when they, when they change the way people searched at at that time, we were probably querying upwards of 20 to 30 search engines for a Client there were that many, and you can probably remember things like Lycos and hotbot all received millions of visitors a day that we’re searching on it and what we’ve seen, certainly in the last three to five years, is a closing down of that too.

At first there were, there were four majors that would be Google msn yahoo and you could say, ayo l, even though that was really just a portal for somebody else, but it had a lot of a lot of traffic at it at that time. A lot of members, it was not forget to ask jeeves write. A speech has always been a second fiddle to everybody, whether it ever will rise. You know above a percent or so of market share remains to be seen.

However, I’m a true believer that if someone can build Google in the year 2000, someone will beat Google in the year 2010. So we have got our eyes and ears out all the time. Looking at literally hundreds of beta tests of different ways of searching that are going on in the marketplace today and just in the last year or so, we’ve seen a huge explosion of what’s called social media and tagging things that have nothing to do with search engines.

But have an awful lot to do with optimizing: the information that you’re delivering the people much like we optimized for search engines and Chris Tucker. I know you’ve been doing this since 1996, that true, that’s quite a bit of evolution. You’Ve seen happening within search engines within the Internet itself and I’m sure you’re keeping a sharp eye on future trends as they come out as fast and furious.

We’Re fortunate that Chris is going to be sharing with us. A few leaks that we can take a look at of some of his optimized sites and see how their ranking in the search engines and what little tricks Chris may have been applying. Chris, it’s been a pleasure having you with us today we’re here some contact information for credits. His website is email if you’d like to discuss some of the topics of today or to get more information on its services, and thank you for joining us Chris.

Thank you for having me Steve.

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