Given that Google and Yahoo regularly tinker with their algorithms, I thought it might be good to review the specific areas that are most important currently (summer 2008) in search engine optimization.
There are 3 primary areas that comprise SEO services:
-- Keyword Research
-- On-Page Optimization or SEO Copywriting
-- Off-page Optimization or Link Building.
Keyword Research is the process of identifying which terms are most used by the prospects you are trying to reach. Keyword Research not only evaluates the most popular terms, but also the competitiveness of those terms. Some terms might be too competitive for SEO purposes, making them more suitable for pay-per-click advertising. A good Keyword Research program will put together the best set of keywords for your site to generate the most and best quality traffic.
SEO copywriting involves incorporating the keywords into your site content, developing a site strategy that logically describes your business using those keywords and coding the site to emphasize the proper keywords.
Link building has become increasingly important and ignoring this area likely will result in a failed SEO program. Once you've identified your keywords and incorporated them into your site, it's important to find appropriate third-party sites that are willing to provide a link to your site. Trade publication sites, association sites and business directories are among the types of sites that can provide a valuable incoming link.
For more information about SEO services, contact Pilot Fish at 877-799-9994 ext. 2104.
Tuesday, July 15, 2008
Tuesday, June 3, 2008
Google Defines Change, Change Defines Search
“The world hates change, yet it is the only thing that has brought progress.”
I wouldn’t be surprised if these words by American inventor Charles Kettering (developed automatic transmission, spark plug, safety glass, electric railway gate, among others) were etched above the doors at Google Inc.’s headquarters in Mountain View, Calif.
Google has single-handedly changed the way people locate information on the Internet. Every move it makes is studied, second-guessed and mimicked by its competitors. And, in the spirit of all great American inventors, the company is never satisfied with the status quo, always working on the next iteration of search that will make its site that much more vital in the research habits of Internet users worldwide.
And, true to Mr. Kettering’s quote, every time Google changes its algorithm, the world of Internet users and web site owners hates it. Hates it because for some businesses the hard-earned positions on the search engine suddenly drop off and with it, traffic and leads.
Once again, Google is going through an algorithm change, the results of which will be felt in the weeks to come. To help you understand what your business can do to weather these changes, I recommend you read this article on “What’s the Best Way to Deal with a Search Engine Algorithm Update?”
Check out some other quotable gems from Charles Kettering.
I wouldn’t be surprised if these words by American inventor Charles Kettering (developed automatic transmission, spark plug, safety glass, electric railway gate, among others) were etched above the doors at Google Inc.’s headquarters in Mountain View, Calif.
Google has single-handedly changed the way people locate information on the Internet. Every move it makes is studied, second-guessed and mimicked by its competitors. And, in the spirit of all great American inventors, the company is never satisfied with the status quo, always working on the next iteration of search that will make its site that much more vital in the research habits of Internet users worldwide.
And, true to Mr. Kettering’s quote, every time Google changes its algorithm, the world of Internet users and web site owners hates it. Hates it because for some businesses the hard-earned positions on the search engine suddenly drop off and with it, traffic and leads.
Once again, Google is going through an algorithm change, the results of which will be felt in the weeks to come. To help you understand what your business can do to weather these changes, I recommend you read this article on “What’s the Best Way to Deal with a Search Engine Algorithm Update?”
Check out some other quotable gems from Charles Kettering.
Wednesday, May 14, 2008
RSSHugger a Good Way to Learn about Blogs
I'm still looking for a resource that lists blogs being written in the b2b and induststrial space, but I stumbled on one that lists lots of other stuff.
RSS Hugger is a simply laid out site intended to connect blogs with blog readers. For folks just getting started and wanting to see what other people are doing, RSS Hugger is an easy-to-navigate site that lists more than 1,700 blogs among more than 100 categories.
Check out RSS Hugger.
RSS Hugger is a simply laid out site intended to connect blogs with blog readers. For folks just getting started and wanting to see what other people are doing, RSS Hugger is an easy-to-navigate site that lists more than 1,700 blogs among more than 100 categories.
Check out RSS Hugger.
Questions to Ask Prospective SEO Firms
Not all SEO firms are alike. Unfortunately, because search engine optimization is a mystery to most marketing managers, it can be pretty easy to get bamboozled by an unscrupulous company offering you SEO services on the cheap.
To help you avoid that problem, which at minimum would result in money wasted on an ineffective campaign and at worst could cause your site to be banned by Google or Yahoo, I've created a list of questions to help you choose the right SEO firm and also have identified common mistakes that neophyte companies make when starting SEO.
To help you avoid that problem, which at minimum would result in money wasted on an ineffective campaign and at worst could cause your site to be banned by Google or Yahoo, I've created a list of questions to help you choose the right SEO firm and also have identified common mistakes that neophyte companies make when starting SEO.
Tuesday, May 13, 2008
You Can Manage Your Own PPC, but Should You?
Search engines Google and Yahoo have created user interfaces that enable most companies to set up and manage their own pay-per-click advertising campaigns. But, in the end, your ad campaign is likely to be far more successful if you invest in having an appropriate agency manage it for you.
Not all PPC ads are created alike; there’s a trick to writing a search engine ad that entices search engine users to click yours ahead of others and a bigger trick to getting these prospects to take action once on your site.
Search engine marketing companies that employ experienced Internet copywriters are best suited to manage your pay-per-click campaigns to maximize the response rate. In addition to providing high-response ads and landing pages, your PPC manager also will invest time researching the best keywords for your campaign, and monitor performance regularly, making adjustments to ads and landing pages, keywords and campaign buys to improve overall effectiveness.
Recently, Pilot Fish began managing the PPC ad campaign for one client that had been running its own PPC ads. Within one week’s time, the click-thru rate had doubled and the client reported receiving four very promising leads.
Not only did we rewrite the ads, we advised them on the pages to use as landing pages (finding that they already had pretty good copy on their site) and made recommendations on how much to spend for each keyword.
We regularly review the results and will continue to advise the client on how to maximize their investment for best return.
This client is using PPC as a lead driver during the time that we redesign and optimize their site for better natural position on the search engines. The expectation is that once their site optimization is in full gear, we'll be able to use PPC to fill in the gaps.
Not all PPC ads are created alike; there’s a trick to writing a search engine ad that entices search engine users to click yours ahead of others and a bigger trick to getting these prospects to take action once on your site.
Search engine marketing companies that employ experienced Internet copywriters are best suited to manage your pay-per-click campaigns to maximize the response rate. In addition to providing high-response ads and landing pages, your PPC manager also will invest time researching the best keywords for your campaign, and monitor performance regularly, making adjustments to ads and landing pages, keywords and campaign buys to improve overall effectiveness.
Recently, Pilot Fish began managing the PPC ad campaign for one client that had been running its own PPC ads. Within one week’s time, the click-thru rate had doubled and the client reported receiving four very promising leads.
Not only did we rewrite the ads, we advised them on the pages to use as landing pages (finding that they already had pretty good copy on their site) and made recommendations on how much to spend for each keyword.
We regularly review the results and will continue to advise the client on how to maximize their investment for best return.
This client is using PPC as a lead driver during the time that we redesign and optimize their site for better natural position on the search engines. The expectation is that once their site optimization is in full gear, we'll be able to use PPC to fill in the gaps.
Thursday, April 10, 2008
How to Get the Website Redesign You Want
The answer to the title above seems simple enough ... just tell the graphic designer.
However, when it comes down to it, it can be pretty difficult to describe to a graphic designer what you're picturing in your head. And, it's next to impossible when you really aren't sure what you want from your website redesign.
We've found that web site redesign projects are far more successful from the standpoint of customer satisfaction when the client provides a significant amount of detail about what they want. They don't have to draw it out for us. Rather, all we're looking for is a pretty good indication of their design preferences, which we then can use to create a unique design for them.
To help our clients communicate those preferences, we've created a list of design questions with sample sites. Check out the 20 questions to ask before starting your website redesign.
However, when it comes down to it, it can be pretty difficult to describe to a graphic designer what you're picturing in your head. And, it's next to impossible when you really aren't sure what you want from your website redesign.
We've found that web site redesign projects are far more successful from the standpoint of customer satisfaction when the client provides a significant amount of detail about what they want. They don't have to draw it out for us. Rather, all we're looking for is a pretty good indication of their design preferences, which we then can use to create a unique design for them.
To help our clients communicate those preferences, we've created a list of design questions with sample sites. Check out the 20 questions to ask before starting your website redesign.
Tuesday, April 1, 2008
Tips on SEO Copywriting
One of the primary reasons that companies outsource to SEO services firms is the knowledge they bring to the SEO copywriting process. Sites that are poorly written from an SEO standpoint face an uphill battle in gaining position at the forefront of search engine results.
To help you understand better the complexities of SEO copywriting, I've put together a comprehensive article on SEO Copywriting Tips for Google, Yahoo and Your Prospects. If you're committed to doing SEO on your own, this will give you an idea of what areas to focus on. If you're looking to outsource SEO, then use the article to determine which SEO services vendors are best capable to provide what your site will need to improve its search engine ranking.
To help you understand better the complexities of SEO copywriting, I've put together a comprehensive article on SEO Copywriting Tips for Google, Yahoo and Your Prospects. If you're committed to doing SEO on your own, this will give you an idea of what areas to focus on. If you're looking to outsource SEO, then use the article to determine which SEO services vendors are best capable to provide what your site will need to improve its search engine ranking.
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