SEO Blog, Search Engine Optimization Blog : SearchEngineOptimization.co.uk » 2010

Getting high quality links in stages

Susie — Fri, 31 Dec 2010 10:56:27 +0000

Sometimes, the online content regarding SEO does not shed that much light on matters of considerable importance. This means that key questions remain unanswered. Furthermore, some things like competing link building strategies are open to debate and it is impossible for the amateur to know what the truth is unless they carefully check data sources against one another. This means that users can get confused, especially if the content is not provided in clear language. It is always best for a site owner to get a trustworthy firm to do SEO link building on their behalf.

At Searchengineoptimization.co.uk we are conscious of the fact that optimization is not simple. Each site requires its own unique and evolving set of policies. This means that there is no straightforward advice which can just be rolled out from site to site. Despite this truth, there are tips which have been proven to deliver positive rewards in different contexts. As long as the techniques are tailored to fit the features of the site then it is possible that progress will be made step by step.

Since the prohibition on purchasing links was imposed by Google, link acquisition has become much more problematic. It can be very difficult to get ahead in a hurry. The trick is to recall that high quality links are of greater value to a site than low quality ones. It can be really difficult to get the best links from authority sites so it is important to get links from a range of relevant sources. It is crucial to remember that links from bad neighbourhoods are not good for a site.

In the early phase of optimization, it is often best to be very active. There is a lot to do to get a site ready to become a link magnet. Getting the content schedule in motion is really important. This all means that the best thing to do is to focus on getting all the basics correct. It is rare that users or search engines or other site owners are really impressed by a variety of virtual ‘bells and whistles.’ Links can be sought in various ways:

• Getting links can be facilitated by using social media networking sites. This can help improve brand recognition and draw valuable attention to blog posts and so on. In addition, the likes of Twitter results are now commonly featured in the search results of the major search engines as real-time search becomes more prominent

• Links can be gained by holding competitions. These can attract a lot of attention. For example, a tourist site could judge which cities offer the best weekend breaks and seek submissions from hotels or local authorities. This could get useful links from these sites

• Participating in guest blogging can help in the attraction of inbound links. This means that there is an incentive to contribute to the content of other sites, display your expertise and leave your details there

It is also the case that once momentum has been gained, it is possible to be a bit less energetic and focus on improving site quality more.

Tracking down a target audience on Twitter

Nick — Thu, 30 Dec 2010 10:47:55 +0000

Social media marketing is a very difficult thing to get right. When firms first became aware of the emerging opportunities on the likes of Facebook and Twitter it was the case that many of them rushed into social media optimization without a clear idea of how best to exploit the available advantages. This meant that valuable opportunities were being missed because the firms involved did not respect the relevant etiquettes. Using social media for commercial purposes is about doing things in the right way.

At Searchengineoptimisation.co.uk we have the experience and the expertise to make a social media optimization campaign which works effectively. The emphasis we put on research and monitoring means that changes in the sector are noted and permit us to change course as required. We always aim our efforts with care because we realise that unfocused activities never get going or deliver the desired outcomes.

Marketing should always concentrate on getting a target audience to take a greater interest in what a firm has to offer. A scattergun approach simply cannot deliver the goods. It might get one or two interested individuals to come and look at a site but it will never maximise sales. A better technique is to go slowly towards a goal by approaching a target audience in a delicate fashion.

It is always best to do these things in the concrete not the abstract. This means that using the example of a Twitter campaign may be helpful. Obviously each Twitter campaign should be different because each site has its own needs; nevertheless there is a case for making generalisations where they are genuinely illustrative. The following list may prove instructive:

• It makes sense to look for your competitors. Their followers may well have an interest in following you. The thing to do is to start following them and to begin making pertinent tweets. This means that optimization is not about engaging in self-promotional Direct Messages. It is always best to become part of a conversation in which information is shared for SEO mutual benefit

• Twitter itself makes suggestions for who you should follow. Once a campaign has developed some momentum, these suggestions can be considered. They are based on data which suggests that that there are similarities between these individuals and firms and those which are already being followed. On occasion, the recommendations are not suitable. A check of the profile should be sufficient to assess the situation and make a prudent decision

• By crafting every tweet that you make it is easy to get ahead in terms of having more of the right followers than those who tweet indiscriminately. It is important to make progress by tweeting with purpose. For example, tweeting intelligently about industry news is better than tweeting about the latest X Factor gossip

• Retweeting the contributions made by a target audience is a good way for you to get ahead with moves towards becoming a valued member of that corner of Twitter. However, tweeting and retweeting should always be used in moderation.

Five handy things to know about SEO

Susie — Tue, 28 Dec 2010 10:32:57 +0000

Some site owners are absolute beginners when it comes to search engine optimization. This means that they need to be given some basic information about the topic. This can then serve as a stimulus for further research on their part. It is always ill-advised to enter into a relationship with a company without doing some reading on the services which they provide. In the case of optimization, the presence of unethical black hat firms on the net means that this kind of preparatory reading is especially prudent.

At Searchengineoptimization.co.uk we deliver multifaceted SEO campaigns that tick all the right boxes. In other words, they are tailored to the specific needs of the sites concerned and are adjusted to take into account fresh change in the world of search. In addition to this, we share some elementary information about our specialist subject via our content to make sure that they can make informed choices.

This means that the basic facts about optimization should be underlined to assist those site owners who don’t know where to begin. The following list may prove instructive:

• Optimization is not just about getting a site to the top of the Google rankings. It is a really complicated and multidimensional activity. For example, modern optimization includes things like altering the design of sites to increase profits and working on the social media networking sites (like Facebook and Twitter.) It requires the use of specialist tools to measure various performance indicators. What matters is not rankings as much as getting sales of goods and/or services from a site higher

• Optimization is problematic in that the same techniques have diverse effects in different circumstances. What works brilliantly for one site will not help at all in the case of another site. For instance, certain techniques may work brilliantly for promoting a literary blog but it will not work as well for some other economic sectors. Similarly, obtaining links has to be done patiently on a site-specific basis. This means that the practitioner can never settle into a routine

• Even the easy bits of optimization are difficult. Content production and editing content are specialist activities which require diligent application. One of the hardest things about content production is that it is necessary to produce large volumes of it. This means that there is a constant need for fresh and original ideas. There is also the problem of trying to convey complex information in relatively straightforward language. This means that there are definitely problems for amateur writers in this area. Accuracy is vital, so editing can be time-consuming and tricky

• Optimization techniques are varied but they can be classified into three groups. White hat techniques are ethical and will not damage a site’s prospects. Grey hat tactics are border-line in terms of ethics and may get a site into trouble. Black hat techniques may bring swift progress but can lead a site receiving a severe punishment

• Optimization should never be viewed as a short term experiment. It takes time to have a positive effect and if it is not sustained the benefits that have been gained will fall away quickly.

When do you need SEO tools?

Susie — Sun, 26 Dec 2010 10:24:41 +0000

There are many reasons why SEO campaigns which are conducted without specialist assistance often come to grief. Outsourcing the activity is a prudent move because it means that the different elements can be approached correctly. Content provision, link acquisition, reputation management, keyword research and social media work all benefit from the deployment of technical expertise. The sphere of search is full of pitfalls and to add to the chances of going wrong, the sphere is in perpetual motion. The evolution of personalised search and the development of mobile search have contributed to the complexity of the necessary tasks which some sites must have done to them.

At Searchengineoptimization.co.uk we fully appreciate that the technical aspects of optimization must be accomplished skilfully. Some aspects of what we do, such as conversion rate optimization, are highly specialised. This means that the problems involved are tricky and require the use of appropriate tools. Most site owners would have difficulties with tool selection or tool use if they were left to their own devices. Sometimes it is necessary to discover what is happening on a site in some detail. This can be a useful step before making improvements to it down the track. For instance, a site may be losing a large proportion of site visitors and sales may be disappointing. The efforts which have been made to drive users to the site are sadly being wasted. This means that there is a need to take action.

A site can be looked at in different ways. Often, the site can be looked at as a whole. If the site is underperforming it can make sense to look at it page by page as well. This means that if there is a problem with a particular page or pages in relation to retaining users it can be spotted. Assessing the performance of the diverse pages in terms of what is known as their ‘bounce rate’ necessitates the use of the right tools.

It could be true that a page is not retaining the interest of users and that this is a real problem. If a blog is being visited briefly and no comments are being left on it, it could be the case that the content needs improvement. However, if users are leaving a site after a transactions page or a Frequently Asked Questions page it may be that there is not so much work to do. In other words, the raw data obtained by tool use has to be analysed by someone with the talent to decipher what it means.

Interpreting what is going on a site is crucial if remedial steps are to be taken. It might be decided that a lacklustre site requires a video or a forum to get users interested. However, an expert knows that videos can detract from loading time and that forums must be moderated. These issues can be addressed, however. On many occasions, it is the navigation on a site which requires alteration. For example, the homepage may need to give clearer indications to users of where they can get what they want.

Unethical SEO firms can be detected

Nick — Fri, 24 Dec 2010 10:10:24 +0000

Some site owners are understandably a tad nervous when they are contemplating acquiring the services of a SEO company. This is often because they have heard about unethical firms which could damage their online interests. Such outfits are described as black hat firms within the industry. They use unscrupulous methods which pay no heed to the ethical guidelines set out and enforced by Google. These techniques take risks with the performance of sites and can even lead to them receiving harsh search engine penalties. Fortunately, by looking at the content provided on the site of an unethical firm it is almost always possible to spot that it is an unsuitable partner.

At Searchengineoptimization.co.uk we pursue campaigns that adhere to the ethical frameworks composed and upheld by the major search engines. This means that progress may not be overnight, but it also ensures that dangerous chances are not taken with the resources of our clients.

Unethical operators often provide tell-tale clues that they are not above board. The following list of things indicates the kind of item which may crop up within their web copy or blog content:

• It is often the case that an unethical firm will maintain that they can guarantee success. It should be recognised that no specific campaign can be guaranteed to achieve positive outcomes because there are too many factors at work. Furthermore, a guarantee ignores the fact that a site is in competition with other sites which are also often having search engine optimization applied to them. A firm which does not make such ambitious claims, perhaps offering services with payment on results, is a much better option

• Commonly, an unethical company will suggest that it has the ability to manipulate a winning formula to get a site to make unstoppable progress. The algorithms of the major search engines are not accessible and formulaic approaches to optimization do not work. Each site has its own features and optimization has to work with each site on its own merits. Treating diverse sites in the same manner is a shortcut to failure. In addition, the tasks which optimization includes are complicated and various, combining creativity and technical skill.This may include social media optimization and reputation management. Hence the tasks are not reducible to a formula for that reason also

• An unethical company will frequently put an emphasis on its capacity to get a site to the summit of Google’s rankings. It will not usually make the valid point that rankings are only a means to an end. Ranking highly for terms which are not often entered into the search engines is not any use. It is also the case that optimization has to focus on growing sales rather than crude rankings. There is no point in getting hordes of users to a site if they are not members of a target audience and have no potential interest in what is on offer

• It is a bit of a giveaway that unethical firms will often claim to have the capacity to get quick results. This means that the inconvenient truth that effective search engine optimization takes persistence and time is not referred to.

Search engine optimization by the book

Susie — Wed, 22 Dec 2010 10:09:09 +0000

There are some subjects which can be absorbed by doing the necessary reading. All it sometimes takes is a combination of hard work and some note-taking and a bright student can become familiar with a discipline. However, there are some subjects which cannot be learnt in this manner. Given its inherent complexity, it is unsurprising that optimization does not fall into this category of subject. Firstly, the sphere of search never stops long enough for all the available content to remain relevant for long. Secondly, SEO is a practical discipline which cannot be appreciated for long without trying out the techniques. Thirdly, each site has its own individual needs which demand analysis.

At Searchengineoptimization.co.uk we never underestimate the complexity of the tasks that we perform. This means that we reject simplistic approaches in favour of sophisticated techniques which have the potential to eventually deliver sustainable progress for our clients.

The sphere of search never stops moving

It is impossible to do optimization by the book because the speed of change in the search sector is quite remarkable. The rules of the game alter with algorithm changes. However, revolutions in the new social media are also of significance. In addition, the development of new technology, such as ever more impressive mobile devices, sets a fresh agenda on a regular basis. Most shifts in the search world can be interpreted in different ways and even cross-checking of information from reputable sources is no substitute for practical experimentation.

Practice may not make perfect, but it helps

The work which is done on a site is not like a laboratory experiment. The sphere of search is vast so it is not possible to see all the factors which are impinging on relative performance all the time. Nevertheless, it makes sense to test abstract theory in practice. If a technique has a positive effect on various sites, especially if it is tailored to the features of the sites concerned, this is valuable information. This can be fed back to inform theory. If something doesn’t work, this should be tried out in a few other contexts until it is certain that it can be discarded.

The diversity of sites

It is important to remember that each site is never going to respond in the same way to a technique or a set of identical tactics. After all, why would an ecommerce site respond in the same way as a site of a more conventional type? For example, the navigation of a site often needs a little tinkering to ensure that users and search engine web crawlers can obtain what they want swiftly. However, an ecommerce site may not need to provide as much information as another site and it may need users to be pointed to where they can make a transaction in a more direct fashion than its context.

It is a great idea for site owners to develop an understanding of optimization. However, it is almost always best if they leave the vast bulk of the ‘heavy lifting’ to a specialist outfit that performs optimization on a daily basis.

SEO and SMM should work together

Nick — Mon, 20 Dec 2010 09:31:06 +0000

Conventional optimization and the commercial exploitation of the new social media networking sites are frequently pursued in parallel. There are good reasons for this. Firstly, the two disciplines have similar objectives. Secondly, the two categories of activity are converging because of deals between some of the major search engines and the important social media networking sites. Thirdly, the sheer popularity and broad international spread of Facebook and, to a lesser extent, Twitter mean that many consultants think restricting their actions to getting ahead just via Google is an obsolete tactic.

At Searchengineoptimization.co.uk we have always favoured ‘joined up’ thinking. This means that we always look at the site and the firm and assess what their precise needs are. Then a SEO plan is formulated which typically combines the conventional optimization and the efforts to make the most out of the available social media opportunities.

It is important to recognise that each site is different. However, if a site could benefit from a joint approach as described above it makes sense to explore how the two sets of techniques can fit together to produce the best possible results. Obviously, the answers to this question will vary from site to site and differ over time as the search world changes. Despite this point, some instructive comments can be made:

• Putting the social networking buttons on a site is a great statement of intent. It shows users that the site is up-to-date, shares their interests and is in touch with the latest developments in the technology concerned. Sometimes, it is more impressive if Facebook and Twitter are not the only buttons on display but it is important that relevancy is maintained

• Using the likes of Twitter to draw attention to a blog post is good practice. If the tweet is well-crafted then it can get retweeted several times. If this happens the number of people frequenting a blog can get much bigger over time. It is crucial to recall that not every tweet should be focused on advertising content in this way. Some tweets should be asking questions of members of the target audience. Retweeting the contributions of others can be a great way of showing that you want to be part of the buzz

• Facebook is a great way of getting information on a target audience. This can be used to hone conventional optimization, but it can also be fed back into a social media optimization campaign. Using a Facebook Fan Page can be a good way of getting to know the individuals who are interested in the goods and/or services which are available from the firm

• Depending on demographics, level of education, interests and so on, it may be that a segment of a target audience is on Facebook, Twitter or Digg already. The right thing to do is to move forwards with a campaign that expands and defines a target audience. This enables the site content to be refocused as necessary

It is important to remember that optimization and social media work are only going to pay the maximum dividends if the necessary work on improving conversion rates is performed.

Why SEO should be continuous

Susie — Fri, 17 Dec 2010 09:20:35 +0000

Not everyone understands that a SEO campaign should be continuous. They may appreciate that being at number one in Google’s rankings for relevant search terms is advantageous for their firm, but they do not invariably comprehend that without a sustained effort any benefits accrued from the campaign will be temporary. It is unfortunately the case that not all the content concerning optimization which is scattered over the net makes the important points of the topic clear. This means that not only do some site owners have a partial picture of the topic but that this partial view is sometimes misleading.

At Searchengineoptimization.co.uk we devise and implement multifaceted and site-specific campaigns. These are adjustable to cope with the frequent transformations which alter the shape and content of the sphere of search. In addition to these activities, we aim to shed light on the various topics which site owners should have an understanding of. The best campaigns often benefit from close partnerships between specialist consultants and well-informed site owners.

There are lots of reasons why it is always best to conceive of optimization as a continuous process. Firstly, optimization is conducted in a highly competitive environment. A site makes progress in a contest with other sites. If a site owner decides that optimization has become an unnecessary luxury and abandons a campaign it will not be too long before its site is languishing in the rankings. In turn, the traffic going to a site will slowly decline and sales will then be adversely affected.

The second major reason that perseverance is central to the optimization process is that the major search engines will alter their algorithms. A site on which the right techniques are no longer being applied to may have content added to it which may contravene new rules. Or it might be that the link profile of the site no longer looks so good once the changes have been made by Google and other search engines. It is also possible that new search engines will come along and shake up the sector, causing sites optimised to suit Google, Yahoo and Bing a few problems.

Another serious reason why optimization should not cease is the necessity for reputation management. If optimization comes to a halt, it is the case that the upper rankings of the search engine results pages will no longer mention the firm in a positive manner. This means that the firm is in effect more exposed to suffering from unfair comments or rumours online than would otherwise be the case.

The final major reason analysed here relates to the remarkable phenomenon of social media networking sites. It is also true that the social media networking sites will not cease to evolve. Their respective market shares will fluctuate. The best ways to exploit the audiences that gather on them will change. The dominant sites may be joined by fresh competing sites commanding significant followings. If search engine optimization is brought to a halt, the important task of keeping in touch with and adapting to these emergent trends will go by the wayside.

Running your own SEO campaign: the downsides

Nick — Wed, 15 Dec 2010 09:24:57 +0000

The notion of running an independent search engine optimization campaign can seem very attractive. A site owner may believe it is a good way of limiting overheads but in practice it may prove to be nothing of the kind. In fact, some independent campaigns actually do more harm than good. It is probably worth exploring this in more detail because otherwise a sceptical site owner might believe that a specialist company was merely trying to attract business by making this argument.

At Searchengineoptimization.co.uk we devise and deliver multifaceted SEO campaigns which work with the features of the site and the firm in question. Furthermore, it is the case that these campaigns are conducted via the most up-to-date techniques. In addition to this important point, the tactics employed often have both creative and technical elements. It takes experience to develop the kind of expertise which is needed to maximise the sales of a site in a competitive environment.

If you try to run a campaign without the required experience or resources it is likely to lead to a disappointing outcome. There may be the occasional site owner who has the wherewithal to conduct a winning campaign, but they are a tiny minority. Several years ago, optimisation was not as complicated as it is now. These days, an independent campaign may lead to little progress in the search engine results pages. The worst case scenario is where an independent campaign breaches the ethical guidelines of the search engines and the site gets banished from the index for several months.

Why is an independent campaign likely to have suboptimal consequences?

There are various compelling reasons why most independent campaigns come to very little. The following list includes just a few of them:

• The average site owner is simply short of time. Activities like content production take up a large amount of energy. Inexperienced writers struggle to come up with relevant ideas, while people unused to editing fail to appreciate what a tricky job it can be. Other more complicated tasks like research and monitoring or reputation management are also heavy on scarce resources

• Appreciating and responding to the growing complexity of the sphere of search requires both experience and talent. It takes time to tune into the debates about the discipline and to become fully aware of the blurred dividing lines between ethical and unethical practices. It also is not easy to grasp all the technical aspects of activities such as conversion rate optimization in a brief time frame. Without conversion rate optimization, the sales from a site may be very unsatisfactory
• The advent and evolution of the new social media networking sites has added a greater level of complexity to the work which has to be performed. Just because many use Facebook and Twitter it does not mean that we do not have to learn how best to exploit them for commercial purposes. It is certainly true that a subtle approach is needed if the sites’ users are to be persuaded to visit a site and make a purchase from it.

Online reputation management: reducing the impact of problems

Susie — Mon, 13 Dec 2010 09:18:32 +0000

It is the case that a firm can take legal action against individuals who make defamatory comments about their goods and/or services. However, sometimes taking legal action can create greater publicity than a firm desires. Sometimes taking legal action can actually make some members of the public sympathetic to the person who committed the alleged offence. It is often better to adopt a more measured approach. Nevertheless, the advent and evolution of the net means that most online firms should have systems in place to cope with ill-informed and unfair comment.

At Searchengineoptimization.co.uk we have the experience and expertise to devise and implement effective online reputation management strategies. This means that a client does not have to work so hard to ensure that appropriate responses are made to disgruntled customers or competitors who are concealing their identity online.

There are several features which internet reputation management should incorporate:

• Planning is an absolute must. Too many firms are caught off guard. This means that their responses to unfair comments or blog posts are frequently misjudged and disproportionate. Every firm should have an established complaints procedure, a research and monitoring operation and a process for reacting to negative reviews. In addition, it is wise to avoid trouble by using the best delivery services and so on

• Most firms should have a social media campaign to ensure that Facebook and Twitter and perhaps other social media networking sites have individuals who are friends or followers of the company. They will be more sceptical about inaccurate claims made about a company and may even speak up in the firm’s defence. A social media drive can mean that consumers have a much closer relationship with a firm than they would otherwise, and this can stimulate considerable loyalty

• It is a great idea for optimization to be employed to ensure that the upper rankings of the search engine results pages are colonised by positive or neutral or authoritative mentions of a SEO firm. If a blogger launches an unfair broadside against a firm, it may not then get as much visibility as would have otherwise been so. By reducing the visibility of the criticism online, it means that researchers, journalists and other bloggers are less likely to pick up on the ‘story’

• When it comes to responding, sometimes a dignified silence can be the order of the day. On other occasions, it may be necessary to answer the criticism. This should be done with a great deal of courtesy. A polite and minimalist response can be a good approach. However, sometimes an attack on the firm is so vigorous that a more detailed reply is required

• In those circumstances where a detailed response is needed there are several things which should be observed as well as good manners. No response should be excessively hurried. It is worth sorting out the facts and comments in the criticism. Errors of fact can be corrected. If some of the facts have substance it may be advisable to concede them as accurate and make an apology. Any reimbursement of funds should always be carried out as privately as possible.