Does every website warrant SEO?

Written by admin on . Posted in Web & Content Tips

The conventional wisdom is that SEO is essential…

But–

What about the company with highly technical services relevant to a few hundred worldwide?

Or consultants’ with personal “intangible intellectual expertise” that makes the sale? Should they spend their time and money networking or creating a nifty highly visible site?

Or the well-known firm in a B2B technical niche– very technical–with few competitors worldwide?

Or the contractor that dreads working for anyone who is not a personal referral?

Yes- you need a website but often an online brochure sans SEO effort will more than do.

Controversial but true…

Independent Retailer–Web Wisdom: Competing in a Shifting Web Landscape – Part 2

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Web Wisdom: Competing in a Shifting Web Landscape Part Two

September 7, 2011 by Amy Munice, ALM Communications

Filed under Web Marketing, Web Trends

1 Comment

 

In part one of this article we talked about the World Wide Web as an ever-changing entity, a concept that is crucial to understanding why you cannot reverse engineer any search engine. Many of us utilizing Web space today, do not grasp this basic concept and that is why you find so many attempting website optimization with yesterday’s laundry lists of DOs and DON’Ts.  This is pandemic.

 

Keyword Metatags

As an example, take a look at the page source of any dozen or so websites you find on the Web   Start with your competitors.  At the time of this writing, my sampling shows me again and again that more than half go to great pains to list “keyword metatags.”  “What’s wrong with that?,” you ask, as an SEO advisor for one of  ALM Communication’s global PR firm’s clients recently inquired.

To start, Google’s official spokesperson, Matt Cutts, tells you not to use keyword metatags.  He did so in 2009, and those who watch Google closely will tell you that when such announcements are made, the changes have been extant for quite some time.

Secondly, what’s with the laundry lists of unrelated keyword metatags, and few of them having anything to do or being mentioned once in the body of the Web page?  You find words like “sale,” “service” or “reliable.”  These are telltale signs that there is lack in understanding. Did somebody really think that a person would go to his or her search bar and type in “service” to find their company’s offerings?
But the bigger problem is this: why tip your hand to your competition?  Yes, it’s like a poker player insisting on sharing all the cards in his or her hand with everyone else at the poker table.

YOU ARE ALWAYS COMPETING ON THE WEB.

The good news, however, is that you are only competing with the Web pages that are using keywords identical to yours. Web pages that are optimized for different keyphrases are not your competitors and there is absolutely no reason to pay any mind to what their Web pages look like.
You are graded on a curve always.  If you are lucky, your competitors will be crippled by out-of-date SEO techniques. Chances are, whether you realize it or not, you are lucky in this regard.

Independent Retailer–Web Wisdom: Competing in a Shifting Web Landscape — Part One

Written by admin on . Posted in Web & Content Tips

Web Wisdom: Competing in a Shifting Web Landscape
August 9, 2011 by Amy Munice, ALM Communications   
Filed under Marketing, Web Marketing

Every time you, your customers, your competitors’ customers or ANYONE goes to the search bar and looks for something and finds what they want, they are feeding a web crawler with crucial data. These web crawlers are hungry beasts, feasting on the ever-growing database of what searchers seek and how they find it. Every minute there is a new banquet table of worldwide and local data.  And in theory at least, the well fed web crawler returns to searchers the information that they seek, in the priority pattern that works for them (personalized search algorithms ), wherever they are (localized search algorithms).
Competing and Winning in a Shifting Web Landscape: Part One
Take notice of this concept because the success of your online marketing efforts hinges first and foremost on knowing that the World Wide Web is an ever changing entity; one reason why it is a total waste of time reverse engineering Google algorithms or the algorithms of ANY search engine. It is impossible to do, or as Michael Marshall, the man whom the U.S. Patent Office hires to teach its patent officers about how search engines really work, says, “Trying to reverse engineer Google algorithms is equivalent to trying to reverse engineer the cake baking process.”  Yet in one way or another, reverse engineering Google Algorithms is very much “the trade” of more SEO consultants than I dare to count.  You see it in the static “to-do” lists they carry with alleged up-to-date rules on “phrase depth,” “inbound link text,” “keyword title counts,” etc.
Don’t get me wrong! There truly are both on-page and off-page factors that do affect how and where your various site pages show up when searchers make queries. But the factors that affect one page or one site are always UNIQUE, and are always changing because of the unique competitive landscape your pages “live” in: the World Wide Web, which is only constant in the way it changes.
My guesstimate is that there is a 50-50 chance that you read the above and think, “Oh, that explains why we didn’t get anywhere following that to-do list given to us by the SEO consultant.”  But there is also a 50-50 chance that you read the above and think, “Hmmmm. Our SEO consultant did give us a to-do list and it did have positive effects and very good ones at that.  How do you explain that?”
The “50-50” rule refers to the fact that on the web you are always graded on a curve.  How good does your website optimization need to be?  Your pages just need to be “better” than the competitors in your unique competitive landscape on the web.  Half of the competitors (50 percent) in any unique competitive landscape are “above the curve” and half (50 percent) are “below the curve.”
Perhaps because half of the web pages in any competitive landscape on the web are on the bottom at any one time, it helps explain the attitudes of many company presidents or VPs of Marketing (and even the European Union!), who say, “Why bother! Google just stacks the deck! It’s rigged! It’s fixed to help their advertisers win!”
Good News! That’s just not so. Part 2 of this article will explain why.
 

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