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Posted November 5, 2008 in Tools/Resources , Web Design We recently discussed the 15 Key Elements All Top Web Sites Should Have . This post focused on elements relating to design, content and development. This time, we’ll move onto the important issue of Search Engine Optimization (SEO). SEO is such a hot topic these days.
Businesses are growing more aware of the need to understand and implement at least the basics of search engine optimization (SEO) . But if you read a variety of blogs and websites, you’ll quickly see that there’s a lot of uncertainty over what makes up “the basics.” Without access to high-level consulting and without a lot of experience knowing what SEO resources can be trusted, there’s also a lot of misinformation about SEO strategies and tactics. 1.
There is no single definition of advanced SEO . There are a few of attempts to describe what it might mean or consist of and what not but there is no entity or authority that could define such a broad term like advanced SEO. I can’t define advanced SEO either. What I can do though is to collect 30+ advanced SEO tactics, techniques and resources. These methods are no doubt advanced in the sense that they are new and progressive, sometimes more difficult than basic SEO or require special tools and expertise. Some of the tactics are no short term tactics, they’re probably strategies.
SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site.
Blogs are often touted as good for search engine optimization. The reality is, blogs are simply software tools and what you get out of them from a SEO perspective is in proportion to how well you know how to use them. Good keyword categorization and content are a start, but blogs are not much of a SEO asset unless they attract links. The myth of “Build it and they will come” . Not many businesses that start blogs have the patience to create great content and wait for others to find that content all on their own as a linking strategy. Without clicking on a link or finding it on a search engine, how will others find your blog?
When I first started in SEO, link acquisition was almost always a manual process. I'd search the engines for links that pointed to the competition, find relevant directories and link lists, email relevant sites and beg, borrow or bribe (aka buy advertising) to get a link. I tried reciprocal link building (and did some pretty dumb stuff). Then, as I got more intertwined in the SEO community, I found vendors who built large networks of sites, spammed blogs/forums/guestbooks and ran text link sales operations. I leveraged these services to help clients rank better, almost always with great success. Then I met Matt Cutts , found out more about Google's webspam team, saw penalties and their impact (remember Florida ?)
How I despise those awful, cheesy pages promoting the "secrets" of search engine optimization. How I loathe the slick salesman pictured in fuzzy, 1980's-style photography promising you "the hidden tactics SEOs don't wan't you to know." When most search folks think of the "ultimate secret" in SEO," they probably think about one of these:
Good news for those of us in the SEO industry as new figures from Forrester predict spend will increase steadily over the next 5 years. The chart below shows the predicted increase in spend for the US – it’s fair to assume the UK market will follow the same trends. According to the report interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening, and a new identity for Yahoo! Although the figures are pleasing it’s hard to see how PPC spend can increase much further in developed markets. Most clients we work with running maximum budgets to gain every click possible and a lot of markets are already saturated.
In an effort to differentiate themselves from competitors, many SEO/SEM firms come up with interesting unique selling propositions (USPs). Some SEO/SEM firms emphasize search engine advertising and create quite useful tools to help manage PPC campaigns. Some SEO firms specialize in training, again creating tools that help newbie and experienced SEO professionals optimize existing web pages.