Saturday, July 30, 2011

What SEO should Do

What SEO Should Do
  • Keyword Analysis - SEO should make sure that you are targeting keywords that people are actually searching for. Ask for a detailed analysis of searches done by internet users to be aware of the popular requests.

  • Optimize - An SEO firm will use well-researched phrases to optimize your website. Up to date research and study is needed to constantly revise work done to maintain the correct balance required by search engines. Among many things this can involve well placed keywords to the proper amount of text.

  • Linking or Link Building - This cannot be over emphasized. All the top search engines take into account the number of links pointing towards a site as a measure of it’s popularity when calculating relevance. This is a major factor when determining the ranking of a web site. Make sure this is done.

  • Monitor site traffic - Most hosting companies provide visitor tracking so you can obtain detailed statistics of your visitors, including the number of visitors, which search engine they used to find the site, which keywords they searched for and more. Depending on your needs and especially if pay-per-click is used, consider which monitoring program you use and make sure that your needs are met.

  • Submissions - Submit manually to the top search engines. Submissions should not be rushed and never use an automated program to do this for you.

  • Reports - Insist on regular, detailed reports on your sites position on the search engines so that you can see exactly where your site is in the rankings and demand updates on work done. If you are paying for monthly work then demand to see proof.

SEO Search Engine Optimization

What Is SEO or Search Engine Optimization?

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

Search Engine Optimization (SEO) is complex and often misunderstood. When first using SEO, or contemplating whether to use SEO, it is especially important to not only understand what SEO can do for you, but also how to verify its usefulness.

As SEO grows in popularity and more people recognize its importance, there will be an ever increasing group of SEO scams and misunderstandings. This is to be expected. Already we are finding that there is more bad information than accurate concerning this industry, and even more myths. Please familiarize yourself with the content in this section. If you do not find what you need for making a decision as to whether to start SEO or not, please leave a comment below.


The Periodic Table Of SEO Ranking Factors is designed to illustrate the most important things that can help you gain traffic from search engines such as Google and Bing. This is our companion guide designed to explain the table in more depth and provide a tutorial into the world of search engine optimization.

Search Engine Ranking Factors

There are four major groups of SEO ranking factors:
  • On The Page Ranking Factors
  • Off The Page Ranking Factors
  • Violations
  • Blocking
Within each group are are subgroups, as further pages of this guide will explain. Each of those subgroups contain one or more individual SEO factors.
Those two letter acronyms you see on the chart? That’s our play on the periodic table of elements, and its two letter representations of each element. The first letter of each “SEO element” comes from the subgroup that it’s in. The second letter stands for the individual factor.

Factors Work In Combination

No single SEO factor will guarantee search engine rankings. Having a great HTML title won’t help if a page has low quality content. Having many links won’t help if they are low quality links. But having several positive factors can increase the odds of success. As for negative factors, they obviously can worsen the odds.

On The Page Factors

On The Page search ranking factors are those that are entirely within the publisher’s own control. What type of content do you publish? Are you providing important HTML clues that help search engines with determining relevancy? How does your site architecture help or hinder search engines?

Off The Page Factors

Off The Page ranking factors are those that publishers cannot directly control. Search engines use these because they learned long ago publisher signals alone don’t help relevancy. Some publishers will try to make themselves seem more relevant than they are, for example.
More important, with billions of web pages to sort through, looking only at on-the-page clues isn’t enough. More signals are needed to better estimate what are the best pages for any particular search.


Make no mistake. Search engines want people to perform SEO. They provide help directly about SEO techniques and encourage this, because good SEO can improve their listings.
However, there are some techniques that they deem “spam” or “black hat,” acts that if you do could results in your pages getting a ranking penalty or worse, being banned from the search engines entirely.


Blocking is a new class of ranking signal. This is where searchers themselves may decide they don’t like pages from a particular web site, even if those web sites don’t violate any traditional spam rules.
Blocking has a big impact on what the individual who blocks sees, but it also has an impact on what every searcher sees.


All the factors we show are weighted on a scale of one to three, as shown in the top right corner of each factor. Three is deemed most important, something that you either should especially pay attention to, because it has a bigger impact than other factors.
That doesn’t mean that factors weighted only two or one aren’t important. They are, or they wouldn’t have made the chart. It’s just that they are off less importance in relatively speaking, in terms of everything on the chart.
The weighting is also our opinion, based on what search engines have said, surveys done of SEO and our own experience in watching the space over time. They’re not perfect; not everyone will agree with them. But we think they’re a useful general guide.
Violations and Blocking factors are also weighted in negative numbers, with negative three being the worst.

“Missing” Factors & The Guide’s Philosophy

Some experienced SEOs may be wondering why some factors aren’t shown. How come ALT text or bolding words aren’t included as important HTML factors, for example?
The answer is that we don’t think those things are that important, relatively speaking. We’re not trying to encompass every possible signal (Google has over 200 of them) and sub-signals (Google has over 10,000 of those).
Instead, the goal with the Periodic Table Of SEO Ranking Factors and this online companion guide help those new to SEO focus on the big picture and perhaps help some experienced SEO hit the “reset” button if they’re feeling a bit lost among the trees of the SEO forest.
That’s why this guide doesn’t try to get into the debate over whether having your most important keywords be at the beginning or end of an HTML title tag. Nor are we trying to assess if H1 header tags carry more weight than H2 tags.
We’re purposely avoiding being so specific because such things can easily become overkill. Instead, we want you to understand that your pages should have descriptive titles, that indicating page structure with header tags may help, and topping things off with easily deployed meta description tag is a good idea Do these things, and you’d probably addressed 90% of the most important HTML-related factors.
Similarly, it’s not whether a good reputation on Twitter is worth more than on Facebook. Instead, it’s trying to help people understand that having social accounts that seem reputable in general, which attract a good following and generate social shares, is a good that may help you with your search efforts.

PPC or Sponsored Results

PPC or Sponsered Results - How does it work?

Pay-Per-Click (PPC) or Sponsored listings are used in order to help establish a website on a search engine's result pages when the common generic listings are not providing top positioning. By paying a PPC provider a fee it is possible to have a listing within the top few results given by a search engine. For this reason, PPC is a nice solution when a website is starting to establish a relationship with these search engines, which has developed into a sometimes long term project. But like everything, there is more to the process than just paying a fee.
There are dozens of people advertising for the PPC phrase "LA Dentist" and Google is only going to display a few of these at any given time. Who is eliminated when not everyone can be displayed? Google looks at several factors. 1) Google is going to display those that have a bigger budget. They are looking at making as big a profit as possible, so Google is going to display the adds that bring in the most money for them. 2) When the higher paying PPC clients exhaust their budget then they are dropped from the list and the lesser budget advertisements get a chance. 3) Google is also worried about relevance. They will choose to display adds that have been clicked on more often. To Google, clicks prove relevance. If a site or an add is picked by a wide margin more than another then it must truly be about that searched for subject. 4) Another factor is randomization. If you were to rely simply on the above factors then a newly added PPC add with a smaller budget would never appear, especially when there are dozens or more deep pocket PPC clients to compete with. In LA you can expect many, many dozens of competing clients. So, a small percentage of adds are displayed randomly, or once in a while, to give them a chance for occasional click through. When they are clicked on a few times then factor 3 above promotes their rate of display. 5) History; the longer an add has been running the greater the relevance granted.

Submit Website to Search Engines

Submitting a Website to the Search Engines 

If you already own your website, then you have received the spam emails promising submission to thousands of search engines. Or you may have looked at the tools that automatically submit for you. You could actually be placing your site in danger by using these services. Some of the search engines and directories can tell when a submission was made with a tool instead of by hand and will either ignore the effort or worse. The important engines require extra steps making automated submission impossible. Simply; avoid these auto tools.

The Submission Myths

One of the more popular advertisements promises submission to 50,000 search engines. Sounds good
In reality there are only a handful (less than a dozen) of search engines that will bring you traffic. Add to these a few (as in 3 or 4) directories and you have well over 95% of the search market at your disposal. These thousands of additional engines are made up of free for all (FFA) link pages or special interest webpages.
Submitting your web page to thousands of FFA sites means that you will end up with thousands of spam email messages.
In addition, you will not receive a single visitor when you submit your website about office equipment to a directory of artists in Antarctica.

Who do I Submit to? And How?

As always, it is quality that matters, not quantity. For this reason, you should concentrate on the popular search engines when you submit your website.
Here things actually get easier. As is true with most major corporations, search engines purchase one another and eliminate competition. Here is a rundown of the more important engines in the US of A:
  • Google: This engine supplies results to AOL & Netscape. From Google's main page they have directions to their free submission tool, and by submitting once you just submitted to AOL & Netscape too.
  • MSN: These guys are running solo and are now self sufficient. As is true with Google, use MSN's main page to find their free submission tool.
  • Yahoo: Corporate buyout king. Yahoo now owns Inktomi, AltaVista, AlltheWeb, Overture and some others. Like the previous engines, this submission is also free. Although they also offer paid submissions ranging from $100 to $300.
  • AskJeeves: Inclusion here is done through the Teoma directory for a fee.
  • Foreign Engines: Each country has its own local search engines, and even the ones listed above have their own branches located in different regions. Submission to these should not be overlooked if you sell product or offer services besides just in the US of A.
  • Open Directory/DMOZ: This is the main free directory. The trick here is to be already getting results from the above engines before submitting to DMOZ. This directory then boosts your ranking score with AOL, Google, AskJeeves and others... at least in theory. In the days of Yahoo being king this was a powerful tool, now DMOZ is just kind of there.
  • Specialty Directories: There are countless subject driven directories for every imaginable topic. Some are well used by members in that field and well worth submitting to. You will need to find these on your own.
  • PPC: Overture, Google, Look Smart and others offer sponsored listings or Pay-Per-Click campaigns. If you are selling product then this could be a definite consideration. As would Google's Froogle engine or EBay.
Submission is quite simple, fill in the blanks provided and maybe pay a fee. For the PPC type of submission
an account will need to be applied for and then maintained which is a little more work.
There are two other options available for the more cost-conscious user:
  • Linking: This is a good idea anyway for further maintaining and building your sites ranking. But initially, if another site has a link pointing to your site (this is called a backlink) and the other site is known by the search engines then when the search engines next spider that site they will find reference to yours and freely add you to their submission list. This is absolutely best way to be submitted. And do not stop at one backlink, get as many as you can.
  • Toolbars: I hate this option, but it works well. If you add a Google bar to your Windows Internet Explorer program then Google will know everywhere you go on the internet, thus giving all your destinations free submission. Most of the search engines have their own tool bar. This is free, but now big brother(s) know everything you do when browsing.
In Conclusion
Submission is a must for your site to be known by the search engines. But please do not stop with only submission. If your site is not search engine friendly then the submission is worthless.