Introducing Search Engine Optimization

THE SEO REGION

When we talk about improving search engine ranking, what are we talking about? See below. APC Magazine site ranks #1 for “computer magazine” (as it should). SEO concerns the natural (“organic”) search results on the left. Paid (“sponsored”) ads appear on the right.

EMERGENCE OF THE WEB

Yes, SEO is entirely about bringing the right traffic (human visitors) from a search engine to a website. This, in turn, increases the return on investment (ROI). Sounds logical so far, but how did the SEO profession emerge?

In the late 1990s, you could get a page to rank high by using dodgy tactics such as hidden text, placing a long list of words in the meta tags, and so on. Many individuals made their fortunes in this manner, but very few business websites were optimised. It wasn’t until 2003 that the Australian SEO service industry became noticeable.

SEO AWARENESS

Today, many website owners have embraced SEO. However, there is some cynicism, ignorance and misinformation out there. Many businesses are losing millions of dollars in sales because their products are invisible to potential buyers who use Google for most of their research.

When a marketer commissions a new website, the specifications usually make no reference to SEO. Although the web designers are not at fault for omitting SEO features that weren’t requested, many of them don’t have SEO knowledge beyond phrases such as “search engine friendly (SEF) URLs” or “meta tags”.

A few months later, the marketer realises that the website has few visitors. Such ignorant marketers either fail online or they pay for traffic through search engine advertising.

Large companies find it hard to implement SEO because:

1. Their IT department requires that solutions must conform to a standard operating environment (SOE), which is not concerned with maximising the company revenue.
2. The website might be driven by some technology that cost millions of dollars and cannot be discarded. In my experience, Web-related “enterprise software” needs a room full of developers to make it SEF. Usually, there is no budget for this.
3. They ask for the “wrong” technology, in a search-engine friendly sense, such as a Flash-only site. Others ask for a minimalist site, where every page must end “above the fold”, that is, no scrolling. Such sites contain very little text, which is no good for a search engine.
4. They get gouged by overpriced SEOs (I have seen a company pay a six-figure sum for a 1000-page “analysis” that was generated by a $500 tool).
5. Their lawyers prevent them from engaging a small, competent SEO who does not have $10M worth of liability insurance, so they hire anyone else who has such insurance. Tip to small SEOs: quote six figures and spend some of it on insurance.
6. If they agree to implement SEO recommendations, they take months to get financial approval and months to effect the changes.
   

Small companies also find it hard to implement SEO, but it’s usually because nobody wants to admit that they wasted money on getting an unoptimized site.

Cynics were either burnt by the work of a so-called SEO or have convinced themselves that SEO is mumbo jumbo at best or spam at worst. Believe me; by employing the simplest SEO tactics, you will see improved rankings within weeks. I will not recommend “black-hat” (risky) tactics here.

PRACTICAL SEO

These days anyone can call themselves an SEO. Some are successful (at least they have well-known clients) and some are not. Some have fancy offices and some are run from private homes. If you own a good suit, you can get a big-name client. Let’s focus on making you a competent SEO and the suit can wait.

What does optimising a website entail? SEO can be divided into two groups of activities:

• On-page factors
• Off-page factors
  

On-page SEO factors are changes you make to the web pages. You can make the HTML code more SEF. You can edit textual content, add more text and headings. If you are building a new site, design it for SEO, user experience and fit for purpose.

Off-page SEO factors mainly involve getting links from other websites to yours. Sometimes you get such links indirectly, say, by issuing a press release that might lead to a magazine article that includes a link from its website to yours. The story might be picked up by a blogger who writes about your site and gives you a link. You might mention your site on a social media site such as Facebook and get a link from someone. You might get no links but a lot of human visitors – perfect!

Links are so important for ranking success that you should put 60 – 70 percent of your effort into this endeavour. Links are particularly important in highly competitive niches such as travel and finance. Most businesses overlook this element. Set aside a linking budget and hire a linking specialist if you need help.

SEO SKILLS

So who does the actual SEO work and what skills do they need? SEO is a Marketing activity, so here is a way to solve a territorial dispute:

• IT: Selecting the server, website coding (may be outsourced). The specialist might have a degree in Multimedia or Computer Science, or web development experience. Bear in mind that there is a lot of open source software about and you rarely need to code a website from scratch.
• Marketing: Performs the Web design, writes content, researches the competition, chooses links and keyphrases, solicits links from other websites. The specialists might have qualifications in graphic design, usability, marketing or equivalent experience.

SEO is also an element of Search Engine Marketing (SEM). The major search engines also operate advertising networks such as Google AdWords or Yahoo! Search Marketing and they have hijacked the term “Search Engine Marketing” (SEM) to refer exclusively to paid advertising. Not so! They really mean “PPC” (Pay-Per-Click) advertising. SEM includes SEO, PPC and Social Media Optimisation (SMO).

SEO TRAINING

What about SEO training courses? Do not expect any depth from so-called “training events” that consist of numerous speakers from well-known companies. The speakers might be senior executives or product managers who have never optimised a website or run a paid search advertising campaign. They just want to sell you their services.

I no longer teach SEO in Australia, but I usually run just one workshop in India during my annual holidays there. This Masterclass  series will save you the expense of that trip.