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Posts tagged ‘The beginners guide to SEO’

The Beginner’s Guide to SEO: Chapter 3 – Why Search Engine Marketing is Necessary

Search Engine Optimization is the process of taking a page built by humans and making it easily consumable for both other humans and for search engine robots. This section details some of the compromises you will need to make in order to satisfy these two very important kinds of user.

One of the most common issues we hear from folks on both the business and technology sides of a company goes something like this:

“No smart engineer would ever build a search engine that requires websites to follow certain rules or principles in order to be ranked or indexed. Anyone with half a brain would want a system that can crawl through any architecture, parse any amount of complex or imperfect code and still find a way to return the best and most relevant results, not the ones that have been “optimized” by unlicensed search marketing experts.”

Sounds Brutal…

Initially, this argument can seem like a tough obstacle to overcome, but the more you’re able to explain details and examine the inner-workings of the engines, the less powerful this argument becomes.

3 Limitations of Search Engine Technology

The major search engines all operate on the same principles, as explained in Chapter 1. Automated search bots crawl the web, following links and indexing content in massive databases. But, modern search technology is not all-powerful. There are technical limitations of all kinds that can cause immense problems in both inclusion and rankings. We’ve enumerated some of the most common of these below:

1. SPIDERING AND INDEXING PROBLEMS

  • Search engines cannot fill out online forms, and thus any content contained behind them will remain hidden.
  • Poor link structures can lead to search engines failing to reach all of the content contained on a website, or allow them to spider it, but leave it so minimally exposed that it’s deemed “unimportant” by the engines’ index.
  • Web pages that use Flash, frames, Java applets, plug-in content, audio files & video have content that search engines cannot access.

Interpreting Non-Text Content

  • Text that is not in HTML format in the parse-able code of a web page is inherently invisible to search engines.
  • This can include text in Flash files, images, photos, video, audio & plug-in content.

2. CONTENT TO QUERY MATCHING

  • Text that is not written in terms that users use to search in the major search engines. For example, writing about refrigerators when people actually search for “fridges”. We had a client once who used the phrase “Climate Connections” to refer to Global Warming.
  • Language and internationalization subtleties. For example, color vs colour. When in doubt, check what people are searching for and use exact matches in your content.
  • Language. For example, writing content in Polish when the majority of the people who would visit your website are from Japan.

3. THE “TREE FALLS IN THE FOREST EFFECT”

This is perhaps the most important concept to grasp about the functionality of search engines & the importance of search marketers. Even when the technical details of search-engine friendly web development are correct, content can remain virtually invisible to search engines. This is due to the inherent nature of modern search technology, which rely on the aforementioned metrics of relevance and importance to display results.

The “tree falls in a forest” adage postulates that if no one is around to hear the sound, it may not exist at all – and this translates perfectly to search engines and web content. The major engines have no inherent gauge of quality or notability and no potential way to discover and make visible fantastic pieces of writing, art or multimedia on the web. Only humans have this power – to discover, react, comment and (most important for search engines) link. Thus, it is only natural that great content cannot simply be created – it must be marketed. Search engines already do a great job of promoting high quality content on popular websites or on individual web pages that have become popular, but they cannot generate this popularity – this is a task that demands talented Internet marketers.

THE COMPTETIVE NATURE OF SEARCH ENGINES

Take a look at any search results page and you’ll find the answer to why search marketing, as a practice, has a long, healthy life ahead.

Google Screenshot Yahoo Screenshot Bing Screenshot

10 positions, ordered by rank, with click-through traffic based on their relative position & ability to attract searchers. The fact that so much traffic goes to so few listings for any given search means that there will always be a financial incentive for search engine rankings. No matter what variables may make up the algorithms of the future, websites and businesses will contend with one another for this traffic, branding, marketing & sales goals it provides.

A CONSTANTLY SHIFTING LANDSCAPE

When search marketing began in the mid-1990’s, manual submission, the meta keywords tag and keyword stuffing were all regular parts of the tactics necessary to rank well. In 2004, link bombing with anchor text, buying hordes of links from automated blog comment spam injectors and the construction of inter-linking farms of websites could all be leveraged for traffic. In 2010, social media marketing and vertical search inclusion are mainstream methods for conducting search engine optimization.

The future may be uncertain, but in the world of search, change is a constant. For this reason, along with all the many others listed above, search marketing will remain a steadfast need in the diet of those who wish to remain competitive on the web. Others have mounted an effective defense of search engine optimization in the past, but as we see it, there’s no need for a defense other than simple logic – websites and pages compete for attention and placement in the search engines, and those with the best knowledge and experience with these rankings will receive the benefits of increased traffic and visibility.

Next…Chapter 4 – The Basics of Search Engine Friendly Design & Development

Written by Brent C. Johns of Indian Creek Web Design – www.indiancreekwebdesign.com – 208.703.2392

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The Beginner’s Guide to SEO: Chapter 2 – How People Interact with Search Engines

One of the most important elements to building an online marketing strategy around SEO and search rankings is feeling empathy for your audience. Once you grasp how the average searcher, and more specifically, your target market, uses search, you can more effectively reach and keep those users.

When this process results in the satisfactory completion of a task, a positive experience is created, both with the search engine and the site providing the information or result. Since the inception of web search, the activity has grown to heights of great popularity, such that in December of 2005, the Pew Internet & American Life Project (PDF Study in Conjunction with ComScore) found that 90% of online men and 91% of online women used search engines. Of these, 42% of the men and 39% of the women reported using search engines every day and more than 85% of both groups say they “found the information they were looking for.

Search engine usage has evolved over the years but the primary principles of conducting a search remain largely unchanged. Listed here are the steps that comprise most search processes:

  1. Experience the need for an answer, solution or piece of information
  2. Formulate that need in a string of words and phrases, also known as “the query.”
  3. Execute the query at a search engine.
  4. Browse through the results for a match.
  5. Click on a result.
  6. Scan for a solution, or a link to that solution.
  7. If unsatisfied, return to the search results and browse for another link or…
  8. Perform a new search with refinements to the query.

A Broad Picture with Fascinating Data

When looking at the broad picture of search engine usage, fascinating data is available from a multitude of sources. We’ve extracted those that are recent, relevant, and valuable, not only for understanding how users search, but in presenting a compelling argument about the power of search (which we suspect many readers of this guide may need to do for their managers):

An April 2010 study by comScore found:

  • Google Sites led the U.S. core search market in April with 64.4 percent of the searches conducted, followed by Yahoo! Sites (up 0.8 percentage points to 17.7 percent), and Microsoft Sites (up 0.1 percentage points to 11.8 percent).
  • Americans conducted 15.5 billion searches in April, up slightly from March. Google Sites accounted for 10 billion searches, followed by Yahoo! Sites (2.8 billion), Microsoft Sites (1.8 billion), Ask Network (574 million) and AOL LLC (371 million).
  • In the April analysis of the top properties where search activity is observed, Google Sites led the search market with 14.0 billion search queries, followed by Yahoo! Sites with 2.8 billion queries and Microsoft Sites with 1.9 billion. Amazon Sites experienced sizeable growth during the month with an 8-percent increase to 245 million searches, rounding off the top 10 ranking.

A July 2009 Forrester report remarked:

  • Interactive marketing will near $55 billion in 2014.
  • This spend will represent 21% of all marketing budgets.

Webvisible & Nielsen produced a 2007 report on local search that noted:

  • 74% of respondents used search engines to find local business information vs. 65% who turned to print yellow pages, 50% who used Internet yellow pages, and 44% who used traditional newspapers.
  • 86% surveyed said they have used the Internet to find a local business, a rise from the 70% figure reported last year (2006.)
  • 80% reported researching a product or service online, then making that purchase offline from a local business.

An August 2008 PEW Internet Study revealed:

  • The percentage of Internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49 percent).
  • With this increase, the number of those using a search engine on a typical day is pulling ever closer to the 60 percent of Internet users who use e-mail, arguably the Internet’s all-time killer app, on a typical day.

A EightFoldLogic (formally Enquisite) report from 2009 on click-through traffic in the US showed:

  • Google sends 78.43% of traffic.
  • Yahoo! sends 9.73% of traffic.
  • Bing sends 7.86% of traffic.

A Yahoo! study from 2007 showed:

  • Online advertising drives in-store sales at a 6:1 ratio to online sales.
  • Consumers in the study spent $16 offline (in stores) to every $1 spent online.

A study on data leaked from AOL’s search query logs reveals:

  • The first ranking position in the search results receives 42.25% of all click-through traffic
  • The second position receives 11.94%, the third 8.47%, the fourth 6.05%, and all others are under 5%
  • The first ten results received 89.71% of all click-through traffic, the next 10 results (normally listed on the second page of results) received 4.37%, the third page – 2.42%, and the fifth – 1.07%. All other pages of results received less than 1% of total search traffic clicks.

All of this impressive research data leads us to some important conclusions about web search and marketing through search engines. In particular, we’re able to make the following assumptions with relative surety:

  • Search is very, very popular. It reaches nearly every online American, and billions of people around the world.
  • Being listed in the first few results is critical to visibility.
  • Being listed at the top of the results not only provides the greatest amount of traffic, but instills trust in consumers as to the worthiness and relative importance of the company/website.
  • An incredible amount of offline economic activity is driven by searches on the web

Written by Brent C. Johns of Indian Creek Web Design – 208.703.2392

The Beginner’s Guide to SEO

January 18th, 2010

New to SEO? Need to polish up your knowledge? The Beginner’s Guide to SEO has been read over 1 million times and provides comprehensive information you need to get on the road to professional quality SEO.

Let’s Get You Started In the wonderful world of SEO!

The Beginner’s Guide to Search Engine Optimization (SEO) is an in depth tutorial on how search engines work that covers the fundamental strategies that make websites search engine friendly. You can either follow our blog to gain all of this wisdom, or to download your copy of the world’s most read guide on SEO, join the community of Indian Creek Web Design members on Facebook and we’ll send you a link to the file.

In this guide, we will cover the following;

Chapter 1 – How Search Engines Operate

Chapter 2 – How People Interact with Search Engines

Chapter 3 – Why Search Engine Marketing is Necessary

Chapter 4 – The basics of Search Engine Design & Development

Chapter 5 – Keyword Research

Chapter 6 – How Usability, Experience & Content Affect Rankings

Chapter 7 – Growing Popularity and Links

Chapter 8 – Search Engine Tools and Services

Chapter 9 – Myths and Misconceptions About Search Engines

Chapter 10 – Measuring and Tracking Success

What is Search Engine Optimization (SEO)?

SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach. Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO (SEOs) consider themselves to be in the broad field of website optimization (since so many of those elements intertwine).

This guide is designed to describe all areas of SEO – from discovery of the terms and phrases that will generate traffic, to making a site search engine friendly, to building the links and marketing the unique value of the site/organization’s offerings. Don’t worry, if you are confused about this stuff, you are not alone.

Why does my company/organization/website need SEO?

The majority of web traffic is driven by the major commercial search engines – Google, Bing and Yahoo!. If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities available to websites provided via search – people who want what you have visiting your site. Whether your site provides content, services, products, or information, search engines are a primary method of navigation for almost all Internet users. (See: Search Engine Market Share below)

Search queries, the words that users type into the search box which contain terms and phrases best suited to your site, carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization’s success. Targeted visitors to a website can provide publicity, revenue, and exposure like no other. Investing in SEO, whether through time or finances, can have an exceptional rate of return.

Why can’t the search engines figure out my site without SEO help?

Search engines are always working towards improving their technology to crawl the web more deeply and return increasingly relevant results to users. However, there is and will always be a limit to how search engines can operate. Whereas, the right moves can net you thousands of visitors and attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal. In addition to making content available to search engines, SEO can also help boost rankings so that content that has been found will be placed where searchers will more readily see it. The online environment is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

How much of this article do I need to read?

If you are serious about improving search traffic and are unfamiliar with SEO, we recommend reading this guide front-to-back. Again, there is a printable PDF version for those who’d prefer, (just simply join our community on facebook), and there are dozens of linked-to resources on other sites and pages that are worthy of your attention. Although this guide is long, we’ve attempted to remain faithful to Mr. William Strunk’s famous quote:

A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.

 

Every section and topic in this report is critical to understanding the best known and most effective practices of search engine optimization.Please check back daily to our blog or sign up to our eNewsletter to get each chapter emailed to you.

Written by Brent C. Johns of Indian Creek Web Design – 208.703.2392