SEO – Search Engine Optimization
Everyone keeps saying “Just when I figured out how to work the SEO system, the big search engine companies like Google, Microsoft (Bing), and Yahoo change the rules.” But, in reality search engine companies are only adjusting their rules to continually even the playing field. As people start learning how to take shortcuts to improve their rankings, search engine companies make changes to maintain value in the search engine process. Their goal is to make web searches as valuable a tool to the general public as possible. What does this mean to you? Two things come to mind.
1. There continue to be basic rules for you to follow to improve your SEO; and
2. You need to be continually aware of changes search engine companies make to their SEO guidelines.
First off, basic rules to follow include:
1. Content is always important.
a. Information you are providing should be current and well written.
b. Choose words wisely in your web content. Know what are the key industry words and make sure to use those in your website.
c. Know what words potential customers search in order to look up your products or services. These words should be used in your website as well.
2. Build links into your website if possible.
a. Only link to trusted websites that are known in your field.
b. Look at reciprocally linking with other companies in your industry that don’t directly compete with you. Maybe you provide books on a specific area and another company provides training. See if they will allow you to set up cross links on each company website.
3. Review how your website is laid out for access and ease of use.
a. Decide which landing pages you want to use or which home page you want to use.
b. Make sure your website flows properly from one area to another, allowing visitors to move easily to content.
A good resource to make sure you cover all the important areas is Search Engine Land’s periodic table on creating SEO. Go to http://searchengineland.com/seotable to access the table.
Also, two good recent articles http://searchengineland.com/searchmetrics-releases-their-seo-ranking-factors-post-penguin-2-0-164902?goback=.gde_4404408_member_255746400 and http://marketingland.com/slideshow-the-periodic-table-of-seo-success-factors-explained-54349?utm_source=ml&utm_medium=mcap&utm_campaign=email&mkt_tok=3RkMMJWWfF9wsRonuq7JZKXonjHpfsX57uUpX6S2lMI%2F0ER3fOvrPUfGjI4CTsRiI%2BSLDwEYGJlv6SgFTbLCMbpx37gNXxU%3D give a good overview of the changing importance different factors play in SEO.
Finally, the different search engine companies have put out recent revised guidelines on the “dos” and “don’ts” on SEO. They go over their in depth best practice standards as follows:
1. View the guidelines put out by Google – https://support.google.com/webmasters/answer/35769#2
2. View the guidelines put out by Bing – http://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a
3. View the guidelines put out by Yahoo – http://help.yahoo.com/kb/index?page=content&y=PROD_SRCH&locale=en_US&id=SLN2245&impressions=true
In the end it is all about not taking shortcuts and designing, and updating your website to make it as user friendly as possible. If you have decent content, a decent structure and keep your information and technology current. You will continue to move in the right direction. Don’t expect things to happen overnight.
Next up – What is SEM and how does it differ from SEO.