In my article: the importance of web site structure for an SEO optimized web site you can read about the essential components of an optimised web site. Which pages should not be missing from your web site, what is a high quality site and why the navigation and URL structure is vital for good SEO? … [Read more...] about What Is Search Engine Optimization And Why Is It Important
Search engine optimization
Your search engine optimization company can also find out from you which areas of your services or which products haven't gotten enough attention, and can focus on those. Your strategy of marketing on the Internet could then bring in fresh leads for those areas. For example, you may have a line of business that is underperforming, and it has been made known by the powers-that-be that this lagging area needs improvement. Your search engine optimization company should be aware of this issue, because it can allocate a sizable number of keyphrases to this underperforming sector. If you don't give your SEO firm this information, whether it asks or you volunteer, your keyphrases may be allocated equally, and you will lose the chance for this boost. … [Read more...] about What Every Search Engine Optimization Company Should Know about Keyphrase Choice
Which approach is right? It depends (you weren't expecting a definitive answer, right?). The decision between SEO efforts vs. PPC advertising depends on means, goals, budget, comfort level, corporate restrictions, and many other elements. Keep in mind that these are only five possible models that we often encounter. Many clients do not fit neatly into any of these scenarios. Some clients may start out with one option and evolve into another. Some switch back and forth depending on their own ever-changing situation. The most important thing is to be aware of your options and pursue a path that fits your current goals. … [Read more...] about Search Engine Optimization and Paid Search: What Should Your Philosophy Be?
Last week in this space, I posed the musical question, "Are You Optimizing for Search Engines or for Customers?" Then, on Friday, I continued this theme in my talk at Search Insider Summit by focusing on the choice between search engine optimization vs. customer connection. One reporter summed it up as "search marketers need an attitude adjustment," which might be true, but I want to go a bit further. … [Read more...] about Search Engine Optimization vs. Customer Connection
For the purpose of this article, I'm ignoring the multitudes of companies that decide to dump the job on somebody already in their organization (usually an IT person who already has too much to do) rather than hiring a search engine optimization company. It has been my experience that while some of these people eventually provide decent results, they are the exception. More often than not, the project never leaves the ground, or the effort is halfhearted at best. In a worst case scenario, your internal person may embrace tactics that no expert search engine optimization company would ever use because they can put your site at risk of penalization or outright removal from the engine indexes. … [Read more...] about Using a Search Engine Optimization Company vs. Hiring an In-House Expert: The True Dollar Cost