SEO Secrets Revealed
by Nick Nichols, Search Engine Marketing Expert
What is SEO?
SEO is an acronym for Search Engine Optimization, the process of making a web page rank better in the search engines for relevant keywords – known as money keywords – that likely buyers are using to get information that leads to a solution to a problem they have. In e-commerce, that solution is usually a product or service they can buy.
There are two sides to SEO – what is done ON a web page to make it rank better and what is done OFF a web page to make it rank better. This is a noteworthy distinction because although on-page SEO is important, off-page SEO is much more important, and much more difficult.
What is on-page SEO?
On-page SEO involves the inclusion of certain visible and invisible elements that search engine indexing software – known as robots, spiders or crawlers – looks for to categorize a web page and rank it for keywords. Good SEO gives human visitors relevant results for the keywords they used in a search.
The most important on-page elements are the page title, description tag, heading tags, and the textual content that appears on the page.
What is off-page SEO?
Off-page SEO consists primarily of link building – the process of getting keyword-rich text links to your website – also called back links – placed on third-party web pages that are already recognized and trusted by the search engines. This is challenging because the owners of popular third-party websites need a compelling reason to give another party a back link on one or more of their web pages.
There are only three reasons why website A would link to website B:
- Website B has unique content that website A cannot provide that benefits the visitors of website A;
- Website B is a non-profit website, such as for a school, political or religious group, that website A has some kind of affinity relationship with; or
- Website A is somehow able to monetize the link to website B.
For commercial purposes, if you want another website to link to your website you must develop relevant, high-quality content or you must compensate the owner of the other website in some manner. Otherwise, why should they link to you?
Why do I need SEO?
You need SEO if you want to be found for the keywords people are using to find a product or service like yours ahead of your competition. If you have other productive ways of being found online – such as one or more ongoing non-Internet media campaigns – television, radio, print or outdoor ads, for example – then you might not need SEO.
Can I do SEO myself?
Sure – if you have the time and the money to learn how to do it the right way, and are then willing to keep up with the ever-changing search environment.
What are the biggest myths and challenges of SEO?
The #1 myth is that you don’t need a search engine optimized website or any back links. If you want to get found for money keywords, you must have the right page title, description tag, heading tags, and textual content, and you must have several good-quality back links – because the only way the search engines will find your website quickly and categorize it properly is if you utilize proper SEO techniques.
The second biggest myth is that you can optimize your home page for several keywords. This is a genuine dilemma for businesses that offer more than one category of product or service, such as a car dealer with several brands; a law firm with several specialties, or a school with several programs. Too many keywords causes keyword dilution and not only confuses search engine robots, it confuses human visitors as well.
Ideally each web page should focus on just one core concept and closely related keywords, and one geographic location. For a business with several offers, it’s probably okay for the home page to list all the offers, but you should at least have internal pages that are each singularly focused. Even better… create single-focus landing pages or micro-sites that have special purpose URLs and keyword-rich textual content. Either way you must promote each single-focus page separately if you want that page to be found easily by likely buyers.
The third biggest myth is that an SEO firm can guarantee a #1 organic search engine listing in a specific time-frame for money keywords. Although the goal should be a top ranking, there’s no way to guarantee that because no SEO firm has control over what the search engines and your competition may do to counteract what an SEO firm does on your behalf.
And although a #1 organic listing to your main home page for money keywords is certainly highly desirable, it’s not something you can count on, especially if you’re just beginning the SEO process. And, there are other ways to get found that are a little more predictable – such as claiming and optimizing your Google, Yahoo and Bing local listings; creating and distributing video clips, MP3s and articles; writing blog posts; cultivating online reviews, among others.
How is the Dalfort Media team different than ordinary SEO firms?
Our team has been helping people like you increase sales and profits using the Internet since 1996. During that time we have worked with thousands of clients all over the world to develop online marketing programs that get results. This is important because we have tried many ways to promote businesses online over the years and we know what works and more important, we know what doesn’t work. This kind of hands-on, trial-and-error experience will save you time and money and get results faster.
What makes us different from ordinary SEO firms is…
- We don’t take on just any business as a client. If you want to work with us you’ll have to make a commitment of time and resources to help us get the results you want.
- We don’t just jump in with both feet without first understanding who your target market is and how what you do solves problems for that market better than your competition.
- We guarantee results. Based on specific goals set at the start of your SEO program, we will achieve those goals in a specified time-frame or we will continue to work on your behalf at no charge for up to a full year if necessary to reach those predefined goals. No other SEO firm in the world has a guarantee like this. And we’re proud to say that because we’ve always delivered the expected results or better, no one has ever had to utilize the guarantee.