How many times have you seen an article referring to SEO (search engine optimization) as a "Black Art" or "underhanded", "manipulative", "sleazy", "deceptive" etc?. I could go on and on but you get my drift. The thing is - our industry has a pitiful reputation which is being reinforced on a daily basis by the media and word of mouth.
This realization hit me between the eyes recently when I read a comment in a search engine forum from an SEO who claimed he used his ethical SEO methods as a Unique Selling Point. Look what we've been reduced to - differentiating ourselves from the masses because we DON'T break the rules. What other industry could boast such a thing? Apart from the used car industry, I can't really think of any.
In order to increase your traffic you need to change the content on your site to reflect current trends. By this I don't mean simply changing a few words, layout etc etc, I mean really changing it to keep ahead of your competition by providing services that people really want.
The next realization that comes is that simply being listed is not enough. To get traffic from the search engines, you must come up at or near the top of the results for those searches that relate to your site.
Problem is these self-proclaimed experts don't bother to do their research and learn that such spamming techniques have long been ineffective. Nearly all the search engines these days have sophisticated methods of detecting and removing spam within days of receiving submissions. Penalties for spamming the search engines differ from engine to engine, but can range from being "red flagged" and put on a watch list, to being hit with a ranking penalty, to having your site permanently banned from their index (in severe cases). The type of scumbag SEO's that would play Russian Roulette with their client's web sites in this fashion are well-deserving of scorn. It can take months for search engines to lift such penalties, if they decide to at all.
The first thing you need to do is identify the keyword phrases that are important and relevant to your web site. For instance, how would you describe your company, products and services? More importantly, how would your visitors describe your company, products and services? Although the answer may seem like a no-brainer, it really isn't, because you need to think outside of the box. You need to get into your visitor's head and think like your visitor. What search terms would they use to find your web site?
It should be noted that we are talking presence AND future here: many of the classical techniques of search engine optimization are still working more or less successfully, but there is little doubt that they are rapidly losing their cutting edge and will probably be as obsolete in a few months' time as spam dexing or invisible text - both optimization techniques well worth their while through out the 90's have become today.
This realization hit me between the eyes recently when I read a comment in a search engine forum from an SEO who claimed he used his ethical SEO methods as a Unique Selling Point. Look what we've been reduced to - differentiating ourselves from the masses because we DON'T break the rules. What other industry could boast such a thing? Apart from the used car industry, I can't really think of any.
In order to increase your traffic you need to change the content on your site to reflect current trends. By this I don't mean simply changing a few words, layout etc etc, I mean really changing it to keep ahead of your competition by providing services that people really want.
The next realization that comes is that simply being listed is not enough. To get traffic from the search engines, you must come up at or near the top of the results for those searches that relate to your site.
Problem is these self-proclaimed experts don't bother to do their research and learn that such spamming techniques have long been ineffective. Nearly all the search engines these days have sophisticated methods of detecting and removing spam within days of receiving submissions. Penalties for spamming the search engines differ from engine to engine, but can range from being "red flagged" and put on a watch list, to being hit with a ranking penalty, to having your site permanently banned from their index (in severe cases). The type of scumbag SEO's that would play Russian Roulette with their client's web sites in this fashion are well-deserving of scorn. It can take months for search engines to lift such penalties, if they decide to at all.
The first thing you need to do is identify the keyword phrases that are important and relevant to your web site. For instance, how would you describe your company, products and services? More importantly, how would your visitors describe your company, products and services? Although the answer may seem like a no-brainer, it really isn't, because you need to think outside of the box. You need to get into your visitor's head and think like your visitor. What search terms would they use to find your web site?
It should be noted that we are talking presence AND future here: many of the classical techniques of search engine optimization are still working more or less successfully, but there is little doubt that they are rapidly losing their cutting edge and will probably be as obsolete in a few months' time as spam dexing or invisible text - both optimization techniques well worth their while through out the 90's have become today.
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