Bill McRea

Get paid to share your links!

So you found a company that claims to be a Search Engine Optimization Expert, but you are not sure if they really are the Search Engine Optimization Expert they say they are. So how can you weed out the fakes and the incompetents from one who is a real Search Engine

Optimization Expert?

A Search Engine Optimization Expert is one who understands that SEO has two functions: The Search Engine Optimization Expert has to foresee what the customers or potential visitors to your website would like to see as content of your website; and the Search Engine Optimization Expert also has to work within the constraints set by the preferred search engines.

Your Search Engine Optimization Expert should be able to identify the special keywords that are most likely to be used by your end users, readers or visitors. Some SEO teams will provide you with hundreds of keywords to use in your website content, but that is not effective or efficient because many of those target words and phrases may not be used by many people. Effective marketing by your Search Engine Optimization Expert means narrowing down the search process for your target visitors to a select list of keywords and key phrases that are very popular among the Internet population.

Your Search Engine Optimization Expert should also know that basic keyword research still contributes a lot to effective SEO efforts. This means prioritizing quality hits from quality visitors over just hiking the number of hits you get from the world at large. This is because a real Search Engine Optimization Expert knows that you are after revenues so that your business can not only survive but thrive, rather than just being a popular site for people to glance through. Even if you are the most-visited site on the Internet, if that doesn’t translate to revenues for you, then hiring a Search Engine Optimization Expert becomes a useless effort.

Something that is not commonly known except by an actual Search Engine Optimization Expert is that text is not the sole content being eyed by search engines when ranking websites anymore. Nowadays, your Search Engine Optimization Expert should understand that content like news articles, videos and images are also part of the content which are scrutinized by search engines and contribute to your rankings. So a so-called Search Engine Optimization Expert who insists on text-only content has clearly missed the bus so you need to look elsewhere for a better Search Engine Optimization Expert to consult and hire.

Does your Search Engine Optimization Expert know how to use online press releases? Online press releases can be used by your Search Engine Optimization Expert by submitting them to formats like RSS feeds and news sites – and yes, even search engines. Online press releases (in the hands of a competent Search Engine Optimization Expert) can prove to be an effective way for link building to be conducted. But your online press releases should not concentrate on promoting your company name. If your Search Engine Optimization Expert doesn’t know that, tell him to focus instead on providing information and news articles that act as a supplemental service to the Internet community. The Search Engine Optimization Expert should create this type of content from the perspective of the reader, audience or end user. Online press releases are best sent out to target channels at least two times per month. Online press releases are also a good way to integrate target words and phrases into the content so that your Search Engine Optimization Expert is hitting two birds with one stone: keyword usage and promotion of the website.

Your Search Engine Optimization Expert must focus on certain areas in the SEO effort that will make it more effective. Very popular keywords must be placed in the title tag, with less priority on the company name. Your website URL should be as short as possible, yet very concise with use of information. Adding a keyword or two to the URL is also a good idea. User-friendly content that has been written by master writers is great and always a good addition to the website.

Prioritize quality links over mass link building. And have your Search Engine Optimization Expert place a site map on your website for the convenience of your visitors so they don’t get lost.

If you find outsourcing work to a Search Engine Optimization Expert to be rather costly, consider hiring an in-house Search Engine Optimization Expert instead. This may drive down your expenses by a lot, and also gives you more control over what your Search Engine Optimization Expert is doing for you. You might opt for a multidisciplinary Search Engine Optimization Expert team that has IT and Marketing expertise for best results.

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Get paid to share your links!

What is the difference between these two? Search Engine marketing (SEM) is used to describe the entire practice of using search engine traffic to market goods and services. Search Engine Optimization (SEO) is the science and art of formatting a website to rank better within the search engine results pages (SERPs). SEO is part of SEM.

SEM includes search engine advertising, and this is an ever import overlooked aspect of marketing for most organizations. The main obstacle is the cost and the potential negative ROI on advertising expenses. In reality doing an effective Adwords campaign, or any online advertising, is very difficult to manage. To get the best results there needs to be an exhaustive research of all the possible terms used by web surfers interesting in any topic. This is called keyword research. SEM company’s help businesses conduct the research and build list of hundred of keyword combinations, misspellings and phrasings. The key is to find keywords that have traffic with relatively low competition. It is always amazing to see the amount of traffic a misspelled keyword can generate.

Not every keyword is the same either.  Typically the more information typed into the search engine the more interested and more likely the searcher is to make a purchase. For example: If you are interested in buying a guitar you may search for “guitar”, a very competitive term. Once you’ve done a bit of research you may then search for “Fender Eric Clapton Stratocaster”. It is this long tail search that typically results in sales. If you are the advertiser the term “Guitar” you will have a lot of expensive clicks and few purchases, while the phrase “Fender Eric Clapton Stratocaster” will result a lot fewer clicks, but considerably more sales. This is the heart of the SEM. Finding those high converting keywords and setting up keyword advertising to exploit them.

The approach I use with client is to set up web pages based on these long tail keywords and then let the SE slowly improve their rankings, BUT if immediate sales are required then I would advise them to use these same long tail keywords, and combinations, in an Adwords campaign.

All this can be quite complicated and thus is why SEM and SEO firms have become more and more popular during the last 10 years.

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