Recently in Search Engine Optimization Category
SEO can be confusing, especially for managers and others who must keep track of optimization efforts but do not do the actual work themselves. The SEO Matrix is a simple way to think about search engine optimization.
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If your business to business web site is like most companies’ its focused is on:
- Generating leads
- Trying to get as much information into as small a space as possible.
Too bad. Compacting your Internet marketing strategy and your online content are huge errors. The desire is understandable. Time is precious. People are busy. No one enjoys adding to their work load or increasing the company’s overhead.
Have you considered this?
- Most people find most web sites by using search engines. Search engines, like Google, have huge appetites for original content. Every page of original text adds to your web site’s ranking strength and increases that likelihood that your web site will be found.
- The best practices for attracting B2B leads online are the same the same as they are offline. You have to gain their attention and trust first and often before they need your product or services.
Instead of asking how you can get more message into less space on your B2B web site, ask how you can expand your content to make it worthwhile to more people and earn greater respect from the search engines at the same time.
Here are some ideas:
- To sell your products and services online
How many different ways can you break this down? - By product or service
- By each industry you serve
- Do you include video or other types of demos?
- To publicize trade shows, conference appearances and events
- To build your company’s brand and reputation
- To position your company as an industry and peer leader?
- White papers
- Webcasts
- Educational content
- Industry news, patents and regulatory information
- As a client support center.
- Manuals
- FAQs
- Forums
- As launching pad for new marketing ideas or new products and services
- To ask for client, industry and target market feedback
- As an information center for stakeholders who are not leads or clients
- Your B2B customers’ customers
- Your Suppliers
- Your Investors
- The media and press
How does your company use its web site?
I spoke about search marketing and analytics yesterday, at SEMPDX Searchfest 2008. It was a great conference and a great group!
If you need my slides, here they are:
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Last week I attended SMX West. It was a great event, but one session in particular stood out for me: ‘Search Engine Q & A’.
Lead engineers from Google, Microsoft Live, Yahoo! and Ask all answered audience questions about search engine policies, what’s OK and what’s not, and the future of search.
One attendee asked, "Do you consider search engine optimization a good thing?"
I braced myself for an answer like, "No, we think you’re the scum of the earth".
But, first Google’s Matt Cutts, then every other engineer on stage, all answered that they considered ethical search engine optimization a good thing. No hemming and hawing, no hesitation.
Search Engines Want SEO?!
Yes. Ethical, smart search engine optimization works to:
- Create well-structured, easily-categorized web sites.
- Write great content.
- Make that content accessible to search engines.
- Make sure the search engines find the stuff.
The Market Rules
Great search engine optimization only makes the search engines better. They reciprocate by giving you a higher ranking. It’s a market of sorts, where the content creators have every incentive to deliver the best-quality information on the best-quality sites, and the search engines have every incentive to show that content.
Support the Market, and You’ll Benefit
Hire ethical, smart SEO agencies that will help you make long-term, sustainable improvements to your rankings. Don’t hire so-called miracle workers who promise fast, easy results. If it sounds to good to be true, it is.
The Pitch
Yes, it’s the Portent Interactive blog, so there’s a Portent Interactive pitch.
We’ve been practicing the kind of ‘white hat’ search engine optimization the search engines love for 10 years. You can learn more about our services by clicking any of the links below:
Search Engine Optimization Services
Portent’s $999 SEO Checkup
SEO Packages
Portent’s SEO Code of Ethics
