The Online Marketing Guy

This is still a hot topic these days, despite what we already know:

Spiders don’t really crawl Flash thoroughly.

Flash is seen by many as the indicator of a professional website. Basically, if the site is nice, looks cool and has fancy navigation options - if the company invested lots of money in their site - they must be a good company. Hopefully most people are starting to clue into the fact that this just isn’t so.

In fact, many businesses online rely on a fancy website to cover up for the fact that they are just a coupe of guys looking to make some money online. Fancy site means a real company, and they use this to their advantage.

But, for those who are serious about business online, the debate over to Flash or not to Flash breaks down along different lines.

Do you use Flash to offer a better user experience? Is it used to showcase a particular product or service in a unique way?

It’s easy to get carried away and end up with a killer website built entirely in Flash. The downside being they don’t tend to perform well in the search world. Like most things, your mileage may vary, as I’m sure there are some success stories of sites that are built with Flash doing very well indeed.

By and large, though, most people tend to ask how to optimize a Flash website to do better in organic search rankings, so the trend is as we understand it - Flash sites struggle. And for good reason. Google’s Webmaster Central blog recently had an article on this topic and it’s worth a read - here’s a snippet:

“As many of you already know, Flash is inherently a visual medium, and Googlebot doesn’t have eyes. Googlebot can typically read Flash files and extract the text and links in them, but the structure and context are missing. Moreover, textual contents are sometimes stored in Flash as graphics, and since Googlebot doesn’t currently have the algorithmic eyes needed to read these graphics, these important keywords can be missed entirely. All of this means that even if your Flash content is in our index, it might be missing some text, content, or links. Worse, while Googlebot can understand some Flash files, not all Internet spiders can.”

The bottom line remains the same - don’t bury critical information inside Flash files. Things like navigation, sitemap data and actual content needs to be seen by the spiders so they can not only see links, but determine context. Without this holistic view, the engines are flying blind. Help them, and yourself, at the same time.

Tags: Google, Learn SEO, Flash and SEO by searchgeek
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Danny, Chris and the crew have done it again. The recent launch of Sphinn shows a continued commitment to the business of search marketing and brings a new space to glean the latest from some of the best in the business.

More of a blog-style joint, thoughtful touches abound.

For example, when you edit your profile, you’ll notice a deep list of information can be filled in. One of the few places that allows for multiple blog/website entries in a profile can be found here (great if you run a couple spaces yourself and want to associate them with your profile). They also allow you to post your user name at many popular forums and social spaces. Danny’s got a suggestion list of what else to add to these resources going here.

Now, this is a small point, but where else can you find a person, view their profile and see the aliases they use at the most popular spots around the web related to search and online marketing? I tried to think of another place and failed last night.

Nice work guys - now I need to edit my Firefox home pages again to include Sphinn…

Tags: Learn SEO, Sphinn by searchgeek
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OK, so while working on a project to build a multi-thousand page series of sitemaps for our properties here at work, I found this resource: http://www.sitemaps.org/

The site is good at one thing,and one thing only - sharing information about sitemaps. Many folks today see them as a sort of Holy Grail. A way to magically improve search rankings, and it’s easy to see why.

A sitemap page helps your internal link architecture by adding a series of internal-facing links. It can help boost… [Read more →]

Tags: SEO Tools, Learn SEO, Sitemaps by searchgeek
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Man, this burns me.

A guy who apparently is someone in the world of search - there are too many “someone’s” to keep track of - writes this article and gets it on MSNBC via Entrepreneur.com.

OK, so MSNBC gets a pass, because they’re just syndicating content as they do.

Even Entrepreneur.com can have a pass, because really, should they know about SEO and articles?

But the author - claimed to be someone - should certainly know better - or at least have his facts straight.

Here’s the article over at MSNBC.

Now, let’s discuss some of it’s main points:

LSI: latent semantic indexing - at least he gets it right by saying its been around a while. Not so sure it’s a big deal to point out that most folks don’t understand this. After all, most webmasters today are savvy enough to include relevant content - so you’re selling cars, maybe you have a page on trailer hitches too…

This isn’t that big a deal and most people naturally end up addressing this one anyway. It’s a bit like explaining to people what the egress is. They’ll figure out its the exit on their own.

Google contains more than 100 algorithms that make it the world’s most popular search engine. - I call BS - maybe 100 variables in the algorithm, but 100 individual algorithms? I’m not buying it personally - and even if there were, who cares? Cover the basics, build the content and users/links shall follow. It takes work and time. Bringing up “100 algorithms” is simply a way to “look” like you know what you’re saying - it’s a parlor trick to include useless info that doesn’t matter.

“Context” is the new buzzword for SEO in 2007. - LOL, the concept of “context” has been around since day one in the world or search optimization. It goes hand in hand with relevancy, which, as even the greenest SEO knows, is critical to making it in Google’s world. Nice to see the author catching up with what’s “new” in 2007…

He goes on to suggest a method of keyword research, using Google’s Site Related Keywords tab in Google Adwords, that I’d say is a bit off the mark.

While certainly it’ll give you keyword suggestions related to your content, this work should have been done before the content was even built, using keywords you know are actually searched on - massive hole in the info here Jon. Sorry, but that’s borderline misleading to those new to the space.

Finally, the whole point of his article is this: articles help SEO. Umm, I’ll have to disagree to a degree. I’ll concede that as an author, distributing articles might end up netting you some inbound links from decent sites, but in actual practice, most sites using article services are new and trying to skip a step to rank well. They aren’t interested in creating unique content, hence their use of articles - articles that many other sites will also use. So, in the end, those new sites do nothing other than throw a pointless link your way.

Now, if you’re a publisher - you should not use articles as a way to boost search rankings. In fact, they simply won’t help in the long run. If you and one other person are using it, one of you will be dropped from the index for having duplicate content. So, you have to ask yourself this:

Do I really believe, across the whole of the internet, I’m the first person anywhere to put this content live? Wake up - you weren’t.

There are no shortcuts to long-term success. Build unique content or die, I say.

Tags: Learn SEO, LSI, Latent Symantic Indexing by searchgeek
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I see this topic run in cycles. It comes and goes, grows and shrinks.

The constant remains, however, that there is a steady stream of folks who are new to search marketing and think they can make some money.

Whether they’ve read a book, taken a course online or purchased some software *shudder*, these folks all think they have what it takes to make a living as a search marketer. They feel they know enough to gain clients and deliver results, thus building a small company of their own and ensuring their own success.

In the forums I see, pretty much every day, folks posting up saying basically the same thing:

“I have a client who wants to do such-and-such. How will this affect their rankings and what should I do for them?”

Man, where to start? Let’s look at twenty reasons why you shouldn’t take clients:

1 - you think using software makes you a pro SEO
2 - canonicalization - you think this has something to do with a bra Madonna wears
3 - you think it’s reasonable to guarantee rankings to your clients
4 - you smile every time you get an e-mail saying yes to your link exchange request
5 - you scour the forums looking for the “one thing” that makes a difference
6 - you think it’s OK to use a yahoo, hotmail or gmail e-mail address for your business
7 - you’re looking for the top 100 directories to submit to
8 - you think it’s OK to learn the ropes while a client pays you for results
9 - you think it helps to submit sites to the engines
10 - you think quantity of links beats quality of links
11 - you think Page Rank is an actual metric
12 - you are keen to prove results by showing a client where they rank on a 5 word phrase
13 - you think analytics is a fancy way of saying “hit counter”
14 - you think submitting articles is the Holy Grail of link building
15 - you think “doctype” refers to a dentist or surgeon
16 - you think keyword research can be done once, in under 10 minutes
17 - you think “long tail” refers to a breed at Westminster
18 - you hear the word “supplemental” and think “income” or “health insurance”
19 - you think ranking # 1 on MSN means the campaign was successful
20 - you think the client’s new site will rank well in a couple of weeks - and tell them this

Now, I fully support folks asking the more detailed questions - heck, everyone needs a hand at some point with something. But there are so many basic things to consider on behalf of your client, that you need a solid baseline understanding of things, or you’re risking the clients future.

Taking a client, and their money, then setting about learning how to do the work needed to hold up your end of the contract, well that’s just wrong.

It’s a big part of why this industry faces some of the perceptional challenges it does.

The bottom line is this:

If you’re still on the learning curve, or looking for answers to the basics, DON’T take clients. If you do, there’s a high degree of probability that client will not only lose their money, but that their website will suffer negatively from your incompetent approach. An aggressive client might see this as fraud…

As for those searching for help…well, it’s pretty simple. Do your homework.

Don’t just take the first company that you get on the phone. Review their website yourself. Does it look professional? Chances are it does, so your next step is to request references - actual human beings at other companies you can phone and speak to. then make the calls and ask the questions about the search firm you’re considering.

Stop by some of the known posting forums on the topic and ask users there if they’ve heard of the company or can offer any ideas on what to look for. (www.searchengineforums.com and www.smallbusinessbrief.com are very helpful groups)

In the end, the best way to stop unqualified people from ripping off unsuspecting clients is to educate the clients.

There will always be some guy in India who purchased the latest SEO software app who thinks he can make a killing. Trying to shut him down is pointless.

Educating people on how to determine a real SEO from a scam artist or someone with a “learner’s permit”, well, that’s a whole lot easier - they have something to protect - their investment & business, so they’ll listen to sound advice.

Tags: Reality Check, Learn SEO, SEO For Profit by searchgeek
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Excellent news today that Terry Plank and his team have opened the doors to the SEMPO Institute. It’s a massive search marketing learning resource designed to take those with an interest in search marketing and give them the knowledge to become effective search marketers.

There are almost 20 segments to the Introductory level alone - and having been on the team myself that reviewed the content prior to launch, I can honestly tell you that had this info existed back when I started, I could have shaved years off my learning curve.

Heck, I even learned a couple of things I’d never really thought much about before. The amount of details is simply amazing.

Each segment requires you to take a short quiz and pas it with 75% or better before unlocking the next level. It’s a great way to ensure understanding before moving to the next block.

The whole thing is available for folks to take as distance learning, so whenever it suits you, no time limits, etc.

This is going to make it a whole lot easier for those trying to build In-House SEM departments - no longer will you have to do the work, and training at the same time. You newer folks can simply take the SEMPO training to get a baseline and hit the ground running.

There’s no replacement for experience, and the course requires the completion of two small projects to aid this.

It’s truly a great program - and I’m not just saying that because I’m involved with SEMPO.

Here’s a rundown on some of what’s covered:

# History of Search Engines
# How Search Engines Work
# Linking & Directories
# Keywords
# SEO Web Design
# Copywriting
# SEO Roadblocks
# Submissions
# Tracking & Reporting
# Pay Per Click I
# Pay Per Click II
# Current Innovations
# Intellectual Property
# SEO & PPC Resources

There’s more, but you get the idea. Go check it out.

Tags: SEO Tools, Learn SEO, SEMPO Institute by searchgeek
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Every day I help a dozen or so people learn how to optimize their website for search results. Other days, I help folks understand how to build effective online advertising campaigns. Regardless of their needs, folks usually start at a baseline and seek to learn more in response to a need. They want to make money with their website, so they need more traffic - that kind of thing. That’’s part of the reason why I have this site - to share my knowledge and understanding. There are plenty of other resources available, as well. Places listed here, are a great start. You can also look to join selected organizations such as SEMPO. The Search Engine Marketing Professional’s Organization offers white papers and learning tools to members. They are non-agency focused. As full disclosure, I'’ll state I am a member and Co-Chair for the In-House SEM Committee at SEMPO. On a local level, there are more local groups starting up all the time. I know that in Dallas/Fort Worth, there’’s an active SEM group that meets frequently. These types of groups are springing up all over the place - and if one doesn’t exist in your area, you could start one. Reading some books can be a useful way to learn the basic skills used by professional SEMs as well. Plenty of texts exist on all facets of search marketing. One of my faves is Search Engine Optimization for Dummies. It’s clearly written, easy to use as a reference and easy to find. There are online courses available these days, from companies such as Sitepoint and Bruce Clay. Sitepoint’s kit is very indepth and covers everything you’re likely to need to know. It’s written for folks who have some basic understanding of SEO, though, so it’s not for folks who overheard the phrases somewhere and suddenly want a career in it. I personally have this kit and still use it as a reference guide. There’s a great section on how to best operate your own agency, too - with realistic info on what to expect and how to deal with it. It’s not a “franchise” book, but it’’s the best I'’ve yet to encounter at explaining what I know to be the reality of things. Bruce Clay’’s company offers on-site training. To be clear, the training is focused mostly on Bruce Clay’’s system tools, rather than “in general” type stuff. Plus, on-site means you must travel to California for the training. So, it’s much more costly. That said, I’ve spoken to Bruce personally and had considered going. Still haven’t done so yet, but I’m sure others have gone and benefited from the training. Finally, if time and resources permit, you can always start your own website and play with it as a means to learning the necessary skills. At some point you’ll need to actually work on a live site, so it might as well be your own. If it does well, it benefits you directly. If it does not do well, no one else has anything riding on it.

Tags: Learn SEO, Resources by searchgeek
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