Back to Basics in SEO

There has been a lot of talk about Google and MSN's new algorithms and Yahoo's search engine changes. When these changes finally do occur, it is always important to remember the number one rule in SEO: DON'T PANIC! If there is one guaranteed constant in this business it is that there will always be changes in the search engines' rankings. Our job, as search engine marketers, is to stay on top of the changes and to monitor how the change affects our clients' site's traffic. I am actually excited about any algorithm change, because it means that the search engines should actually get better. What follows is a "back to the basics" on getting good rankings: Keyphrases First things first: Always be sure to research the keyphrases you intend on using. Find out what keyphrases Internet users most often employ to find your product or service. There is no point optimizing your site for "online web marketing" if everyone types in "Internet marketing". Once you have a list of potential keyphrases with a high amount of Internet traffic, comb over that list and see which keyphrases best describe your product or service. These are the ones you should consider. Here are some sites that can help you in your research:

• Wordtracker https://adwords.google.com/select/ (Click to sign up, it is free to do the keyphrase research)

• Snap
• Can you get links from the same sites as your competitors?

• Are there industry associations or organizations that are linking to the top sites, but not to you?
Get your link campaign going! (see the article about

• And of course, be sure to serve the search engine spiders with a tasty main dish full of keyphrases!
Whatever you do, be sure that you don't write junk or filler copy and double check that everything reads well. Keep in mind that writing about your keyphrase doesn't mean adding the keyphrase unnaturally into the text. If you have any doubts, employ the talents of an expert to do the writing for you! Links Start soliciting links today! Get people in your industry to link to you. Contact:
• Industry associations and organizations
• Web sites about your industry
• Sites related to your product or service
• Suppliers
• Resellers
• Competitors who don't compete in the same region
• Sites that sell products/services that relate to your, but don't compete directly
See my article on soliciting links for more information on how to go about it: www.dmoz.org - it is probably the most important directory out there today. Do research and find "vertical directories" that focus on your industry, and submit to them. These directories are very important because, for example, if you have a dodo bird site, what better potential client than someone who found you through a dodo bird directory! Search engines and directories are different. Do not confuse them. You can submit to all the search engines you can find, but it usually won't do much because the good search engines will find you anyway. Submitting to random search engines will usually only increase your email spam. Don't waste your money on search engine submission software for the same reasons. Here is a partial list of the current important search engines:
• Google
• Yahoo
• MSN
Conclusion
• Build your web site for your customers, within the guidelines that the search engines set out.
• Don't make the site awkward by over-conforming.
• The site's first focus should be on what your clients want.
• Create good content. Good, quality content that reads well and flows seamlessly.
• Update it regularly. An active, living site is healthier than a stagnant, dead one (the search engines spiders like their food alive and full of life).
And remember: Content is King! Shawn Campbell is an enthusiastic player in the ecommerce marketplace, and co-founded search engine optimization field.