SEO for Business

Many successful off-line companies attribute their success to savvy marketing. A question that is frequently asked is, “How can marketing techniques that are utilized in traditional marketing be useful to today’s search engine optimization and marketing professionals and businesses online?”

One form of marketing that is typically utilized in traditional marketing is a media kit. A media kit, traditionally, is a compilation of press releases, news articles, brochures and other notable items for the purpose of informing potential buyers of your company and/or business. Many companies tailor their “media kit” to suit the target market or industry professionals.

When applying the term media kit to online use, the ability to compile the notable materials becomes easier, as digital media is more easy and cost-effective to deploy. A media kit can be as simple as a web page which lists links to proposed included materials or a link to download a document, more than likely a PDF, that includes the same links. This of course is a very simplistic method and not the suggested method of producing a professional online media kit for distribution.

A more complete and appropriate method to building an online media kit would be a web page that captures the users information (more details about this in the next series: How To Use Your SEO Media Kit To Build a Mailing List).

While over at the matt cutts web site, for those unaware, matt is a Google engineer and quite the popular resourceful character when it comes to SEO and Google. He’s a great guy and has worked on several projects with algorithm Guru Jerry West.

So while surveying matt’s newest updates, I came across a comment regarding PageRank and its importance. By the way, definitely check out matt’s google hacks book review it’s definitely worth a look for anyone wanting some tips on how to use Google’s free services beyond their boasted features.

Back to the comment, the user asked how important is PageRank.  I noticed that the comment was so dated that matt probably just didn’t see it as it was part of his archives, but what a great question!

Most people think that PageRank is link popularity and that if they plaster the web with hundreds of in-bound links, Google will have a parade and give them the oh so coveted PageRank.  Let’s be honest, that’s a pipe dream and many users simply build sites in order to sell link space to prey on these sad masses who think this is the way to Google’s PR heart.

What’s great about Google, unlike other search engines is that they do their best to tell you how important each factor is to your web site and how to gain a better position in their search engine.  Any good SEO Specialist has mosied on over to the Google Technology page and found out what exactly Google defines PageRank as:

PageRank Explained

PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” Using these and other factors, Google provides its views on pages’ relative importance.

Of course, important pages mean nothing to you if they don’t match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google goes far beyond the number of times a term appears on a page and examines dozens of aspects of the page’s content (and the content of the pages linking to it) to determine if it’s a good match for your query.

The points that I found most relevant to DIY SEOers or those curious about how search works are highlighted orange.  Needless to say, keeping up with who your links, weighing link reputation and keeping records of added links…say a link inventory is a very good idea if you look at what Google is saying.

PR is very important, if your topic is considered important (i.e. highly competitive keywords), otherwise it’s safe to say, if you build it…SEO it, they may come, but PageRank doesn’t guarantee it.  Just look at the many web sites with high PR and low SERPs (search engine ranking positions).

Next I’ll discuss, faking PageRank and how it affects your link building efforts.

Last week I had a potential client as me a question that I’m sure every business owner has pondered, “Why should I pay for SEO every month….is it really worth it?”

For the sake of privacy let’s just call him Bob. As I sat on the phone with Bob, I was shocked that he had actually called me to inquire about my services as an SEO Specialist, yet was compelled to ask me this question. I figured that it was a test, so I answered him.

Here is my answer, to Bob and anyone else who has had this question on their mind: [click to continue…]