Why, How and
When You Need SEO:
Important Bottom Line SEO Basics
There are many traps you
can fall into when seeking effective
small business SEO, and these traps can be expensive!
You have or need a Website. Your competitors keep increasing. Google
You need an
affordable search engine optimization
with the ultimate search engine optimization (SEO)
services package that actually works.
search engine optimization (SEO), e commerce
style? Check out our
eCommerce page, and then
contact us for a free audit and consultation.*
1. Why do you need SEO? It's so that you will have access
to significant potential revenue opportunities that you cannot now
An estimated 50% to 85% of all your potential Website visitors can find you if your
Website is optimized according to what people and search engines want to see:
Leaving a lot of your
pie on the table? Are you getting all (or even most) of your
Website visitors from your other marketing efforts?
Obviously, you also want your best shot at those visitors who should be finding you in
search engines. Once you jump that hurdle, you also need wise science
about what your Website can do to convert those visitors into customers.
After that, you need to maintain your new "edge."
There is a science to
this. The small business
Web pages that rank well in the search engines are optimized better for
search engines and humans than most of their competitors' pages.
There is a right way and many wrong ways to accomplish this. Your Web
pages need to look more informative
and engaging than your competitors' Web pages, and it needs to stay
that way, before Google will consistently deem
worthy of the first page.
2. How do you need SEO? You don't need a song and dance.
You may have a standard
code-developed Website, or you may have a WordPress
site. Most Web designers (even WordPress designers) have not taken the time to
go beyond design and learn both search engine optimization specialties,
which in some ways they are significantly different. Just the same, most
designers (and big design FIRMS) will swear that they know SEO backwards
and forwards, and/or that it is very simple. Don't be fooled. If
it was that simple, none of it would matter because everyone would be
There is a difference
SEO companies and huge SEOs with big overhead to cover.
How can you choose? Look at
the results for meaningful keywords that they get for other clients.
Then verify that their results are close to what your own keyword
searches show you. If they are, then cash in your chips and get the work
done. The alternative is to continue having access to way less than all
of your potential online revenue pie.
The principles of effective small business SEO are
essentially the same whether you need
Houston Google ranking or your standard
code-developed Website or you happen to be "proudly powered by WordPress web hosting."
Either way, you must remove as many obstacles as possible!
It requires a lot more than just "Web site title, Web site URL and email address section" to be placed in the top rankings on Google.
If your current Website isn't ranking well in the search engines, or if you need a
built to rank well, let
us do a no-obligation SEO assessment on your current site or just
consult with you,
both for free, and tell you what your
options really are.*
it's time to separate the reality from the wishful thinking and the science from all the outdated methodology and unproven theory
that we continue to see almost everywhere online.
In the extremely competitive world of search engine rankings, up-to-date search engine optimization
(SEO) is now more important and complex than ever before. No more than 1% of all Websites are truly search
engine friendly, and just ask us if you'd like
to see the proof. So, BEWARE. There are a lot of people out there who
continue to spread outdated SEO information, theories and falsehoods as
if they are fact. Some mean well, while others perpetuate the nonsense
There are web developers and designers, there are I.T. people and
computer repair techs, there are your friends and relatives who are
"real good with computers," and then there are bona fide search engine
optimization specialists. People don't trust their brain surgery to a
dentist or podiatrist, no matter how good these other medical
professionals think they are at brain surgery. Besides, no responsible
dentist or podiatrist would accept the job anyway. Unfortunately, that's
where the analogy ends. Search engine optimization is a multifaceted
discipline and specialty that requires constant continuing education.
Many of the factors that must converge to deliver satisfactory results
are continually changing. Just study Google for a while. You'll see.
ATTENTION WEBSITE OWNERS
(NEW AND EXISTING):
strongly urge you to AVOID the following major traps that
often snag new AND existing Website owners. These are truths that will
save you heartache and money, and these are just the main ones:
Since organic (not paid) search engine presence (mostly on Google) is a crucial
part of almost any Website's online success, it is important
to note that its exhaustively search engine friendly
construction is the foundation of that effort. It's
called "on-page SEO." At
least 50% of a Website's potential visitors will come from
Google's first page of search results. For many
businesses, it's more like 80%. It's one reason why
Google suggests that you involve an SEO specialist in the
construction of your Website "from the ground up." You can
see their comments
SEO is not a one-shot effort, but don't let slick marketers
sell you more than you need.
Once your Website's "foundation" is repaired or created,
certain actions MUST be taken periodical to keep the
Website's SEO advantage. Some of that involves updating the
keyword research and corresponding visible page text, but
more of it involves off-page SEO. In addition to the keyword
research and visible text updates, off-page SEO can include
(1) keeping current with Google's published suggestions and
imperatives, (2) keeping current with the quality of the
Website's inbound links, (3) establishing or updating the
Website's Google Maps/Places account, (4) establishing or
maintaining social media presence in one or more venues, and
(5) running quarterly keyword ranking reports to determine
the Website's SEO progress.
It's easy to prove that no more than 1% of all Web
are search engine friendly enough to land on Google's
first page of search results, which is where the vast
majority of click-throughs come from. Not page 2 or 3 or 5. FEW consumers look past Google's first page
before finding what they are looking for.
Each page of Google results only has room for 10 results in
their "organic" listings and
Google stops at 1,000 results in most cases. The Web pages that
ARE sufficiently Google friendly are those first 10 Web
pages that you see on Google's first page. 10 is only 1%
If you want your best shot at
maximizing your Website's conversions, it won't happen by
limiting your Website marketing efforts to
business cards and parking lot windshield flyers. People either
have Websites for business, or for a hobby. Which is
DO NOT try to build or
your own Website unless you know what the specialists know.
Otherwise, you'll be out of business before you ever start. Understand
that building a truly Google friendly Website
requires more experiential wisdom than is usually
possessed by I.T. folks, computer repair technicians and
people who are "real good with computers."
You can't just throw a Website up on the net, no matter
how professional it looks, and expect it to generate
revenue or land on Google's first page of search results
when your potential customers search for your keywords. You
also can't just go crazy trying to get a bunch of other
Websites to point links to yours. It's not that simple.
With the thousands and millions and BILLIONS of Web pages
competing for Google's first page, even moderate success
requires planning, intelligent keyword research,
mutually supportive co-strategies, experience, relentlessly
leaving no stone unturned, and a host of other things that
all must work together. That will include social
media, blogging and more, and all of THOSE things ALSO need
to be optimized correctly.
While most or all Web designers and developers will tell you
they are search engine optimization (SEO) savvy, only a
small percentage of them actually know how to build current,
complete and correct SEO into a Website (or will take
the time to do it right). Obviously, Web designers make more
money when they build and sell more Websites. The few
designers who DO take enough time away from building
Websites to constantly study what Google (not the multitudes
of SEO forums and tabloids) publishes on the subject are the
ones who have been doing it long enough to also know from
experience about the much larger body of stuff that Google
does NOT publish. The designers who do NOT invest that
time in constant Google study will still say they know all
about SEO if you ask them, of course. Beware. You must
properly vet designers based solely on their results for
clients. We're talking about keyword ranking reports, and
that's what matters most. Further, the rankings shown in
those reports must be independently verifiable by you for
accuracy. The reports of
reputable SEO companies show competitive rankings for
meaningful, relevant keywords, NOT for keywords that are so
long that no one would ever search for them. The only way to
check that is to have access to software that accurately
tells you how many people search for which keywords. Or,
just find someone you trust who already has the software.
Each page of a search engine friendly Website has room to
promote a limited number of keywords effectively. Loading
too many keywords into a single Web page often has the
effect of prompting a red flag at Google concerning a
violation of one of their more significant guidelines,
Read more about it directly from Google HERE.
Do NOT register your WWW-dot domain name
in anyone else's name but YOURS. Get it from
www.networksolutions.com, or actually you can trust
too. Many Web hosting companies also offer domain name
registration as part of their package. Don't do it.
If you ever want to move your Website to another Web host,
you don't want the hassle of convincing the current host to
Unless you register your domain name with some form of
private registration, all of your contact information will
be publicly available! Get private registration and avoid
getting calls from every slick marketing vulture on the
Do NOT fall for the Web hosting plans that advertise free domains and/or free Websites.
In most cases, you get what you pay for, and
you won't realize it was a mistake until later when it
is too late.
Do NOT give overall account usernames or passwords for your
domain name registration or your
Web hosting account to your Webmaster (unless you literally
trust them with your LIFE, seriously). Ask your Web hosting
company to help you set up "guest" or "FTP-CLIENT-ONLY"
access for your Webmaster. That way, if your Webmaster ever
gets lazy and needs to be replaced, you can go into your
hosting account and remove the Webmaster's access before
they can do any damage. You would be surprised how often
this situation comes up.
Do NOT order search engine optimization or marketing plans
from your Web hosting company. In most cases, they are
grossly ineffective because their strategies are out of date
and/or not comprehensive enough to get the job done. They
just wanted another product to sell to you. Money
down the drain.
Don't be fooled by the
do-it-yourself "easy Website builder" nonsense, even if it
is free, and ESPECIALLY if it is part of something you must
pay for! This includes WordPress (see the next bullet
below). Virtually all such builders (including some from
very "reputable" companies) use software conventions that
can produce beautiful Websites quickly (a major selling
point for your hosting company, huh?), but the sites are
extremely difficult to make search engine friendly. The most beautiful business
Website in the world is just about worthless if people can't
find it without searching for YOUR NAME in a search engine.
The rest of your potential customers who don't know your
name will have no way to find your Website.
Related to the previous bullet, don't fall prey to the popular legend that building an
Google friendly Website is fast and easy with Wordpress. Wordpress is great for blog building,
and yes they have SEO plugins, but in our opinion their
overall program simply does not allow enough back-end
technical control over
the finer points of search engine optimization (SEO) for
building full blown Websites. To quote an esteemed colleague in this
field ("M.J."), "WordPress is certainly one of them... WordPress themes, like Yahoo's SiteBuilder and GoDaddy's Website Tonight templates, rely on
code generation software to interpret user input from drag
and drop interfaces to develop the code that defines the
resulting web page. These technologies do, without question,
inhibit on-site SEO efforts because they inherently separate
the developer from the code." Those who tell you their Wordpress
Websites are "ranking great" are, in most cases, simply
unaware that their sites are not
reaching their full potential under enough relevant keywords
that were correctly researched. We know, we know, this is not a popular notion.
Too bad. Sometimes the truth hurts, but we know you want the
truth. Sympathy to all you WordPress lovers, but it is what it is.
believe everything you read online about SEO or "how to
build a search engine friendly Website" etc. A small
percentage of it is correct, but most of it is outdated
nonsense and/or insufficiently
researched speculation being presented as fact. The word
"Internet" contains the smaller word "net" that stands for "Not
Entirely True." The only way to benefit from the truth in this context is to either
perpetually test to keep discovering that truth, or trust someone who
Related to the previous statement, part of
being "Google friendly" means giving the human visitor a
rich and informative experience. Google knows how to judge
that. So, one end of the designer spectrum is the technogeek, and the other end is the typical
graphic-design-leaning Web designer. To ensure that your
Website appeals to Google AND humans (which in itself
appeals to Google), it must be built and managed by people who have
both skill sets. We are sitting here raising our hands
truly search engine friendly Website built and managed does
NOT require that you take out a second mortgage on your
house. Our experience tells us that most of those "affordable" web
designers and developers charge at least double what we charge to build Websites, and they do NOT
know the finer points of SEO, no matter how hard they try to
convince you that they do. They are in the business of
building and selling as many Websites as possible, which
does not allow them the necessary time to keep studying the
latest changes that WILL affect how your Website will rank
on Google, Bing and Yahoo. Again, don't trust your
electrical work to a plumber.
If you have
one competent person working on your SEO, do NOT mess up
what he/she is doing by having anyone else do anything to
(or for) your Website unless your SEO gives you the green light. In
some cases, too many cooks can get you banned from Google.
* The initial basic evaluation and one-hour consultation
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