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When you are gauging your seo campaign you need to figure out one of two things:
The two reasons above are why most business owners claim to have had a bad experience in the past with seo. Either they were taken by someone who was lazy, or they thought that seo was the end-all to all marketing.
Search engine optimization is just the actual onsite work done to make your website more visable to search engines. It is done once, and then done again when the search engine algorithms change (which they do often). Search engine marketing is a completely different ballgame and is an ongoing process. SEM when done properly is meant to get your website multiple top 10 rankings for various target keyphrases. Whether or not the SEM campaign is effective is determined by your budget.
Are you spending $300 per month? Your campaign is likely to include the basics which will get you rankings.
Are you spending $600 per month? Your campaign should include some social network marketing which will help with traffic generation.
Are you spending $800-$1,000 per month? Your campaign probably includes pay-per-click management, but the ppc budget is a separate cost.
Are you spending between $2,000 to $5,000 per month? Your campaign is likely to include the ppc management AND the actual ppc costs with Google Adwords, or Yahoo Search Marketing.
Keep the above in mind when figuring out your goals in the online marketing field. Be reasonable and understand that you truly get what you pay for.
Google is well known as the biggest and most relevant search engine result page producer. But what if Google was not really relevant at all? The truth is that Google is constantly updating their algorithm to prevent SEO’s like us from being able to manipulate them and put our clients on their first page. Why is Google constantly updating? It is partly because they want to find that highest point where their algorithm cannot be touched. Unfortunatly they are a long way off.
Google has many “items” in their algorithm that take the spidered information and categorize it dynamically “on-the-fly” based on a keyword searched. They have a mathmatical way of determining relevance. All these PHD’s on their payroll and common sense has not hit them yet. The Google algo still relies on inbound links within it’s categorization process. Regardless on how much they water down inbound links, the fact that they use them at all to determine a websites importance means that they will never have relevant results. We have personally seen their results manipulated by spammers which place completely irrelevant content on the top for an unrelated keyphrase. In addition, our company has used only white hat tactics to manipulate their results and consistently bring our clients to the first page for their target keywords and phrases.
We have created a mathmatical methodology for a new algorithm that does not allow for spam and does not rely on inbound links. But we probably shouldn’t go and release our spiders just yet… And until Google figures it out they will never be the relevant search engine.
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Potential seo clients always have the wrong idea about optimization. Some of them think that seo is a one time thing that if done properly will bring them thousands of dollars in sales. Others think that the top 10 rankings will come in a week. Most of an seo company sales process includes deprogramming the client to understand the specifics of how it all works.
A proper seo/sem campaign should be done for long-term link traffic. Whether the traffic comes from a signature link on a forum post or a top spot for a prime search term in google, it is the long-term that really matters. You may get a ranking in the #1 spot for your main keyword then the next day that same search finds you missing from the top 100 results.
Your campaign should always include directory submissions, search engine submissions (smaller ones), targeted forum and blog posting and commenting, etc.
A common question I hear is “can you provide quality seo for realtors?”. The answer is yes. We know it is a competitive industry, however you have to consider the traffic that’s qualified for realtors tend to be local individuals looking for a local agent. So what comes into play is local search marketing. What this means is that if you are a realtor based in chicago then you would go after relevant Chicago keyphrases such as “chicago real estate agent” for example. You are targeting Chicago, but you are also going after local areas within a certain radius.
SEO for realtors is the same as for any other industry. The only difference is you are service based and licensed in a specific State. On top of that you are mostly likely not going to drive 3 hours to show someone a house so there is no need to target cities that are 3 hours away.
The same rule of quality traffic applies with other industries such as plumbers, contractors, pawn shops, car dealers, …….and the list goes on.
Web Design Taxi has always been and will always be an seo company for all industry types, but lately the bulk of our seo has been edging toward aircraft charter companies.
Charter companies keywords include:
etc…. These types of companies are competitive, but they are rather fun to optimize and market for. The charter business saves companies money versus airline and automobile travel, especially where gas prices are concerned.
Search engine optimization is an artform. The professional that calls himself such must be able to take a client, no matter what industry, and provide them with desirable results in their internet marketing campaign. The game is different depending on the industry though.
Hosting companies are kind of like lawyers. They are a dime a dozen. The difference is that hosting companies either have rave reviews or they disappoint in regards to customer support, and uptime. Because of the competitive nature of the hosting business the campaign must allow for extra aggressiveness.
When you are pushing a hosting seo campaign you must pull out all stops. You have to provide relevant and unique content that would pass copyscape. You have to publish such content on an almost daily basis. The way to stand out in a competitive business such as hosting is to provide something that other hosting companies do not exploit such as features. Why stop at hosting when you can add a blog on hosting issues. Have you ever dealt with a company where the support is not in english, or not responsive? What about hosting that goes down on a weekly basis? Such issues are never good for your business when you have a website on their servers. That is why you are providing free information on a blog that someone would have to normally search for in an unfriendly support ticket system. When you provide the information for free it can be found in search engines. That visit may turn into a paying customer.
Your seo and sem campaign should pull out all the stops for such uniqueness. If it does not then it is time to fire and hire!
I was accepted today as a DMOZ editor. I am already taking the daunting task very seriously and having fun at the same time. We all know I like to write 
I am starting in a locality and hope to edit my way into a hobby category such as real estate investing, or music production. Maybe even a web design and seo category.
We shall see.