Pam Adams from The BizLynks Center talks with Tom Shivers and Jeff Beale about the 6 habits that you should keep in mind when doing SEO.
In the last video, Jeff and Tom shared how the SEO Bootcamp began and why they have decided to share their secrets at the event coming at the end of January.
The SEO bootcamp provides a practical approach to SEO. It gives the insights that companies large and small as well as agencies use to get ranking, more traffic and more customers. It also covers some of the tools to help automate the process and give options of how to implement the strategies either yourself or with a staff that works within your budget.
In short, it takes the mystery out of SEO
This solution was created from years of working in the SEO space, from providing SEO to large and small companies as well as working with SEO agencies.
Implementing SEO is not hard to do today, what is hard is knowing or being confident that you have the SEO strategy that will produce results if you execute it.
Now we are going to take you deeper into the world of Google and SEO because there are a few things you need to know. SEO brings targeted traffic that is closer to convert than other traffic sources and it’s a great industry to work in, but it’s not perfect.
But before explaining, I want to say thanks for so many positive comments we received along with some great questions. It’s great to see so many people who are like-minded about SEO and online marketing. Some of you have suffered from a lack of confidence with your plan and have put it on the back burner and turned to other things in your business or you’ve been burned by a SEO provider or you’ve given up.
Here’s a question I received from a Chief Information Officer that kind of sums up the issue:
“How will you give me confidence that you’re delivering solid traffic and not jeopardizing my reputation by spamming/scamming the system?”
This is actually just one part of his question and you can hear some of his frustration, but here are some guidelines and warning signs:
- Get familiar with Google’s Webmaster Guidelines
- Pay careful attention to how a SEO does link building, if it seems like an easy approach to get lots of links, it probably is
- Guaranteed rankings of any kind is a scam
- Be skeptical if you hear something like this:
- “We have Google’s SEO certification” or “We have an insider at Google”
- “We need to install this link directory on your site”
- “We’ll have you on the first page of Google by this time next week” – this is really Adwords, not SEO
If you can’t picture a successful end result while talking with a SEO provider, then just move on and find one you can feel confident working with.
6 SEO Habits To Avoid
Ok, now for a deeper dive into SEO. There are a number of reasons why businesses do not get what they expect out of SEO today, but here are a few SEO habits to avoid:
1. SEO is done once and that’s it
Whether you are doing SEO in-house, on your own or with a professional, it still takes time for a site to begin ranking well for a keyword that has never been targeted before, unless you’re involved with a brand with a huge following. Here’s the gist:
- Engaging content to the searcher is the foundation so please don’t try to push a web page that’s all about “me and my super awesome company.” You’ve often got to create content that’s not about you if you want conversions.
- Missed opportunities abound when no one is skillfully monitoring keywords, landing pages and conversions
- Share my experience with a client who achieved #1 ranking for his main keyword, national campaign, and what he did next (or didn’t do)
Instead, think of SEO as a long-term marketing strategy by putting an SEO workflow plan in place:
- Define key performance indicators and own them (either you or someone on your team must own the KPI)
- Then, create a process of implementing improvements based on measured success.
- Prioritize improvements based on ROI and your marketing team’s capability.
Tom and Jeff:
2. Your attitude and perspective determines everything
- Do you value the return on investment (ROI) of a project over its cost? (This is marketing not accounting. “But I don’t know how to calculate return on investment.” If you aren’t sure about the ROI or projected ROI, you probably should not be spending any money until you have a good idea of the return you will be getting. It’s all about tracking results.)
- Jeff, let’s say as a marketing manager you have $1000 to invest in your website, where do you invest that? Do you invest it in Adwords, SEO, social media to bring in more traffic or do you invest it in improving the conversion rate?
- Forecasting is possible when you know your target audience and your average conversion rate.
3. What worked a few years ago may not work today
- Traditional article marketing and press release distribution to build links where one piece is posted on many sites is one example of this. Google’s Panda update neutralized it for the most part.
- Link schemes and networks are enticing to participate in but the end result is often no improvement in search rank, or worse, a complete waste of time.
- Using link brokers or renting links from a network can get your site penalized or banned from Google.
- Thin content or content that doesn’t keep the attention of your web users is no longer acceptable; your content must be engaging and not copied or duplicated.
- Easy to get links have little to no impact on search rank, but hard to get links that involve a business or editor relationship does move the needle.
4. Relying on SEO software or plugins to “optimize” your site can be hazardous
- If you aren’t sure what the software is doing behind the scenes, it could be causing real problems with your search rank rather than helping it
- Some features of SEO software are great but other features, if you use them, can get you into trouble. Sometimes software developers have to include features to get their software to sell, so be careful.
- For example, I have occasionally used software to do link prospecting. But, one of the other features of this software is called “comment poster.” As you can imagine, this feature will find certain types of blogs and automatically post your comment in the blog post with a link back to your site. This is a great way to get on the black list of blog editors who you may want to build a relationship with in the future. People sometimes assume that just because one software feature is useful or recommended that the other features should also be used. To that I say, be careful.
- Jeff: AllinOneSEO – problem if you rely on the automation part of it rather than customizing it per piece
5. Obsessing over Google’s Panda, Penguin and other algo changes
Yes, Google changes its algorithm and that causes sites they are targeting to fall, but those sites they are not targeting do something else, they rise.
Here’s what you need to know about Google’s Panda:
Here’s what you need to know about Google’s Penguin:
6. If you worked with a SEO partner or agency, teamwork is critical
For those getting started in SEO it boils down to efficiency. Good SEO partners can provide strategy, coaching, training, and execution.
It’s like an athlete who longs to be trained by the best coach in his sport. The athlete and coach relationship involves trust because the athlete wants to achieve a goal never achieved before, but trusts the coach because they have been there and can calmly guide them step by step from where the athlete is currently to the next level and then to the next level until finally the athlete is confidently performing at his/her peak.
The athlete can say, “No thanks, I can handle it on my own.”
And to the coach that’s fine because when the athlete is ready to achieve that goal, the coach will be there to help… hopefully.
You often get what you pay for:
Some SEO companies are on the hunt for people who are ignorant about technical things like computers and search engines. They typically cold call, send spam email and use other cheap methods of getting you to respond out of fear.
Instead, you want to discover, almost on your own, the SEO company who is reputable and capable. Can you verify that the SEO company has done excellent work in the past without asking them? A lot of people assume that an SEO company is only reputable if their own site ranks well for certain competitive keywords. That’s not always a good assumption because:
- Some SEO companies put most of their efforts into their client’s websites rather than their own and depend on referrals to get more business.
- Top rankings for the majority of SEO keywords are nothing more than bragging rights; I discovered this first hand. And don’t be fooled by the high volume of searches revealed in keyword tools for SEO keywords – most of those searches are done by – wait for it…SEO companies.
It can be hard getting results with an agency when these things exist:
- Lack of communication
- Not revealing business assets – you know your business and target audience better than they do
- slow or lack of response to guidance
We’ve enjoyed sharing this info with you, it’s been great to interact with so many people who are interested in SEO. I love this industry and helping people get the tools, skills and resources they need to get results, and that’s why we put together the SEO bootcamp. Because I know when I first started out, there were no mentors or SEO training, I just dug in and learned and talked to others who were doing the same thing. I was lucky enough to land a couple of hungry clients in Atlanta and what I did for them brought lots of new business through their websites. Those business owners referred me out to many of their friends and associates and I got in with several web design firms which lead to more and more projects.
But most people starting out don’t have a mentor to help them navigate through the mistakes and on to success. And most people don’t last long in this industry nor do they break into the revenue generating traffic from Google because they don’t have the proper background, training and confidence to get there.
And so after years of experience successfully developing SEO strategy and implementing it, I decided it was time to put together a training program – a program that will help you gain the background you need to hit the ground running, overcome mistakes, get the competitive edge and give you the essentials for long term success.
It’s not really a secret that people skilled in online marketing and SEO often have better opportunities than those that do not. With this training you’ll be ahead of those who don’t have much practical experience.
The SEO Bootcamp is the best way to get started with SEO, lay the foundation so that you can build on it and have a mentor to help guide you through the tough spots.
In the class we’ll be covering in a lot more detail the essentials of SEO along with tools, cheat sheets, checklists, Q&A and a bonus yet to be revealed. The main topics are:
- Keywords are the nucleus of SEO
- SEO elements every web page should have
- Content optimization for conversion
- Content planning
- Innovative link building strategies, and
- Measuring SEO effectiveness
The first session will be January 24th 6:30-8:30pm at The BizLynks Center where we will provide an executive overview of SEO. In the second session we’ll cover setting up a 90 day SEO campaign and the third session we’ll cover a practical approach to implementing SEO..
The SEO Bootcamp will give you:
- Practical guidance and how to training to help you get off to a fast start with an approach focused on converting traffic into business
- Proven strategies and tactics for content planning and link building
- An action plan outlining implementation requirements and responsibilities
After you are trained you will have:
- Confidence in overseeing and executing SEO
- The know-how to plan and execute SEO for future projects
- The ability to answer the tough questions from the higher ups in your company, especially as it relates to justifying the cost vs the ROI of the SEO project
There should be a link on this page to register for this event and reserve your spot at the SEO Bootcamp. Unfortunately, because this is going to be an interactive class, we’re going to have to limit the number of attendees to 40. If you’re interested, please sign up right away before it fills up. Go ahead and click the register now link to reserve your spot. If you don’t see the register link, email us at firstname.lastname@example.org and we’ll send you the details to register for this event.
We’ll be providing more SEO tips and videos to our subscribers, so if you are watching this on a site other than seoinacan.com, you can go there to subscribe for more SEO tips or you can email us at email@example.com.
If you have a question, want to gripe about Google or have something to say about SEO, leave it in the comments.