SEO

FAQ

Frequently Asked Questions about Search Engine Optimization

We're not showing up in Google. Why not?

Not "showing up" in Google can be attributed to any number of things. It could be your site is new and hasn't been indexed yet. Or, it has been indexed, but due to poor SEO, your site is buried deep in the listings. Your site can also have design that isn't "spider friendly," so while the spider has visited you, it can't crawl your site. Another possible reason is that your site has been banned due to SEO spam or other disreputable practices.

What is search engine optimization and why do I need it?

Search engine optimization (SEO), also referred to as "organic" or "natural" search, is designing your site so that it gets indexed and then found by people searching on Google, Yahoo, MSN, or other search engines. Your site doesn't "need" to be optimized per se; however, if you want to increase targeted inquires from search engines, effective search engine optimization can help. (In some cases, however, your keywords may be so competitive you'll have to balance SEO with paid search, ie: Google AdWords.)

What is the difference between "organic" and paid search?

"Organic" or natural search is another name for search engine optimization. It is "free" in that you don't have to pay to get your site indexed and listed (although you'll have to pay if a professional optimizes your site). Paid search is also referred to as "PPC" (pay per click) or "Search Engine Marketing." As the name implies, you pay each time someone clicks on your ad. You can see paid ads on the right side of Google (Google AdWords) or at the top of Yahoo (Sponsored Listings).

Will I see a return on investment (ROI)?

Many B-to-B sites in niche industries can see significant ROI once a site is optimized because the competition is not as fierce. ROI, however, depends on your goals and objectives. If you want to increase inquires, SEO can be an effective strategy. A thorough analysis of your industry space with regard to search can help determine what you need and the possible ROI.

Do you guarantee my site will be #1 in Google?

No, no one can guarantee your site will be number one, and if an SEO "expert" does, run away, fast. Search engines like Google update their indexes frequently and positioning can and does change. (Google, for example, does a complete update of its index every 30 days.) A good, well-planned SEO campaign can help you improve and maintain your positioning, especially for niche search phrases.

How long does it take to see results?

Depending on what work is done to your site and when the spider visits it, results can happen immediately -- in just a few days -- or it can take weeks or even months for sites that have been banned. SEO is an on-going activity: it's not something you can do once and then forget about. Once your site is optimized, you'll want to track results and as you analyze data, make adjustments to better improve your positioning.

What is the difference between directories and search engines?

A directory is a listing of sites that a human editor has viewed and has approved for inclusion. Many directories charge a fee for inclusion. A search engine is an index of sites a "bot" or "spider" has automatically crawled (which is why spider-friendly design is important). Yahoo, for example, has a search engine and a directory.

What is SEO "spam"?

SEO spam is those tricks and tactics that nefarious SEO "experts" use to get your site "high rankings" for dozens of keywords. If you get an email stating a company can get you top listings for all your keywords, this company is most-likely using spam tactics. Such tactics include "doorway" or "splash" pages, keyword stuffing, and link farms. Using these tactics can get you banned from the search engines.

What are meta tags?

Meta tags are placed in the HTML header of a Web page and provide information that is not visible to your site visitors. The most common meta tags relevant to search engines are the description and keyword tags.

Why are keywords important?

Keywords, or search phrases, are those words people use to find products and services like yours. The secret to successful keyword optimization is using the keywords your prospects are actually using, not the keywords you think they should be using. Your site's content should be written using these keyword/search phrases in the title and meta tags and on-page content. To determine the keywords people are using to find your products, take a look at your Web analytic software or use tools such as Wordtracker's Keyword Suggestion Tool.

What are external links?

External or "inbound" links are links that point to your site. Most search engine algorithms, Google and Yahoo specifically, look at the sites pointing toward yours to detemine "popularity." The more high-quality links, the more popular your site and the higher your position in search engines. ("High-quality" is the operative word here. Links from link farms are not considered "high-quality" and may get your site penalized.)

How do I determine conversion rates?

Conversion is the action you want people to take when they visit your Web site: download a brochure or free offer, submit your "contact us" form, or sign up for your newsletter are examples of desired actions. For retail or consumer sites, it's the actual number of sales.

To determine simple conversion rates, take the number of people who took the desired action and divide by the number of unique visitors, then multiply by 100. If 3,000 people visited your site last month and 105 of them signed up for your company's e-newsletter, then your visitor-to-subscriber conversion rate is 3.5%.

Can you give me recommendations on how to get more traffic to our site?

Yes, we can help you devise strategies for generating traffic. Remember, "number of hits does not equal success." What you want is targeted traffic that "converts" -- that is, takes a desired action. You want traffic that becomes high-quality leads. You do this by giving visitors high-value content in the form of e-newsletters, case studies, white papers, free reports, tools, etc.

Information provided by Dianna Huff.

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Brafton’s infographic, "Why Content For SEO", explores how content is key to search engine visibility. You can click the image to see the full-sized infographic. For an in-depth look, check out their related blog post.

Brafton's Infographic: Why Content for SEO?