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Search Marketing Is Like Dating

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From across the room, you see...THE ONE. Wow. Your heart goes pit-a-pat at the sight. Immediately, your thoughts start racing. You are ready to do anything, be anything to be attractive to that one person you are fixated on. Is that the right approach? You probably know that it's not the right approach in dating, but did you know that it fails in search marketing, too?
You know it doesn't work with dating because if you are literally willing to do anything, that includes projecting a completely false image of who you are. It's one thing to put your best foot forward, but it's quite another to twist yourself into a pretzel to attract someone. When you do, two possibilities exist, both bad:
  • You get rejected. Despite your best efforts to attract THE ONE, nothing works. You tried everything and you are still without your dream date.
  • You succeed. Now, I know this seems like a good thing, but in the long run, it isn't, because if you've morphed yourself to be attractive, your dream date is not actually attracted to you. The attraction is to this made-up person that you've become, and eventually the truth will out, and you'll get rejected.
I'm not telling you this because I've suddenly fancied myself writing advice to the lovelorn. No, all these things you know about dating apply to search marketing, too, but most people don't realize it.
When people start thinking about search marketing, Google is THE ONE and they sometimes seem ready to try just about anything to succeed. They focus on taking advice from just about anyone who seems to know what to do, and often that advice is bad.
They start by focusing on the most popular keywords. They plaster them onto their pages and wait for that great traffic to come. And one of two things happen, both of which are bad. They might get no traffic at all. Or they might get traffic, but from all the wrong people.
They also spend a lot of time trying to outfox Google--chasing the algorithm, it's called. Whatever some expert says that Google wants, that's what they do. No matter that the algorithm changes so frequently that only a true expert can keep up. They are willing to do whatever it takes to attract Google.
In dating, I hope someone gave you the advice to be yourself because you want to attract the right kind of attention from the right people. It's worthless to act like someone you're not because you'll attract someone interested in some other kind of person. Worse, the people who would be attracted to the real you never figure it out.
Search marketing is no different. It's fine to pay attention to search optimization. It's a good idea to do keyword research and use those words on your pages, but only the ones that really match what you sell. If you are willing to do anything to get search traffic, you just end up looking desperate, and you attract all the wrong elements, just like in dating. And the people really looking for you won't find you--and they are the ones who buy.
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What Does a Winning SEO Team Look Like? This...

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Ever wonder what a winning SEO team looks like? Go online and you can see a lot of SEOs writing, commenting, tweeting and communicating in the public spheres like peacocks spreading their feathers in mating season. Conferences are full of SEOs looking for their next delicious nugget of information to turn around and implement on their next SEO project. But none of this really allows you to understand what a true SEO team does or should look like.
While not all SEOs work in teams - there are successful solo SEOs - you'll find that having an SEO team at your disposal provides some pretty significant advantages. Let's go on a journey, looking at what an effective SEO team might look like. As you will see, there is more to SEO than meets the eye, and many roles necessary to make SEO effective.
  • The Project Manager: Every team needs a leader, and every client needs one person that they can hold responsible. The role of the project manager is to ensure that all aspects of the online marketing campaign work together. It's easy to have different team members focused on different aspects, but ultimately, the client has goals, and the entire team must work together to achieve those goals. If the team fails to achieve those goals, the project manager is responsible.
  • Search Engine Optimization Strategist: Every SEO project needs at least one person who understands the ins and outs of search engine optimization. The SEO must have a good understanding of how search algorithms work and keep up to date on the latest algorithmic trends. However, they must maintain an eye for solid marketing practices to ensure the "SEO" doesn't get in the way of the site's ability to convert visitors into customers. Each project can have more than one SEO and each can have a particular focus. Some of the SEO jobs are keyword research, site architecture, on-page optimization and reviewing pages for performance while performing necessary tweaks.
  • Content Strategist: The content strategist (a copywriter, editor and publisher all rolled into one) is one of the most important positions in an SEO pack. As search engines continue to look for ways to discount or even penalize sites with poor content or a lack of good content, the content strategist must make sure that all optimization efforts are implemented with an eye toward sales and conversions. While rankings are important, if the visitors don't engage with the site or convert into customers, all the SEO is wasted. The content strategist integrates the SEO's ranking strategies with the sales message needed to succeed.
  • Link Strategist: SEO without links is like a wildlife safari without entrance roads. The link strategist is responsible for marketing the site to other webmasters and business owners, making the case as to why they would benefit by providing a link to your site. They can also provide research for engagement with bloggers and site owners for the purposes of writing guest posts, interact on blogs with quality commenting and even provide submissions to worthwhile directories.
  • Social Media Strategist: Social and link strategists can work very closely together, as there are areas of overlap between the two. However the social strategist is responsible for developing and possibly implementing your social media strategy. They make sure you're doing the things necessary to build up your online reputation, writing and promoting your content properly and engaging with your target market online.
  • Analytic Strategist: You can never know if your SEO efforts are successful unless you look to see what's happening. Rankings only tell you part of the story. While you can get a sense of the sales that come in from ranking increases, without analytics you'll never know which keywords are really delivering and which are a waste of efforts. Analytics will uncover problems with your site and seek to improve your site's conversion rates.
  • Pay-per-click Strategist: PPC can play a vital role in your SEO campaign, let alone the value PPC can bring on it's own. Using PPC for SEO allows you to set up short-run keyword testing campaigns to test the impact certain keywords have on your ROI. When the SEO says to go for Keyword A, the PPC may tell you that, based on testing, Keyword B is a more effective strategy and better for business profits. Using PPC to guide SEO strategy allows you to prevent spending time and money on a path that ultimately won't pan out.
Whoever told you SEO was easy may not have lied, but they sure were not telling the whole truth. The reality is that SEO is rarely something that one person can do as effectively as a team. Each of the roles noted above take a significant investment in order to ensure your online marketing efforts are successful with today's search engine algorithms.

Do you have to hire an SEO company with one person in each of these roles? No, but any time there is doubling up, you can be sure that someone isn't able to invest all they need to in each area. It also diminishes the ability for that person to keep up on current trends and important information that may be crucial to your online efforts.
Regardless if you have a one-man SEO "team" or a true team of Web marketing professionals, it's clear that SEO is a lot of work and takes many hours to make and keep your site competitive. And if you're not competing for traffic, leads and conversions, you don't really have a business, you have a hobby.
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How to Optimize a Web Page in 7 Easy Steps

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On-page optimization is the easiest, most learnable aspect of search engine optimization. But like all "easy" things, we sometimes forget that you can still do them wrong. Easy doesn't always mean simple. Yet, many complex tasks can be made easy with a good process.
Below I've outlined a solid on-page optimization process that you can apply to any web page on your site. Working through this process checklist will make SEO easier but not necessarily simpler; you still have to do the dirty work.

Step 1: Choose the core term

All SEO starts with keyword research. Before starting the optimization process for a specific page, you should have already completed some basic keyword research for the entire site. In doing so, you should have mapped each core term to specific pages of your site.
With that information, you need to decide which page to optimize "next." I like to prioritize each of my core terms based on a few factors:

  • Relevance: Not every core term is as relevant as the next. Some might be slightly tangential but still can produce sales, while others are a bulls-eye. The bulls-eye gets higher priority than the others.

  • Importance: Some core terms represent products or services that are more important than others. Start where the money is.

  • Audience targeting: Core terms don't always perform as well as they might appear. As much as is possible, determine how likely any core term will be at converting its audience.

  • Search volume: How often a term is search is an important factor, but it's not the only important factor. Be sure to only consider this in relation to the others.

Step 2: Ensure the core term and page are a good match


Once you have decided which core term you want to go after, take a closer look at the core term/page relationship. You want to ensure that both are an absolutely solid match for each other.
With some sites, certain pages and core terms might be interchangeable. For example the phrases "web marketing" and "internet marketing" could easily be a good fit for the same page. What you want to be sure is that each core term is the best possible fit for any given page. You can do this by analyzing the existing content, looking to see if one fits more naturally than the other. Don't recreate the wheel if you don't have to; find the best fit and move forward.

Step 3: Research core terms for additional highly-related phrases


Rarely is the first round of keyword research the only research there is to do. Each core term can produce a list of dozens, if not hundreds (or even thousands) of related phrases. Each of these phrases should contain each word in the core term, but may also include additional, related words, varying word orders and other relevant variations.
Not every phrase in this research will be a good one and you'll have to spend some time sorting through what is viable and what isn't. Ultimately, you want to select only a handful of phrases that can be worked into the content. Be careful here. If you don't select phrases that are very tightly tied together, you'll end up pushing your content into too many directions, diluting its focus.

Step 4: Integrate keywords into the page (aka optimize the content)


The most knowledgeable person should write the initial draft of content for each page, even if they don't write well. Then it can be passed on to a copywriter (who has a solid grasp of SEO) to take the first shot at integrating the selected keywords into the page. This helps get the keywords worked in as naturally as possible.
But with any written document, the first draft is rarely the last. After the copywriter is finished, you want to analyze the page from a slightly more technical perspective, touching on several key points:

  • Keyword usage: Ensure the content has a natural flow while maintaining a proper keyword balance.

  • Headings: Use headings that are compelling and informative, not keyword laden.

  • Title tag: Create a compelling, keyword rich title for the page. Don't stuff them, but use proper sentence structure.

  • Description tag: Build a meta description that is compelling to the searcher and reinforces the keyword relevance of the page.

  • Voice: Use a consistent voice across the site. Optimized pages should not stray from the primary site voice.

  • Active words: Use words that do more than inform. Compel the visitor to take action.

  • Features & benefits: The content should not just focus on features, but the benefits that the reader will receive out of your product or service.

  • Skimmable: Make the document easy to skim read while giving the reader access to key selling points and links as they do so.

  • Calls to Action: Every optimized page should have some form of call to action. Work them both into the text as well as images.

  • Text Usability: Review the words of the content from the customer's standpoint. Make sure your text gives your visitor what they need to continue down the conversion path, fixing anything that might stop that process.

Step 5: Page usability review


This is a different review than the text usability review noted above. Here we're looking at the page as a whole, not just the content. The goal is to ensure the entirety of the page contributes to the conversion process and is able to convey its purpose visually with images and formatting. Tweak the page as necessary to ensure it provides the reader with the best possible visual representation.
This is also a good opportunity to review the page for coding issues as well, ensuring there are no potential spidering issues caused from malformed HTML. Streamline the code as much as possible to facilitate faster download times, and ensure the most relevant information loads first.

Step 6: SEO review


It may seem odd having the SEO review be so far down the list, but it's a good idea to have them review the page as close to the finished work as possible. This gives them an opportunity to review keyword usage, balance and implementation in all the key areas of the web page, including titles, headings, body content, alt tags and more.
The SEO is free to tweak whatever is needed to give the page the best chance of moving up in the search engine rankings. They must be careful, however, not to undo the efforts of all the reviews above above.

Step 7: Final approval


Before the page goes to the client for their review, it's good practice to send it back to the copywriter to give the page a final glance to ensure that anything changed in the reviews above still allows the page to maintain it's integrity. Ultimately, the page has a role to fulfill and this final review is designed to make sure it doesn't fail at that.
Last thoughts
Each process mentioned above can (and does) have a checklist of its own. Virtually all of the details for actual SEO work has been left out as the purpose here is to focus on the overall process of optimizing a page. I am a firm believer that the process is just as important as the work being done. While it's the details that bring success, the process ensures that no details get overlooked. In this business, overlooking any detail can result in less-than-stellar performance.
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Translators aren't search experts

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I run across clients every day that want to expand internationally, and naturally, they expect to use search marketing to do it. So, they carefully choose the Web pages they need to translate into local languages, they throw open the doors to the country Web sites, and hear the sound of...crickets. What went wrong? They carefully optimized their original Web site for search and they hired capable translators to convert them to other languages. But they missed an important step.
It sounds like the right things to do. Write the site in English, do all of your search optimization, and it works great. But when you translate your site to French, you aren't done. You must redo your optimization for search.
Here's why. Just imagine that you originally wrote your pages in French for your computer business. You've done all the optimization for search, and it's working fine--in French. When you translate it to English, the translator correctly uses all the words required, but he constantly refers to "notebook" computers, rather than "laptops."
Is the translation correct? Yes. Is it search optimized? No. People use the word "laptop" in their searches far more often than the word "notebook." If your site uses the less popular word, you'll get far fewer searcher visits.
Instead, you need to repeat your search optimization work in every language. Each time you translate, you must repeat the keyword research to determine popular terms and then use them in the translated text.
It costs more than relying on your translators, but the advantage is that the searchers actually find your translated site. If you want to save money, you can, but you're likely to find that your translators are not search experts.
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Think Your SEO Can Beat the Algorithms? Beat This...

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I've long advocated a common-sense approach to algorithm chasing with SEO. What most people don't understand is that with today's algorithms, there is almost no such thing as a top search engine ranking. There is simply exposure. You either get more of it or less of it. Rankings play a role, but not in the way most people think.
Here are some little known facts about Google:
  • Google analyzes somewhere around 200 different ranking signals. At least that was in 2009. It's probably more today. Most of these ranking signals are pretty well known, but there is still some significant argument within the community about many of them.

  • Each Google ranking signal may carry varying degrees of weight and importance, any of which may be tweaked, improved, degraded or removed at any time. Google is constantly rolling out algorithm tweaks and changes, adjusting the signals or even adding or removing them as they feel the need. While these changes may not be major, they can - and do - have an effect on how pages rank.

  • There is no one single Google algorithm. In fact, at any one time there may be anywhere from 50-200 different algorithms at work. These different algorithms might be in play for different industries, different types of searches or testing the effects of various algorithm changes before a full push.

  • Panda and Penguin updates are not updates, but filters that they periodically run their index through. If your site got hit with these updates, fixing the problem that caused it won't bring immediate results. You have to wait until the next time Google runs the filter.

  • The zip code you are searching from can have an impact on your search results. Google tries to determine which queries are geographical in nature and deliver results most relevant to your particular location. The same search from a different location will produce very different results.

  • Google has been working personalization into the search results for some time. If you're logged into Google, it's keeping record of your search history and sites you typically click on. The more information it has on your preferences, the better it is able to deliver results to your liking - or at least what Google thinks is to your liking.

  • Adding a new twist to personalization are your social signals. Google is now personalizing results based on who you are connected with (in Google+) and pages they may have +1'ed. That means your "friends" are directly influencing which sites you see when you perform a search!
So what does all this amount to? Well, it means that the results you see may or may not be a reflection of the Internet at large. If you see your site come up #1 in the search results for your keywords, that might simply be a result of your own personalizations, localizations or socializations. If you turn all those off and you're still in the top spot, you likely aren't for a lot of other searchers that are getting results based on their own personalizations, localizations and socializations.
This makes the algorithm pretty difficult to game. It's also why SEO guarantees are useless. So, while keeping track of algorithm changes is smart SEO, chasing them really isn't. It's like trying to chase 50 rabbits at once and hoping to catch them all. At best, you might be able to chase down one or two, but you certainly won't capture all of them.
So what's an SEO to do?
They have to know what your audience wants and deliver it, because that's what search engines want, too! It's not about trying to get just the right amount of words on a page, your keywords in just the right spot or even about the perfect backlink graph. It's about building a site that visitors love, focusing on the keywords they search and doing it better than your competitors.
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5 Steps to Organic Ranking Success

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If you're looking for some new, profound or revolutionary "trick" to getting #1 rankings, you can just stop reading this post right now, because you won't find it. In fact, there is really nothing new here. Then again, there is really nothing new to good SEO. Sure, you might learn about some new avenues or a particular strategy, but not here. Not today. This post is for those looking for some good, solid, foundational SEO.

SEO can ultimately be completed in a handful of steps. But don't let the simplicity of these steps fool you. Time, skill and understanding are still required for good SEO that gets results. Here are some core SEO concepts and a bit of information to get you started growing a great SEO campaign.

Step 1: Pick Relevant Keywords

Keywords are the foundation of all your web marketing efforts. If you haven't done keyword research, you are not ready for SEO. In fact, there is a good bet you're not even ready to have your website built. Yeah, keywords are that important!

Keywords are like the pig of the marketing world. One magical creature gives you ham, bacon, sausage, chops, spare ribs and pork rinds. Similarly, keywords can help you build navigation, titles, descriptions, content and blog posts! Who knew, right?
Without knowing your keywords, you really can't know how to market your site to your visitors. You might do a good job if you're your own target audience, but you're not. Get over yourself.

Step 2: Plant Quality Tags

There are three tags that you need to be most concerned about. Freeze tag; duck, duck, goose; and smear the, uh, guy holding the ball. Wait, wrong kind of tag. The three website-related tags are the Title tag, Meta Description tag and the H1 tag.
The title tag is your single most important piece of web marketing real estate. It's a significant signal to the search engines for ranking and it's (usually) the link in the search results to your page. That means it better be good.
Your meta description tag has no real search engine ranking value but it is (usually) the descriptive text below your title in the search results. Again, you want to make this as compelling as possible with the the space you have.
The H1 tag is the content heading at the top of the page. This offers both search engine value and user value as it's (usually) the first thing the visitors see when they land on the page. This needs to tell them what the content of the page is.

Step 3: Produce Compelling Content

Content is the reason people come to your site. It's the reason people stay on your site. And it's the reason people buy whatever you're selling. I know that's news to a lot of people who think people come to their site for for the products. They don't.
While your audience may want to purchase your products or services, it's the content that brings them. Without content your site is just another site hocking a bunch of products or services. Your content tells your visitors what it is that makes your products or services different.
If you don't have good content, or very little content, you're likely experiencing greater than average site bounce rates. You won't get everybody to read every word but give them the words necessary to help sell what you're selling.

Step 4: Dig Into Architecture and Usability Issues

Every site has problems. Yes, that means yours, too. You just don't know it because you haven't discovered them yet!
While mostly hidden, architectural and usability issues are often the biggest roadblocks to having a successful website. Your web developer didn't know about them, your visitors may not notice them, but your SEO needs to find and fix them if you want to gain a competitive advantage.
Site architecture and usability issues can be uncovered via a number of tools. Broken link reporters, Google webmaster tools, Analytics tracking and a plethora of free and paid SEO tools are available to analyze and test various aspects of your site.

Step 5: Fertilize Your Link Sources

On page optimization is good, but the engine that really makes it perform is links. Links can be achieved via social media interaction, content development, bribery, begging or by laying down a threat, though I don't recommend the last two.
Links (and social shares) tell the search engines that people like you. In fact, they like you enough to tweet, share, like, plus, retweet, or link out to you.
Getting links and social shares are tough, unless you bribe or beg. And even then it's a challenge. So how do you do it? Revisit step 3.
Sure, there is a lot more that goes into a solid organic web marketing campaign, but these are the five basic things that you have to do to build up your glorious organic search engine ranking garden.
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Ramping Up Your Seasonal SEO

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Summertime may not be just around the corner, but there is a light at the end of the tunnel! If your peak business season is the summertime(businesses such as beach front hotels, ice cream parlors, landscaping companies, etc) then you need to make sure your seasonal SEO is in tip-top shape and ready to capitalize on the changing search behavior of your target audience. For businesses that are heavily impacted by seasonality, it's important to start thinking about your seasonal SEO efforts long before your busy season every actually arrives because by the time the season hits it's too late to make much headway for this year. Remember, SEO is a long term process so in order to get ready for the summer season you need to start your seasonal SEO activities now!
This graph shows the search volume for the keyword "Cape Cod hotel." Notice how search starts to ramp up in April, peaks in July and bottoms out in October (after Labor Day I presume). I think we can safely assume that search volume starts to pick up in April because that's when most people start thinking about their summer vacations and begin investigating their options, including hotels. So how can a Cape Cod hotel take advantage of this trend with their seasonal SEO efforts?

1. Start pumping out content that caters to the changing search behavior.
People might not be ready to book their hotels just yet, so the majority of a Cape Cod hotel's content should focus on getting ready for that summer vacation--what local events are coming up? What's so special about the nearby beach? Is the hotel great for families, couples, weddings? How close is the hotel to other attractions? The content isn't necessarily trying to sell people on booking a room just yet, but it needs to make the case that this hotel is going to be the best location for that searcher's vacation.
And why should the hotel start publishing summer vacation-themed content in February? Because they need to be able to take advantage of the shift in search behavior when it happens and their content needs time to sit, age and gain search engine trust. If the hotel didn't start publishing content until May or June they've lost a few months of time where that content could have been working in favor of their seasonal SEO. The whole point of inbound marketing is to be where your audience is when they are there and to be ready for them. If the hotel amps up their content marketing efforts now, by the time the big spike in search volume happens they'll be in a much stronger position.

2. Build local links when things are still slow.
When the high season hits a Cape Cod hotel is going to have enough work to do just to keep up with the number of guests coming in and out---chances are their SEO campaign will be the farthest from their mind. They should take advantage of the slow time before search behavior starts to change and build a few more quality local links. Cape Cod isn't a big place, but it's big enough and there are more than a few hotels in more than a few towns where people could stay. For instance, a hotel in Hyannis Port and a hotel in Provincetown are probably going to attract different guests looking for different things. These hotels should want to do well for hyper-localized searches as well (i.e. town specific, not just "Cape Cod") and now is the time to focus on building those local links. They should look to local online news sources, community websites and event calendars, local search profiles and even national hotel review sites with pages for their town to build a strong local presence.

3. Send out a newsletter to past guests.
Cape Cod is a popular vacation destination for many people on the East Coast, especially those that live in the Boston-area, simply because it's so close. Some people might take an annual trip to the Cape with their families or friends. Cape Cod hotels should want to remind those past guests that their hotel is still there before they finalize any vacation plans! Sending out an email blast or newsletter to previous guest is a great way to catch their attention again and encourage them to come back for another stay. The hotels could even offer an early-worm booking deal (maybe for some of the slower dates) to past guests as an incentive to return.
The key thing to remember about seasonal SEO is that you need to get your ducks in a row BEFORE the season actually starts. Get a little more active in social media--share photos and stories from past seasons, or publish upcoming events to start spreading the word. Connect with local (or national) bloggers and build a relationship that you might be able to leverage one day. You could also connect with other local businesses (like a Cape Cod hotel and kayak rental company) and form business partnerships to help build your online presence. Whatever you have to do to make the most of your busy summer season now is the time to get things moving!

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