Why Google Indexing requires a complex blend of skills

Written by John Fowler

Continued from page 1

which is OK for website design. This skill takes lots of time and experience to

develop, and just when you think you have cracked it,repparttar search engine companies

changerepparttar 145800 algorithms used to calculate how high your site will appear inrepparttar 145801

search results.

This is no place for evenrepparttar 145802 most enthusiastic amateur. Results need to be

constantly monitored, pieces of code added or removed, and a check kept on what

the competition are doing. Many people who design their own website feel they

will get searched because it looks good, and totally miss out this step. Without

a strong technical understanding of how spiderbots work, you will always struggle

to get your company onrepparttar 145803 first results page in Google.

Thirdly, I suggested that copy writing is a skill in its own right. This isrepparttar 145804

writing ofrepparttar 145805 actual text that people coming to your site will read. The

Googlebot and other spiderbots like Inktomi, love text – but only when written

well in proper English. Some people try to stuff their site with keywords, while

others put white writing on white space (so spiderbots can see it but humans


Spiderbots are very sophisticated and not only will not fall for these tricks,

they may actively penalise your site – in Google terms, this is sandboxing.

Google takes new sites and “naughty” sites and effectively sin-bins them for 3-6

months, you can still be found but not until results page 14 – really useful! As

well as good English,repparttar 145806 spiderbots are also readingrepparttar 145807 HTML code, sorepparttar 145808 copy

writer also needs an appreciation ofrepparttar 145809 interplay betweenrepparttar 145810 two. My

recommendation for anyone copy writing their own site is to write normal,

well-constructed English sentences that can be read by machine and human alike.

The final skill is marketing, after all this is what we are doing – marketing you

site and hence company and products/services onrepparttar 145811 Web. The key here is to set

the site up to be accessible torepparttar 145812 searches that will provide most business to

you. I have seen many sites that can be found as you key inrepparttar 145813 company name.

Others that can be found by keying in “Accountant Manchester North-West England”,

which is great, except no-one ever actually does that search. Sorepparttar 145814 marketing

skill requires knowledge of a company’s business, what they are really trying to

sell and an understanding of what actual searches may provide dividends.

I hope you will see that professional Search Engine Optimisation companies need

more than a bit of web design to improve your business. Make sure anyone you

choose for SEO work can cover allrepparttar 145815 bases.

John Fowler trained as a Mathematican and has worked in the IT industry for over 30 years, much of the time in sales related functions. He now spends his time between being a partner in SEO Gurus and as a sales and management trainer for ICT companies. John can be contacted via http://seogurus.co.uk

Professional SEO: Hand Off to Bob or Outsource the Job

Written by Scott Buresh

Continued from page 1

  • Will it cost me less to do it in house than it would to choose a professional SEO firm?

    Often, companies will attempt this specialized discipline in-house in order to save money, and sometimes this works out as intended. However, accurate calculations ofrepparttar cost of in-house labor that would be involved versusrepparttar 145799 price ofrepparttar 145800 firm you would otherwise hire should be performed to make an accurate comparison. When making this calculation, also factor inrepparttar 145801 opportunity cost ofrepparttar 145802 resource –repparttar 145803 tasks that your in-house people are not able to perform because they are involved in SEO.

    In addition, if worse comes to worst and your in-house SEO expert is led astray by some ofrepparttar 145804 more dangerous "how-to" guides available, it can cost even more to repairrepparttar 145805 damage than it would have to hire a professional SEO firm to performrepparttar 145806 optimization fromrepparttar 145807 outset. And an internal SEO campaign gone wrong can cost even more thanrepparttar 145808 stated fee – websites that violaterepparttar 145809 terms of service ofrepparttar 145810 major search engines (whether intentional or not) can be severely penalized or even removed, costing you a lot of lost revenue when potential customers can not find your website for a period of time.

  • Do I believe thatrepparttar 145811 end result I’ll get in-house will be equal to or greater thanrepparttar 145812 results I would have gotten from a professional SEO firm?

    Search engine optimization can create huge sales opportunities, and slight increases in overall exposure can have not-so-slight increases in your bottom-line revenue. If you believe that your talented in-house resource will, given enough time, achieve results equal to or greater than those that could have been achieved byrepparttar 145813 professional SEO firm you might have chosen, it may make sense to do it internally.

    However, in addition to a better knowledge of industry trends, one clear advantage that search engine optimization firms have isrepparttar 145814 benefit ofrepparttar 145815 experience and macro-perspective that comes from managing many different websites over time. Professional SEO firms can watch a wide range of sites on a continual basis to see what trends are working, what trends aren’t, and what formerly recommended tactics are now actually hurting results.

    This macro-perspective allows professional SEO firms to test new tactics as they appear on a case-by-case basis and apply those results across a wide range of clients to determine whatrepparttar 145816 benefit is. It is harder for an individual with access to only one site to perform enough testing and research to achieve optimum results allrepparttar 145817 time, something that should also factor intorepparttar 145818 equation.

  • Do I have at least a slight tolerance for risk?

    Neophytes to SEO can make mistakes that can lead to search engine penalization or removal. This happens most commonly when they have an IT background and treat SEO as a strictly technical exercise. We are often called in to assist companies who have had an internal initiative backfire, leaving them in a worse position thanrepparttar 145819 one they were in before they started. The simple truth is that you cannot perform effective SEO without marrying your efforts torepparttar 145820 visitor experience, but this is not something that is intuitively understood when people approach SEO forrepparttar 145821 first time.

    However, professional SEO firms are not perfect either. Some firms use those same optimization methods that violaterepparttar 145822 search engines’ terms of service and can get your site penalized. So, if you do decide to outsource, educate yourself on SEO and do some research onrepparttar 145823 firm. Knowrepparttar 145824 basics ofrepparttar 145825 business, find out whorepparttar 145826 firm’s clients are and how long they’ve been in business, and ask for professional references – just like you would do with any major business purchase.

    If you have considered all ofrepparttar 145827 above questions, and your answers to all seven are "yes," your company may be uniquely equipped to achieve professional SEO results in-house. If you answered "no" to any ofrepparttar 145828 first three questions but "yes" torepparttar 145829 rest, it does not necessarily mean that you can’t perform SEO in-house – just that you may not be in a position to do so at this time. Takingrepparttar 145830 actions required to get you inrepparttar 145831 right position to answer inrepparttar 145832 affirmative might be worth your while. However, if you answered "no" to any ofrepparttar 145833 last four questions, you may want to consider outsourcingrepparttar 145834 project to a professional SEO firm.

    A professional SEO firm hasrepparttar 145835 resources,repparttar 145836 time,repparttar 145837 expertise, and, most importantly,repparttar 145838 experience, to launch an SEO initiative for your website that will have a positive effect on your bottom line. Whichever option you choose, it is important that you fully embracerepparttar 145839 channel. A half-hearted initiative, whether done internally or outsourced, can be as ineffective as taking no action at all.

    Scott Buresh is the CEO of Medium Blue Search Engine Marketing. His articles have appeared in many publications, including ZDNet, MarketingProfs, & SiteProNews. He also contributed to Building Your Business with Google For Dummies (Wiley, 2004). Medium Blue’s clients include Georgia-Pacific, DuPont, & Boston Scientific. To receive Scott’s monthly articles, sign up for Medium Blue’s e-newsletter.

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