Why Google Indexing requires a complex blend of skills

Written by John Fowler

If it was easy, everybody would be doing it. Getting a company’s name and

products, or services, ontorepparttar first page of a genuine Google search isn’t a

trivial piece of work. In fact, there are four distinct skills that a search

engine optimiser needs to possess. Most people possess one or maybe two of these

skills, very rarely do people posses all four. In truth, to get to all four,

people who are good at two of these need to actively developrepparttar 145800 other skills.

Now, if you are running your own business, do you really haverepparttar 145801 time to do

this? Is thisrepparttar 145802 best use of your time?

Specificallyrepparttar 145803 four skills needed for SEO work are: Web Design – producing a visually attractive page HTML coding - developing Search Engine friendly coding that sits behindrepparttar 145804 web

design Copy writing – producingrepparttar 145805 actual readable text onrepparttar 145806 page Marketing – what arerepparttar 145807 actual searches that are being used, what key words

actually get more business for your company?

Many website designers produce more and more eye-catching designs with animations

and clever rollover buttons hoping to enticerepparttar 145808 people onto their sites. This

isrepparttar 145809 first big mistake; using designs like these will actually decrease your

chances of a high Google rating. Yes, that’s right; all that money you have paid

forrepparttar 145810 website design could be wasted because no-one will ever find your site.

The reason for this is that before you get people to your site you need to get

the spiderbots to like your site. Spiderbots are pieces of software used byrepparttar 145811

search engine companies to trawlrepparttar 145812 Internet looking at allrepparttar 145813 websites, and

then having reviewedrepparttar 145814 sites, they use complex algorithms to rankrepparttar 145815 sites.

Some ofrepparttar 145816 complex techniques used by web designers cannot be trawled by

spiderbots. They come to your site, look atrepparttar 145817 HTML code and exit stage right,

without even bothering to rank your site. So, you will not be found on any

meaningful search.

I am amazed how many times I look at websites and I immediately know they are a

waste of money. The trouble is that bothrepparttar 145818 web designers andrepparttar 145819 company that

paidrepparttar 145820 money really do not want to know this. In fact, I have stopped playing

the messenger of bad news (too many shootings!); I now work roundrepparttar 145821 problem.

So, optimising a website to be Google friendly is often a compromise between a

visually attractive site and an easy to find site.

The second skill is that of optimisingrepparttar 145822 actual HTML code to be spiderbot

friendly. I put this as different torepparttar 145823 web design because you really do need

to be “down and dirty” inrepparttar 145824 code rather than using an editor like FrontPage,

Professional SEO: Hand Off to Bob or Outsource the Job

Written by Scott Buresh

We are often asked if professional SEO (search engine optimization) can be done effectively utilizing in-house talent. Despite our obvious self-interests onrepparttar subject, our answer is always a qualified "yes"– you can achieve professional SEO results using existing talent. However, for every company we have known that has met with great in-house SEO success, we know of many more that have seen their in-house efforts fail. We have also discoveredrepparttar 145799 companies that have succeeded share some common traits.

If your company is considering doing SEO in-house, there are some critical questions that you should address before you proceed.

  1. Do I haverepparttar 145800 proper resources at my disposal to achieve professional SEO results?

    Search engine optimization takes time, and your internal SEO expert will need to have a great deal of it at his or her disposal – especially atrepparttar 145801 project’s outset when target audiences, keyphrases, and optimization schemes are first being established. Even afterrepparttar 145802 initial optimization effort,repparttar 145803 nature of SEO will require this person to spend ample time keeping up with industry trends, monitoring campaign progress, performing A/B testing, and expandingrepparttar 145804 campaign as new product and service areas are added.

    Perhaps even more important than time, achieving professional SEO results requires a unique set of aptitudes. The person responsible for your internal SEO initiative must possessrepparttar 145805 ability to learn quickly and to look at your website from a macro-perspective, marrying togetherrepparttar 145806 needs of sales, marketing, and IT. He or she can not be an aggressive risk taker, as this is often a surefire way to get your website penalized and potentially removed fromrepparttar 145807 major search engines. These gifted people exist in many companies, but givenrepparttar 145808 unique attributes that these individuals possess, their time is often already spent in other crucial areas ofrepparttar 145809 business.

    Without enough time to invest inrepparttar 145810 project orrepparttar 145811 right type of person to execute it, an internal SEO initiative is likely doomed to fail.

  2. Do I know which departments of my company should be involved, and will they work with an insider?

    As mentioned above, professional SEO, by necessity, involves marketing, sales, and IT. The SEO expert must work with marketing to find out what types of offers and initiatives are working offline to help translate them effectively online. He or she must work with sales to identifyrepparttar 145812 types of leads that are most valuable so that you can targetrepparttar 145813 right people inrepparttar 145814 keyphrase selection process. And, finally, your SEO expert will need to work with IT to determine any technical limitations torepparttar 145815 SEO recommendations, learn of any past initiatives based on a technical approach, and getrepparttar 145816 final optimization schemes implemented onrepparttar 145817 website.

    Sadly, in many businesses, these departments have a somewhat adversarial relationship. However, it isrepparttar 145818 duty ofrepparttar 145819 SEO expert to act as a project manager and coordinaterepparttar 145820 efforts of all three departments if you are going to getrepparttar 145821 most out of your campaign. No professional SEO project can be completed in a vacuum. For whatever reason, it is often easier for an outsider to get adversarial departments onrepparttar 145822 same page, inrepparttar 145823 same way that a marriage counselor might convince a woman of her undying love for her husband whilerepparttar 145824 husband is still grimacing from a well-placed knee inrepparttar 145825 parking lot.

  3. Will someone be held accountable forrepparttar 145826 results?

    This may seem like a small consideration, but it can have a tremendous impact onrepparttar 145827 success ofrepparttar 145828 campaign. If you have added this responsibility to some poor soul’s job description withrepparttar 145829 direction that he or she should "dorepparttar 145830 best you can," you’ll be lucky to make any headway at all (especially ifrepparttar 145831 person is not enthusiastic about SEO). Whether SEO is done in-house or outsourced, someone will have to take responsibility for showing progress, explaining setbacks, and continually improving results. Without this accountability, it is very common to see an initiative fade asrepparttar 145832 buck is passed.

  4. Can I afford delayed results based on a learning curve?

    It’s a reality – professional SEO expertise has a steep learning curve. Whilerepparttar 145833 information on how to performrepparttar 145834 basics of optimization are freely available onrepparttar 145835 web, much ofrepparttar 145836 information out there is also contradictory, and some of it is actually dangerous. It takes time for someone unfamiliar withrepparttar 145837 discipline to sortrepparttar 145838 SEO wheat fromrepparttar 145839 SEO chaff (on a side note, a "quoted" search of Google reveals that this may actually markrepparttar 145840 first occasion in human history thatrepparttar 145841 phrase "SEO chaff" has been used – we’re betting it’s alsorepparttar 145842 last). Simply put, ifrepparttar 145843 person you are putting onrepparttar 145844 job has no experience, it will take longer to get results. This may not be a consideration if you aren’t counting on new business from SEO any time soon. However, if you are losing business to your competition due to their professional SEO initiatives, time might be a larger factor.

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