As a company, Google focuses on three key areas: Search, Ads and Apps. Search is our core technology; ads are our central business proposition; and apps are the umbrella over our web-based software that you can access anywhere, any time. While each of these has a lot of technology under the hood, the basic tenets for Search, Ads and Apps are very simple. We’ve created some short videos explaining the principles behind our core services. For more information or to share your thoughts, visit ourHelp Forum.

How Search Works

http://www.youtube.com/watch?v=BNHR6IQJGZs&feature=player_embedded#!

Source: http://www.google.com/howgoogleworks/

Search Engine Optimization Singapore is the process of improving a website such that it best follows the Search Engine’s algorithm, and eventually gets the website highly ranked on the natural results, and thus more traffic.

Google has a complex set of 200 algorithms!

If you like to know how you could get yourself on the first page of Google’s natural results, look for a good Singapore SEO agency to advise you. Contact us at +65 9450-0295 or info@advantageseo.net

Related posts:

1. What is SEO?
2. Google: a new signal in search ranking algorithms!
3. Top 10 rank for Singapore SEO!

Top 10 for Singapore SEO!

Although only on the number 10 ranking for “Singapore SEO“, it was not by any means an easy task.  Comparing the nine other sites on the same results (SERP), in terms of Domain Age, we are the youngest site (slightly over 6 months).

Google ranks sites base on their “trust’ value of that site derived from over 200 algorithms. A few basic algorithm are : Domain Age, Site content and backlinks. The longer a site had been around, i.e. older domain age, its ”trust” value with Google increases and thus its ranking improves. Been a younger site, we need to prove lots more by writing good and relevant content and build quality backlinks, so as to win the “trust” value of Google.

While most of our time had been spent on helping our clients, I am personally thankful for the dedication and hard work of our team.

Well although we had not relied on this result for our growth, this result does helps to boost our spirits!

Thank you Team!

Adrian Ang, Business Director

P.S. > If you are keen to know how we can help your website achieve top rankings, contact us today at +65 94500295 or email http://www.advantageseo.sg/contact-us

Related posts:

1. PPC vs SEO
2. Google: a new signal in search ranking algorithms!
3. How Google Works

You may have heard that here at Google we’re obsessed with speed, in our products and on the web. As part of that effort, today we’re including a new signal in our search ranking algorithms: site speed. Site speed reflects how quickly a website responds to web requests.

Speeding up websites is important — not just to site owners, but to all Internet users. Faster sites create happy users and we’ve seen in our internal studies that when a site responds slowly, visitors spend less time there. But faster sites don’t just improve user experience; recent data shows that improving site speed also reduces operating costs. Like us, our users place a lot of value in speed — that’s why we’ve decided to take site speed into account in our search rankings. We use a variety of sources to determine the speed of a site relative to other sites.

If you are a site owner, webmaster or a web author, here are some free tools that you can use to evaluate the speed of your site:

• Page Speed, an open source Firefox/Firebug add-on that evaluates the performance of web pages and gives suggestions for improvement.
• YSlow, a free tool from Yahoo! that suggests ways to improve website speed.
• WebPagetest shows a waterfall view of your pages’ load performance plus an optimization checklist.
• In Webmaster Tools, Labs > Site Performance shows the speed of your website as experienced by users around the world as in the chart below. We’ve also blogged aboutsite performance.

• Many other tools on code.google.com/speed.

While site speed is a new signal, it doesn’t carry as much weight as the relevance of a page. Currently, fewer than 1% of search queries are affected by the site speed signal in our implementation and the signal for site speed only applies for visitors searching in English on Google.com at this point. We launched this change a few weeks back after rigorous testing. If you haven’t seen much change to your site rankings, then this site speed change possibly did not impact your site.

We encourage you to start looking at your site’s speed (the tools above provide a great starting point) — not only to improve your ranking in search engines, but also to improve everyone’s experience on the Internet.

Posted by Amit Singhal, Google Fellow and Matt Cutts, Principal Engineer, Google Search Quality Team

Source: http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-search-ranking.html

Apart from improving your site speed, there are said to be over 200+ algorithm that can affect your site rankings in Google.

Read more about our Singapore SEO methodologies and know-how or contact us at tel: +65 94500295 or http://www.advantageseo.sg/contact-us

Related posts:

1. Google: Page Speed May Become a Ranking Factor in 2010
2. Google Reveals Factors for Ranking Tweets
3. Site Speed May Soon Affect Google Page Ranking

Compete Site Profiles

Here is how compete gets their data.

Here is a screen shot of their site profile overlay

It’s kind of like a semi-analytics program view of things which includes:

• Unique Visitors
• Page Views
• Average Stay
• Demographic Info
• Link through’s to Referral and Search Analytics (discussed further down)

Data is available in 7 day, 30 day, 3 month, 6 month, 1 year, and 2 year increments.

The audience profile tab is similar to quantcast and is only available to the verified site owner (unless the site has made it’s info public) and the sub-domain tab shows sub-domains associated with the main domain.

Enterprise users, where there is no standard pricing listed…also get access to category profiles and behavioral categories as shown below:

You also get the option to compare up to 5 sites at once in their site profile section

Those are the options in the profiles section. These statistics are far beyond what most traditional spy tools offer and can be very useful when comparing large sites as small sites do not fare very well with these types of data sets (this is not specific to compete, it’s pretty much industry wide).

Analytics Tools

Compete’s second tool set is the Analytics Tools set. Here you can search through Search Analytics (keywords) and Referral Analytics (sites referring traffic to the domain) as well as a variety of Ranked Lists.

Referral Analytics

This is pretty sweet as you can see what search engines the site’s SEO campaign is doing well in, as well as possible advertising opportunities for your site.

It also will show you Destination sites (where users go after landing on the site you are reviewing.)

In addition to messing around with some of the filters you can take a peek at historical data (trends, seasonal, etc) as noted here.

Ranked Lists

Compete offers ranked lists which you can filter in a few easy steps

Compete lets you look at ranked lists via 3 steps (one from each)

• Step 1 – unique visitors, visits, page views, time spent, monthly attention
• Step 2 – site ranking, ranking + unique visitors, ranking + all metrics
• Step 3 – top 200, 1,000, 15,000, 100,000, 500,000 domains

Search Analytics

Compete’s Search Analytics show keywords referring traffic to a site (or two) with some pretty neat metrics:

• Highly Engaging Keywords – Keywords that make up 40% of the total time index and have a referral share greater than 0.01%
• High Traffic Keywords – Keywords that make up the top 40% of the search referral share
• Paid Keywords
• Natural Keywords
• Engaging Long Tail Keywords – Keywords making up the bottom 60% of search referral share, with a total time index of > .10
• Enthusiast Keywords – Keywords that make up the top 40% of Average Time Index and a Search Referral Share greater than 0.01
• Long Tail Keywords
• Total Time Index – scale of 100 with 100 being the term where the searcher came from…that made up the highest total time spent on the site for ALL visits.
• Average Time Index – scale of 100 with 100 being the term which resulted in the most average time per visit spent on the site.

You can also compare 2 sites like so:

In Closing

The high price point of Compete might scare some users away, but consider that their data is not just relying on scraped Google/Yahoo/Bing results then extrapolated by some internal metrics. Compete is probably more useful to those who “compete” in really competitive markets with some sites as competition, although it can be useful to folks who may be involved in less competitive SERPS with smaller sites as competitors because they can use this data to investigate larger sites in their market, which may not be competitors but could yield helpful industry data.

Related posts:

1. ISpionage Review
2. SpyFu Review
3. Keyword Spy Review

• Keyword and Domain Research
• Keyword Monitor
• PPC Campaign Builder

Keyword and Domain Research

They index the top ten results in Google, Yahoo, and Bing (although I only saw G and Y).

They give you breakdowns of common spy tool elements such as:

• Competitors and Overlapping Keywords
• Ad Copy
• Keyword Specific Ads
• CPC
• Average Search Volume
• Average Rank
• And so on..

The one really neat thing they offer is overlapping keywords between Yahoo and Google for a particular domain. I’m not aware of another spy tool that does that.

Their database does not seem to be very deep but they are newer so that’s to be expected.

The do show overlapping keywords, total keyword count, and a monthly budget under their competition tab.

Here is another spot where they compare Google and Yahoo, this time for overlapping keywords between sites.

Keyword Monitor

This lets you search by domain name or keyword to get ideas for keywords to add into your campaign. You can also add your own manually after the keyword research option. Keyword Monitor will show you the following for your campaign + competition:

The impression share is not something I’ve noticed in most other tools and the other 4 metrics can be useful in determining which competitor might be a bit savior in the PPC game. Other metrics they will show you on the keyword level include whether or not the keyword has direct ranking affiliates, the average CPC/search volume, and total advertiser counts in Google, Yahoo, and Bing.

The tool also shows you related keywords you may wish to add to your campaign or just place on your watch list.

PPC Campaign Builder

The campaign builder allows you to search for keywords via a keyword or domain name input. The steps are as follows:

Keyword Clean Up

This is where you can weed out keywords that contain certain words, are duplicates, or have special characters. You can also choose to remove extra spaces if needed.

Keyword Grouping

Here you can set up ad groups and campaigns right from within iSpionage. It also gives you the option to create one ad group per keyword if you want to get that granular

Campaign Builder

Here you can input bid prices for Broad/Phrase/Exact match bids, set up your ads, and input the url. Then you can export for use in Google, Yahoo, or Bing PPC campaigns.

In Closing

iSpionage has some promise and seems to be much more into the PPC market than the SEO market. If that’s the case then they are taking on some pretty big players as many of the spy tools offer both PPC and SEO data sets. They have some unique features and it will be interesting to see how they develop their product going forward.

Related posts:

1. SpyFu Review
2. Keyword Spy Review
3. Compete.com Review

Keyword Spy offers 3 different accounts.

• Research
• Tracking
• Professional

The countries available within a Keyword Spy account are:

No other competitor really comes close to the breadth of their country offerings.

Keyword Spy Research Account

Keyword Spy’s Research account gives you access to the following data

• PPC Ads (ad copy, the keyword, estimated search volume, estimated CPC, the position last seen of an ad and it’s average position, total days seen/days checked. You can also see the ad url and destination url of the ad in addition to other keywords being bid on for that particular ad, as well as an estimated ROI.
• PPC Keywords – showing individual keywords, ROI, search volume, CPC, total profitable ads, affiliate ads on that keyword, days seen, last/first seen
• Organic Keywords – showing individual keywords, position in the SERPS, total search results, estimated CPC, and the URL
• Competitors in PPC and Organic results.
• Sub-domains

The research portion does *not* include organic or PPC overlap coverage, which kind of stinks especially when you consider the price point they charge.

You get access to their Top 1000 sites and keyword reports which can be previewed here.

You can search by keyword as well. A Keyword search will show you:

• PPC Ad Copies with Keyword in them
• Up to 1000 related Keywords
• Misspelled Keywords
• PPC Competitors
• Organic Competitors

You can filter with these metrics but you can only apply 1 filter to the results at a time. Which can be bothersome if you are doing large scale research as they limit the exported data to 50,000 keywords.

Research Account Metrics

• ROI- they compute this as (Days Seen*Percentage Seen/Number of Days Seen since Last Seen). Below is a screen shot of their formula. Again, this is based on the assumption that the PPC advertiser is shrewd and on top of things. I don’t particularly care for this metric. ROI to person A can be much different than ROI to person B for a variety of reasons.



• First/Last Seen- Last seen is the last day KS saw the ad (they scan daily) and First Seen shows the first day KS saw the ad (I believe its back to August of 09 as of this writing).
• Profitable Ads – Ads that are profitable based on their internal metrics (like ROI and such) out of total number of ads.
• Affiliate Ads – Ads that are affiliate ads (based on destination url) out of total ads found.

Screen shot of PPC keyword tab showing the above mentioned metrics:

Keyword Spy’s Tracking Account

The Tracking account option gives you real time tracking in Google, Yahoo, and Bing for your PPC and Organic campaigns. This can be useful in checking out your coverage and competition across all three engines. You can also benchmark your data with the competition’s scraped data.

Of course, the question is do YOU want your campaigns being monitored by a spy tool that makes its money but showing advertisers their competition’s organic and PPC data??

You can read about more of their tracking/alert/coverage type options here, but outside of tracking and coverage you get:

• Landing Page Intelligence – shows current landing page, ad copy, and destination URL for a particular landing page.



• Organic and PPC overlap data (only between 2 sites) and quite frankly, this is much more research than tracking and should really be included in the research account IMO.
• Benchmarking in PPC/Organic Listings (below is a screen shot of the organic one, they are fairly similar)

So the tracking account is really more for tracking your campaigns across the 3 big PPC engines with some nifty benchmarking and gap analysis features but I don’t see it as being overly useful for smaller PPC advertisers, although the coverage options might be a good fit for those in competitive markets across Google, Yahoo, and Bing. In general, Spy Tools aren’t all that great at looking into smaller sites and markets simply because the resources required to be accurate with somewhat sparse data would be overkill and far to costly. This is why I do not really feel the tracking option is going to be a good fit outside of pretty big PPC advertisers.

Professional Account

The Pro account combines the Research and Tracking account features (up’s the overall trackable keywords, export limit, and query limit) plus gives you access to a couple new features:

• Affiliate Intelligence
• Affiliate Reports

Affiliate Intelligence

This tool gives you access to look at products and ads being used by 132 affiliate networks.

You can click through on any network and be shown their offers by URL with searchable affiliate ads for those products.

Affiliate Reports gives you access to big players in the affiliate marketing space such as CJ, LinkShare, Clickbank, ShareAsale, etc. Here you can access top affiliate products and top affiliates by product id and affiliate id respectively. You can also use affiliate product and affiliates id’s to search in the destination URL field to try and find additional products/ads they may be promoting.

Keyword Spy mentions something about “Anti-cloaking” technology but they do not elaborate on it. However, color me skeptical that these affiliate options are able to uncover properly cloaked links by top affiliates. So while this may be good for help in looking at potential affiliate products, as well as finding affiliates who do not cloak their links, I’m really not overly impressed with these features but they can be somewhat useful when first starting out.

In Closing

Keyword Spy is a feature rich membership and they have a deep database. For me, if I had to pick just one tool I would opt for either SemRush or SpyFu as both supply solid PPC/SEO competitive intel at a much more reasonable price. Although, if I were a serious PPC player their tracking account might be quite nice (still have reservations about giving a spy tool company my campaign data though.

Related posts:

1. SpyFu Review
2. ISpionage Review
3. A Review of Spy Tools

SpyFu is one of the more feature rich tools, but probably has the least attractive interface out there. SpyFu offers SEO and PPC spy tool options along with their own keyword research tool.

The SpyFu toolset covers US and UK markets.

SpyFu’s toolset includes:

• SpyFu Kombat
• SpyFu Classic
• Keyword Ad History
• Domain Ad History
• Keyword Smart Search
• A Variety of Top 100 Lists

SpyFu Kombat

With SpyFu Kombat you can look at overlapping and site specific keywords for up to 3 websites. For the PPC version you can also see a chart which goes back over a period of a few years showing the overall amount of keywords being bid on by all three sites. You can also rollover the chart to see keywords specific to just 2 of the sites if you feel the 3rd site may not be doing as good a job (or vice versa) as 2 of the other sites. It will also show you the PPC budgets of the sites as well as the number of organic keywords ranking in the top 50 results for said keyword.

When you click on an area of the circle chart it will show you the keywords in whatever bucket you click, to the right of the chart. You can view and download those keywords for your own use. As you can see I am on the ads tab but the options are similar when you click on the organic tab (on the top box, the organic one on the bottom shows you total organic keywords).

Switching between the organic tab and the ppc tab (as well as the overall # of organic keywords + PPC ad budget should also give you an idea of which of the bigger sites are more into the PPC or SEO side of things which can be a good barometer to look at if you happen to be concentrating on one area over the other.

SpyFu Classic

SpyFu Classic is the “flagship” section so to speak. This is where you enter one domain on the home page and are presented with a TON of data including:

• Daily AdWords PPC Budget
• Links through to SpyFu Kombat
• Average Position of Ads vs # of Advertisers
• Estimated Value of Organic Traffic (estimated traffic with a variable of CPC factored in)
• Paid Traffic Compared with Organic Traffic Estimates
• Subdomains (useful for looking at how a site might break out parts of the main domain, perhaps a good spot to look for niche keywords???)
• Top Ten Paid Keywords w/ Keyword Ad History (links through to full Keyword Ad History tool)
• Total Paid Keywords
• Total Organic Keywords
• PPC Competitors (with a link to overlapping keywords)
• Organic Competitors (with a link to overlapping keywords)
• Category

In addition to searching for a domain SpyFu let’s you search by keyword as well, as shown below:

The data here can be useful, as you can see the:

• Estimated PPC, Clicks, Cost Per Day, Total Advertisers…all with trend data
• Top Ten Domains Advertising on the Keyword, with Domain Ad History
• Additional Keywords Purchased By Relevant Domains
• PPC Ad Copy with a Link to Keyword Ad History
• Top Ten Organic Results with Title, Meta Description
• Related Terms
• Related Concepts (based on semantic relationships)
• Categories

Keyword Ad History

Keyword Ad History will show you, via color coded bars, how often the keyword appeared in a domain’s PPC campaign along with any changes in the ad copy (all of which can be exported to excel). It shows a year’s worth of data up front and goes back to 2006 via the Bonus History Button.

So it’s pretty straightforward, which is what I like about SpyFu Tools. No over-reliance on “in-house metrics” it’s just “here’s the ad history of the keyword”, plain and simple. Typically, if you see a keyword being advertised on by a good PPC advertiser consistent then you can look to apply that ad copy technique to a niche market of that larger keyword. If I were advertising for “hotels in Oklahoma” I might pay attention to what ad copy has been successful, over time, for that main/core keyword “hotels”.

Domain Ad History

Domain Ad History is similar to Keyword Ad History except it shows the keyword history of a particular domain:

This tool is useful in looking at keywords that have been successful for your competitors (or larger players in your niche) and which ones they tried and abandoned (which could be ones for you to avoid out of the gate). All of this assumes the domain you are researching is competent PPC advertiser.

Keyword Smart Search

The Keyword Smart Search tool in SpyFu uses semantic word relationships, publicly available keyword data, and PPC campaign data to return a list of keywords related to the keyword(s) (up to 10) you enter. As you can see, you can also filter by CPC, search volume, and you can also exclude keywords:

Here is a screen shot of the results page for Keyword Smart Search:

For me, I prefer to use the PPC keywords and the Organic keywords found in either SpyFu Classic or SpyFu Kombat. I like to use other tools for pure keyword research (Google tools, Microsoft Ad Center Intelligence, and Wordtracker). Primarily, I feel SpyFu is at its best when used as a competitive research tool versus a keyword research tool.

A Variety of Top 100 Lists

They have a list of all there Top 100 Lists here.

In Closing…

I find their tools pretty useful for competitive research. I don’t use their Keyword Smart Search much as described above but the amount of data that they give (in a straightforward fashion) at the price points they give is quite a nice combination. SpyFu makes its way into my toolbox on just about every project.

Related posts:

1. Keyword Spy Review
2. ISpionage Review
3. A Review of Spy Tools

Landing pages, which tended to be mass-generated, near identical pages pointing to one money page, became a target for the search engine spam filters.

However, the type of landing page we should take a closer look at is the type of landing page used in PPC – a page carefully crafted to lead a visitor to desired action. SEOs can benefit from applying the same techniques used for creating effective PPC landing pages to their organic pages. After all, we all want visitors to arrive at our pages, and take a desired action.

All Search Is About Connecting With People

Our pages may rank well, but if the visitor doesn’t do something that ultimately leads to more money in our pockets, our sites won’t last long.

In the past, ranking well has led to a pre-occupation with factors like keyword density i.e. repeating keyword phrases often.

However, the search engine algorithm’s are no longer quite so stupid. The need to slavishly repeat keyword phrases in order to rank pales in comparison to other factors. It’s no longer necessary to forsake good copy writing in order to please machine algorithms.

To make our rankings work for us, we must connect with people. This means our pages must talk their language and focus on solving their problems.

A fail in SEO is not missing out on the #1 ranking. A fail in SEO is a visitor clicking back. Do everything to avoid the back click.

Talking People’s Language

People couldn’t care less about you or your company.

People care about themselves.

Take a look at your pages. Do they talk about you, or do they talk about your audience? For a page to work well, it must connect with your audience, and the easiest way to do this is to talk about their wants and desires. If a page doesn’t grab a visitors attention, they won’t persevere, they will click back. What’s a #1 ranking worth if visitors click back?

Here are a few guidelines on how to grab a visitors attention:

Title Tag Text Should Match Your First Headline Or if not matching the phrase exactly, it should be close to it in terms of topic. This reassures to the searcher they are in the right place.

A Search Is Invariably A Question Keyword terms often aren’t phrased as questions, but they are all questions. When people type “buy DVD online”, they’re really saying “where can I buy a DVD online”. Try to determine searcher intent. Decide what the visitors question is, repeat it, then answer it.

Create A Clear Call To Action – what is it you want the searcher to do next? Sign-up? Buy something? Click on Adsense? Make that action clear and obvious.

People Scan – Use big headings. Often. If you’re vague about visitor intent, you can use a number of different headlines, or images, that grab people’s attention in case your lead hook fails.

Use The Word “You” A Lot – it’s all about them. Their problems, their sense of self, their language, their wants and needs. Relegate all the stuff about you, unless they specifically ask for it, or you’re using testimonials.

Every Page On Your Site Is A Landing Page

Every page on your site has potential to pull in visitors.

Even if a page only receives one visit a month, it’s still a landing page. Given that SEO strategy involves building a lot of content, it’s easy to think of “junk” pages low down in your domain structure as unimportant.

However, if people land on those pages, then that’s half the battle won. Those pages will be winners if they lead people to the pages you want them to see. Therefore, every page on your site should contain a clear call to action – leading visitors to the one thing you want people to do.

The Difference Between SEO Landing Pages & PPC Landing Pages

In PPC, the page must be tightly controlled, stay on message and lead a visitor to desired action. Failure to do so means blowing through money.

With SEO, we have more leeway. We can include a variety of text content on pages, as it increases the likelihood of catching long tail phrases. This casts a wider net, and at negligible cost. However, we still need to structure the page well enough so people a) won’t click back and b) will take the desired action.

It’s a good idea to structure a page so – rather obviously – the most important stuff comes first. Make the call to action, wherever it is placed, clear. Relegate superfluous text, which targets long tail variations, below the fold and/or into side links.

Most likely, a few pages on your domain will be doing the gruntwork. Most of your visitors will come in on your home page, or a small collection of well linked pages on your site. Pay careful attention to these pages. They should be as crafted as tightly as a PPC landing page in terms of language and call to action.

Test these pages. Are they converting? What is the abandonment rate? Whilst it can take a while to test and alter SEO pages, it’s worth doing, as incremental gains on a few pages can lead to huge changes when rolled out over an entire site.

What happens if you make a heading bigger? Paragraphs shorter? Reposition page elements? Change the language and pitch? You can also test these variables using a short PPC campaign, of course, and then roll your findings into your SEO strategy. Once you’ve got a winning formula, you can roll it out to every page (landing) page you create.

Related posts:

1. Three Pages from the Same Domain in Google SERPs?
2. Adwords Bans: Poor Landing Page Quality Scores
3. Borrowing From PPC

But thanks for turning up here

The sheer avalanche of SEO information can be overwhelming, for beginners and experts alike. Who do you know who to listen to? What information do you need to know, and what information is filler?

Why should you even listen to SEOBook?

1. Most Information Published On SEO Is Filler

You can learn 80% of what you need to know about SEO pretty quickly. You don’t need the additional 20% in order to achieve, unless you’re a masochist – otherwise known as an SEO professional

Most of the information you’ll come across on the topic of SEO is written by, and for, a professional/enthusiast crowd. There is a massive echo chamber of opinion, constantly replenished, produced using publishing tools based on the notion of communicating something, often.

It can result in a lot of noise, and not much in the way of signal, especially when you’re learning. If you’re starting out, and want to focus on learning SEO, it’s a good idea to tune the industry chatter out. It’s more likely to confuse than help in the early stages.

2. Understand The Business Of Search

Search engines aren’t your friend. At best, they tolerate SEO, but only when it aligns with company goals.

The search engines have a business to run, and their goals aren’t the same as yours. Whilst search engine reps often come across as helpful and friendly, because they typically are helpful and friendly people, keep in mind that what they are saying serves their company first and foremost. Any advice they give you is, quite rightly, designed to further company goals.

That’s their job.

Chances are, your goals and the search engines goals will be aligned in many areas, but take their advice with a grain of salt. They don’t care if your site succeeds or not, as there are plenty of other sites to index.

3. Define Goals

Before you undertake SEO, define your website goals. Do you want to make more money? Get more attention? Get more leads?

The purpose of SEO is to get your site seen in the search engines. Your aim is to attract the visitors that help you achieve your goals. A high ranking for a certain keyword won’t necessarily help you achieve your goals unless your site matches visitor intent.

Think about the web from a visitors point of view. What do they want to find? What content will they engage with? What will they spend their money on?

There’s little point ranking well if the content you provide doesn’t make you money and/or gain audience. It’s getting increasingly difficult to rank pages that aren’t closely aligned with the searchers intent. So, the more you understand your audience, and the more content that matches their intent, the more you’ll get out of SEO.

4. Get A Credible, Well Organized Course

Like SEOBook’s course for example

This isn’t a sales pitch. There are a number of great courses out there. Choose one or two that suit your budget and objectives, and dive in. Chances are, you will need to shell out some money, but the cost of a decent, well structured course is nothing compared to the wasted effort spent heading in the wrong direction.

In a nutshell, SEO is about about publishing content people want to engage with, and linking. You need to create content that matches visitor intent, you need to be crawlable, and you need to have inbound links. Good SEO courses will have this message at their core.

Did I mention links enough?

5. Connect With People

It’s natural to want the secret sauce – those secret dark techniques that result in number one rankings.

Whilst this was characteristic of SEO years ago, it’s less true now. These days, SEO is more a holistic, strategic process aimed at connecting with people, as opposed to a dark, technical art aimed at tricking machines.

Focus on making connections with people. That means understanding what people want. You can do this by undertaking basic market research, using the search engines themselves!

6. Test

Don’t listen to me. Well, maybe just a bit. Don’t listen to the repeaters in forums.

Test and measure for yourself. It’s one of the best SEO courses you can do. It’s ongoing, and it’s free.

Start with a simple, focused well constructed site. What is a well constructed site in terms of SEO?

With every change you make, every new SEO strategy you adopt, test the results. Did the change help you achieve your website goals? Did you get more traffic? Better quality traffic? If your rankings improved, did this result in more/better traffic? It can be difficult to isolate variables at the best of times, but there is no chance of doing so if you try too many techniques all at once.

Make changes one step at a time. Test and measure repeat. Become at expert at measuring SEO against your goals.

Build up your own private knowledge base of SEO in your niche. Your niche may require different strategies to other niches, which is why well-meaning advice in forums and on blogs can hinder you. You’ll also become a better judge of who is offering you good advice, and who is just repeating something they heard.

Related posts:

1. Crafting SEO Landing Pages
2. Top 10 rank for Singapore SEO!
3. What is SEO?

Not in a bad way, of course

Here are some ideas on how to construct winning proposals.

Size Isn’t Everything, But It Does Count

Large proposals take a long time to do. On the upside, large proposals can look impressive, simply by virtue of their size. Clients often like to see large proposals, but they don’t tend to read them.

Proposals can be a tricky balance to get right. No matter how brilliant your solution, most clients will think twice about you if you present it on a single sheet, especially if they have no prior connection with you, or aren’t meeting you face-to-face. A proposal of a certain size can appear more authoritative.

What is the ideal size?

One good way of presenting a proposal is to break it into three parts. The first part is a summary, including your client-specific solution and costs. Length can vary of course, but keep it succinct. No fat.

The second part is a case study or two. Again, keep them succinct. It’s highly likely that the client won’t actually read beyond this point.

Finally, add background information about you, your company, your history and the SEO business, all of which should be aimed at supporting the summary page and case studies. This final part can be generic and doesn’t need to be re-written for each client. Clients may only flip through this section, but tend to find it reassuring that it exists.

Contrast this approach with a proposal that is threadbare. It may be irrational, but thin proposals can feel incomplete.

Give Something Of Value Away

In your summary pages, share real information.

Share the type of information that is valuable and the sort of you’d usually charge for providing. Clients are likely to assume that if the SEO is giving a few morsels of valuable information away in the proposal, then even more valuable information will be forthcoming if they sign you. Demonstrate your mastery. If all you do is provide generic information at this point, then your proposal is less likely to stand out.

Some potential clients, of course, may pick your brain and then implement your solutions themselves. Whilst this can happen, it’s unlikely. The client already knows they want SEO by the time they’re at the proposal stage, and if they could have done this work themselves, they probably would have done so already.

Secondly, you can outline solutions that involve time cost to achieve. Imply that this work must be undertaken by someone who knows what they are doing. Outline the risks of not doing this work properly. The more real work, and risk, there is invlolved in implementation, the less likely a client will be willing to go the do-it-yourself route.

As we all know, there is a lot of real work involved in SEO. Make sure the client is left in no doubt on that aspect.

It’s Not About You

Focus on the clients needs.

Nothing loses a potential client faster than an SEO who talks entirely about themselves and their industry. Clients don’t care. Clients care about their problems and their industry. In the summary pages, restate the clients problem and propose your specific solutions. Outline time frame and costs.

This exercise is useful for a number of reasons, the main one being that you, or the client, may not know what the actual problem is!

What a client says may not be what they mean. For example, the client may say they want SEO because they’re heard that’s a great way to get traffic quickly. They may not say it in these words, of course. They may say they want SEO, and they want it asap.

However, if the SEO has asked enough questions, aimed at identifying the problem, the SEO may unearth unstated problems. In this case, a client wants to increase traffic quickly. A solution to such a problem might be a combination of SEO and PCC. The PPC delivers immediate traffic while the SEO strategy might take some time.

Formulate questions aimed at identifying the clients actual, as opposed to stated, problem. They may be quite different. The result is that your solution will be a good fit, which will lead to less frustration, on both sides, further down the line.

You also might discover at this point that the clients expectations are ridiculous, and you’d be better off looking for a more reasonable client. For example, I was once pitching to a large advertising company. Their clients had been asking for SEO, so all they knew is they “needed some SEO”.

Great.

Problem was, as I discovered in the meeting, was that they knew nothing about the need to alter sites or web publishing approach. They had told clients they could deliver SEO as a bolt-on-service, a wave of the magic wand that miraculously delivered rankings and free traffic for life to brochure sites.

I didn’t go any further with them.

Offer Guarantees (Assurance)

Guarantees are a contentious issue in SEO circles.

Many SEOs – quite rightly – point out that no one can guarantee a ranking position, which is true, but such technical nuances may unsettle a client.

Clients tend to like assurance, and a guarantee can help provide this. So rather than dismissing guarantees, look at aspects you can guarantee.

A fiend of mine, in a different industry, offers a guarantee that goes along the lines of “if you don’t feel satisfied after our strategy meetings with you, even after you sign the contract, you can walk away, no questions asked, and no charge.”.

That sounds like something substantial, but actually he is just restating consumer law in the country where he lives. The law is that a service must be fit for the purpose the client intended, and if it isn’t, the client has a case against the provider for non-suitability of service.

My friend realized he could never afford to contest such cases, and would likely lose, as the consumer law favored the buyer. All an aggrieved client really had to do to win such a case was say the service wasn’t fit for their purposes.

He was dealing with firms with deep pockets, and legal action defending against such firms would come at high cost, even if he was in the right, so he decided to restate a consumer right the client actually already had, combined with an economic reality – his inability to engage in costly legal battles – into a form of a reassuring guarantee for sales purposes.

Case Studies Are Powerful

There is no sales tool quite so powerful as a good case study. A case study is a story. People love stories. A case study is also proof of your ability.

Outline the problem. Tell your audience what the problem looked like before you started – very useful if this problem is similar to the problem the prospective client also faces – what you did to solve the problem, and the positive results of your solution.

Stories are very powerful sales tools, and a case study is a great opportunity to tell a few.

Package It Up

Consider printing and binding your proposal, and delivering it.

We receive so many emails these days that they don’t make us feel very special. It doesn’t feel like there is much effort gone into them. A binded proposal, on the other hand, feels substantial.

In the interests of speed, you can still send an email copy, but try doing both and seeing if you land more deals.

Charging

Don’t undercharge. You’ll regret it

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1. How Press Releases Can Be Great For Search
2. PPC vs SEO
3. Local SEO – A Case Study