The smart buyers guide to Search Engine Optimisation

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  • The smart buyers guide toSearch Engine OptimisationIf your business aims to be successful online, appearing in the search engines is going be a defining factor. Because when youre relyingon people finding you, visibility is vital.

    When making purchasing decisions, 81% ofconsumers In the UK use search engines tofind new websites.

    Breaking down the market share of eachsearch engine shows the importance of beingranked in the big three:

    Google 79% MSN 9% Yahoo 8% Others 4%

    Within the results pages themselves, the top30 results for a search query receive over90% of all traffic for that search term.

    In fact, the top 3 results receive 60% of alltraffic for a particular search term.

    So if your company isnt there,your customers cant find you.

  • Spotting common scams

    Choosing a Search Engine Optimisation (SEO)consultant can be confusing. The majority of people hiring aconsultant have a very limited understanding of the servicesthey are buying.

    Unfortunately a lot of unscrupulous sellers take advantageof this. They sell un-necessary, sub-standard services, or inthe worst cases they just take your money and run.

    Generally a good rule of thumb is that if it sounds toogood to be true, then it probably is. Less than honestSEO consultants tell you what you want to hear, but thegood ones always present you with reality.

    Luckily, Datadial have compiled a list of the more common tricks and scams used by people who are just after your money.

    Search engine submissionThere are hundreds of companies offer-ing to submit your website to ninety-nine million search engines for 59.99.However, submission won't mean yoursite is actually ranking for anything inthem. Theres an important distinctionbetween submission and ranking.

    Submission to all of the major UKsearch engines is free. Anyone can doit easily with no expert help. Its alsoworth noting that search engines arepretty good at finding sites thoughincoming links without actively submit-ting to them.

    SEO at a low low price!

    A price that looks too good to be truegenerally is. Its worth asking yourselfhow much the consultant values theirtime, or how little time will be spentworking on your website. In most lowcost cases, it will probably be none atall.

    A good strategy allows for consultation,analysis, keyword research, page opti-misation, link building campaigns andreporting. Make sure you check all ofthis is being included in your price.

    We know a guy at Google

    Really? I know a guy at Coca-Cola butI dont know the secret recipe. Bewareof anyone alluding to know someone atone of the major search engines. Itsanother very well known trick.

    Long contracts

    Dont be tied into long contracts.Reputable firms will advise you howlong it will take them to achieve yourrankings, but they wont tie you in toany binding contracts.

    Fast RankingsGetting sites ranked in a short space oftime is possible. However, getting themranked for competitive search termsthat people use, generally isnt. Buyingservices from people promising to rankyour site within 24/48 hours will proba-bly leave you ranking for search termsnobody actually uses.

    Worthwhile competitive rankings cantake months. Ask yourself - if its thatquick and easy, why isnt everyonedoing it?

    Secret methods

    The process of search engine optimiza-tion should be completely transparentand ethical. Youd be wise to avoid con-sultants hinting at secret strategies. Atbest they dont actually have anysecrets. At worst they could be involvedin practices that could get your sitepenalised or banned by the searchengines.

    So, ask about the ranking process. Anygood SEO consultant will be happy totalk though the strategies theyre using,in terms that you can understand.

    Keyword Choice

    Make sure you make the final decisionon the keywords youre targeting. AnSEO consultant should advise you onthe search phrases they target. Its acommon trick to railroad a client intotargeting easy search terms that arequick and simple for the consultant toattain. Remember the final choiceshould lie with you.

    Thousands of linksPromises of thousands of links to a sitefor a low price or automated linkschemes and link networks are com-mon. In almost every case these arelow quality directory links delivering fewvisitors, but they can have a harmfuleffect on your website link profile. Insome extreme cases you can evendamage your search engine rankings.

    Judging your links by the quality ofreferring links and the websites theyare on is a much better metric thanquantity.

    Guaranteed rankingsBe very wary of these. Theyre anotherservice that sounds too good to be true.A few scoundrels use the guaranteehook to take your money and youllnever hear from them again.

    Other favorite tricks include rankings inminor search engines that people dontuse, temporary paid listings using spon-sored links, and rankings on uncompeti-tive search terms that people dontsearch for. Google themselves warnagainst such tactics - No one canguarantee a #1 ranking on Google.Beware of SEOs that claim to guaran-tee rankings.


    Ensure you retain ownership of all ofthe work. If the firm you employ startsto register new domains or add pageson other websites, this should ringalarm bells. Not only could this be asign of unethical practices, it will likelymake it much harder to cancel the con-tract.

  • Avoiding unethical practices

    You should also watch for companies using unethical practices that go againstsearch engine guidelines. In some cases such strategies can result in your sitereceiving a penalty or a ban.

    Here are some examples of strategies to avoid:

    Cloaking Delivering one version of your content to your visitors and another version to searchengines, usually though an automatic redirect or refresh.

    Doorway pages Creating new pages specifically aimed at search engines rather than visi-tors. Often these look nonsensical to a user and dont make sense to read.

    Automated link-building Link building is good, but anything automated orparticipating in large reciprocal schemes is almost certainly bad.

    Hidden text Hiding text and/or links on a page is bad. All content should be visible to users.

    Large changes to pages Any good SEO consultant will tweak the content of your pages.Making wholesale changes and rewriting the content for search engines is a bad sign. Visitorsshould come first, search engines second.

    The right SEO Process

    A good SEO strategy should include the following stages. Make sure your SEOprovider covers all these, and if not, ask why.

    Consultation Analysis Keyword research On-page optimisation Ongoing link development Monthly analysis and reporting

    Social media marketing Reputation management Email Marketing

    Optional services

  • Questions to ask your SEO consultant

    If youre happy the SEO companies youre talking to arent involved in one of the common scams, thatsgood. And if theyre not about to get your website banned from the search engines, even better. Nowyoull probably want to check theyre actually capable of doing what they claim they can do.

    Dont be afraid of asking questions. Any reputable company will be happy to spend some time explaininghow they work and dealing with any concerns you may have as a client. So

    Find out how long theyve been in business. Avoiding newer agencies can mean avoidinginexperienced consultants.

    Check the campaign wont be subcontracted. Try to avoid companies that subcontractlarge parts, or even the entire campaign, as quality control can be far harder to maintain.

    Ask for a face-to-face meeting. Its much easier to build trust by visiting your consultant intheir offices.

    Ask for some references. Four or five existing clients who have been using their services forat least 6-12 months should give you a pretty fair impression. Get telephone numbers and call

    them. Check theyre happy with the quality of the work and received what the consultant

    promised them.

    Ask for sample rankings theyve achieved recently. They should be able to provide atleast a shortlist of competitive 2-3 word phrases currently ranked.

    Ensure their strategy allows for both on-page changes and a link development strategy.Search engine optimisation is a two part process. Firstly, page contents tell a search engine

    what the page is about. Secondly, the quality of links pointing to a page shows how important

    it is and so where it should be ranked. A comprehensive strategy includes both.

    Ask what they do to achieve rankings. They should be happy to explain this. The processshould be transparent and ethical with no risk to your site.

    Ensure you have final control over keywords you are targeting. A good SEO companyshould advise on keyword selection, but not restrict it.

    Ensure you agree on your targets and metrics. Are the measurements of success basedon traffic, signups, sales or revenue?

    Ask about any additional services they provide. Most reputable agencies also offer copy-writing, online PR, social networking strategies, reputation management, Pay-Per-Click adver-

    tising, analytics and email marketing. Having one suppler for all services simply cuts down on

    costs and communication.

  • SEO Glossary

    301 A permanent server redirect - achange of address for a web pagefound in the htaccess file on apacheservers. Also useful for dealing withcanonical issues.

    algorithm (algo) A program used bysearch engines to determine whatpages to suggest for a given searchquery.

    alt text A description of a graphic,which usually isnt displayed to theend user, unless the graphic is unde-liverable, or a browser is used thatdoesnt display graphics. Alt text isimportant because search enginescant tell one picture from another. Alttext is the one place where it isacceptable for the spider to get differ-ent content than the human user, butonly because the alt text is accessibleto the user, and when properly used isan accurate description of the associ-ated picture. Special web browsers forvisually challenged people rely on thealt text to make the content of graph-ics accessible to the users.

    analytics A program which assists ingathering and analyzing data aboutwebsite usage. Google analytics is afeature rich, popular, free analyticsprogram.

    anchor text The user visible text of alink. Search engines use anchor textto indicate the relevancy of the refer-ring site and of the link to the contenton the landing page. Ideally all threewill share some keywords in common.

    authority (trust, link juice, Googlejuice) The amount of trust that a siteis credited with for a particular searchquery. Authority/trust is derived fromrelated incoming links from othertrusted sites.

    authority site A website which hasmany incoming links from other relat-ed expert/hub sites. Because of thissimultaneous citation from trustedhubs an authority site usually has hightrust, pagerank, and search resultsplacement. Wikipedia, is an exampleof an authority site.

    back link (inlink, incoming link) Anylink into a page or site from any otherpage or site.

    black hat Search engine optimizationtactics that are counter to best prac-tices such as the Google WebmasterGuidelines.

    blog A website which presents con-tent in a more or less chronologicalseries. Content may or may not betime sensitive. Most blogs us aContent Management System such asWordPress rather than individuallycrafted WebPages. Because of this,the Blogger can chose to concentrateon content creation instead of arcanecode.

    cloak The practice of delivering differ-ent content to the search engine spi-der than that seen by the humanusers. This Black Hat tactic is frownedupon by the search engines andcaries a virtual death penalty of thesite/domain being banned from thesearch engine results.

    content (text, copy) The part of a webpage that is intended to have valuefor and be of interest to the user.Advertising, navigation, branding andboilerplate are not usually consideredto be content.

    conversion (goal) Achievement ofa quantifiable goal on a website.Add clicks, sign ups, and sales areexamples of conversions.

    conversion rate Percentage ofusers who convert - see conver-sion.

    duplicate content Obviously con-tent which is similar or identical tothat found on another website orpage. A site may not be penalizedfor serving duplicate content but itwill receive little if any Trust fromthe search engines compared tothe content that the SE considersbeing the original.

    frames a web page design wheretwo or more documents appear onthe same screen, each within itsown frame. Frames are bad forSEO because spiders sometimesfail to correctly navigate them.Additionally, most users dislikeframes because it is almost likehaving two tiny monitors neither ofwhich shows a full page of informa-tion at one time.

    Google juice (trust, authority,pagerank) trust / authority fromGoogle, which flows through outgo-ing links to other pages.

    Googlebot Googles spider pro-gram

    hit Once the standard by whichweb traffic was often judged, butnow a largely meaningless termreplaced by pageviews AKAimpressions. A hit happens eachtime that a server sends an object -documents, graphics, include files,etc. Thus one pageview could gen-erate many hits.

  • SEO Glossary

    in bound link (inlink, incoming link)Inbound links from related pages arethe source of trust and pagerank.

    index Noun - a database ofWebPages and their content used bythe search engines.

    index Verb - to add a web page to asearch engine index.

    indexed Pages The pages on a sitewhich have been indexed.

    inlink (incoming link, inbound link)Inbound links from related pages arethe source of trust and pagerank.

    keyword - key phrase The word orphrase that a user enters into asearch engine.

    keyword research The hard work ofdetermining which keywords areappropriate for targeting.

    link An element on a web page thatcan be clicked on to cause thebrowser to jump to another page oranother part of the current page.

    link bait A webpage with thedesigned purpose of attractingincoming links, often mostly viasocial media.

    link building actively cultivatingincoming links to a site.

    link exchange a reciprocal linkingscheme often facilitated by a sitedevoted to directory pages. Linkexchanges usually allow links tosites of low or no quality, and add novalue themselves. Quality directoriesare usually human edited for qualityassurance.

    link text (Anchor text) The user visi-ble text of a link. Search engines useanchor text to indicate the relevancyof the referring site and link to thecontent on the landing page. Ideallyall three will share some keywords incommon.

    long tail longer more specific searchqueries that are often less targetedthan shorter broad queries. Forexample a search for widgets mightbe very broad while red widgets withreverse threads would be a long tailsearch. A large percentage of allsearches are long tail searches.

    META tags Statements within theHEAD section of an HTML pagewhich furnishes information aboutthe page. META information may bein the SERPs but is not visible on thepage. It is very important to haveunique and accurate META title anddescription tags, because they maybe the information that the searchengines rely upon the most to deter-mine what the page is about. Also,they are the first impression thatusers get about your page within theSERPs.

    metric A standard of measurementused by analytics programs.

    natural search results The searchengine results which are not spon-sored, or paid for in any way.

    pagerank (PR) a value between 0and 1 assigned by the Google algo-rithm, which quantifies link popularityand trust among other (proprietary)factors.

    reciprocal link (link exchange, linkpartner) Two sites which link to eachother. Search engines usually dontsee these as high value links,because of the reciprocal and poten-tially incestuous nature.

    redirect Any of several methodsused to change the address of alanding page such as when a siteis moved to a new domain, or inthe case of a doorway.

    sandbox There has been debateand speculation that Google putsall new sites into a sandbox, pre-venting them from ranking well foranything until a set period of timehas passed. The existence or exactbehavior of the sandbox is not uni-versally accepted among SEOs.

    search engine (SE) a program,which searches a document orgroup of documents for relevantmatches of a users keyword phraseand returns a list of the most rele-vant matches. Internet searchengines such as Google and Yahoosearch the entire internet for rele-vant matches.

    SEO Short for search engine opti-mization, the process of increasingthe number of visitors to a Web siteby achieving high rank in thesearch results of a search engine.The higher a Web site ranks in theresults of a search, the greater thechance that users will visit the site.It is common practice for Internetusers to not click past the first fewpages of search results, thereforehigh rank in SERPs is essential forobtaining traffic for a site. SEOhelps to ensure that a site is acces-sible to a search engine andimproves the chances that the sitewill be indexed and favorablyranked by the search engine.

    SERP Search Engine Results Page

  • SEO Glossary

    Who are Datadial?

    Datadial have ten years experience working with search engines and promotingwebsites effectively, ethically and successfully.

    Contact us to discuss your requirements.

    020 8 6000

    site map A page or structured groupof pages which link to every useraccessible page on a website, andhopefully improves site usability byclarifying the data structure of thesite for the users. An XML sitemap isoften kept in the root directory of asite just to help search engine spi-ders to find all of the site pages.

    social media Various online tech-nologies used by people to shareinformation and perspectives. Blogs,wikis, forums, social bookmarking,user reviews and rating sites (digg,reddit) are all examples of SocialMedia.

    social media marketing (SMM)Website or brand promotion throughsocial media.

    trust rank a method of differentiatingbetween valuable pages and spamby quantifying link relationships fromtrusted human evaluated seedpages.

    URL Uniform Resource Locator -AKA Web Address

    user generated content (UGC)Social Media, wikis, Folksonomies,and some blogs rely heavily on UserGenerated Content. One could saythat Google is exploiting the entireweb as UGC for an advertisingvenue.

    white hat SEO techniques, whichconform to best practice guidelines,and do not attempt to unscrupulouslygame or manipulate SERPs.



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