Good keyword research produces the linguistic DNA by which your business is found, and it should be used in everything from product databases through URLs to social media posts. So why do I tell you to stop paying for it? Because almost everyone selling keyword research uses tools that provide Read more…
In my college Internet Marketing class, I teach students to understand the huge forces of bias in articles about web marketing. Public relations campaigns, the need to scream controversial headlines (like the dunderheaded “SEO is Dead”) to get social buzz, poor pay for journalists, fear or complexity, and just plain Read more…
Inlinks (or backlinks or inbound links), which are links to your website from other websites, comprise roughly 50% of what determines your website’s ranking in the search engines. Most websites have inlinks to pages that no longer exist on your website. Discovering these inlinks and reconnecting them to pages in Read more…
Two or three years ago there was big news that many of the sleazy sales people who sold the bad mortgages that led to the financial crisis are now selling SEO for firms with great looking websites. These sales people are very convincing–way better than the many obvious scammers out Read more…
This post summarizes and reflects further on Rob Laporte’s “The Hard Freakonomics of Search Marketing for Small Business,” published in the Winter 2012-13 edition of Visibility Magazine. Hard Freakonomic consequences follow from the fact that display systems and the brain deal with only a few search results per search. The Read more…
PageRank sculpting directs the flow of search engine spiders, indexing, PageRank, and other trust and authority assignations by using tools to open and close valves in the pipes of your website’s hierarchy. PageRank sculpting is vital to SEO management of large, dynamic websites, and it helps smaller websites doing redesigns. Read more…
This graph reveals in one view how web marketing managers should think about allocating resources among SEO tactics. Study it first, and then let’s talk (well, I’ll talk about it, and I hope to hear back from you). This graph and the Marketing Sherpa survey it comes from illustrate the Read more…
Google Analytics and paid software like Omniture provide tons of potentially useful information, but the amount of information can overwhelm and paralyze if you don’t distill it into a minimal executive summary. While every business has unique needs for metrics, all businesses want to see the resulting cash, so I Read more…
No, there isn’t. It amazes me that, given the huge benefit of having a CMS and ecommcerce system automate SEO, no pre-built solution does so optimally. DISC has reviewed many of the top candidates, and while some are better than others, and most can be coded for much better SEO, Read more…
As SEO options proliferate, and as websites and their web marketing intricacies proliferate, an ever greater percentage of time should be spent assessing and prioritizing. Just plunging into this or that tactic may seem to save on overhead, but it can waste plenty more time than you’d spend in proper Read more…