Web Marketing in an Organic World

[Whitney Hill]

Trying to make sense of how to get listed well on Google? The digital world continues to change to Realville. As Google becomes more and more sophisticated, traditional SEO is becoming less relevant to the equation for success on the web. Google continues to put more weight on off site intangibles (social discussion, popularity of your site, bounce rate, relevant incoming links, etc) than on web page optimization. I have been in this industry for 16 years. In that time, I have seen optimization techniques like keyword stuffing, link farms, cloaking, link exchanges, etc. come and go. I have also seen business models based on short term techniques to fool Google come and go too. Here are a few points that I think can help you for creating real long term equity in your positioning in Google and on the web at large:

• Research and select keyword phrases that are relevant to your marketing and build web pages, articles, press releases, blog entries that feature these key word phrases. The more current, niche and relevant the better.
• Write real content. Make it honest, authentic and valuable to the reader you are trying to reach.
• Exercise SEO basics for building your web pages or blog posts, and put keywords in the copy, title tags, page name, file names and alt tags.
• Comment on articles, blog posts and discussions of others.
• Set up a robust social media program on forums like Linkedin, Facebook, Twitter, Inside919, etc. Make sure that you are a relevant part of the conversation that is taking place on the web.
• If you are maintaining your own web site, make it easy to keep your site dynamic by using a content management system that is search engine friendly like Wordpress.
• Promote your site off the web. A lot of SEO guys never want to admit that you can raise your search engine rankings by promoting your site off the web. My belief is that Google measures everything it can. A simple thing like putting your web site address on a sign in front of your business will bring traffic in itself, but will also show Google that your site is popular and give you an edge. The web mirrors the real world.
• Do not try to conquer the world. Identify your specific niche in keyword strategy and stick with that.

In summary, build your on line marketing program on principles, rather than tricks. Remember, in the long haul, rather than trying to fool Google make Google your best friend by being good at doing want it wants, and that is deploying good, relevant content and making your site a desired destination for the people you want to reach. Be organic!

Whitney Hill

Carolina Web Consultants, Inc

[Greg Borchardt - Web Designer]

Great article Whitney. I recently became a web designer and have utilized all the SEO tactics I have learned (and retained) into the websites I create, not knowing if they are really going to make a difference or not. However, it is fun to see the websites I create climb to the top of the charts by doing some of the "basics" that you mention in your article.

You know, I met an accountant last year who remarked that he noticed that the companies that do well and are consistently profitable and growing are the ones owned by people who simply do the things they are supposed to do, instead of "gaming" or using tricks (he was coming from a financial/accounting perspective). The ones trying to get away with "cheating the system," were the ones who were consistently struggling.

I think that holds true with regards to SEO, at least in the long run. I have had the impression that Google likes websites that simply often have fresh, relevant content that generates a following. So, using SEO tricks, which, admittedly can work in the short run, usually result in hurting the website's search engine ranking. This, in turn, hurts the business owner's wallet - as one of my clients found out before he contacted me.

This is one website I recently launched (Northridgeautospa.com) using SEO principles you mention. The business owner left me a voicemail last night thanking me for not only the appearance of the website, but also for the effectiveness of the website, since it shot up to page one in just under a week - by simply following some of the basic SEO principles that you mention in your article. It is great to get voicemails like that from clients – and even better to know you are helping people with their business!

Greg Borchardt

[Whitney Hill]

Thanks for your comments Greg...I would recommend studying anything Pat Howlett puts out about about building web sites and Martin Brossman's discussions on building and maintaining word press sites for micro and small business.

[Greg Borchardt - Web Designer]

Thanks Whitney! Yes, I have spoken with Pat about SEO and I am working with Martin. Retention of everything they have told me has been a challenge - there is A LOT to learn! Just moving forward one step at a time at this point.