HFTB Marketing Blog

Are you optimizing crap? And if so, how optimal do you expect crap can get?

David Meerman Scott points out that search engine optimization (SEO) without good website content is like optimizing crap. In his recent post, “Visualizing Crap,” David goes on to show an interesting visual created by Mark Smiciklas of Intersection Marketing Blog of the crap creation process. I’m including it below.

What’s interesting to me about the idea of optimizing a site that doesn’t provide stellar or exceptional content is that the practice is so prevalent.

So what accounts for the need for optimal crap?

For one thing, it’s easier to optimize a shoddy existing site than it is to go back, take a hard look and sink the money into developing great content and revising the existing site (or starting from scratch). It’s easier to bring in an SEO expert/firm and pay him/her/them to wave their magic wands and… voila, your crap is more findable. Congratulations.

I would make the case, and often do to those that at least are polite enough to feign interest, that SCO should preempt SEO.

What’s SCO?

Site Content Optimization (SCO). Not only does SCO come before SEO from an alphabetical perspective, it is also frankly, more important.

This is the point at which the SEO geeks stand up and throw out the “if you’re not indexable it doesn’t matter how good your content is,” excuse the term… crap.

This is partially true. But the interesting thing about good content is that it tends to get found. And assuming that a business has had some success selling its products or services to some market, there is a good chance that their content, if compellingly SCOed, will reach that market. That’s the beauty of the Internet; Google does a pretty good job of sniffing out the relevant content.

So in honor of all those that have ramped up the crap assembly line as so ably illustrated by Mark Smiciklas and further distributed by David Meerman Scott, let’s start hyping SCO – at least as a precursor to SEO.

Funny thing is, if you give SCO an honest go, you’re half way there with your SEO anyway.

After all, the world could use less crap… particularly the findable sort. Personally, I prefer my crap unfound.

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SEO David Meerman Scott, Good Job, Sco, search engine optimization, Search Optimization, Seo Optimization, Site Optimization, Website Content

Small Business DIY SEO – Simple SEO Tactics Most Small Businesses Forget (Tip #1)

When I talk to smaller companies about their websites and optimization, it is easy to understand how Search Engine Optimization (SEO) gets swept under the rug.

First, there is a perception that it is complex and time consuming.

Well… it can be. But there are definitely things that can be done quickly that will really benefit the site.

The following series of posts on DIY SEO for small businesses will start with the basics. Most of the tips can be accomplished in an afternoon.

Tip #1 – Keyword research

To put it simply, keyword research sets up your entire website presence. Without knowing the online market, competition and relevant keywords for your business, you can waste a lot of time.

One common mistake in SEO is assuming you know how people are searching for your product or service. Remember that optimizing keywords is just the first step. The other side of the equation is conversion. Assuming you know the keywords to optimize for may lead to high rankings for terms that don’t convert.

In other words, you may be telling people you sell apples when you’re all about oranges. You might have the best pitch in the world for apples, but guess what… all the clever copy in the world isn’t going to convince an apple shopper that you’re orange is red, crisp and makes a nice pie.

Conversion starts with the right keywords. People want to know what they can expect on your site.

What the Hell Do We Do at This Company Anyway?

So how do you start with keyword research?

First, revisit your company’s mission. Understand what it is you actually do.

This might sound simplistic. It isn’t. You need to identify the market niche that your company competes in. Once you have the overall market and the word or phrase (preferably one word or phrase) to describe it, then you can drill down.

But don’t neglect identifying your niche. One key component of keyword research is drilling down from your macro-niche to find micro-niches in which you can differentiate from your competitors. Your business probably already differentiates in some way. Now use that differentiator to rank high on micro-niche keywords through your research.

Fee or Free?

Next, you have a choice to make – fee or free?

There are numerous free keyword tools out there, and to start out, not a bad idea to explore these first.

Not surprisingly, Google has perhaps the best. Two that I recommend are:

Google Keyword Tool
Google Search-base Keyword Tool

There are great video tutorials for both… just follow the links. Google makes it really easy to use these powerful tools.

Just because there are some great free tools out there, don’t assume that the pay-for-play tools aren’t worth the cash. They can be. And often will save you a lot of time for a small fee.

Two of the best are Wordtracker and Keyword Discovery. Once again, these tools are easy to use and can expedite the keyword process enormously.

One other keyword tool, or keyword application in this case, that caters more to small businesses is a tool called Market Samurai. The great thing about Market Samurai is the tutorial content available. Not only do the tutorials provide detailed use instruction, Market Samurai actually provides extremely helpful content on Internet marketing in general.

The application is the product of Noble Samurai, a company that specializes in Internet marketing. And although the sales pitch comes on a little strong, the tool can be extremely useful and is certainly a time saver. What’s more, it’s less expensive than both Wordtracker and Keyword Discovery.

Now Get Started

Keywords truly are THE PLACE to start your SEO efforts. Content, while not the topic of this post, should flow from your keywords… not the other way around.

This idea is counter-intuitive to some. But think about it. Keywords are really what your content should be about at its core. So it makes sense to start with the keywords for each page and develop content around those terms and phrases.

Once you have your keywords, you can start to focus on the next tip for DIY SEO – the all important page titles. Look for Tip #2 in the next few days.

Post Link List

Google Keyword Tool
Google Search-base Keyword Tool
Wordtracker
Keyword Discovery
Market Samurai

Image by cambodia4kidsorg courtesy of flickr Creative Commons

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SEO Conversion, Market Niche, Optimization Seo, Relevant Keywords, search engine optimization, Search Optimization, Small Business, Small Businesses, Website Presence