The SEO Consultant

This search engine optimization tip is brought to you by the Austin SEO Guy — search engine wisdom for Austin, Texas companies.

Have you ever visited the website of an SEO company and seen a boast like this?

"We are the best SEO company on the planet. Don't believe us? Well, just click on this link and you'll see that we rank #1 in Google for the phrase "Awesome Austin SEO Marketing and Web Specialist Group."

Am I exaggerating? Only slightly. But in truth, I can't tell you how many times I've seen this tactic on the home page of an SEO company.

Here's how it works:

1. The company optimizes one of their web pages for an obscure phrase that nobody is searching.

2. Because the phrase is obscure, it's also non-competitive and easy to rank for (even in Google).

3. When they've achieved their first-page ranking for the obscure phrase, they brag about it on their home page.

4. Unsuspecting prospects say, "Wow, these guys must know their stuff."

Here's my problem with it:
90% of the time, these are the same kinds of companies that do backwards SEO for clients. Backwards SEO is finding obscure phrases a website ranks well for, making a list of them, and sending them to the client with a note that says: "Look how great you're doing in the search engines!"

Here's how it's supposed to work:
The SEO company gets to know you, your product or service, and your website. Then they get to know your audience. They use SEO research tools to find out what phrases your ideal prospects are entering into search engines. Then they base your SEO campaign around those phrases -- not obscure, worthless phrases that are easy to rank for.

Conclusion:
If an SEO company tells you what phrases you're ranking for, your first question should be: "How many people are searching those phrases?"

P.S. I really do rank #1 for purple polka-dot widget sticks.

Until next time...

-The Austin SEO Guy

Posted by Brandon at 4:50 PM | Permalink | | Comments | links to this post

This search engine optimization tip is brought to you by the Austin SEO Guy -- search engine wisdom for Austin, Texas companies.


Pop Quiz -- Which would you rather have, a luxury estate or a custom home?

If you work in the marketing department of a prominent home builder, you might favor the luxury estate. But if you're an average consumer, you'd be more familiar with a custom home.

What's my point?
Well, both phrases describe the same thing -- a damn nice house! But one phrase gets a lot more search volume than the other. Many home builders talk about their luxury estates, in their brochures and on their websites. But most consumers use the phrase "custom home."

How do I know this?
Because we have the technology to find out. Look at the SEO Toolkit section of my website and see for yourself. In most cities, a lot of people are searching for custom homes online. But very few, if any, are looking for luxury estates. Same product ... totally different SEO value.

Conclusion
Don't assume that your prospective customers use the same language as you do. They probably don't. Avoid making SEO hunches. Do the proper research to find out how your target audience is using search engines to find companies like yours.

Or to state it differently:
If you were a home builder, would you rather have luxury estates that nobody could find, or custom homes that everyone could find?

Until next time...

-The Austin SEO Guy

Labels: Search Engine Optimization

Posted by Brandon at 7:29 PM | Permalink | | Comments | links to this post

This search engine optimization tip is brought to you by the Austin SEO Guy -- search engine wisdom for Austin, Texas companies.

Many Austin, Texas companies feel helpless when choosing a search engine optimization company. There's so much uncertainty around this industry, and there are a lot of unethical SEO companies out there.

But while these things make it difficult to find a good SEO company, they are also reasons why you need to take the screening process seriously.

When you choose the wrong SEO consultant, lackluster performance is the least of your worries. Getting banned from Google is the real concern. And believe me, it happens all the time. Do a Google search for the phrase "banned from Google" and see what I mean.

Here are some pre-screening questions you should ask:

1. How do you go about choosing the right phrases?

If they hesitate to answer, of if they say their clients usually handle that process, tell them goodbye. A good SEO will get to know your company, your product or service, and your audience. Then they will help you find the right phrases to focus your SEO efforts on.

2. What kind of "black hat" techniques do you use?

If they run down a list, tell them goodbye. Black hat SEO techniques (like doorway pages, domain masking, hidden text, etc.) can get you banned from Google. That can take months to recover from. Worth the risk? Hardly.

3. What techniques do you use in general?

If an SEO tries to keep secrets, there's probably a reason. The Austin SEO Guy, for instance, is proud to talk about his SEO techniques, because they are effective, safe and holistic!

4. Can you give me some references who've been using you for a while?

This question is key. If you can find a reference who has been using the Austin SEO company for a while, and that person is happy with them, you've just removed a big cloud of mystery. Best case scenario is that they give you several long-term clients who offer rave reviews!

Until next time...

-The Austin SEO Guy

Labels: Search Engine Optimization

Posted by Brandon at 4:54 AM | Permalink | | Comments | links to this post

This search engine optimization tip is brought to you by the Austin SEO Guy -- search engine wisdom for Austin, Texas companies.

"I don't care what we have to do, we need first-page ranking ASAP."

This attitude exists among many Austin companies regarding SEO, but that doesn't change the fact that it's a dangerous attitude to have. But before we get into the perils of SEO shortcuts, let's talk business models...

If you're ever in a situation where your business survival depends on "instant ranking" in the search engines, then you're already doomed. SEO is a long-term process. You should build it into your weekly activities just like training or any other repetitive task. But it's not an immediate process by any stretch of the imagination.

As for the perils of SEO shortcuts, just know that they're very real. Check out this SEO horror story to see what I mean.

Want to show up on page 1 of Google tomorrow? Try their pay-per-click program, Google AdWords. Want to show up on page 1 through natural SEO? Start a long-term SEO campaign ... and stay away from the shortcuts!

-The Austin SEO Guy

Labels: Search Engine Optimization

Posted by Brandon at 9:54 AM | Permalink | | Comments | links to this post

This search engine optimization tip is brought to you by the Austin SEO Guy -- search engine wisdom for Austin, Texas companies.

Recently, a friend asked me to look over his website from an SEO perspective. He wanted me to "get in there and make a few tweaks" to help improve his search engine visibility.

I laughed.

But then I did what I could, because that's what friends do.

More importantly, I went on to explain the SEO is not a "get in and get out" operation, but a persistent program that should be managed like any other daily task.

Two of the most important factors in search engine visibility:

1. Overall website quality and usefulness
2. Persistence and growth

Make SEO and website improvement part of your daily work schedule. Seek links from quality websites. Publish new content. Distribute articles and press releases online. Start a blog or forum. Give people a reason to use your site and link to it. Read an SEO article or sign up for a newsletter.

Good luck!

-The Austin SEO Guy

Labels: Search Engine Optimization

Posted by Brandon at 7:58 PM | Permalink | | Comments | links to this post