Myth #1: Search engine. marketing equals search engine
advertising.
One of the most widespread beliefs about
search engine marketing is that search engine advertising equals
search marketing. For example, if an online marketing firm runs
advertising campaigns on Google and Yahoo!, the firm must
specialize in search engine marketing.
Search engine marketing encompasses a wide variety of skills.
The primary forms of search engine marketing include:
- Search Engine Optimization
- Search Engine Advertising
- Web Directory Paid Inclusion
- Search Engine Paid Inclusion
- Vertical/Specialized Search Services
(news, shopping, travel, etc.)
- The reason this myth is so widespread?
Search engine marketing has recently become a hot new ad
agency service. Unfortunately, many of these ad agencies
have little or no search engine optimization skills. Writing
keyword rich text is a foreign concept to them. Writing more
for Flash sites or sites with "pizzazz" than with search
engine friendliness.
Myth #2: buying search engine advertising wilt improve your
site's rankings in the main search results.
This myth is based on an erroneous cause-and-
effect occurrence. When people launch a new website, they often
purchase search engine advertising. After checking to see how
their ad appears, they notice that their site URLs appear in the
search results. "Wow," they think. "I bought ads and my website
appears in the main search results." Correct assumption? No.
Incorrect assumption. Purchasing Google AdWords will not make
your site rank higher in the main search results. Purchasing
Overture ads will not make your site rank higher in the Yahoo!
results.
The main reason ads rank is payment. The main
reasons a page ranks well in the main search results are:
- Keyword phrases: The Web page contains
words and phrases that people type into search queries.
- Site architecture: The site designer has
given search engine spider easy access to the words on the
page via a spider-friendly navigation scheme, URL structure,
and cross-linking.
- Link development: The number and quality
of links pointing to a website (or page) are relevant. The
quality of the link carries far more weight than the
quantity of a link.
Even Google states, "Advertising with Google
neither helps (nor hurts!) a site's rankings on Google"
(http://www.google.com/webmasters/facts.html).
Myth #3: You only need to optimize your home page.
Many Web design companies offer this sales
pitch. If you cannot afford full site optimization, the next
best thing is to optimize your home page only. Unfortunately,
many Web design firms have limited knowledge of search engine
optimization. The function of a home page is to act as a site's
Table of Contents. All too often, a home page's content is not
focused on targeted keyword phrases.
In addition, a home page does not close a
sale. Very few site visitors will Add to Cart, Sign Up for
Newsletter, or Enroll in Class from a site's home page. Which
pages are the best pages to optimize on a website? Pages that
are focused on targeted keyword phrases that are likely to
convert visitors into buyers - these pages deliver qualified
traffic to your site. The types of pages that tend to rank well
and deliver sales are:
- Product pages (for a B2C site)
- Service pages (for a B2B site)
- Category pages
- Help pages (FAQs or frequently asked
questions, customer service)
- Media pages (press releases,
testimonials, case studies)
- Informational pages (articles, tips and
tools)
Product, Service, and Category pages often
contain focused content and are most likely to close a sale.
Help, Media, and Informational pages can also deliver focused
content. However, these pages guide visitors to more focused
pages.
Of course, a home page should be optimized to the best of one's
ability, but do not expect that a one page optimization strategy
will deliver the same results as a site with fully optimized
Product, Service, Category, Help, and Media pages.
Always optimize your most important Product and Service pages
first. Home page optimization is a poor substitute for optimized
Products and Services pages.
Myth #4: We Know the algorithm from (Google, yahoo, MSN
Search, Teoma, etc.)
Whenever any search engine marketing
specialist makes this statement, do not believe them. No one
knows exactly how search engines rank pages. Search engine
algorithms change all of the time. In addition, did they hire a
search engine representative from the advertising department?
I have heard many ridiculous sales pitches
from other firms. Some companies claims to have Google's
algorithm in a black box. And, to show they are completely
serious, the company makes prospects sign a non-disclosure
agreement before demonstrating their black box. Sounds
impressive. Sounds serious. The company must have the inside
scoop on Google, right? No. The company has a well-orchestrated,
but false, sales pitch. No search engine marketing firm knows
Google's algorithm. No search engine marketing firm knows
Yahoo!'s algorithm.
If you encounter a company that gives you this
elaborate sales pitch? Applaud their performance. Nominate them
for an Oscar, Emmy or Tony award. But do not fall for the sales
pitch.
Myth #5: Guaranteed search engine positions.
This search engine myth is partially true.
Search engine advertisers can guarantee top ad positions because
the client pays for it. In general, the person who pays the
highest bid amount will show up highest in the advertising
space.
With search engine optimization, however, no
one can truly guarantee top positions. Only one group has
control over what ranks and what doesn't - the search engines.
Only one group has final control over what ranks and what
doesn't: the search engines themselves. All of the major search
engines have some sort of disclaimer stating they ultimately
decide which web pages will be included in their indexes. Search
engine marketers have no control over positioning.
Experienced, knowledgeable search engine
specialists can demonstrate results from past performance but
cannot guarantee future results. In that sense, Web page
designer specialists are just like stockbrokers. No stockbroker
knows how future markets will perform, and no search engine
optimizer knows what future search engine algorithms will be.
Unfortunately, a large number of the web page
design firms that offer guaranteed search engine positions are
spammers. To achieve top positions, thousands, even millions, of
doorway pages are submitted to search engines. If one such
doorway page gets a top position, even if only for a few days,
the web page design firm fulfilled its end of the contract.
Understandably, many website owners like the comfort of a
guarantee. They believe that a guarantee demonstrates the web
page design company's confidence in their skills and expertise.
However, a guarantee is merely an attractive element of a sales
pitch. The same guarantee that convinces you to sign a contract
may very well result in spam practices that will get your site
penalized or banned in the search engines.
Myth #6: Permanent search engine positions.
There is no such thing as permanent search
engine positions. Positioning and traffic fluctuations are
perfectly normal. New pages with unique content are added to the
Web all the time. Old pages are deleted or updated. How Web
pages and sites link to each other also changes. Because of
these changes, search engine databases change and constantly
evolve. Therefore, positioning will always fluctuate.
Prospects who require permanent search engine
positions have unrealistic expectations. A more realistic
expectation is to receive a regular percentage of website
traffic from the search engines. For example, a properly
optimized site will receive at least 10-20 percent (or more) of
online traffic from the search engines.
Myth #7: Top search engine positions equal
top sales.
The sales process is not a one step process.
Not only should your website receive qualified traffic from a
variety of resources (search engines, public relations,
advertising, etc.), it should also:
1. Deliver useful information and value to
site visitors, and
2. Compel them to take a desired action.
For example, if you have an eCommerce site, the desired
call-to-action might be Add to Cart. If your website offers
online courses, the desired call to action might be Register for
Class.
Many sites achieve top search engine positions and no sales.
Many sites do not have Top 10 positioning and get millions of
dollars in sales. Instead of being overzealous about maintaining
positions, online marketers should spend more time on analyzing
visitor behavior and sales conversions. If designers, developers
and search marketers would focus more on delivering keyword-rich
content, they might find their sites can easily generate
targeted search engine traffic and convert visitors into buyers
within a single site.
Myth #8: We submit your site to 10,000 (or more) search
engines.
The majority of websites receive qualified
traffic from 10-20 major search engines, Web directories, and
industry-specific sites. Submission software claiming to submit
your site to 10,000 search engines will get you listed in many
FFA (free-for-all) link farms.
A FFA link farm is a collection of Web pages
that contains indiscriminate, often unrelated, links to other
Web pages. For example, a site that sells golf balls has nothing
in common with a mortgage or gambling site. FFA link farms are
used to artificially boost link popularity and are considered
spam by all the major search engines. "Spam penalties include
demotion and removal from Google's index," said a software
engineer at Google. In addition, many search engine marketers
will not tell you that a single search engine supplies results
to other websites. For example, Google currently supplies search
results to America Online (AOL), yet many experts consider a
ranking in Google to be completely different from a ranking in
AOL Search.
Myth #9: We can et your site instant link
Popularity.
Anyone who promises link popularity right off the bat is
spamming search engines. In all likelihood, the firms that
promise instantaneous results build link farms to artificially
inflate link popularity. Quite often, these firms rely on
expired domains on Yahoo! and Open Directory. Many of the link
farm sites aren't even in the same industry. Why would a real
estate site link to a site that sells baseball bats?
The results people see from link farms are
generally short-lived. Search engine software engineers discover
the link farms and promptly remove all of their sites from the
search engine database. Though no one can control which websites
link to your site, site owners have complete control over which
sites they link to. If a site links to another site that is
considered a "bad neighborhood," such as free-for all (FFA) link
farms, the site can be penalized.
Myth #10: Meta tags are the secret ingredient" to getting
top search engine Positions.
This is another search engine myth that
refuses to go away. A few years ago, a spam technique called
"keyword stacking" or "keyword stuffing" became popular because
people did not want to change their visible Web page content in
order to rank well in the search engines. Keyword stacking in
meta tags became so common that the search engines gradually
downgraded their importance over the years.
The title tag is much more important than meta
tags because all of the major search engines use title tag
content to determine relevancy. Very few search engines use meta
tag content to determine relevancy. Even if a search engine
(such as Yahoo!) uses meta tag content, the content is nowhere
near as important as the HTML title tag and main content.
CONCLUSION
To determine whether or not a search engine
optimization technique can be considered spam, Google software
engineer Matt Cutts gave some of the following search engine
optimization tips:
- Does your web page's content help end
users? "Tricking end users to get to your useful content
does not count," said Cutts.
- Would you perform on optimization
strategy if the search engines did not exist?
- Are your pages automated? If so, Google
does not want them in their indices.
Website owners should focus their efforts on
creating sites with unique content and getting other quality
sites to link to them instead of trying to spam the search
engines.
Search Engine Guidelines
When in doubt, always follow the terms and
guidelines set forth by the search engines. And Call WCI for all
your Marketing needs 413-1815 |