Eric Enge

Recent articles by Eric Enge

Selling SEO Projects Against PPC Campaigns
Search advertising is familiar and attractive to budget managers, like a trusted old friend. So how are you going to get some of that PPC budget for your SEO proposal? Jun 30, 2009

Combining Trust and Relevance
When search engines measure the level at which they trust Web sites, and that trust is topic-specific. What's that mean for new sections of a trusted Web site? Jun 16, 2009

SEO Challenges of Restructuring a Site
It's one thing to make simple changes, where a page on the new site corresponds exactly to every page on your old site. But it's much tougher when you're making more fundamental changes to the layout, organization, and content of your site. Jun 2, 2009

Before You Start Link Building
Link building is not something you should launch into without doing some planning. You need to think through the overall plan, because doing so will help you obtain significantly better results. May 20, 2009

Look to Your Other Opportunities
Vertical search engines offer huge potential opportunities for publishers, yet many organizations fail to take advantage of them. The potential traffic may be smaller, but there's less competition in image search, product search, news search, and other verticals. May 6, 2009

Keywords and Site Architecture
One of the more important parts of SEO is having a well thought-out site architecture. While this topic is often discussed, how you should derive your site architecture from your keyword research usually isn't as well detailed. Apr 22, 2009

Operating Web Sites in Multiple Countries
Setting up Web sites for multiple countries is a common problem for multinational businesses that want to have separate sites for each country where they do business. Because these Web sites are all likely to be extremely similar to one another, there's a real risk that the search engines will see them as duplicate content. Apr 8, 2009

Choose the Right SEO Project Goals
Picking the right goals is key to the success of any SEO effort. A surprising number of companies focus on what they think are the right goals, but end up being dead wrong. Success comes when you can tie your SEO goals to the broader goals of your business. Mar 25, 2009

Improve Conversion Efficiency with Demandbase
Increasing conversion efficiency should be the goal of every Web site publisher. Regardless of what you're trying to accomplish with the sit, having a higher conversion rate than your competitor provides you with a strategic advantage. Mar 11, 2009

Maintaining an SEO Log
At its root, SEO is an inexact science. It's a world where we follow best practices and use our best judgment to make decisions on what to do next. Once changes start occurring in organic traffic and related conversions, you can look back at your SEO log and establish some basic cause and effect. Feb 25, 2009

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