Publishers that understand how to leverage the existence of the long tail can reap rich awards for their efforts, but chasing it isn't easy. Can you afford not to chase it?
Articles by Eric Enge
One big key to success in the world of SEO is differentiation. Showing your partners and customers how you stand out from your competitors can substantially improve your chances of success, and may soon be essential for your survival.
Especially in larger organizations, it's common that SEO doesn't get the credit it deserves for driving traffic to a Web site. Unfortunately, this can often lead to uninformed senior managers making decisions that are catastrophic from an SEO perspective.
Site audits are one of the most important tasks for an SEO professional, and sometimes you need to do one quickly. Here's how you can complete an SEO audit for your web site in one hour or less.
Links are still the short-term payout. But there may come a time where "social media mentions" are a factor in search engine rankings, or when Twitter sends your site thousands or tens of thousands of visitors per day.
Recent changes in the processing of the nofollow attribute have caused consternation and concern among many publishers. How should you adapt your on-page SEO strategy?
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?
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?
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.
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.
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.
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.
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.
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.
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.
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.
Because of their size and complexity, large organizations face some big challenges to planning and implementing an SEO strategy. Because the SEO is the newcomer, and the peculiar requirements of search engine optimization aren't generally understood, the SEO must first be the evangelist/teacher to the rest of the organization.
It's natural to think about revenue-generating events such as sales, leads generated, or ads clicked on when we think about conversions. But there are many other types of valuable conversions, and we're shortchanging ourselves when we look at it this way.
Large-scale websites by their very nature demand a large-scale content development effort. One big challenge is figuring out how to populate such a site with properly optimized content. This requires training the content development team.
If you're planning on rapidly expanding the size of your site, exercise some care. Devise a strategy that will lead to pages that have something to offer users, and you will stay out of trouble with search engines, and better serve your users at the same time.