| "What have you Googled lately?" Ask anyone that | | | | 4 SEO Urban Legends |
| question 10 years ago, and you would have | | | | Legend #1: You can muscle your way into top |
| gotten a strange look. But now, Googling is a part | | | | rankings. Maybe in 1999, but not anymore. Simply |
| of life. When we need something, increasingly, we | | | | repeating a bunch of hidden keywords on your |
| search for it on the Internet. | | | | page or in your META tags no longer fools the |
| From a branding perspective, Google has much in | | | | search engine spiders into giving you high rankings. |
| common with the Kleenex's, Xerox's and | | | | Algorithms that power the software behind these |
| Rollerblades of the world. It's a brand name that | | | | spiders have become much more advanced, and |
| has become the name for a category--a far cry | | | | employing tactics like this will more likely hurt your |
| from the time, not that long ago, when only the | | | | rankings than help them. |
| urban hipsters with Tony the Tiger shirts knew | | | | Legend #2: It starts and ends with traffic. Many |
| what Google was. | | | | people will click themselves repeatedly in the |
| The Yellow Pages may not be gone, but their | | | | hopes of boosting their search rankings. However, |
| star is fading quickly as more and more people | | | | this is a futile effort because spiders don't care |
| turn to Google (or other search engines) when | | | | one bit about traffic. |
| they need to find a product or service. Why? | | | | Legend #3: I can get rankings cheap from those |
| Better, more complete and up-to-date | | | | nice folks sending me all those emails. If you fall |
| information. No contest. When someone looks up | | | | for one of those spammer schemes, you |
| a company in the phonebook, they get their | | | | deserve to be ripped off! Seriously though, you'd |
| address, phone number and maybe some flashy | | | | be paying good money for a clerical job you could |
| ad graphics; depending on how much money they | | | | easily do yourself. But even if you did do it |
| spent on the ad. On a Google search, they get a | | | | yourself, you would run the risk of getting even |
| link to the company's website, where you can find | | | | worse rankings. It's like membership at Augusta |
| as much information on a company and its | | | | National--if you say you want it, you won't get it. |
| offerings as you need. | | | | Search engines regard repetitive submissions as |
| For things like books, tickets and music, Googling | | | | desperation, which they reject wholeheartedly. |
| will often lead to an instant purchase if the price is | | | | Legend #4: A Search Engine Optimization service |
| right. But even for more "considered purchases," | | | | guaranteed a Top 10 position on Google. In short, |
| where one competes on more than just price; | | | | nobody can legitimately do that. Such guarantees |
| Googling is often the first research step buyers | | | | are a telltale sign of snake-oil salesmanship. Here's |
| take to arrive at a decision. They search | | | | how the scam works: technically, they live up to |
| keywords and combinations of keywords, | | | | their end by getting you top billing on a search |
| comparing each set of results to the next, looking | | | | term of their choosing, which is so specific to you |
| for the most relevant information. | | | | that only your mom would likely search on it. |
| In a perfect world, people would systematically | | | | Smarty-pants spiders |
| study three to five competitors in a selection set, | | | | Search engine optimization is far more complex |
| write down the pros and cons of each and come | | | | than it's ever been. The obvious shortcuts to |
| to a calculated decision. But a perfect world isn't | | | | great search engine rankings have long since been |
| the real world. Here's what happens: if a search | | | | identified and shut down by the search engine |
| result looks promising, the buyer will click through | | | | companies. These days, high rankings have much |
| to the company's website and investigate the | | | | more to do with the structure of your HTML |
| possibilities of a match further. If it looks like a fit, | | | | code, your acumen at avoiding "trip wires" that |
| case closed. Customer won. Nofurther research | | | | send spiders away, where certain keywords |
| required--even if someone's out there with a | | | | appear on a page, how you use JavaScript and |
| better deal waiting. | | | | Cascading Style Sheets and where your |
| This is why being on this "short list" of | | | | formatting instructions appear in relation to your |
| high-ranking search results is imperative in this day | | | | website copy. If you used a WYSIWYG |
| and age--the higher the better. Top rankings give | | | | code-writing program--such as Front Page, GoLive |
| you the chance of having prospective customers | | | | or Dreamweaver--you almost certainly will get a |
| knock on your virtual door, knowledgeable about | | | | much lower score from thespiders. |
| your offerings and eager to buy before you ever | | | | It really does take a team of people, like the kind |
| say a single word to them. | | | | we have at Brand Identity Guru, dedicated to |
| Don't be ashamed of self-Googling | | | | monitoring the everyday changes on the |
| Come on, you know you've done it: typed your | | | | battlefield to maintain a high-ranking web presence. |
| name into an Internet search engine such as | | | | And it does change frequently--search engines are |
| Yahoo or MSN. Don't feel embarrassed. We all do | | | | notorious for changing their search algorithms |
| it. It is, after all, interesting to see what others | | | | often. |
| are saying about you. | | | | What about pay-per-click? |
| In a business context, it's not narcissistic at all. It's | | | | Organic ("free" or "natural") rankings are |
| smart, especially when you're trying to build your | | | | completely different from sponsored |
| brand online. But besides looking for your specific | | | | ("pay-per-click" or PPC) links. PPC can be an |
| name, try looking for your category. For instance, | | | | effective part of a brand's overall online marketing |
| if you're a Denver widget maker, look up "Denver | | | | strategy, and a lot professional SEO companies |
| widget" or any other combination of keywords or | | | | work with clients to design PPC campaigns that |
| phrases relevant to your business. Where do you | | | | are both cost-effective and eye-catching. But PPC |
| rank? Top two? Top 10? Top 1000? It doesn't | | | | won't substitute for SEO. High positioning on a |
| take a genius to figure out the top five results will | | | | relevant keyword search on Google, with its |
| get a lot more clicks than Numbers 75-80. Are | | | | reputation for returning highly relevant results, |
| you where you want to be? | | | | bodes well for your brand in a way that |
| How top-ranked websites get their positions | | | | sponsored links just can't. However, neither is it |
| Especially for the most competitive keyword | | | | wise to engage in an all-SEO, no-PPC strategy. |
| searches, companies must engage in a Search | | | | Serious online brand marketers get the best |
| Engine Optimization (SEO) strategy, which | | | | results with a comprehensive strategy run by |
| encompasses strategic smarts, hard work and | | | | professionals with both the branding and technical |
| clean code. | | | | know-how to determine the right mix of the two. |
| How search engines rank your websites | | | | Yes, it's complicated. |
| Computer programs called "spiders" are | | | | But you get back a lot in return for your |
| responsible for visiting, indexing and ranking web | | | | investment of time and money. A more |
| sites. Each search engine has its own spiders with | | | | "Googleable" online branding strategy will quickly |
| somewhat differing methods for ranking the | | | | yield improved sales and a more visible brand on |
| websites it finds, and there are strategies you can | | | | the web, which, in turn, will also positively affect |
| use to make yours more appealing--and also | | | | your bottom line. |
| mistakes that can negatively affect your rankings. | | | | |