Overcoming Your SEO Fears

March/April 2007 Issue: Page 88

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SEO and SEM are complex, but too compelling to ignore.

Ask nearly everyone and they'll say that search engine optimization is intimidating. Search engine optimization – SEO for short – should be a familiar term and practice for anyone or any commercial company with a website. SEO is what you do to your website to get a higher ranking on search engines,particularly Google,Yahoo and MSN.The higher you rank the more likely someone will click through to your site and buy your stuff. Lately, information and tips on just how to do that can fill a library.

"I don't think you can be in business without realizing that search is a big part of the tool you need – you need to have a strategy to be found," says John Battelle, search guru and author of the book The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture.

And yet being found is still perceived as some sort of magic formula. "SEO is not sorcery or deception; just something that requires diligent research and staying on top of changes to the way search engines do things," says Joe Balestrino, who runs the Mr. SEO website.

If someone enters the term pizza into Google, for example, the first results are most likely the product of SEO. Pizza Hut, Domino's and Papa John's have all made an effort to rank in the top three spots on Google. Whether they remain there is something search engine marketers will need to stay on top of. Search engine marketing – SEM – are the tactics employed in order to rank higher, be they through paid search or other nonpaid methods. It could be by transforming a website's look and feel to gain higher ranking.

Take the term iPod and plug it into Google. What you get is a sponsored (or paid) search result for Apple. The first nonpaid result is also Apple. Not a coincidence. The Apple brand is so strong that it ranks very high on unpaid results, and paying for a sponsored result is just bet hedging.

People who are new to selling on the Web can get very confused by the "science" behind SEO. Talk of relevant keywords, algorithms and cost per click can terrorize Web sales newcomers. It's an issue that continues to frighten brand-name companies as well. Since the concept of SEO is only about eight or nine years old, most companies have typically hired a chief marketing officer with as little as two years' experience in matters of SEO.

Companies are also realizing that search engine marketing is a full-time job and have created executive positions just to monitor and enact SEM strategies. Companies that will do your SEO for you are growing as well. Books and conferences continue to provide advice whether you are a newbie or have been practicing SEO for awhile.

While trying to demystify SEO for people who have gone to a few dozen websites and have not been able to understand it, we can't ignore the advancements in SEO and how big the market has become. Search still finished first in online ad spend in 2006, to the tune of 40 percent of total online advertising revenue, according to the Internet Advertising Bureau and PricewaterhouseCoopers. This trend of 40 percent is predicted to continue through 2010, according to eMarketer.

Back when there wasn't a name for SEO, the tried-and-true way to rank high on search engine results pages was using as many keywords as you could in your content. If you sold cigars, putting the word cigar in your articles and written materials as many times as humanly possible would probably get you a pretty high ranking. With the ascension of Google and its algorithmic rankings, that doesn't work so much anymore. Not to look too far under the hood, but the Google algorithm that ranks pages basically looks at who is linking to whom on the Internet and the quality of those pages. The more high-quality pages linking to you, the higher you get.

Most marketers employ a combination of SEO and paid search, also called pay per click, which results in a sponsored ad when someone searches for certain keywords. For example, that's why searching for iPod brings up Apple's URL in the sponsored position and as the first search result – or the "natural" search result.

Getting there has been considered by some as rocket science. And there is a current debate in the industry over whether SEO is too hard for the average Joe to execute effectively. Some consultants who do SEO say, of course, it's a very difficult science. Critics claim that search gurus want to keep SEO sounding complicated so that they will continue to get your business.

"SEO is a new-school-of-marketing thought – switching someone's beliefs is nearly as difficult as converting someone's religion," says Todd Malicoat, who consults on SEO from his StuntDubl.com site.

"I think that there's a complete misnomer that SEO equals top position on the search engines," says Dave Taylor, tech blogger at AskDaveTaylor.com. "In fact, smart SEO is much more about being findable for the specific keywords and phrases that will drive customers to your site, rather than just a more simplistic popularity contest."

That said, there is no denying that SEM efforts continue to grow. Forty-two percent of advertisers say that their SEM budgets are new, says the Search Engine Marketing Professional Organization (SEMPO), in its recent annual survey of marketing executives. The survey also found that 83 percent of advertisers prefer organic (or natural, nonpaid) search, while 80 percent put paid search at second place. Continued on Page 2...

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