Search Engine Optimization

Search engine optimization (SEO) is the art and science of publishing and marketing information that ranks well for valuable keywords in search engines like Google, Yahoo! Search, and Microsoft Live Search. If you run into any new jargon while reading this Knol consider looking up their definitions using the Search Engine Marketing Glossary.

Search engines only show 10 results on the first page, and most searchers tend to click on the top few results. If you rank at the top business is good, but if you are on the second or third page you might only get 1% of the search traffic that the top ranked site gets.

The 2 most powerful aspects of search engine marketing are
users type what they want to find into search boxes, making search engines the most precisely targeted marketing medium in the history of the world
once you gain traction in the search results the incremental costs of gaining additional exposure are negligible when compared with the potential rewards, allowing individuals and small businesses to compete with (and perhaps eventually become) large corporations

While many people consider SEO to be complicated, I believe that SEO is nothing but an extension of traditional marketing. Search engine optimization consists of 9 main steps
market research
keyword research
on page optimization
site structure
link building
brand building
viral marketing
adjusting
staying up to date
Market Research
The first step is to search the major search engines to see what types of websites are ranking for words which you deem to be important. For example, if mostly colleges, media, and government institutions are ranking for your most important terms it may be difficult to rank for those types of queries. If, on the other hand, the market is dominated by fairly average websites which are not strongly established brands it may be a market worth persuing.You can extend out the research you get from the search results by using the SEO for Firefox extension with the Firefox browser. This places many marketing data points right in the search results, and thus lets you see things like
site age
Google PageRank
inbound link count
if any governmental or educational sites link at their site
if they are listed in major directories
if bloggers link at their sites
Keyword ResearchUse the SEO Book Keyword research tool to search for popular and Long Tail keywords related to your industry. This tool cross references the Google Keyword Tool, Wordtracker, and other popular keyword research tools. Notice how our keyword tool provides daily search estimates and cross references other useful keyword research tools.

Keyword research tools are better at providing a qualitative measure than a quantitative measure, so don't be surprised if actual traffic volumes vary greatly from the numbers suggested by these tools. When in doubt you can also set up a Google AdWords account to test the potential size of a market.In addition to looking up search volumes for what keywords you think are important also take the time to ask past customers how they found you, why they chose you, and what issues were important to them in chosing you.You can also get keyword ideas by doing things like
checking your web analytics or server logs
looking at page contents of competing websites
looking through topical forums and community sites to see what issues people frequently discuss
Site StructureBefore drafting content consider what keywords are your most important and map out how to create pages to fit each important group of keywords within your site theme and navigational structure based on
market value
logical breaks in market segmentation
importance of ranking in building credibility / improving conversion rates
You may want to use an Excel spreadsheet or some other program to help you visualize your site structure. This mini-screenshot from an Excel spreadsheet shows example data for how you might align keywords for a section of a site focused on home based businesses, start ups, and franchise opportunities.

Make sure
your most important categories or pages are linked to sitewide
you link to every page on your site from at least one other page on your site
you use consistant anchor text in your navigation
you link to other content pages (and expeically to action items) from within the content area of your website
If you are uncertain how deep to make a portion of the site start by creating a few high quality pages on the topic. Based on market feedback create more pages in the sections that are most valuable to your business.

On Page Optimization
It is hard to rank for keywords that do not appear in your page content, so each page should be organized around the goal of ranking for a specific keyword phrase, with some related phrases and related keywords mixed into the page copy.

Unique descriptive page titles play a crucial role in a successful search engine optimization campaigns. Page titles appear in the search results, and many people link to pages using the page title as their link anchor text.If possible create hand crafted meta description tags which compliment the page title by reinforcing your offer. If the relevant keywords for a page have multiple formats it may make sense to help focus the meta description on versions you did not use in the page title. As far as page content goes, make sure you write for humans, and use heading tags to help break up the content into logical sections which will improve the scanability and help structure the document. When possible, make sure your page content uses descriptive modifiers as well.Each page also needs to be sufficiently unique from other pages on your site. Do not let search engines index printer friendly versions of your content, or other pages where content is duplicate or nearly duplicate.
Link Building
Search engines view links at votes, with some votes counting more than others. To get high quality links (that help your site rank better) you need to participate in the social aspects of your community and give away valuable unique content that people talk about and share with others. The below Google TouchGraph image shows a small graphic representation of sites in the search field that are related to SeoBook.com based on linking patterns.



Link building tips
try to link to your most relevant page when getting links (don't point all the links at your home page)
mix your anchor text
use Yahoo! Site Explorer and other tools to analyze top competing backlinks
don't be afraid to link out to relevant high quality resources

Link building strategies
submit your site to general directories like DMOZ, the Yahoo! Directory, and Business.com
submit your site to relevant niche directories
here is more background on directories and SEO
if you have a local site submit to relevant local sites (like the local chamber of commerce)
join trade organizations
get links from industry hub sites
create content people would want to link at
here is a list of 101 useful link building strategies
Brand Building
Brand related search queries tend to be some of the most targeted, best converting, and most valuable keywords. As you gain mindshare people will be more likely to search for your brand or keywords related to your brand. A high volume of brand related search traffic may also be seen as a sign of quality by major search engines. If you build a strong brand when people search for more information about your brand and other websites have good things to say about your brand, these interactions help reinforcing your brand image and improving your lead quality and conversion rates.Things like advertising and community activity are easy ways to help improve your brand exposure, but obviously branding is a lot more complicated than that. One of my favorite books about branding is Rob Frankel's The Revenge of Brand X.
Viral Marketing
Link building is probably the single hardest and most time consuming part of an effective SEO campaign, largely because it requires influencing other people. But links are nothing but a remark or citation.


The beautiful thing about viral marketing is that creating one popular compelling idea can lead to thousands of free quality links. If your competitor is building one link at a time and you have thousands of people spreading your ideas for you for free then you are typically going to end up ranking better.

In SEO many people create content based around linking opportunities. Many of us refer to this as Link Baiting. You can learn link baiting tips from

SEO Book
Stuntdubl
Performancing
Copyblogger
Wolf Howl

You can search social news or social bookmarking sites like Digg or Del.icio.us to see what stories related to your topic became popular.
Measuring Results
Half the money I spend on advertising is wasted; the trouble is I don't know which half.- John Wanamaker
How can I tell if my SEO campaign is effective? The bottom line is what counts. Is your site generating more leads, higher quality leads, or more sales? What keywords are working? You can look at your server logs and an analytics program to track traffic trends and what keywords lead to conversion.

Outside of traffic another good sign that you are on the right track is if you see more websites asking questions or talking about you. If you start picking up high quality unrequested links you might be near a Tipping Point to where your marketing starts to build on itself.Search engines follow people, but lag actual market conditions. It may take search engines a while to find all the links poiting at your site and analyze how well your site should rank. Depending on how competitive your marketplace is it may take anywhere from a few weeks to a couple years to establish a strong market position. Rankings can be a moving target as at any point in time

you are marketing your business
competitors are marketing their businesses and reinvesting profits into building out their SEO strategy
search engines may change their relevancy algorithms