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SEO Maintenance Contracts

SEO Maintenance Contracts are an integral part of optimizing a website for search engines and maintaining search engine rankings. Unless you intend to do it all yourself, you will need an SEO maintenance contract to keep someone with advanced SEO expertise involved in contributing to the content and technical strategy for your website.

Who needs SEO maintenance contracts?

Website SEO is not for the faint of heart, which is why an SEO maintenance contract is so important for most website owners. Search engine optimization requires an intimate knowledge of search engine policies and behavior: of what works and what doesn’t. Some website owners are capable of keeping up with changing technologies and SEO techniques, but most are not.

Real estate agents are experts at real estate issues; web developers and SEO professionals are expert in search engine optimization issues. If your core business is not website development and SEO, you probably need an SEO maintenance contract with an experienced professional.

SEO tasks to include in a maintenance contract

There are a number of important SEO tasks that should be included in the average SEO maintenance contract:

  • Technical SEO evaluation
  • Home page copywriting and editing
  • Article copywriting and editing
  • External link building
  • Internal link building
  • Social bookmarking
  • Search engine PR

First, no SEO services should be contracted long term without obtaining a technical evaluation of the website itself, including the content management system (if any) and other platform related issues. Based on this evaluation, it may be a waste of resources to invest in SEO services on a website platform if it is not search engine friendly in the first place. That would be like buying ice cream without having a working freezer to put it in when you get home.

Before expending any money on ongoing SEO services, it’s best to determine if your website platform is even capable of gaining good search engine traction. Some Flash and Javascript navigations are notoriously invisible to Google and other search engines. If your site has one of the critical flaws, it is best to consider migrating your website to a content management system that is capable of performing well on the search engines.

A technical SEO evaluation should include a close look at these key issues and more:

Search Engine Friendly (SEF) URLs

URLs should look like this:
/keyword-category/title-of-article.html
/index.php?id=1

No Javascript navigation

Search engines don’t follow Javascript links. If you turn off Javascript in your browser preferences, and your website navigation menus disappear, search engine may not be crawling much of your site.

No Flash navigation

Search engines do not follow Flash links reliably, and do not index them well. If you turn off Flash in your browser preferences, and your website navigation menus disappear, you may have a problem with crawlability.

No Flash “splash” page

Your home page is the most important page of your website, and should have content on it in order to rank well. If the first page of your site opens up to a fancy slideshow that says “Skip Intro,” you can bet that search engines are devaluing the content on your website because it’s nowhere to be found on your home page. You can also bet that you’re losing human readers who are not interested in looking for the fine print to “Skip Intro.”

H1 tags

If your site is static HTML, did the designer make proper use of H1 tags around the headings of articles? If not, you’re giving away valuable search engine ranking. Similarly, if your content management system does not automatically put your content titles into H1 tags, consider changing content management systems. Unless you intend to become an SEO expert yourself, most website owners should have a content management system that does the routine SEO tasks for them automatically.

Matching Title tags

Similarly, your content management system (CMS) should automatically put the title of articles into the Title tag, matching the content of the H1 tag. This is the ultimate way to make sure Google knows what the content of the page is about. Consider Google’s index to be like one big recipe card file. If you titled all of your recipes “Recipe,” you wouldn’t be able to flip through them and easily distinguish chicken recipe from the brownie recipe. It’s the same with Google. The more cues you give them about what your page is about, the easier it will be for them to accurately index it.
Home page copy writing and editing

A good SEO consultant must be a decent writer. Since your home page is the most important page of your site, and since text content is what search engines are helping users search for, it makes sense that good copy writing is a valuable part of SEO maintenance. Don’t underestimate the value of copy writing for both SEO and marketing effectiveness. The written word has the power to move people into action. A good grasp of the written word along with technical SEO prowess makes a powerful combination for a website.

The services of a good copywriter is something worth investing in, because it will bring in search engine traffic and convert your traffic to leads and sales for years to come.

Article copy writing and editing

In order to succeed in getting ranked well on the search engines, you a regular part of any SEO maintenance contract should be article copy writing and editing. Your content is the most valuable asset on your website. It’s not the graphic design that has longevity and keeps people coming back; it’s the information they find and come back to visit after visit.

Every article you write, or have written for you, is another source of search engine traffic and sales for years to come.

The Do’s and Don’ts of Link Building

For most things that I do in life, I like to have a few hard and fast rules, some things I am careful off, and I like to keep things pretty simple and not over complicate them too much. I treat link building in the same fashion, and so there are a few things that I try and avoid and a couple of rules that I follow. The first and only major thing to avoid is to SPAM. And the major rule I try to follow is to be natural.

Obviously there are a lot of spammers out there on the internet. They might be black hat SEO’s or they might just have too much time on their hands, or they might be link builders. What is a spammer? For me, a spammer is someone whose sole aim is to build a link, without adding any value to the other website. A blog comment like ‘great post’ with a link, or maybe a forum signature that has lots of links in it without adding any value to the forum itself.

If this is your link building strategy then you may have some initial success. But be prepared that many of your links will be deleted. Forum and blog owners usually take some pride in their websites and resent people using their website for personal gain without giving anything back.

Don’t get me wrong, forums and blogs can be a great source of links and a useful part of a link building strategy. But don’t deface someone else’s website with your link. Add value to their website and I am sure they will be more than happy for you to add a link.

The second rule I follow after DON’T SPAM, is be natural. What is natural? Now, just suppose for a minute that I am a search engine. And I see a website that has lots of links. And for a minute I think that this site might be important. Then I see that the site has all of the links with optimised anchor text. These are the words that form your link – like ‘Click here’. Then I see that all of the links point at the home page of the website. And then I see that all of the links are ‘do follow’ links. Maybe, just maybe by now I am starting to get a little bit suspicious.

Is it possible to over optimise your website? Ask someone that has had their website removed from the search engines all together and they will probably say yes. Search engines don’t want you to manipulate their results, and they exact severe punishment for people that are seen trying to manipulate their results. And for most people, if your site is removed from the results, the best thing to do is to start again. Sure you can apply to be re-instated, and plead your case, but if the big G decides you have been doing the wrong thing then you might just have to start again.

So, when you are looking at a link and it is ‘no follow’ – take it. And if a webmaster won’t give you the anchor text you want – no problem. And where is the line when it comes to link bulding? Well you won’t really know until you are on the wrong side of it – and then it is too late.

That’s it. My two rules for link building. Where you looking for something more complicated than that? Sorry about that. In the words of Zig Ziglar the famous American motivational speaker – ‘If you give enough other people what they want, you will get what you want.’ Website owners want quality content to add to their sites and members that will create intelligent informed discussion. And link builders want links. If the link builders meet the website owners somewhere in the middle then everyone is happy.

Remember Rule number one is Don’t Spam. And rule number two is be natural.

Search Engine Rankings For Dummies

Is SEO just supposition and hypothesis?

Much of what is surmised as being important about search engine rankings is hypothesis and supposition and experience. Test, Analyse, Repeat. Test, Analayse, Repeat.

And that is what makes it hard if you are new to SEO, or you are responsible for your company website and you don’t know anything about SEO.

So what I would like to do is break it down into simple terms and apply a dose of common sense and help you come up with an action plan to improve your Search Engine rankings and maybe even get you to that magical number one ranking.

What factors really matter in SEO?

It is my experience that there are really only 2 factors that matter when it comes to rankings – RELEVANCE and AUTHORITY.

Now the trick really is, is how do the search engines decide what is relevant and how do they decide what has authority?

STEP 1: SEO is about having relevant content

Keywords

Content that is relevant to what your likely customers would type into the search box when they are looking for you or your product. In SEO terms these are keywords. Alot of my clients that have had existing websites have suffered in their search engine rankings because their content is only vaguely relevant to what searchers are looking for.

The biggest hurdle to overcome with content is to take the content that is relevant to your business or product, and make it relevant to what searchers are looking for?

Where do you put the Content?

Lets just say for a moment that I am a search engine robot and I am crawling your page to find out what search terms it might be relevant for?

The first thing I might look at is the url (page address). And I find that this is www.yoursite.com/07908699070.html. ‘yoursite’ might give me a clue as to what is relevant, but all those numbers don’t really relate to anything that a searcher types into a search box. However if I was to find www.yoursite.com/thebestwidgetsintheworld.html, now I might have a better idea what your site is about.

Now (in my robot role) I am going to scan through the content on your page. Oops, I can’t read any of it. It is all images and javascript and flash and I can’t see any of that. Sorry but I can’t really help you with that. And I have lots of other sites to visit so I’ll come back later.

Oh, hang on there is text and html code here and I can read that. So in terms of important things, page headings are pretty important, bold text is pretty important, text that links out to other pages is important, and finally general content is important. These are the places that you want your keywords.

STEP 2 : AUTHORITY

OK, so there are lots of theories as to how a website gets authority, but let me ask you another question.

In real life, how do you decide if someone has some authority?

  • If you knew they had a large amount of knowledge in a particular area that would give them authority.
  • If you knew they had a large amount of general knowledge that would give them authority.
  • If they were wearing a uniform that would give them authority.
  • If they were recommended by a large number of other people.
  • If they were recommended by someone you thought was important.
  • If they had lots of experience (age) in a particular area that would give them authority.

In my experience it is not much different as to how a search engines decides which sites have the most authority.

Does this site have a lot of relevant content that relates to this search?
Does this site have a lot of content, some of which relates to this search?
Is this site recommended (linked to) by alot of other websites?
Is this site recommended by anyone important?
Is this site older? (more experienced)

So, in terms of authority the best ways to make your site more authoritative in the search engines eyes are to get more links to it (expecially from important websites) and to create more content for your site.

Action Plan for Search Engine Rankings

  1. Research what is relevant to searchers and decide on your keywords.
  2. Create content around these keywords
  3. Incorporate the keywords and content into the important parts of your website
  4. Make sure the robots can read your content
  5. Get more links to your website
  6. Create more content around your keywords.
  7. Rinse and repeat.