search engine optimization


This post is a guest post by Nan Gibbons

The world of search engine marketing is always changing, largely because search engines, especially Google, are constantly tweaking their algorithms to make them more able to weed out poor sites and reward excellent ones. No single person could possibly keep up with all the latest developments of the major search engines, marketing strategies and consumer trends, so it’s important for industry professionals to get together to network, discuss the latest developments and take more focused looks at emerging strategies. SES Chicago, the Search Engine Strategies conference and expo being held in Chicago November 14-18, will be a prime opportunity for industry professionals to get together and share insights.

In my last post I’ve been talking about how the nofollow attribute affects the Page Rank flow through your website and to external links. But is Page Rank really important to even pay attention to it? After all, even Google seems to be paying little to no attention to it in their advice to us. The answer, I think, is two fold. It all depends on where you stand as a webmaster.

Illustration: PageRank Bar Under LensePeople take SEO too loosely. It is a science in one way or another, there are some rules provided by Google (and other search engines playing a catch up) and the rules are to be followed strictly in order to achieve the right results. And it’s supposed to be a given to follow them, if you want to succeed anyway.

It’s a given to talk about keyword match types in PPC (especially Adwords), but very few people seem to talk about the meaning of keyword match types in SEO. I want to do exactly that, because it’s just as important. In PPC, manipulating the match types is an important strategy that can save your budget, perfect the CTR and quality score, and even increase the conversions (by focusing on more targeted keywords).

But what does keyword match type have to do with SEO? A random introduction to search engine optimization tells us to look up the traffic numbers in a keyword tool regardless of the match type (it’s broad by default) and use it as a guide. More attention is drawn to the competition, however, even though in SEO we don’t pay per click, we spend long hours optimizing our pages and building links. That’s an investment to be regarded as such!