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ISM Article

Improving Your Internet Marketing Strategy

1 Jun, 2012 By: David Ramos imageSource

SEO DrawEveryone is bombarded daily with SEO services by many self-proclaimed “Search Engine Optimization Experts”— especially, if one is searching online. Many claim to have the answers to all your questions and can deliver remarkable results in very little time. Do you know the new rules of the SEO game today? Do you know how to distinguish between the true consultants and those out to just hustle your money? Let’s start at the beginning.

Wikipedia defines search engine optimization (SEO) as the process of improving the visibility of a website or a web page in search engines’ natural or unpaid search results. The higher ranked and more frequently a site appears in the search results list, the more visitors it will receive. SEO may target different kinds of search including: image search, local search, video search, academic search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by targeted audiences. Optimizing a website involves editing content and HTML; associating coding to increase relevance and specific keywords; and to remove barriers to indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

The acronym SEOs stands for search engine optimizers. The term has been adopted by an industry of service providers who carry out optimization projects on behalf of clients. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Effective SEO may require changes to the HTML source code of a site and site content, therefore SEO tactics may be incorporated into website development and design. Search engine friendly is used to describe website designs, menus, content management systems, images, videos, shopping carts and other elements that have been optimized for the purpose of search engine exposure.

I sat down with Scot Crone, CEO of Micrositez LLC, and Liam Crone, CMO. Micrositez LLC is an internationally recognized company. They are also one of the fastest growing companies within the SEO industry. We set out to discuss their key initiative, how it impacts company’s marketing strategies and what potential clients need to know about SEO.

After increasing demand from Micrositez’ North American clients, Scot and Liam felt the next step in their global business was to expand and establish a base in Lake Mary, Florida. They now have an office in the prestigious Crescent at Primera Office Park in the heart of Orlando’s Hi-Tech corridor. The US office works with already established offices in Scotland, London and Dubai. Micrositez has proven itself to be a fully-integrated global Digital Marketing Agency. The company specializes in: SEO, pay-per-click advertising, social media and web design. The clients range from small, start-up businesses to large multi-national corporations in the US, UK, Europe, Australia and South East Asia.

Q. Scot and Liam, let’s start at the beginning; how did you start Micrositez & how long have you been in SEO consultancy?

A. Scot: Our story started in Scotland and like many out there in the world, it started with my family, my God and redemption. From those humble beginnings, I started building microsites for businesses out of a room in my mother’s home. The business service we provide today came about when more and more companies started asking me for help; not just in designing the websites, but in helping them in getting their sites found on the web. This started me down the path of SEO work in 2004.

Q. What are the key SEO factors that companies need to know about in the beginning when looking for assistance with their website?

A. First, a website must be strong in relevant content. Relevant means it’s fresh and it’s trending, in other words people are talking about it. Content and readability, links to the content and people talking about the content via Facebook, LinkedIn, Twitter and Google+. On page optimization and site structure are important and link placement/management is very important in any SEO service.

Q. What are the latest trends/updates influencing the SEO and search industry?

A. The Panda update was a game changer (Google Panda was an algorithmic update by Google affecting search results and site rankings. Initially launched in February 2011 with five updates; the last coming in April of this year. The change aimed to lower the rank of low quality sites and return higher-quality sites to the top of the search results). Panda effected over 60% of online searches globally and closed 10% of SEO companies worldwide. The new rules dictated that link velocity must be scalable and natural. Google has an over-optimization penalty and unnatural link velocity is watched carefully. No more days of pointing 50 links one day and 500 the next, then back to 50, it has to be a natural progression and scalable, 10, 12, 15, etc. This isn’t necessarily related to your question, but is very important; sites also need to have a mobility factor today, a mobile version of their website. 91% of searches are through Google, I am sure your readership knows that. However, 80% of searches start on a mobile device.

Q. What aspects of social media marketing have a positive impact on search engine rankings, apart from the value of direct links from the social sites?

A. Google now considers social signals in its ranking algorithm. It also appears that Google+ could be given preferential status; public relations and articles need to be updated constantly in order to make your site relevant today. Think of it like this: Content may be king, but links are queen and you must have both to be relevant on Google.

Q. What are the key analytics measured to help client’s measure performance of your services?

A. Our work is an intangible service in some ways, so we need the analytics to show the client what they are getting. We have a customized reporting suite that we created and we have fresh copy written. Obviously, I don’t want to give all the details but basically, any client should absolutely expect daily updates that tell them where they ranked before the SEO work started and their current rank; the highest historical ranking of the site and the lowest historical ranking. If your SEO can’t do something that basic…forget it; it’s not worth the money you are paying.

Q. The Panda update seems to have had a huge impact on this type of service. How has it affected your industry?

A. Panda was a spring cleaning to rid the index of non-participators— sites with stale, old, non-relevant content. Google realized that those non-participators take up valuable, virtual real estate and they created the rules to rid them of those types of sites and clear out space for the real-time participators.

Q. Last question and an opportunity for a plug; why should our readers call you vs. a competitor?

A. Local SEO is taking over; so you have to know the rules of the game in order to make your site relevant and working for you. We believe we know these rules better than anyone in the marketplace and can have an immediate impact for our clients. Lastly, no one can guarantee positional assurance on a search engine, but we guarantee the next best thing. If our clients aren’t in the position we agreed upon, in the agreed upon timeframe, we do the work for free for the next 4-6 months.

SEO BallToday, business and information exchange takes place on the Internet. For this reason, building a strong web presence is becoming more and more important in every industry. Now that you know more about SEO services, expand your horizons and consider learning more about social media marketing and how it can help your company.

Micrositez is an award winning Digital Marketing Agency, established in 2004 and has grown year after year to become one of the global leaders in digital marketing. For information visit www.micrositezdigital.com or contact: liam.crone@micrositez.us; or call 407-878-7802

About the Author: David Ramos

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