Shari Thurow The Most Important SEO Strategy

Many clients and prospects ask SEO (define) professionals to prioritize their organic optimization strategies. What's the most important component of an SEO campaign? Is it keyword selection and placement? Link development is certainly essential. But where does it fall in the list of SEO priorities?

Every SEO expert will give you a different answer.

The Foundation of Successful SEO

The foundation of a successful SEO program consists of the following building blocks:

* Keyword-rich text. The majority of a site's pages should contain the words and phrases the target audience types into search queries. Pages should appear somewhat focused on these important keyword phrases, and the phrases should be featured prominently on the page. Otherwise, the page won't convert well or receive consistent search engine traffic over time. Keyword research and copywriting for individual HTML tags are a part of this building block.

* Information/site architecture and page layout. Search engines and end users must be given easy access to keyword-rich content. How text, graphic images, and multimedia files are arranged on a page tells search engines and site visitors which content the site owner believes is most important. URL structure and technical architecture figure into that as well.

* Link development. Commonly referred to as link popularity, this is the number and quality of objective, third-party links pointing to a URL or Web site. Of course, not all links pointing to a site are objective, third-party links, but those types of links aren't always the most credible.

For all the new technology that's emerged in the past 10 years, these building blocks still form a solid foundation, even with video, audio, and other multimedia search optimization. What's fascinating, however, is the different SEO opinions on which is the most important block.

Keyword-Rich Text

Since optimization is centered on query-based searches on the Web search engines, many SEO professionals feel SEO's core is text. It's a logical conclusion, since searchers must type text into a search box to receive document information.

Sometimes, a document isn't text-based. Some documents (or files) are graphic images or multimedia files. Therefore, the document surrogate, or a text-based substitute for a non-text file, must contain text search engines can crawl and use to determine relevancy.

As much as I understand the use of text-based, keyword-focused documents and document surrogates for information retrieval, however, I don't believe keyword-rich text is the most important component of a successful SEO program. Text without context carries little meaning to searchers.

Information Architecture and Interface

I consider a site's information architecture and page layout to be the most important component of an SEO program. Since I'm a Web developer with a background in user-centered design (UCD), my opinion shouldn't surprise anyone.

In 1995, when I built my first Web site, I felt a Web site's information architecture was the foundation of successful information retrieval. And not just for commercial Web search engines either. Search engines are only one part of information retrieval. A scent of information and sense of place are also key areas of information retrieval. As I've reviewed more Web analytics data, my opinion has only grown stronger.

If a house has a strong foundation, it will be around for a long time. Without one, the house will collapse rather quickly. It's the same for a Web site. SEO should be about building that strong foundation, not chasing algorithms and exploiting search engines. Start with a strong foundation. Accoutrements can always be added, refined, and removed.

Every time I analyze a site for search usability, I find the most expensive, time-consuming SEO solution involves modifying the site's information architecture. Any beginner SEO can place keyword phrases in HTML title tags and meta tags. But creating site navigation and cross-linking with a labeling system that users understand? Identifying page types and assigning the most appropriate cross-links? Knowing when to use text-based documents -- and when not to? Optimizing for site visitors as well as search engines? These aren't quick, easy tasks to complete.

Additionally, a target audience's search behavior often varies by site type (B2B, B2C, publisher, education, etc.), age, gender, education level, and so forth.

Nonetheless, once a strong information architecture is in place the site sees vast improvements in qualified search engine traffic and cost savings. It's easy to modify Web copy when the foundation is solid.

Link Development

Sometimes, a site receives qualified search engine traffic due to link popularity. In fact, if a site type (such as a Flash-based site) is unable to have the aforementioned on-page criteria, link development is often the only organic SEO solution.

As a side note, I understand black hat SEO professionals do link development, albeit low-quality, spam link development. They fill a niche. Web site owners don't like to accept the fact that their sites aren't as great as they think, and they fall prey to the black-hat SEO sales pitch: "You don't have to change your site. We can get your site instant link popularity."

Web site usability and link development go hand in hand. People tend to link to sites whose content they find useful and informative. In addition, if Web site owners make that content easy to find through a solid information architecture, they pack one of the most powerful one-two punches: unique, useful content that's easy to find.

Link Baiting, Viral Marketing and Social Media Consulting

If you’re interested in link baiting, social media sites like delicious, digg, Netscape, MySpace, you tube or others this is the consulting service you need. For this service I will work with you to develop a strategy that can help get the most value out of these services. Instead of working for a “perfect storm” of traffic from just one effort, I’ll develop a plan for multiple efforts over a period of time, which in my experience is much more effective and has longer lasting results. Keep in mind every link baiting or viral marketing effort is different and will have different results. Some may get you 50 organic links and 50,000 visitors some will get you 10-20 links and bring only 1000 visitors, it varies by industry and what other stories are running at the same time, which is why I favor a multi-effort plan. The price for this service starts at $5,500 and will increase if any additional production costs such as video or new application development is required.

SEO Site Review

Is your site broken and you don’t know why? Do you think you’re doing everything right but still aren’t getting the rankings you should be getting? The SEO site review will evaluate all of your onsite factors and assess what the search engines think of your site. This will include a full report with specific details on what you need to do to correct any problems you have.

Blog Consulting

Are you looking to add a blog or get involved in the blogosphere but don’t know where to go or how to get started? The blog consulting package is the right choice for you. We will evaluate the different blogging platforms for you go over the advantages and disadvantages of each and help you choose the right one for your company or organization. Additionally we’ll help you develop an overall blogging strategy, keep you from making common and costly mistakes that could derail your blogging efforts.

Reputation Management

Are there negative listings for your company, product, or executives? Are you concerned that these negative listing are affecting your customers opinions of you and negatively affecting the profitability of your business? Do you want to take proactive steps to prevent competitors from encroaching on your brand and space, then look at our reputation management consulting.

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SEO Consulting

If you’re interested in getting an expert search engine optimization consultant to assist you in developing and growing your business, I offer services that can help you. Depending on what level of service you need there are different packages for you to choose from. These services are high level consulting services that will assist you in developing or fine tuning your SEM strategy. If you are interested in having me work with you directly on a specific project please see the performance based marketing section below. All of the plans, except the basic phone consultation will include follow up communications via phone or email. You can use the button at the bottom of the page to schedule a phone consulting session.

Qualifications

In addition to running my popular SEO blog, I am an editor for the Search Engine Optimization and Marketing News Website Threadwatch, as well as an active senior posting member at Webmaster World. I was a contributor the SEOMoz Search Engine Ranking factors report along with other industry experts. I have also been a guest on popular SEO podcasts such as SEO Rockstars and Good Karma.
Phone Consulting

We will discuss any basic or specific elements or area(s) of your site that you would like. I’ll also come up with some suggestions on how you can improve your website and assist you with developing a general strategy to help you bring your site to the next level. This service is available for any site including affiliate sites. I’ll need to see your domain and get a general idea of what you think you need help with before proceeding. This service is billed at the rate of $400 per hour of phone consultation.

Search Engine Optimization

SEO - Search Engine Optimization holds a solid key to the online success of any organization trying to earn money or gain popularity over the web. Search Engine Optimization is a technology which has evolved and introduced solely for the purpose of e-commerce and improving overall website quality. In a true sense, if you want to make successful website in the world wide web or earn rewards regularly from your e-business then SEO is for you. If you understand the role of search engines towards making your website found by people interested in the services and products that you offer through your website then you should count on SEO. SEO when coupled with Web Marketing makes a remarkable way of marketing one's product and services over the web which helps web master and organization to propel themselves to heights that they would have never imagined with such low cost and time.

We use all simple, effective, impactful and standard techniques for Optimizing your website for Search Engines and users within the scope of White Hat SEO practices. Top search rankings equals more relevant traffic, clients and business and high quality website which is enhanced, optimized and engineered to make it an all success. Although every web site we build already includes basic on-site search engine optimization, this may not be enough for competitive and hard to rank keyword phrases.

Our SEO method is simple. We will take care of everything for a low setup cost and a flat fee every month. We provide the following services for SEO.