Expert Advice on SEO from George Bounacos
What are the three most important things an SMB marketer should do when trying to improve search engine optimization (SEO)?
Write pages with meaningful content. Don't take shortcuts and follow all the rules. Google and Bing each publish "Webmaster Guidelines." Smart business leaders read them. They're short and written in plain English. Anything being done that runs counter to those guidelines is a serious issue that should be addressed.
Remember the axiom about things being too good to be true. That goes double for things on the Internet. Don't fall victim to someone who tells you they can buy you rankings or links or somehow have a deal with a search engine.
As someone who works with various businesses to advance their goals for SEO, what do you need from clients to be effective?
We work in a consultative mode where we learn about the businesses and their goals for the future. That means time with organization leaders to discuss how their websites meet or do not meet those goals. From a technical perspective, we need access to analytics packages the companies may have installed, web server logs and access to the web server.
Do you have any advice on how to choose a company to support online advertising, SEO and related support?
Online marketing still lacks a strong central authority that certifies marketers. Membership in various organizations is a nice credibility enhancer, but they accept everyone who pays dues. Search engine companies use tests to certify individuals and companies for advertising or analytics, but there are still several ways for bad people to cheat on those tests.