04.14.08

Is SEO Business More Than 90 Percent the Publicity Business?

Posted in Online PR, SEO/SEM at 11:14 am by admin

Scott Hendison have a very interesting article about current state of link building, and he actually talks about that the best SEO technique is – publicity!

It is not a SEO business anymore, and it was not ever.

From the time Google came on the spot, there was the three part SEO business practice: on-site optimization (HTML/URL code optimization, text optimization) and off-site optimization. The best results with the text optimization and the off-site optimization (link building) is always done the best with the people who have the publicity creation knowledge.

It means that the best SEO practice is about more than 90 percent the publicity business, and it is more and more obvious…

06.18.07

Integrated SEO Approach (SEO 2.0) - The Issue for Marketing Operations Management

Posted in E-marketing, Online PR, SEO/SEM at 8:49 pm by admin

Google Universal Search will change the SEO market landscape, and SEO activities has to be spread to variety of digital assets, as it is said by Lee Odden on Online Marketing Blog. I recommend to read the very detailed article about implications of Google Universal Search from Danny Sullivan.

In brief, depending on what users search for, the results page on Google Universal Search could feature sections with images, video, links to book content, maps or local business listings.

SEO implications for integrated search results were obvious before (this is not a new approach to the presentation of search results), but now, day-to-day activities of SEO people have to be spread with the optimization of other distribution channels (the sources of vertical searches, presented in integrated search results).

In other words, there has to be done a separate (and different) tasks for the optimization in news results, video results, local listings…

Integrated SEO approach and Marketing Operations Management (MOM)

Described new entrance of activities in SEO business process are also in collision with appropriate online PR activities (like a news placements, choosing different media format and places strategies, etc.). Increased number of SEO tasks, and its relations with adequate online PR tasks, has to be managed in a bigger perspective of complete (online) marketing operations in an organization.
In my opinion, companies which decide to implement integrated in-house approach of advance SEO activities (SEO 2.0), they can do very good job of integrating all online activities, from the point of relating business processes and the cooperation between different parts of marketing department, if they did not do the integration of (online) marketing activities before. It means that an appropriate marketing model* has to be set, to meet desirable outputs related to the goals of marketing department.

* Marketing model - In the context of (online) marketing, models simulate real-life marketing activities.

For outsourced SEO activities, the management problem is moved to the organization of SEO agency’s day-to-day activities.

SEO is not equal to online PR

The reason why I emphasize the importance of good project management, related to integrated SEO approach, lies in the problems which can be seen in relatively new Search Engine Reputation Management activities of SEO professionals.

The people who are not adequately educated in online PR (SEO people are not online PR experts - see the briefing about the needs in online PR industry), take some actions (a creation of massive number of posts, for example) which can directly damage the reputation of target organization, due to increase need for hiding some other incriminated content on the Web.

With the new tasks like news placements (placements on the news aggregators), the work with video materials (how to optimize what video should be on youtube.com), and similar tasks, has to be done with the cooperation between SEO people and appropriate professionals in online PR, or with other persons in (online) marketing department.

Of course, there is another problem for middle and large business companies in the case of integrated SEO approach, such as digital assets management, or the problems related to lack of document management software systems.

05.04.07

SEO Score Buzz - Do You Really Have SEO Enabled Web Site?

Posted in E-marketing, Tools, SEO/SEM at 2:56 pm by admin

You maybe seen SEO tool SEO Score, which analyze the technical aspects of on-site SEO. You can analyze plenty of sites through the URL http://whois.domaintools.com/yoursite.com.

It is interesting to see if you hired real expert in on-site SEO, or you still have the problems.

For example, this Web site (WordPress, and I did nothing on technical SEO aspects) has SEO Score 73%. But, my main Web site - Pretraga.co.yu has SEO Score 94% (My programmer did the great job). I assisted in on-site SEO consulting for Poslovnimagazin.biz site (business news), and SEO Score is 92%.

Some people say this is not relevant, or opposite.

Of course, that Whois Tool (where SEO Score is only the part of the provided services) from DomainTools.com is really interesting.