Content Optimization

February 27th, 2008

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Originally published in ClickZ

In this in-depth article about content optimization on ClickZ, Netconcepts Director of Natural Search Consulting PJ Fusco, digs deep into this essential part of SEO.

Content optimization is about prominently incorporating targeted keywords and keyword phrases into the copy on each page to appeal to prospects searching for your goods and services. Doing so ensures your content has a chance to be found for all the right words. Ideally, these are highly searched terms and phrases that convert. That’s where keyword research comes into play when optimizing your site’s content.

Before you dig into keyword research to determine how well targeted your content is and what the size of your keyword market is, there are a few basic skills to add to your repertoire. Fundamental content optimization skills include:

* How to compile keyword research.

* How to measure content optimization efforts.

* Some basic copywriting knowledge.

* Basic HTML coding and basic SEO knowledge.

* A commitment to optimizing content — efforts will pay off!

For more about content optimization, read the full article at ClickZ here.

Chicken Soup for the SEO Soul

February 13th, 2008

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Originally published in ClickZ

In this article originally written for ClickZ, Netconcepts Director of Natural Search Consulting PJ Fusco tackles some of the negative press that SEO has received recently. Her article addresses some of the reasons why SEO professionals get a bad rap. Simply many SEO professionals, even the ones who work here, at Netconcepts, can’t discuss the successful results from client implementation strategies.

If you haven’t had the luxury of working with an SEO expert who operates in complete transparency within the strictest current best practice guidelines, then you know that some SEO practitioners over-promise and under-deliver. That’s why these critics have lambasted and lampooned our industry. Yes, they did throw out the baby with the bathwater to make a point, but the point remains.

One of the big problems the SEO industry faces is clients who won’t allow us to name them publicly and discuss their results. We have one e-commerce client that’s showing 39 percent growth in year-over-year organic search engine referrals. Natural search results are driving more traffic to its site than ever before.

PJ addresses this issue more in detail in her full article at ClickZ. To read the article, click here.

How to Get on Google Maps Without an Address

February 11th, 2008

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Originally published in Search Engine Land

One of the top issues in delivering up local search results in a map-based format is what to do with businesses which have no street address. During the SMX Local & Mobile conference back in October, Dick Larkin asked Google Earth VP Michael Jones a question about this very thing: "What should we recommend to local businesses which do not have a local street address—how do they get into Google Maps search results?" Michael’s answer was surprising. I’ll give you his answer in a moment.

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Think You’re Successfully Flying Under Google’s Radar? Think Again.

January 24th, 2008

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Originally published in Search Engine Land

Have you been trying to “fly under the radar,” engaging in activities outside of Google’s guidelines but subtly so as not to get caught? More and more SEOs are moving into this dangerous territory as the guidelines continue to broaden (prime examples of which being the expanded definition of doorway pages and the addition of link buying to the list of no-nos). Buying links in “stealth” mode still works, as many SEOs will attest. But what if Google is archiving your efforts for future review, to uncover what it can’t right now due to current limitations? Do you really want to be profiled retroactively as a spammer?

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The Wonderful World of Widgets

January 16th, 2008

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Originally published in ClickZ

Do you know what a widget is? Do you know how to design a widget that is based on SEO “best practices”? PJ Fusco, lead strategist for Netconcepts, shares her expertise on this popular topic.

If you want people to add your widget to their desktops, mobile phones, blogs, or social media applications, such as Facebook or MySpace, keep these commonly held best practices guidelines in mind:

  • Make your widgets useful, contagious, simple, and genuine.
  • Make your widgets easy to use, reliable, and ready to be shared.
  • Make your widgets accessible on multiple frameworks and multiple formats.
  • Make your widgets measurable.
  • Make your widgets a big part of a global SEO campaign.

For more about the wonderful world of widgets, read the article on ClickZ.

Sculpting your PageRank for Maxiumum SEO Impact

December 20th, 2007

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Originally published in Search Engine Land

If you are a large online retailer, you’re looking at thousands upon thousands of pages that have the opportunity to get crawled and indexed in the SERPs (search engine results pages). You’re also looking at near infinite choices for how you interlink all those pages. Out of all those permutations, there is one configuration that is the most optimal from an SEO perspective. That’s because it maximizes the flow of link juice (e.g., PageRank if you’re speaking purely in Google terms) to your most important pages and minimizes (or cuts off completely) the flow of link juice to your least important pages. The most important pages are the ones that have the most potential to rank highly for the targeted keyword themes, to compel the searcher to click, and to drive that visitor toward a “conversion event” such as completing a purchase of one or more high-margin products.

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If Website Is Broke, Don’t Go Broke Fixing It

November 28th, 2007

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Originally published in Practical eCommerce

Jeff Muendel writes in this article featured on Practical eCommerce:

Traffic down? Conversions starting to wane? It could be any number of SEO issues. Finding free online tools to hone search optimization for an ecommerce site can be tough. There are a lot of them out there, often promotional in nature, and they offer varying degrees of features and reliability. Some spit out data that is simply erroneous and applying this sort of information to website design can be useless at best and deadly, in Internet terms, of course, at worst.

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Forget Black Friday!

November 19th, 2007

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Originally published in Search Engine Land

“Black Friday,” the day after Thanksgiving, is the biggest shopping day of the year for U.S. brick-and-mortar retailers. But, for each Monday after Black Friday, consumer searches spike up on the internet and online retail websites enjoy their highest traffic and associated sales of the year. Search engine use is directly impacting businesses during this period, and companies which haven’t optimized their internet presence stand to lose out on some of the sales they could be getting if consumers could find them. This is true for online businesses as well as for brick-and-mortar stores.

While savvy companies planned for this season all the way back in the summer, and already have their internet storefronts in order, it’s not too late to do a few more things to insure a business can squeeze out more from gift shoppers on the “Cyber Mondays” following Black Friday.

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Effective Tagging for Both Usability & SEO

November 15th, 2007

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Originally published in Search Engine Land

“In this era of Web 2.0, it seems that blogs, mash-ups, RSS feeds, and wikis have been the buzzwords occupying most of the limelight. But personally, tagging is the Web 2.0 technology that excites me the most, because of its versatility and wide applicability,” writes Stephan Spencer, President and Founder of Netconcepts, in this article written for Search Engine Land. Find out how you can utilize effective tagging for your website, social bookmarks, or other Web 2.0 functionality to get the most out of tagging and SEO.

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SEO Report Card: Back40books.com

November 7th, 2007

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Originally published in Practical eCommerce

In this SEO report card Jeff Muendel, Analyst for Netconcepts, reviews a site called “Back40books.com.” Jeff writes, “According to the siteâ??s â??About Usâ?? page, Back 40 Books is run by back-to-nature people and the books they sell on their site are predominantly focused on issues related to that lifestyle. It also sounds as if the website was put together by these same outdoor people with little help from web professionals. This is to be commended, but everyone needs a little help sometimes.”

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