Search Engine Optimization Myths
& Facts
by Frank Grasso
Myth 1 - Search engine optimisation
is all about knowing the right tricks. If you know how search
engines operate you can easily manipulate their results
Fact 1- This one really gets me. I often
come across people that tell me this. As soon as they find
out I am an SEO expert they just can't wait to tell me about
their new tricks. The fact is that it is often less work
to achieve high rankings in search engines by following the
rules. And to state the obvious - if you follow the rules
you will not run the risk of being banned from a search engine.
Myth 2 - Submit to over 300 search
engines and reach 100% of your market.
Fact 2 - Ask 10 people in your target
market to name 10 search engines. I would be surprised if
they know that many. Then ask them how many search engines
they use and I would be very surprised if they don't say
Google, Yahoo or MSN. These three search engines have almost
100% market share between them. The only exceptions are regional
foreign language search engines but unless your website is
in a foreign language these are of no use to you.
Myth 3 - Every
website can benefit from search engine optimisation and marketing
Fact 3 - Search engine
optimisation and marketing relies on people searching. If
there are no people searching for your products and services
then it is not worth your while. Find another place to spend
your advertising dollars. Our keyword analysis service can
help you determine if there is a market for your products
and services.
Myth 4 - Increase
your penetration and build your brand with search engine
optimisation
Fact 4 - To increase your penetration
means to sell more stuff to more customers. Penetration is
also a valid brand performance measure so I am not opposed
to seeing the words "penetration: and "brand" in the same
sentence. I do believe that to say "Increase your penetration
and build your brand with search engine optimisation" is
very misleading. Search engine optimisation, when performed
with care can help you get sales leads from search engines.
To convert a lead to a sale or satisfied customer requires
work beyond the scope of search engine optimisation and is
either a job for the website owner, marketing manager, or
a full service internet marketing provider. I will also go
as far as saying that a careless search engine optimisation
tactics can result in damage to your brand. An example of
this is targeting mismatched keywords; senseless doorway
pages designed for high rankings or mirrored websites from
another domain name.
This search
engine optimisation article has been prepared by Frank
Grasso of e-channel online.
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