The Google organic placement algorithm is an extremely guarded secret. Google advises that they utilize over 200 elements in making their decision as to which websites / listings make it into any SERP pages they produce. If you are an SEO practitioner or supporter you will out that Google is bent on facilitating the ultimate demise of SEO. The validity and relevance of the Google SERP page is the absolute life blood of Google. They cannot afford for their SERP page results to be manipulated and are absolutely not going to allow them to be manipulated!
At Flyline Search Marketing we advise our clients against an SEO only strategy. Instead, we encourage them to deploy a blend of Internet marketing tools & traditional media channels. That approach is much more likely to produce optimum results. We educate our clients about On-Page SEO techniques that are still acceptable business practices with Google and the other search engines. We also explain the value of utilizing Off-Page SEO as well. We consider SEO to be simply another piece of what we think of as a comprehensive Internet Marketing Strategy.
Google Pay Per Click is a tool we recommend to generate an immediate and steady stream of new business leads. Google enjoys a 65.7% market share of overall search traffic. Last month, more than 16 billion eplicit searches were conducted via the Internet. New business leads are the life blood that drives business growth. Without new clients, neither our firm, nor those we serve can sustain their existance. There are other Google tools that also provide tremdous value. Such as Google Places, previously known as Google Maps. Places is a free and should be added to your to do list. We consider it a mission critical component. Google recently carved out some major real estate on the first page of their SERP's to display Places listings.
We encourage our clients not to ignore the content indexing power of Internet Press Releases and Blogging and recommend they also utilize Social Media Marketing (Twitter, Facebook, Youtube, Linkedin) as these elements all drive organic placement for and natural in-bound links to their website. By the way, we sell a turn-key solution that includes these features and are really gaining some traction at this point with a number of clients.
SEO Techiques & Tactics
On-Page SEO Techniques (In-Order of Anticipated Effectiveness)
Simple Definition: On-Page SEO refers to the use of techniques or tactics relating directly to the set-up of your website, source code or URL. The base concept is the make all 3 as search engine friendly as possible to drive the maxium number of organic placement opportunties.
1) URL
Primary URL is mission critical - Secondary Page URL's must also be structured correctly and include mission critical keyword phrases if possible.
2) Meta Title (Source Code Tag)
3) Relevant and Keyword Rich Content
4) Meta Description (Source Code Tag)
5) Anchor Links
6) Sitemaps (Designed To Help Search Engine Spiders Index Your Site)
Off-Page SEO Techniques
Simple Definition: Off-Page SEO refers to techniques or tactics not related directly to your website. The techniques or tactics are done with the goal of producing additional organic placement opportunities for your website. If you asked an SEO purest for their list of Off-Page SEO techniques, they would give you 2 (Link Building & Anchor Link Creation). I tend to blend those two techniques with marketing tools to come up with a more comprehensive list and thus a nice entre into pitching Social Media, Blogging and PR.
1) In-Bound Link Building
We teach our clients that natural link building through the use of Blogs, PR, Social Media and Highly Relevant website content is the only method which will produce lasting organic placement results (Commonly referred to as White Hat SEO)
2) Anchor Link Creation
Buy or Set-up free listings on authority sites such as Business.com, YP.com, Superpages.com, Kudzu, Angies List, Craigs List, etc.)
3) Blogging
We recommend a stand alone blog, built on either the Google Blogger or Wordpress platform. Blogging produces significant organic placement opportunities. Blogging allows you to greatly enhance the amount of information that the search engines can index around your firm, with your links attached to it
4) Social Media Marketing (Twitter, Facebook, Youtube & Linkedin)
5) Internet Press Releases
Flyline Search Marketing is an authorized reseller for TransWorld News and Wooeb.com. Transworld News is the second largest PR submission service in the country. We recommend that you consider utilizing Buzz Signal with your releases.
Pay Per Click Techniques & Tactics
1) Google Adwords (#1 Lead Generation Tool Available)
We are a Google Adwords Certified Partner. Meaning, we have fulfilled all requirements necessary to attain this status with Google. Requirements include: We have managed a certain size portfolio of clients for the required length of time. During that time, the average daily and monthly spend levels of our portfolio met the requirements of the program. In addition, 1 Flyline employee passed the required 2 tests (Basic Adwords & Advanced Adwords). A second Flyline employee also passed the required Basic Adwords test which then allowed us to gain our Certified Partner status. The tests are complex, over 100 questions and timed One Hour and Thirty minutes. Similar to a college exam, I encourage you both to study for and take at least the Basic Adwords test. A passing grade on that exam is 84 or better. Any score less than a 84 and you have to take the test again. You may only test 2 times per month. Test costs $50 per try, I will gladly pay for your attempts!
2) Yahoo / Bing Merged Search Platform
Yahoo & Bing merged their search marketing platform last year. Standing on their own, neither could compete with the power of Google. Even merged, they produce results which pail in comparison to the power of Google.
3) Google Remarketing
This is a high tech tool that allows us to create a unique code snippet that we deploy in the source code of our clients websites. We capture each unique IP address that accesses pages we have the code loaded on. We build a special Google Adwords campaign, with unique display ads that then pursue those previous site visitors each time those IP's are detected viewing sites in Google's content network
4) Facebook Pay Per Click
Facebook now has their own version of PPC ads. Last quarter, Facebook lead all display ad publishers in serving up more than 300 billion display ad impressions. Still, we advise our clients that Facebook PPC is more suited to brand development at this point.
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