The Value Of Search Engine Optimisation « Dominic "The Hodge" Hodgson

The Value Of Search Engine Optimisation

November 1st, 2007

I’ve been to a few events over the past few weeks, of course one of the first things people ask is “What do you do” to which I reply, “SEO” its at that moment that people can have one or two (mabey three) expressions

Anger
- They assume I’m the one who has knocked their precious website to #2 in Google
Confusion
- They don’t understand and when the next person asks, chips in with “He makes websites”
Ok”
- They understand what it is and leave it there or want to know a bit more..

Its completey obvious me to 90% of them they didn’t understand what I do…whilst some people were engaging and asked questions, other dismissed the work I do off hand and marked me as a blackhat spammer stating

“Google has a whole bunch of programmers to stop what you do”

…. not so much? or else these pages on Google’s site wouldn’t exist, let me pull a quite out from one of these.

“However, a few unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results.” #

and these few are the ones that people hear about, but search IS important, I was talking to someone last night who was spending £200 a day on PPC but nothing on SEO, using the outdated but still used Yahoo Keyword Tool, we could see his term had 40,000 searches a month on Yahoo UK online in Janurary 2007.. if he was in the top ten and got just 10% of that traffic, that would mean 4000 clicks a month on one term alone, with an average CPC of £0.30.

4000 x 0.30 = £1200 a month in free clicks on one term alone..

if we take my podcast network, we recently had an upserge in downloads and we are looking at around 10,000 downloads per week, I really like looking at stats and use a mixture of Heatmaps tracking, server side tracking and Google analytics, you’d expect a podcast network to get most of its traffic from directories and referring sites…. not this one!

55% of all traffic comes from organic search… on longtail terms, sure we are number one for magic the gathering podcast and mtg podcast but those arn’t the terms that bring us the most traffic, its 4, 5 and 6 word keyphrases that do it..

I’m not going to belittle you by explaining the longtail theory but with search and certain niches it really works.. I’m working on a project right now that will prove it because its such a niche area that it’s main market will be.. long tail searches..

SEO has a bad rap at the moment because in the early day’s it was all about “keyword stuffing” and “hidden text”, however the game has changed, the engines have evolved and so has the optimisation, last year I could have posted that SEO is all about TLC

Titles
- Make sure your titles are optimised and short
Links
- Get good links onto your pages and also have a good linking matrix within your site
Content
- Get some good original content, optmised and something that would want to be read by your readers

However now there are just so many other things to consider