SEO is a big field, there’s a lot of companies offering you optimization and results, and for every legitimate SEO out there, I’d bet there are another ten SEO consultants who are looking towards Alta Vista to prove results.  In short, there is plenty to know about SEO, and plenty that people are getting wrong.

Let’s look at a fictional case study highlighting some of the mistakes “Chow Mein Lo Mein” might make when they implement SEO for their local Chinese eatery.

Keyword Research is, well, key.
Targeting the wrong keywords can lead to an epic SEO failure.  Our friends aren’t going to rank for “Chinese Restaurant” over night, they may however be the first local restaurant to bring SEO to their marketing arsenal, and have a much better chance at ranking for “Oxford Street Chinese Restaurant” or “Sushi in Soho”.  Don’t try and optimize for products you don’t sell, or keywords that are irrelevant.

Pretty Pictures
Flash and images can be the downfall of your sites SEO success.  That Anime splash screen and navigation might look beautiful, but search engines look for text.  When “Chow Mein Lo Mein” include pictures on their menus, it’s important to remember the ALT text too.  Too many SEO beginners forget about images completely.

Domain
If you’re registering a new domain and starting SEO from scratch, think of keywords at this point.  There’s quite a strong chance that your company name is recognized not at this point.  That catchy abbreviation that friends and family love will be lost on your potential clients, and damage your SEO potential.  Avoid a .info or .biz and stick to the traditional TLD’s.  The SEO benefit here has been debated many a time, but you’re clients will remember a .com or .co.uk more than a less conventional TLD.  Hyphens are bad too, rather than Chow-Mein-Lo-Mein.biz, our friends would be better off registering ChowMeinLoMein.co.uk

Keywords in your URLs
Now that we’re happy with ChowMein.LoMein.co.uk, we have to take a look at the URLs in place for the site.  ChowMein.LoMein.co.uk/pageid=24528 isn’t going to rank too well for “Sushi Rolls”, whereas ChowMeinLoMein.co.uk/sushi-menu has more of a chance.

Keyword Stuffing in URLs
Ok, don’t overdo it.  I recently reviewed a site that had taken keywords to the extreme to create URL’s along the following lines:  ChowMein.LoMein.co.uk/the-best-sushi-in-london-oxford-street-chinese-food-take-away-chinese-menu-london.  If I have to explain why this is bad, you probably won’t understand most of this blog post anyway!

Guaranteed Rankings
Anyone promising you that they can make you rank for your term at a specific position is, most likely, lying.  Good SEO practice will bring you good SEO results, but no one can promise this family restaurant they reach the top spot.

#1 doesn’t always mean #1
Don’t over focus your goal on rankings and be sure to keep in mind the overall ROI of the campaign.  The long term ROI from SEO is much higher than that of PPC.  Always remember that you’re not going to get results over night.  I’ve seen cases when sites react to SEO in a number of weeks, other times it could take up to six months.

Don’t hire an SEO company just to ignore them!
Perhaps this is the biggest mistake I see in the industry.  The owners of ChowMeinLowMein.co.uk want to rank for every term under the sun, but refuse to change their content, URLs or add Title tags.  If you’re paying for an SEO team, trust them.  If you don’t have the manpower to implement the changes, talk to them about getting them to do it for you.

Page Rank
Google Page Rank is as good as dead.  Don’t worry about it.  Don’t judge success by it.  Judge your success on the number of egg-rolls.

Links
SEO is not link building.  Sure, back in the day lots of “Egg Fried Rice” links would mean lots of “Egg Fried Rice” traffic.  I would recommend investing strongly in on site implementation and good SEO practices rather than a massive link building budget.  If you’re adamant on doing your own thing (see “Don’t ignore your SEO company, above), do it right.  Paying $24.99 for “a gazillion manually submitted guaranteed-follow links from genuine sources”  promised to you by a friendly guy on a forum will most likely back fire.  It’s generally accepted that a mix of the old and the new will do the trick, check out this post for some some excellent information.

Content and Context Reign
For a long long time, content was king.  The throne is now shared by King Context and Queen Content, and together they are doing a great job reigning over SEO land.  Our restaurant owners may want to save on their web development budget, but sharing their site with a generic family owned domain could put a dampener on those “London Take Away Egg Fried Rice” rankings.  The better the content, and more relevant the context, the more benefit you’ll have from the long tail - but we’ll save that for another blog post.

You can follow Yosef on Twitter @ysilver.

Nobody knows exactly how Google’s algorithm works. but alongside testing and much documentation online we are often able to second guess the ins and outs of it. As I am constantly explaining to people who ask, the vast majority if not all of it is common sense. when one determines how to go about link acquisition - be it for a small business website or a multinational company - one thing has to be considered initially:

- Google wants the Internet to work along natural, organic lines.

Whilst it should be pointed out that a diverse link campaign will broaden your company’s sphere of influence (and therefore your trust as well as how many keywords you will potentially rank for), the single main point for me as a link acquisition manager is that common sense demands that a ‘natural’ link profile will have a range of links using a large variety of anchor texts, spanning a diverse selection of websites.

Many people rationalise that to rank for a particular term, ones link building campaign should focus solely on building high powered links to the relevant URL, with that anchor text. This lack of understanding is often exasperated by a lack of resources (time and money), and the seemingly necessary ‘prioritising’ of what is most important.

The simple truth is that a diverse link building campaign is what will reap the most benefits, will enable you to rank higher for more terms, will support the term you most want to rank for, will ‘hedge your bets’ with regard to guessing how Google’s algorithm works and will work, and will ultimately ensure that your efforts are not flagged up as spam or ‘unnatural’.

For example, a diverse link campaign could include the acquisition of the following link types:

These links should be built with purpose, as part of a larger well thought out campaign. Rather than just pointing it all towards the homepage the above mix of links should be pointed into a range of pages making the campaign all the more diverse and natural.

Here’s some of what the Matan Media team have been reading this week:

SEO
Testing in 2010: Tips & Ideas To Get You Started - by Carrie Hill at Search Engine Land
5 Web Analytics New Year Resolutions - by Ben Gott at Search Engine Land
Use The 80-20 Rule To Do The Hard SEO Stuff Really Well - by Eric Enge at Search Engine Watch
7 Overlooked Sources Of Keyword Data - by Mike Tekula at Search Engine Journal
11 Conversion Rate Optimization Lessons Learned in 2009 (And Annual Moz Traffic Stats) - by Sam Niccolls at SEOmoz
An Update To Our Testing On PageRank Sculpting With Nofollow - by Danny Dover at SEOmoz

Best Of The Rest
Linking Building Don’t Ever Do This - by Dave Naylor at davidnaylor.co.uk
Google Docs Adds Files Storage, AKA GDrive - by Barry Schwartz at Search Engine Land
Detecting And Dealing With Duplicate Content - by Mark Thompson at HuoMah SEO Blog
Google Just Says No To China: Ending Censorship, Due To Gmail Attack - by Danny Sullivan at Search Engine Land

And Something That Made Us Laugh…
Why I Believe Printers Were Sent From Hell To Make Us Miserable - by The Oatmeal

Come back next week to learn more about what we have been reading and learning. Alternatively follow us on Twitter or Facebook for quicker, real-time updates!