The word ‘related’ plays a much bigger part in SEO today than it ever has in the
past. Instead of targeting an exact keyword phrase, it now makes a lot more sense
to keep your site within context and to have related words to your keywords,
compared to having density of one keyword phrase. Linking has also turned into a
frenzy for relevancy. Unrelated links seem to no longer carry much weight at all. The
theme through all of Google’s recent changes seems to come down to one cliché:
quality over quantity.

Just like with any other update at Google, optimizers must search and research their
profession, however it seems to be happening more often than ever. You can’t walk
through our office without hearing Google’s name a thousand times. We have
unofficial RND (research and development) meetings almost every hour as there
seems to constantly be new ideas and theories popping into all of our heads. In the
past there were always changes to the way we’ve done our work, but the pace of
this change is accelerating rapidly as well as the competition for online searchers.

MSN seems to be creating a buzz and they’ve just recently started a national
television ad campaign. Their search results resemble Google’s of 6 months ago, a
time that will go down in SEO history as “the good old days”, and also a time that
Google’s SERPs seemed a lot more relevant than they do today. New search engines
seem to be popping up all over the place, and after all, wasn’t Google a virtual
unknown 5 years ago?

One of the best points made to me over the past month came at the preview of the
new become.com search engine in California, where founder Michael Yang decreed
this to be only the very beginning in the history of online search. Whatever happens
in Google’s future, and the future of online search, there is one thing for certain:
only the most intelligent and innovative of SEO companies are going to stay above
the bar and continue to find ways to get their clients, and themselves, to the top.

Bobby Heard (bheard@abalone.ca) is the Vice-President of Abalone Designs (
http://www.abalone.ca), which offers great SEO results at affordable prices.

1. Be realistic.

Don’t waste your time or the SEO firm’s expertise by arguing about broad search terms. Don’t say you want to be in the Top 10 for “e-commerce.” The SEO firm should ask: “E-commerce and what else? E-commerce consultants? Please be specific.”

2. Think long-term.

If you can’t help yourself and you want broad search terms, such as “toys,” think through what it may take to pull that off. Variations on your favorite term may be best in the short term. If you start looking a year or two out, then make sure there aren’t site design, programming and link popularity flaws.

3. Be open with log files.

Don’t shield log files from the SEO firm. Admit if your web analytics capability is poor. How can the SEO firm do a good job if your host company can’t provide decent statistics, such as the number of visitors from search engines and the actual search terms they use?

4. Change text.

If an SEO firm wants to change text, give the consultant lots of room. If a graphic can be modified so the words appear as text, be open-minded about the change. Chances are, it won’t hurt the overall look of the web site. SEO professionals grit their teeth when clients say they want rankings and then resist change.

5. Don’t sit on recommendations.

You may end up discouraging the SEO firm you’re paying if you hire them and then fail to review their suggestions.

6. Reply to e-mails, voicemails and other communications.

If an SEO firm contacts you, especially for a scheduled meeting, make a point to return the e-mail or call. Really, it’s a good idea to be available for strategic conference calls.

7. Stick to the program.

Don’t ask the SEO firm to optimize the web site and then expect them to provide Pay-Per-Click (PPC) guidance as well. If you can’t handle PPC on your own, pay the experts.

8. Keep statistics in perspective.

With many search terms and engines, it’s always going to be possible for some keywords not to rank. Don’t get hung up on what search terms didn’t pop in the Top 30. Focus on your traffic growth and conversions.

9. Know your limits.

SEO firms appreciate informed clients – to a limit. Read the articles. Pick up an SEO book. Keep up with the news. But don’t hire an SEO expert and then tell them you’re an SEO expert. For example, you may be excited to learn about all of the SEO devices that could be at your disposal. Don’t blame the SEO firm for failing to use them all at once. Measured, gradual changes are best.

10. Take your company name out of title tags.

Do yourself a favor and make title tags available for search terms, not your long company name. Only keep it if it’s short and useful from a title tag proximity and density standpoint.

Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based search engine optimization (SEO) firm. He authored the “U.S. Manufacturers Resist Natural Search Engine Optimization (SEO) and Online Sales Leads” study and a white paper, “Search Engine Marketing: Get in the Game.”

michael@fathomseo.com