Managing and Maintaining Your SEO
Managing and maintaining your search engine ranks is important if you want to attract new visitors to your website but it can be a full time job to maintain successfully.
There are many tools online that you can use to monitor your SEO results and keywords that bring visitors to your page. But be careful, there is a lot of advertisements and online solicitation that will only take your money and not give you the SEO tools that they promise you.
I would recommend that you go for either SEO Elite or Web CEO. These tools will allow you to see what keywords draw in your visitors, how many hits your getting daily, weekly, monthly and they also include search engine ranking tools that will allow you to track where your site ranks for certain keywords.
There are hundreds of thousands of searches on Google every hour, if you targeted a keyword that most people search for that's related to your website you can result in driving a large amount of traffic to this.
Whether you launch a search engine optimization program in-house or outsource the program, you should keep the following training opportunities and skill sets in mind:
o Advanced SEO techniques, including page titles, META descriptions, META keyword sets, internal page cross-linking, search engine submissions, robots.txt files and domain name management;
o Comprehends keyword weighting, proximity, density and related factors;
o Search term ranking analysis;
o Link popularity building research, management and strategy;
o Online forum and industry newsletter monitoring;
o National SEO conferences;
o HTML and advanced programming languages;
o Web site content writing;
o Essential Web site usability practices;
o Keyword research, including a firm understanding of language and the way people search;
o Web analytics, including understanding common and complex metrics associated with visitors, unique visitors, page views, online sales, profitability and more;
o Ability to see the big picture and not go so overboard with SEO practices that the web site gets banned from major search engines;
o Appreciation for ethical standards (i.e. should know about cloaking, keyword stuffing and the differences and nuances associated with "black hat" and "white hat");
o Marketing and branding experience;
o Project management, including ability to effectively communicate needs and foster cooperation from appropriate stakeholders;
o Familiarity with pay per click (PPC) programs and how their performance directly relates to natural SEO results;
o Management of paid inclusion (72-hour rapid indexing programs);
o How to adjust to the changing algorithms of search engines.
The search engine optimization field is complex and ever-changing. To keep pace, you should have plenty of skills on hand. Overall, the SEO program process should be simple: set goals, choose the best keywords, optimize pages, submit to search engines and refine efforts in light of rankings and web analytics.
Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based 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
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