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Top 5 Legitimate SEO Techniques That Will Help Your Business Get Found

by Mike Volpe  |  
August 19, 2008

People have not stopped buying things, so how are they researching and purchasing products since they have made themselves immune to old marketing techniques like banner ads and direct mail?

The answer is with search engines and Google. According to comScore, Americans conducted 11.5 billion searches in June 2008, and Google was used for 61.5% of those searches.

This means it is essential that you make it easy for customers to find you, and one of the most effective ways to do so is search engine optimization (SEO), which focuses on getting your Web site listed in the unpaid, organic search engine results.

Organic listings generate visitors to your site. Moreover, with SEO, you don't pay a per-click "tax" to the search engines, so it usually has a higher ROI than paid-search listings. Finally, if you do SEO right, it can be a competitive advantage, unlike paid search, because anyone can increase their keyword bid to beat you out.

How do you actually get your Web site ranked high in search engines? The answer is quite simple, but getting there can be a bit more difficult.

Search engines use two broad categories of factors to decide which site shows up first in search results:

  1. On-page SEO factors are all the things that happen on your Web page. The good part is that you have complete control over these things. The bad part is they are only about 25% of the reason you will rank for a search term.
  2. Off-page SEO factors are things that happen outside your direct control but are roughly 75% of the reason you rank for a given search. The most important off-Page SEO factor is the number and quality of links into your Web site. Search engines use links as a measure of how interesting your content is, since more interesting content tends to get more links. Search engines also regard links from more-established Web sites as more important than links from less-trustworthy Web sites.

With those basics in mind, here are five useful tips to help guide you through your SEO strategy.

1. Pick good page titles

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Mike Volpe is the CMO of HubSpot, an inbound marketing and sales software company with over 11,500 customers in 70 countries.

LinkedIn: Mike Volpe

Twitter: @mvolpe

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  • by Paul Burani, Clicksharp Marketing Sat Aug 23, 2008 via web

    It's true that visits from organic search (i.e. the fruits of SEO efforts) don't include a cost per click... but be warned that SEO can be a very labor intensive process, requiring time and expertise which itself carries an indirect (or direct) cost. SEO and Pay-Per-Click tend to both be viable strategies, and concurrently can often generate real synergies... but one should be careful about viewing one as 'free' and the other not.

  • by Zee Waqar Tue Aug 26, 2008 via web

    Very nice and compact info about SEO, what about SEO which is not legit?
    Can you give examples.

  • by Mike Volpe Wed Sep 10, 2008 via web

    By contrast, if you are looking for SEO techniques to avoid, read this great article:

  • by Aaron Kahlow Tue Sep 16, 2008 via web

    Mike, we need to chat... give me ring or drop a msg on facebook.


  • by Andy Durban Wed Sep 24, 2008 via web

    I agree with Paul - SEO should stand for Site Effort Optimization. When I tell my clients what they need to do to get their rankings up I get a blank stare. People would rather believe in SEO voodoo leaving them susceptible to scammers.

    Andy Durban

  • by Frank Levert Thu Oct 2, 2008 via web

    I have to agree with Paul that SEO is not free but it is still much more profitable than PPC if you know what you are doing and whether you are using PPC or SEO you still have to pay an employee for managing your campaign.

  • by MarketingTwins-Randy Mon Oct 13, 2008 via web

    This is great stuff - SEO basics!

    When blogging, just to clarify:
    1) change permalinks to list the POSTNAME: my WP blog defaulted to some random numerical title; this puts the title of the post in the title
    2) of course, do use your keywords in your blog post titles - it's easy to say "Today's Tips" but that does nothing - rather, but "Fort Worth Marketing Tips".

    Another SEO friend of mine ( also told me that we should allow the press release links to stand alone - don't link back to the press release on your site - reciprocal links add no value. Is this still the philosophy of the day? At one time, there was debate over one-way vs reciprocal. What do you guys know about this? It's easy to want to, on my site, send readers over to read my press release, but the easiest way to do this is to send them to the HTML version on the press release service's sight. My friend suggested I copy the text from the release onto a page onto my site and let my site benefit from the content; while also letting the press release service link people to my site from the press release.

    Confused? Me too!

  • by David Egerton Wed Oct 22, 2008 via web

    Dear Randy,

    Your friend is mostly right regarding not linking from your page back. You should always aim to have a link from the PR site back to you and ideally control the anchor and link text. What you have to remember with Google, it does not want to show the same article multiple times from different websites - that would make their search not very good to use. Therefore Google deals with the issue of duplicate content by deciding which one to display based on factors such as number of links to that page, its pagerank etc.

    I am sure this is starting to get confusing, but to complicate matters further, each PR site has a pagerank. The higher that pagerank, the greater the value of the link back you your site. There are PR sites with a page rank as low as 1 or 0, because Google sees these sites as lower quality and mostly just selling links, rather than being a quality PR site. So although you have a link back, its true effect is almost zero.

    Also watch out for sites taht say "yes we link to you" but fail to sell you there is a "no follow" on the link. What this measn is that, the link works for visitors, but GoogleBot will not follow and thus pass any link value back to your page.

    At the end of the day, search engines like Google use 100's of metrics these days to determine how a page ranks -If you want to be number one is serps (search engine results), you need to have a website that can justify a high position for the keywords you target. SEO is only part of the work.

    PS. And I agree with Paul's comment - For some of my customers, Adwords is cheaper than paid SEO services but you have to know what your doing or you could go bankrupt

    Hope it helps a little

  • by SEO Company - Widewebway Fri Nov 21, 2008 via web

    There are many process to get rank in SE and also get good Alexa Ranking.
    But how far I experiment on it and found it Social Book marking is one of the best traffic to get high traffic means Alexa Ranking high.

    SEO Company - Search Engine optimization

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