Questions and Answers About Search Engine Optimization

I recently did an online webinar covering search engine optimization and how to improve landing page conversions. I received a significant number of questions during the webinar as well as immediately after. Knowing that if one person has a question, others probably have the same question, I thought I'd publish all of the Q and A here...

David D.
Q: What are your thoughts on handling SEM on your own, versus utilizing a 3rd party Marketing or Media company? Are there benefits to having someone dedicated to SEM monitoring our results?

A: For individuals or businesses starting out in the area of search engine optimization and search engine marketing, using a company that specializes in a given area is a good thing. However, you want to set clear expectations, agree on how you will measure success, and be sure that when the agreement ends you’ve received all the knowledge you will need to guarantee a successful program for the long term.

Donna S.
Q: What is "google algorithm"?

A: No one really knows for sure – except Google. When talking about the “Google Algorithm” we are referring to the method by which Google evaluates which pages should rank higher than others for specific search terms.

Crystal K.
Q: how do you know how many sites are linking in?

A: Visit www.Alexa.com and type in the URL you are trying to analyze. On the result page you will find information about that URL divided by a number of tabs. Look for the tab labeled “sites linking in”. The number of in-bound links is displayed. To learn see the specific links, simply click the tab.

Roger F.
Q: I get requests to link to my website that have nothing to do with my business. Would accepting these links help or harm my rating?

A: Only in the beginning. If your website has very low page rank (Google PR), and someone with page rank wants to exchange links, then by all means do so. However, once you have established page rank limit your link exchanges to sites that are relevant to yours.

Caroline B.
Q: Do you want to have one keyword that you are heavily working on? Do you want more than one? Approx how many?

A: The answer to this question is directly correlated to the resources you have at your disposal. Per page I never try to optimize for more than 2 – 3 keywords or keyword phrases. For a particular website you may try to improve your ranking for hundreds of keywords but this is rarely manageable. Choose your top 10 keywords and focus your efforts on those.

Greg D.
Q: Is there a SEO penalty to using 301 redirects to get old links to redirect to a new page?

A: Quite the opposite. If you have established a new web page and put a 301 redirect in place on the old page, Google simply transfers the value of the old page to the new page. Most 301 redirect pages do not hold their Page Rank for long.

Judi K.
Q: Does Google have a tool that allows you to check the number of visitors to your landing page?

A: Google Analytics

Tamara O.
Q: Not clear on how you do an A/B test on a web site? Is this differnt URL on print material? Explain.

A: A/B split testing measures the effectiveness of two web pages randomly. Users who visit a single URL will see different landing pages based on IP address or user session.

Donna S.
Q: How do you find a list of the 200 factors that googles assigns a score to (algorithm)?
A: Google does not reveal the factors they use to determine how they rank websites. If you’re able to find a list, and it’s real, please share!
Chad M.
Q: Does mixing similar but different keywords on a single page reduce the effectiveness of a single keyword combination?

A: Google has gotten very specific on keyword optimization. In the old days you could optimize for the plural form of a work and get credit for both the singular and plural of that word. Today, they treat each specific word or phrase separately. It is always good to vary your anchor text but try to keep it short. This assigns more value to each word in your anchor text.

Kelsey C. Q: How do you begin to find sites that link to you?

A: Visit www.Alexa.com and type in the URL you are trying to analyze. On the result page you will find information about that URL divided by a number of tabs. Look for the tab labeled “sites linking in”. The number of in-bound links is displayed. To learn see the specific links, simply click the tab.
Monica B.
Q: What are the best steps to take? First attack your site using SEO and then look at PPC, do both at the same time, or PPC then SEO?

A: I would work on both simultaneously. If done correctly one should not affect the other. Consider using specific landing pages for each PPC campaign.