How To Optimize Brand New Websites
December 26th, 2007
For new websites, more than anything else, the biggest struggle is optimization. After this business, web presence and all things will fall in place. Knowing how difficult this can be, Scott Buresh has a post on how, “A good search engine optimization company should be able to effectively work with a new website; setting the foundation for a remarkable success story while still achieving steadily increasing short-term benefit.”
The Issues: There are many reasons why new websites face an uphill battle. What follows are only a few of the major stumbling blocks:
The Google Sandbox: There is much debate as to what exactly the Google Sandbox is, and even debate as to whether it actually exists. However, recent patent filings on behalf of Google would seem to confirm that one of the factors that Google will take into consideration when deciding how websites should rank is the age of the domain name. More than one search engine optimization company has noted that there seems to be a penalty assessed to new websites, especially those that seem to gain too many inbound links, too fast. This is all conjecture, but this would make sense. Inbound links factor largely in Google rankings, and therefore many sites that were already popular in Google began selling links from their sites based upon that popularity (a practice that goes against Google’s terms of service). However, text link buying is very hard to police. The Sandbox makes sense in this scenario, because Google seems to be saying “we may not be able to stop people from buying text links, but they are going to pay a pretty penny for them before we’ll give them any ranking boost because of them.” This is more conjecture, of course, but it is a popular theory in numerous search engine optimization forums.
Lack of Links: Unfortunately, here, a new website is faced with the opposite problem. Links to new websites are called into question, but without incoming links, a new website has a slim chance of performing well on Google. This Catch-22 is obviously a sore spot for many owners of new websites.
Trustworthiness: For many years, a common search engine optimization company strategy was to set up numerous new websites all for one company, each geared toward targeting a different search term. This was largely due to the fact that search engines used to place a much higher importance on the home page of a website, rather than interior pages. Over time, search engines caught on to this trick, and as a result new domains are now looked at more skeptically. The prevailing wisdom seems to be that while it is relatively easy and inexpensive to set up a new website that targets a certain term, a website that has been around for much longer and has a breadth of content has much more to lose and is less likely to attempt to “game the system”.
The Solutions: Does this mean that you shouldn’t hire a search engine optimization company to work on your new website? Not at all. In fact, it is in the very beginning of your website planning that a long-term strategy should be put into motion - a strategy that still offers positive results in the short term.
Before You Build: It is important to get your search engine optimization company involved as early as possible before you build your new website. Not only are there many technical issues that you should be aware of before you begin design (such as linking architecture, types of text to use, and balancing your SEO efforts with your brand), but there are also strategies that can be set in motion at the outset that will counteract some of the stumbling blocks listed above. If you involve your search engine optimization company after you have built your new website, much of the work you have done will likely need to be redone with a long term strategy in mind.
Targeting Appropriate Phrases: A good search engine optimization company will tell you that targeting highly competitive phrases with a brand new website can be an exercise in futility. However, this does not mean that you cannot achieve initial success on search engines. The trick is to target less competitive phrases at the outset, and to begin tackling the more competitive phrases later. For instance, let’s assume that your company makes custom widgets, and that “custom widgets” is a very competitive search phrase. A search engine optimization company working on your new site might recommend that you instead target less competitive variations of the term, such as “custom made widgets” or “custom widget manufacturing.” Since these terms are less competitive, you will be more likely to obtain high rankings for them with your new website. You can thus enjoy highly targeted traffic in the beginning of your campaign and eventually target more competitive and popular phrases as your site gains traction, quality inbound links, and a reputation for usefulness.
Make Your Site a Resource: A quality search engine optimization company will encourage you to turn your new site into an industry resource. You can do this by providing educational content about your industry in the form of articles, whitepapers, and other forms of non-biased content. There are many benefits to this approach, one of the primary being that such content attracts inbound links without any effort on your behalf. In addition, such a resource area builds your credibility in the eyes of your potential customers and serves to educate them in all stages of the buying cycle, so that when they are ready to make a purchase, you will likely be first in mind.
Build Links: While making your new site a useful resource is a great way to attract inbound links, this does not mean that you shouldn’t also be seeking them out. Your search engine optimization company should get your site included in many general directories (such as the Yahoo directory and Business.com) but, even more importantly, in directories that are specific to your industry. Not only do these links help to boost your search engine rankings over time, but they are also a quality source of targeted traffic.
Keep Your Content Fresh: A search engine spider will revisit your site frequently if your content continues to increase and evolve frequently. A site that has been optimized for three years with no changes to its content will usually not fare as well as a site that has content which is consistently updated. It’s as if the search engine is saying “Well, this old stuff still looks good, but it certainly isn’t the newest stuff out there about this topic.” This so-called “freshness factor” can have a large impact on rankings, particularly with new websites.
Forum discussion available at Small business ideas forum.
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Maximize guest posting
December 26th, 2007
Publishing guest posts on popular blogs is a tried and tested way to get inbound links and traffic. There are certain things you can do to make this experience even more rewarding.In this post, I want to share a number of methods you can use to maximize the rewards of any guest post you publish.
A note: This post will tell you how to get the most out of guest posting once you’ve got a blogger who’s willing to publish you. If you want more information on getting to that point, I’d suggest you read Darren’s tips on pitching to bloggers.
Do your research
A little bit of research is essential before you submit your guest post to be published. It will help make sure you’re properly rewarded for your work and that you produce something that will be well received by the blog’s audience.
Does the blogger give adequate credit to guest posters? If the blog you’re writing for doesn’t allow an in-post byline for its guest-authors, don’t bother. If you write a post including a byline for this kind of blog, the author will most likely remove the byline and publish your work without it. I’ve had this happen to me before — it’s not fun!
What kind of posts work well on the blog? Take a look at some of the blog’s most popular posts to get an idea of what worked well. Could you create something with similar elements?
Are there any gaps waiting to be filled? I wrote my first guest post for ProBlogger on drawing StumbleUpon visitors into your blog because I noticed it was something that hadn’t been covered much before. It went on to become one of this blog’s most popular posts. Ask yourself: how can I use what I know to bring something unique to the blog?
The ideal guest post will show off your skills and impress. Photo by lightgazer.
Optimize your post for greater rewards
What you write and how you present it can influence how rewarding your guest posting experience will be. Here are a few tips to help you optimize your posts.
Link to yourself and others. If you’ve written something that relates to the guest post on your own blog, find a way to work in a link. You can link out to other sources as well if you’d like to take a more democratic approach. A note: if you haven’t written something vitally on topic, don’t link out just for the sake of it. This will look like you’re putting self-promotion above relevance.
Put in a real effort. It’s easier to have social media success with your post on a popular blog because there’s a bigger pool of readers to vote for what you write. More traffic to the post means more click-throughs to your site. In other words, it’s not actually worth it to write the minimum required just to get a link back to your blog. Writing a great guest post will drastically increase the rewards.
Participate in the comments section. One of the metrics whereby bloggers judge the success of a post (as you know) is the comment count. You can raise this and make a good impression on those who’ve commented by responding to questions and feedback on your guest post.
Call in favors. Use your connections to bump along the success of your guest post. You can contact social media users you know, link to the post from your own blog, or pitch the link to other bloggers.
Crafting your byline
The byline is where you’re credited for your writing. You can see an example at the bottom of this post. Most bloggers will give you the freedom to put whatever you like in your byline (within reason) — as long as it’s not too long. The byline is the place where people will decide whether or not to click-through to your own blog, so it’s important to get it right.
Create a byline to suit your goals. If you mainly want feed subscribers, include only a link to your feed. If you want feed subscribers and traffic, include a link to your feed and your site. If you only want traffic, drop the link to your feed. If you want to sell a product, mention it instead.
Appeal to your target audience. If you write for a certain type of people (for example: bloggers, dads, Zen Masters), include that information in your byline. It will capture the attention of the kind of people you want reading your blog.
Explain the benefits. If you want people to visit your site or subscribe to your feed, explain what they’ll get in return. Useful advice? Hints and tips? Free stuff? Give people a reason to do what you want.
Points to review
- Take the time to research the blog you’d like to write for.
- Write with the blog’s target audience in mind.
- A quality post can help you just as much as it helps the blog’s owner.
- Craft your byline to compliment what you want to get out of guest posting.
Skellie is a regular writer for ProBlogger. Subscribe to her feed for more useful blogging advice.
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