Here is a classic example of SEO in action. When performing Search Engine Optimization on a website, you target keyword terms. Typically you emphasize the big terms, the ones that drive the most traffic, aka the Juicy Head (as I heard Seth Godin say it) of the curve. Your SEO efforts also yield rankings for other minor terms, that maybe only deliver a fraction of the traffic a juicy head term would, but taken collectively with all the minor terms, they may add up to match or exceed the major terms, this is the classic Long Tail.

So I am going to show you an example of the Juicy Head and the Long Tail in action, Here is a snapshot of traffic stats for one of our client websites, Party Ideas and Event Planning website bestpartyever.com. Keep in mind here that Google and Yahoo use different factors to rank websites, and the psychology and demographic of the user of each search engine is different.

Notice over this short period of time, Yahoo delivered more total traffic, spread across almost 3x as many keyword terms (the long tail). Where as Google traffic was more concentrated over 4 main terms (the juicy head). 0$ in PPC was spent over this period. This has a lot to do with how quickly the different search engines index and start ranking websites.. but I think you get the drift. SEO for the Major Terms for a big traffic punch, but don’t forget the minor ones that over time will drive just as much or not more traffic. 

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What is the value of maintaining a healthy social garden? At some point it will bear fruit.

How many social networks do you belong to? MySpace, Facebook, Twitter, Jaiku, Virb, BestPartyEver, Linkedin, Digg, Purevolume, Last.FM, Pownce, Flickr, Threadless… are we tired yet? At one time or another you may have joined one of these or one of the 1000’s of other social networks out there. You built a little group of friends, and then lost interest and moved on. You left that garden to whither and die in cyberspace.

Yet there may be 1 or 2 networks that you use consistently. Here you have created a quality social graph, participate on a semi regular basis, and are making a “name for yourself”: in these networks you maintain a lush garden.

You Reap What You Sow
Linkedin is a great example. I think one could easily draw a semi-straight line between the energy invested in making new contacts on LinkedIn, and the quality and direct benefit to you these new contacts provide. Your social garden bears fruit, as long as you maintain it.

Here is another great example. My wife Sally (BizGirl) is an avid Twitter user. She has invested much time in tending her social garden that has already born fruit. She has created many useful connections with other professionals, landed a interview with Robert Scoble, and opened dialog with a few VC’s (which is a good thing, since she is seeking funding for her startup).

The Green thumb
While some may see time spent on social networks a waste, it really can be a productive endeavour. The name recognition, branding reinforcement, and personal connections you can make can prove valuable in tangible and intrinsic ways down the line. Tending your social garden is as important to business today as the trade show was 15 years ago.

From an SEO perspective it is a vital part for building links. The content that you push to these networks may generate backlinks to your site which in the long run will help your rankings.

Don’t over fertilize

There is a fine but clearly defined line between being a schmuck that spouts noise all day, and gently finessing your contacts with targeted messaging and marketing. Don’t be the guy that twits 400x a day as you will quickly lose your followers, on the flipside though don’t be afraid to share your ideas and things you find helpful with your network. These nuggets that you pass on may be of help to someone who may return the favor later in the form of a new contact, lead, or personal recommendation.

Bottom line: dedicate some time every week to tending your social garden, it will mature over time and generate ample fruit to your benefit.

Thoughts? How do you utilize Social Networks?

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Let’s face the facts: Most web designers don’t know a thing about SEO. Many companies don’t understand that a total re-design of their website by a web designer unskilled in the SEO industry most likely will result in a tanking of rankings. Re-designs do not have to equal a ranking tank if you keep your bones in place.

1. CSS is the way to go. Anyone that is getting their website re-built should not do so without CSS being the base of their design. This will cut out tons of back code and will allow the search engines to crawl through the site. Yes, flash may look pretty, but the search engines have no interest in an all flash website. It’s not Marti Gras, so keep your flashing to a minimum.
2. Keep your current bones in tact if at all possible. Creating the re-design off of the old navigational structure will help hold your rankings steady. This only applies if you are re-designing an html site to an html site. Cookies needn’t apply.
3. Any changes in navigational structure should be 301 re-directed to the new page. Don’t let search engines lose sight of your content and site’s structure.
4. Keep your content, keep your headers, keep your meta’s, and keep your anchor text. If your website is ranking for top terms and you are doing a re-design, these are all vital (especially if they have been optimized previously). If you would like to change any of the above, I suggest revisions opposed to a full revamp. If you have content you do not want to share anymore,
5. Send out a press release and include your top terms which in turn link back to your website. The press release can be about why you did the re-design and what your new site provides online users.

With these steps, you should not have a problem keeping your site out of Google’s gutter. Made unaware, you will definitely tank. Having your SEO consultant speak to your web designer prior to the re-build is the best tactic, but will not re-assure they will listen. Having the same company that does your SEO to do your design is your best bet.

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Blogging is simple. As a blogger, the thought of “what should I talk about today” should not cross your mind. In fact, blogging does not have to be an hour long project that turns into a homework assignment. If you read what’s on the net in regards to your industry (or your clients industry if you blog for clients), then you have material to blog about. It’s as easy as 1-2-3.

Blogs are just a collection of your thoughts regarding a specified subject. Right? You really only have 3 things to work off of:

1. You read something in the industry and disagree with it;
2. You read something and agree with it;
3. You design your own ideas and opinions about something past, present, or future.

#1. Disagreement: You were clicking around and ran across an article. Mid paragraph you pull the BS card and fully disagree, or disagree to an extent of the matter, and you might even make a comment about it in their blog. It’s okay… vent away little blogger. You have your own venting corner on your own blog where you can gripe and call them out. Make sure to prove your points with reliable resources of course. Don’t forget to back track links.

#2. Agreement: You read an article and by golly it was like a hammer hitting a nail in full force. Awesome. Not only have you found a blogger you can relate to, but you also have something to blog about. “But I agree with it. Why would I blog about it?” you might ask yourself. Well, as a human being, you have extra thoughts on the subject. More things you might like to add and point out will be helpful for your readers. Again, back track links.

#3. Epiphany: You are lying in bed about to go to sleep and have an SEO epiphany. Being in the SEO industry, I know your brain doesn’t quit even when you lay down for bed. We eat, sleep, and breathe SEO right? So use these ideas for a blog. Get out a pen, jot down your thoughts, let it play out in your head, and blog about it.

So now that you know the 1-2-3’s of blogging, go update yours before it gets stale.

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