Optimization, Not Keywords:

The real definition of Search Engine Optimization

In the SEO business, we make a lot of fuss about keywords: A typical,
well-engineered search engine campaign begins by defining the keywords
you feel will most likely generate traffic to your site. Getting the
highest possible rank for 10, 20 or 100 keywords you define in advance
becomes the primary goal.

This is not the right approach. The top priority of sound search engine
optimization practice should be optimization.

Why? Because a successful search engine campaign will bring you useful
traffic from keywords you never consider.

A quick example: One of our clients gave us a list of 30 keywords and
said ‘we want a top ten listing on Google for all of these keywords’.
Their other goal was to increase site traffic from search engines by at
least 50%. We spent several weeks helping them optimize their site’s
HTML: We removed javascript-generated navigation and other HTML code
that prevented search engines from crawling the entire site. We also
helped them write additional site content, and began an ongoing link
popularity campaign.

The result? Top 10 rankings in only 10 out of the 30 keywords they
requested. Sounds like a failure. But their site traffic from major
search engines increased by over 150%. That’s triple the desired
result, and all from relevant keywords.

Our client’s traffic increased because their site provided easy access
for search engine spiders to all of its content. That meant a far
richer content pool for the search engines to use when ranking their
site, and far broader, stronger coverage for keywords. They got top-ten
rankings for thirty-plus keywords they hadn’t even considered, but were
highly relevant traffic generators.

Good keyword mining is important, because it finds the keywords that
generate traffic, and helps you cull the non-starters. But you never
know where your traffic might come from. So make sure that your web
site presents the best possible profile to the spiders or ‘bots’ that
Google, Alta Vista and other major search engines send to index and
rank your site. Optimize, optimize, optimize:

1. Make sure that all HTML on your site complies with relevant
standards. Pay careful attention to the W3C accessibility standards -
by bringing your site into line with that document, you can optimize
your HTML and offer the best possible site for surfers using assistive
devices, in one swoop.

2. Watch your site traffic logs at least as much as you watch your
search engine rank. If traffic from search engines and relevant
keywords is increasing, but you’re not getting top ranking for the
specific keywords you selected, don’t worry. Your campaign is working.

3. One caveat: Don’t completely neglect keywords, and don’t totally
ignore search engine rank. You may be missing big potential traffic
generators. And you might be able to improve your rank by adding new,
relevant content to your site.

I’m not saying SEO professionals and their clients should abandon
keyword mining and selection. Make sure you’re targeting the right
topics. Then turn your efforts to HTML code optimization. You’ll get
better results, and save yourself a lot of frustration.

Ian Lurie is an Internet marketer in Seattle, WA. He started his web design and marketing firm, Portent Interactive, in 1995. Portent offers complete Internet
marketing support, including search engine optimization, email
marketing, and web design and development. Recent projects
include SEO and production for www.princesslodges.com,
SEO, marketing strategy, design and production for www.dessy.com,
and, on the more whimsical side, frida.filmateria.com.
Ian has a law degree from UCLA and has successfully avoided practicing
law for almost ten years.

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