Posts made in February, 2012

Understanding Search Engines

Posted By on Feb 29, 2012

[SEO Manual Chapter 2a]     To master search engine optimization (SEO), it’s important to understand the history and nature of search engines – especially Google (which provides the bulk of web-wide search engine queries in the Western world). The bulk of this SEO guide will focus on working with the Google search engine for three simple reasons:   • Market share According to RealTimeStats, nearly 80% of 2011 global web...

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The Benefits of SEO

Posted By on Feb 27, 2012

[SEO Manual Part 1c]     So how does search engine optimization (SEO) stack up against the other marketing channels… especially paid (PPC/CPM) advertising? For successful web marketers and ecommerce businesses, that’s a moot question. It’s not an either/or situation. They understand that effective traffic generation requires both. Nevertheless, SEO delivers benefits and advantages of its own: Lower setup cost – it doesn’t...

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Understanding SEO in Context

Posted By on Feb 25, 2012

[SEO Manual Part 1b]     Search engine optimization (SEO) is an important element of online (or digital) marketing. But it is just one part of an effective online marketing strategy, and SEO must be understood in that context.   The above graph shows the most popular online marketing channel used by businesses today. As you can see, SEO is not even a primary level channel. Rather, SEO is part of the larger search engine...

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SEO Manual: Introduction

Posted By on Feb 20, 2012

[SEO Manual: Chapter 1]     Over the past few years, I’ve been working on a search engine optimization (SEO) manual for the various SEO teams with whom I’ve worked. I’ve also shared parts of it with our Chicago Online Marketing Meetup group, especially during our SEO and search engine marketing (SEM) workshops. Now I’d like to share it with you. Over the next six months, I will be serializing this SEO...

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