The 10 Commandments of SEO

The Ten Commandments of Search Engine Optimization
Moses Jr.

When a client says, "Your competition has guaranteed top results and submission to 100,000 Search Engines and Directories", We need to start educating them that Search Engine Optimization (SEO) is a process and not an event - don't just add random keywords and submit the site to every directory possible and assume you'll get a no. 1 ranking.

Hopefully this article will help distinguish the shysters from the genuine SEO companies.

Commandment 1:
Thou Shalt Not Guarantee Rank (Period!)
Search Engines alone control their indexing and ranking algorithms. Trying to trick Search Engines is a futile process and the only way to improve your rank is to play within the rules, which are very simple: make it logical and provide valuable content for the site visitor - after all, that's who the crawlers (little programs that constantly crawl all over the web) are interested in serving.

If your SEO person tries to sell you a magic formula like "Top rank on Google in 10 days flat", forget it - there are no short cuts! A top ranking on Search Engines takes time and effort. Hard work is imperative, especially in developing the content on your website and links to your site.

Commandment 2:
Thou Shalt Consider Ranking as Means but Not the End.
Ask yourself what a top search engine rank means to you? While it's great for your ego to be No. 1, you should be more concerned with increasing sales on your website, or at the very least, in driving qualified traffic to your site. Ranking for the right keywords (keywords used by your target audience) is what is important. There are SEOs who will try to demonstrate case results for keywords that occur only on your website. Be careful of such gimmicks.

Commandment 3:
Love Thy Neighbor but Know Thy Competition.
"Rank" is just a relative position. How well you do in search engine rankings is a function of how much hard work you've done compared to your competition. Carry out a careful analysis of their keywords, links, etc., don't copy them exactly.

Commandment 4:
Love Thy Search Engine - Use Friendly Design.
A search and visitor-friendly design is a given. Your website should be interesting enough to encourage repeat visits by search engines as well as potential customers. Make sure you have search engine friendly URLs and avoid those long URLs with query strings attached.

Commandment 5:
Select Keywords that are Worthy.
You need to research your keywords before targeting them, since there are an infinite number of variations which would be cost-prohibitive to target, not to mention ineffective. WordTracker, for example is a tool that gives you an idea of a keyword's search potential. It is advisable to start a keyword campaign with moderate competition and a high number of searches.

Commandment 6:
Thou Shalt Write Great Content.
Even if a website site is technically friendly to search engine robots (those crawlers again), it won't help unless you also fill it with valuable information and content. Contextual and editorial value are highly prized by Search Engines and good content brings repeat visits - not just by search engines but also by viewers and increases the possibilities of conversion. Your web page should have your desired action embedded in the content and you must also make sure that the content is fresh and regularly updated.

Commandment 7:
Honor Thy Hyper-Linking Strategy.
Hyperlinks make your content accessible and put it in context. Hyperlink in the right context within your website to cthe appropriate content on other websites. Good links are appreciated by the Search Engines and by visitors alike. No one likes to be taken to a site selling "apples" when they're really shopping for a "Macintosh"!

Commandment 8:
Make Thine Meta-Content Relevant and Original.
Meta content is all that code stuff you see behind your web page and it is much like a business card. Just as a business card tells who you are and what you do, Meta-content tells the search engines everything they need to know - like the relevance and context of your web page. Resist the temptation to fill your Meta content with as much as you can cram in, but do make sure it is reasonably well detailed.

Commandment 9:
Acquire Thou, Links That Are Relevant.
Incoming and Outgoing links are the roads in and out of your web page for search engines and visitors. Good links improve your webpage's value on the World Wide Web and bad links poke holes in your credibility. Be carefully selective in reciprocal linking. Both reciprocal and one way links work well, but only if you are prudent in selecting who you link to. Submit your website to the relevant sections in relevant directories - remember, relevancy is the key!

Commandment 10:
Consult Thou An Expert.
If you are technically competent (and have the time to spare) there are 2 ways to learn - from your mistakes or from others' experience. SEO is a laborious process (remember, its not a one-time thing) and if you have the time and expertise you can do it yourself. However, if you're more interested in running your business instead of wrestling with codes and techniques, you're much better off - both financially and time-wise, if you consult the experts.