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The EvO:R-Pedia Musicians Tips Section
Welcome to the EvO:R Tips Section. We call this section EvO:R-Pedia because it is like a complete
reference library for Indie musicians...Just about every tip has been used so you won't find false
promises and a series of books to buy after reading each tip. This section was put here by musicians
so that people that followed can take this knowledge and use it's power.
7 Components of a Well-Rounded SEO Program
By Brandon Cornett (c) 2006
How can you ensure the viability of your SEO program well into
the future? How can you reduce the impact of search engine
algorithm changes and enjoy long-term visibility and ranking?
Brandon Cornett is a full-time SEO professional and the author
of "The Agent's Guide to Search Engine Visibility."
Through his books, articles and blogs, Brandon teaches real
estate agents how to optimize their websites to attract more
The answer to both questions involves having a well-rounded SEO
Website owners who put too much emphasis on a single element of
SEO are more vulnerable to changes in search engine algorithms.
If you look at the history of search engine optimization, you'll
see a pattern of this:
Back in the day, a lot of webmasters relied heavily on keyword
tags to drive their visibility and ranking. But the search
engines demoted the importance of the keyword tag, and many
websites suffered as a result.
Link exchange networks are a more recent version of this
scenario. Search engines are now devaluing links that are part
of link farms and obvious reciprocation schemes. And once again,
some websites are suffering from it.
But how is it that some websites coast right along, largely
unaffected by search engine updates? What's the difference
between these unaffected websites and those that are negatively
Sure, the age of the domain plays a part. But another key
difference is the well-rounded nature of a website's SEO
program. Instead of focusing on the hottest SEO "trend,"
websites with long-term SEO success focus on a variety of
strategies with equal emphasis.
In that sense, SEO is similar to financial investments. The more
you diversify, the less likely you are to suffer across the
board when uncontrollable factors fluctuate.
So how do you diversify your search engine optimization? By
using a variety of tactics in conjunction with each other. Here
are some of the tactics you might use.
7 Components of a Well-Rounded SEO Program:
1. Create quality content
2. Create web-based resources or tools
3. Start a blog
4. Publish press releases online
5. Publish articles online
6. Add your site to quality directories
7. Acquire links from relevant websites
1. Create Quality Content
Good, original content helps your SEO efforts in three ways.
First, quality content will make your link-building efforts much
easier. Think about the kinds of websites you would link to. I'm
willing to bet they all have one thing in common -- relevant and
Quality content will also increase the number of page views you
get per visitor. Again, consider your own behavior for a moment.
What do you do when you come across a site that might be
relevant to your needs but offers very little content? You
probably bail out, don't you? Well guess what. Search engines
can track that if you find the site through their results
When you conduct a Google search and click through one of the
listings on the results page, Google can track your immediate
actions upon reaching the site. Did you immediately back out, or
did you stay a while? "Sticky" websites make your readers happy,
increase your sales, and improve your search engine
The third way content helps you is by telling the search engine
what your site is about in the first place. The more content you
have, the more you can use titles, links and page copy to
educate readers and search engines alike.
2. Create Web-Based Resources or Tools
Web-based resources and tools are an extension of the last
point, quality content. But now we're taking the content idea to
a higher level. The goal here is three-fold. We want to give our
visitors useful information, we want to increase our website's
"buzz" factor, and we want to pave the way for our linking
campaign (item 7 below).
Some SEO websites are really good at this strategy. Look at the
variety of useful tools located at WeBuildPages.com and see what
I mean. Jim Boykin, the owner of the site, knows quality content
and useful tools will make people more inclined to (A) stay on
his site longer, (B) recommend it to others, and (C) link to it
from their own sites.
The key here is to create content and resources that are truly
useful (not just marginally useful). For instance, let's
consider a mortgage-related website. Having a mortgage
calculator onsite is helpful, but it's not going to generate
much buzz or linking. Those calculators are everywhere. But if
the site builds a mortgage learning center with step-by-step
instructions for first-time home buyers, it will more easily
acquire links and retain visitors.
3. Start a Blog
You may already know this, but if not here it goes. A blog is
not a magical SEO device like some people seem to think. Blogs
are chronological content-management tools that convert normal
text into HTML. That's all.
With that said, blogs can play a major role in search engine
optimization because they make web publishing quick and easy.
Because they're so easy to use, site owners are more likely to
create new content on a regular basis. Blogs also add an element
of freshness to a website -- always a good thing for SEO.
Blogs also help your SEO program by social means. The most
popular blogs in a given industry usually have a strong sense of
personality. Don't use your blog as another channel for dull
corporate speak. Use it to have a frank discussion with your
audience. Share your true ideas in your true voice, and other
bloggers in your niche community will link to you soon enough
(especially if you're an authority).
4. Publish Press Releases Online
Do you have news about your business? If so, publish it online
through a site like PRWeb.com. A good news release will go far
online, often being picked up by respectable news sites, RSS
feeds, blogs and more. If you upgrade your release, you'll be
able to hyerplink some of your key phrases. Suddenly, all those
sites and blogs are pointing toward you with key phrase
I've published press releases online for clients and had them
picked up by highly ranked authority sites. Sometimes, these
sites will use the release to write a story of their own
(linking to the source website). In fact, I had a press release
spawn a story on a popular website that drove 30% of my client's
website traffic for that week! This direct traffic is in
addition to the long-term SEO benefits of having the story
5. Publish Articles Online
Ah yes, the power of articles. Now we're getting to one of my
favorite web marketing strategies. The benefits of article
marketing are so great that I've written an entire book on the
subject (and made it part of my real estate SEO learning kit).
But for now, let's summarize these benefits.
By publishing articles over the web, you extend your
communication reach and increase your search engine ranking (by
way of relevant backlinks to your website). Using websites like
EzineArticles.com and SearchWarp.com, you can tap into a large
distribution network. You can also find dozens of niche websites
who are hungry for quality content and would gladly publish your
Here's a shortcut to finding these niche websites. Do a search
for your key phrase plus the words "submit article." For me,
this might be: "real estate marketing +submit article." I can
also find niche directories this way by using "real estate
marketing +add URL."
And speaking of directories...
6. Add Your Site to Quality Directories
As a matter of course, I always recommend to clients that they
add their websites to one or two general directories (like
JoeAnt or Best of the Web) and as many niche directories as they
can find. Such directories strengthen your link popularity and
make you less susceptible to wild ranking fluctuations caused by
search engine updates.
For example, one of my websites is related to real estate
marketing, so I would do well to get it listed at Reals.com,
IRED.com and similar sites. These sites are high-ranked,
well-trusted, and relevant to the topic of real estate.
7. Acquire Links From Relevant Websites
I saved link-building for last for a couple of reasons. First,
you want to make sure your website is worth linking to in the
first place. That's why quality content, resources and blogs
were steps 1, 2 and 3. Having a "link-worthy" website will make
your link-building efforts much easier. Trust me on this one.
Secondly, I put link-building last because I want you to think
bigger than just going out and harvesting links. By illustrating
the benefits of press release, articles and directories (all key
components of a link-building campaign), I hope to open your
eyes to the broader benefits of web publishing in general.
Remember, it 's not just about people finding your site. It's
about how they find your site, and what they find when they get
there. If somebody finds you through a trusted source (like a
news site), and they find quality content and interesting
resources when they arrive, you've earned their trust right from
Don't think of link-building as an isolated component of your
SEO program. Think of it as an inseparable part of everything
you do online.
Each of these topics deserves an article of its own (and then
some). But I hope this prompts you to take the next step --
learning about each facet of a well-rounded search engine
Does this approach work? I can say it does from firsthand
experience. I have sites that rank well for highly competitive
phrases, and they have sailed smoothly through all search engine
updates over the last few years. They were all built using
well-rounded SEO practices.
Copyright © 2006 Jayde Online, Inc. All Rights Reserved.
SEO-News is a registered service mark of Jayde Online, Inc.