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What's the most important part of an SEO campaign?
If you're like many of the business owners that are beginning to
see the importance of search engine optimization as a marketing
tool, chances are that you've come across quite a bit of
contradictory information. You've probably heard a...
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SEO Stoopid!
Why am I SEO Stoopid?
I'm SEO Stoopid because I didn't properly take notice of what my
stats could have told me.
If I would have done, I would have noticed something sooner and
factoring that something into my response would very probably
have saved me a goodly number of lost posters and art print
sales.
My site, www.kruse.co.uk/,
is about SEO. I've been doing it since 1996 or thereabouts and
have clients of many years standing. Halfway through last year,
I started adding posters pages to it. It's restful and
unoressured compared with a lot of SEO, plus I wanted to see how
fast I could get unrelated pages indexed and where and with
whom, plus unexpectedly I found that I enjoyed doing it, lots of
reasons.
When the first two phases of Jagger hit, I was cool. It washed
over my seo clients the way I expected it to (it had no effects
at all), and it washed over my (by now only mostly) SEO site the
way I expected it to (it had no effect at all there either).
Then came the third wave. Oh dear!
My site's serps (not my clients' - they're all fine) went into a
decline that they still haven't come out of. I was getting damp
postcards from my serps telling me what depth they were
reaching. They told me in one message they'd dived deeper than
any known footballers. Imagine! If they ever come back up
they'll need time in a decompression chamber before they can
surface again.
I decided that since I was tanking anyway no-one would be
finding my poster pages from the engines and so now was the time
to hive my poster pages off to their own site, something I'd
been meaning to do for some time as a site is unlikely to do
well for two such diverse subjects. I got myself a new domain
for them too, www.here-be-posters.co.uk/ in anticipation of the
day when I have more time and can settle them down on their own
dedicated space - the demand I had for them shows that they
deserve it and I'll be attending to this in the New Year.
I put them in a little backwater personal hosting space I have
with my Broadband ISP. I have a custom 404 on my main site and I
adjusted it to make it plain to folk that I'd moved the posters
to a new domain as they were swamping my SEO efforts.
Now I always kept a good eye on my stats but I'd failed to note
that results from Google, these days, aren't just from Google
any more. They're from Google Images too - and despite the fact
that I'd tanked in Google.co etc for text seaarches, unknown to
me as my old stats package didn't make the distinction, my
posters were still very very well ranked in Google Images. I
only found this out by studying my Google Analytic stats, a
service I'd only
recently signed up to in anticipation of
clients expecting me to keep them abreast of Search Engine and
SEO events in general. Normally I leave it a while before
jumping aboard, wait till the kinks get ironed out, but with all
the publicity i didn't think I'd be afforded that privelige.
I checked out "Michael Sowa Prints". I was in the 80's in
Google.com but to my amazement I was at positions 1 and 3 in
Google Images. I checked out "Salvador Dali Prints" and
"Escher-prints". Same kind of deal, I was well off the main map
and out in the boonies in the text-driven Googles but top 5 in
Google Images. Go see, they'll probably still be there even now.
So, what was I to do? All those potentially hard-to-get serps
were going to waste as when people didn't see the result they
expected when they clicked through, just my 404 page (polite
though it was) they just went somewhere else.
Hurriedly put all my pages back up again is what I did, and on
my SEO site too, (www.kruse.co.uk/), thinking to catch what
business I can from what's left of the Christmas rush. I've left
all of the links to the new site (www.here-be-posters.co.u
k/) in place as they'll get people hopping back and forth
from each site to the other, hopefully without realising. All
the posters and art prints, the wall tapestries too, will have
to be moved over eventually and on a permanent basis. You can
have a site about SEO or a site that uses SEO to sell posters,
you can not, not for any length of time, have just the one site
that does both.
Not the way Google are ordering the universe anyway.
I'll change over slowly in January using individual 301
redirects and this time they really will be permanent.
For now though I don't believe it'll matter as Google, according
to their own stats via Google Sitemaps, have no info yet about
www.here-be-posters.co.uk/. I'll see it doesn't get indexed
properly before I've moved everything over permanently.
But look at the sales opportunity I very nearly missed, eh?
Moral of the story is, make sure your stats package is the best
that it can be. I don't think I'll be using my old stats package
too much from now on, but I will keep it on as it does have some
individual visitor tracking capabilities that Google's version
of Urchin currently lacks. Always remember, reading your stats
regularly will save you money and time in the long run.
But do make sure they're as detailed as possible - you may miss
important information if they aren't! Don't be an SEO Stoopid!
About the author:
Bill Kruse has been doing SEO at Kruse Internet
Services since 1996.
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