Disinformation Experts Part 1

Disinformation seems to be running rampant throughout the search engine optimization and Internet marketing community. Each “Expert” has his/her own opinion about what should or shouldn’t be done to optimize a website for the highest rankings in search engines like Google, Bing and others.

If you are currently enjoying top search engine placement, and the traffic you receive from that placement is delivering qualified visitors with a high conversion ratio, then you should make NO attempt to change your current strategy. “If it works, don’t fix it”. However, if you’re one of the multitudes being fed large doses of hog-wash by self proclaimed SEO Experts, and your Internet marketing strategy seems to deliver little or no qualified visitors, then you might want to read further.

Question the source of your information.

Many website owners believe that top placement (#1 through #10 positions) in search engines is the most important goal in their Internet marketing campaign. It’s understandable that these people are focused so intently on this goal, after all, every other article written about Internet marketing claims that ranking high in search engines is the most important aspect of your website promotion campaign. And nearly every SEO Expert on the Internet will stand behind this claim. But you must ask yourself, what is the source of this information? Who has the most to gain, if everyone believes that SEO and top search engine rankings will deliver fortunes untold? Of course the SEO companies and search engines themselves have the most to gain. You would be wise to question the motivation behind such claims? Especially, if you’re spending money trying to move your site to the top of the search engines.

Finding answers among the confusion.

If you’re like me, you may be experiencing some frustration over SEO. I do not claim to be an expert on SEO tactics, nor am I an Internet marketing guru who claims to have all the answers. I am a web / graphic designer trying to deliver quality service to my clients, and at the same time, keep myself educated on the most useful strategies for marketing my company online and offline. I read a lot of articles, and when I find something worth sharing, I’ll write about it on my blog. The amount of information published on this topic is staggering and sifting through endless articles about Internet marketing and search engine optimization strategies is a never ending process. But I do it because it helps my customers and it helps me stay informed about what’s important in developing an online marketing strategy.

When experts don’t agree.

Two recent articles I read, make opposing claims about cross linking. One says that it doesn’t matter, don’t do it! The other claims it does matter and it should be the main focus of your marketing strategy. Which one is correct?

Let me say this right now “Targeted traffic should ALWAYS be the goal in developing your online marketing campaign”.  That said, I believe that both arguments have valid points, yet at the same time neither is completely correct.

Cross linking is important, because you can and will increase targeted traffic by strategically placing your links, on other websites. You want visitors to come to your website for the specific reason of buying your product or service, and sales equal profits. Profit being the reason most people go into business in the first place. Therefore, getting as many links to your website as possible is very important to increasing traffic. The more inbound links you have the more potential traffic you can generate. But there’s more.

Claims that cross linking does absolutely no good, is absolutely half right. Cross linking does not and will not help your search engine ranking, page ranking, or Alexa rating. In some cases, abuse of cross linking could result in your page, or your entire website being banned from some search engines. Cross linking should be done in moderation and for the right reason.

If your main focus is ranking high in search engines or having a high Alexa rating or page ranking, you should reconsider your online marketing strategy. This can be a frustrating approach to promoting your company and it could cost you a lot of money.

Effective campaigns integrate multiple strategies.

Building a strong link program is very useful in your overall campaign, when done properly. But it should not be the only marketing technique you are using.

When developing the overall strategy for your online marketing campaign, it is important to include as many tools, tactics and methods as your budget can support, in the initial stages of your plan. This will give you a greater advantage in reaching your goal then if you were to focus on any single technique. Through continuous testing and analysis you will eventually narrow your arsenal to what most effectively delivers results.