Online public relations campaigns can be used as very effective off-page SEO. Done well, they can increase targeted traffic to your site. A good PR effort for SEO should include keyword optimized press releases to increase the visibility of your brand in the marketplace and get you more leads and sales.

In the best of all worlds, you would use both “push” and “pull” marketing, where you push your message to the media your prospects tend to use most. The pull strategy “pulls” prospects to your site by making your site more visible in media where your prospects already visit. The end result can be more traffic, higher placement on SERPs, more organic, high quality, inbound links to your site, and press releases being picked up by top industry publications.

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Using Facebook to market your business is one of the best ideas to come along in recent years. It shoulders some of the advertising burden and connects you with your customers. You have to have a personal Facebook account before you can set up a business account because business pages are created and maintained from within a personal account and has to be accessed via your personal login. If you try to start out setting up a business page, you’ll have to set up both at the same time, which is why it will ask for personal information.

Then, you have to become a fan of your business page before it can be seen when you search. But the actual setting up of your business page isn’t that hard. There are fields you have to fill in for the description of your business, your mission, how long you’ve been around, and stuff like that. What are the keys to having a good Facebook page that will serve your business well? Two important ones are accessibility and interaction.

The first screen shot shows part of the “Tips and Tools” page from the Facebook page of Nicorette, a company that makes nicotine gum for people who want to quit smoking. There’s an opportunity to share your story if you’re trying to quit smoking, and there’s a poll. If you were to scroll down further, you’d see that there’s a button you can click to get a coupon. So the page’s visitors have several chances to interact. The “Wall” for Nicorette has a number of sympathetic tips on how hard it is to quit smoking, etc., and visitors can comment and leave their own words of encouragement.

But not everyone has the kind of budget that Nicorette does, but you can still do a lot with a Facebook page for your business. The second screen shot shows the Facebook page of a business that sells handmade clothing and jewelry. It’s pretty simple. The Wall is used to post pictures of items for sale, and people can comment on them. The Boxes tab takes you to the page shown in the second screen shot. Again, it’s pretty simple, but as you can see there’s a link you can click to enter a contest to win a gift card. Links like that get plenty of clicks!

Facebook Apps

Once you get your business’s Facebook page up and operational, you can install various Facebook “apps” that will make it more interactive and appealing. You don’t have to have a lot of technical expertise to do this, either. They include social games and quizzes that you’ve no doubt seen if you follow friends on Facebook. While there are dozens and dozens of apps, there are a few top ones. First you need to know that FBML stands for Facebook Markup Language. You use it to add functionality to your Facebook page. The Facebook Static FBML application adds a box on your page where you can render either FBML or HTML to further customize your page.

You can use static FBML to add vertical navigation in the left hand column, which is familiar to most internet surfers. In it you can put links, promotions, and contact details. Add this app to your Fan page as a box, not as a tab. Then you add content to the box with standard HTML. In your sidebar, you might add icons or graphic buttons that link to other destinations your fans might like, such as your website, your blog, or your Twitter account. The sidebar will be visible regardless of what Fan Page tab your visitors happen to be using. When you’ve added your content and saved it, it will show up as a box on the tab marked “Boxes.” From the boxes tab, you can see if your HTML has rendered, and if it has, you can click on the pencil in the upper right hand corner and choose “Move to Wall Tab” to get your content to display in the left column navigation of your page.

People love contests, giveaways, and other promotions, and these are great ways to engage visitors and make them more familiar with your brand. The Promotions app lets you create and publish a contest on Facebook so that it is sociable and easy to share. Now, to use this app, you have to sign up for an account at wildfireapp.com. That’s because the content you create stays on the developer’s website. After you sign up and connect the app to Facebook, whatever promotions you create on wildfireapp.com will show up on the tab on your Fan page. You go through an easy step by step process to build promotions, where you’ll add dates, types of prizes, and entry fields for the entry form. You can also add stuff about rules and even add artwork to your promotions.

The thing about having your contest content housed on WildFire is that you can put it on other social networks as well, and even put it on your own website. Whatever changes you make to the promotions will update dynamically on all the locations where fans and customers interact with you. You should know in advance, however, that it isn’t free, even though setting up a WildFire account is free. A basic WildFire campaign costs $5, plus 99 cents each day the campaign is active. There are other WildFire promotion packages too, depending on your ideas an budget.

Here’s a great idea if your website includes video content. You can use the YouTube for Pages app to dedicate a tab on your Fan page to your YouTube channel. Again, this involves setting up a free account on involver.com. After it’s connected to your Fan page, you tell it the YouTube channel you want to get videos from. Your most recent upload or favorite video will be featured, and there will be thumbnails for earlier videos. The videos play directly on Facebook.

One of the best ways to get feedback on your business is with a poll. It also happens to be a great way to interact with your customers and fans. The Facebook Poll app is extremely easy to use. You don’t have to set up any type of third party account or anything. You connect it to your page and all the settings reside in your settings panel. You just set up your poll by stating the question and list multiple answers from which fans can choose. You poll can go on your Wall, on a custom tab, or in your left-column navigation. You can invite friends to answer the poll, and then they can share it. The results are right there on Facebook for everyone to see. Imagine adding a fun, interesting poll every week. You’ll give your fans a reason to check back often.

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The great news is that web hosting is a very competitive market, and you have plenty of choices. There is stiff competition for the opportunity to host your website, so make sure that your needs are met. If one company doesn’t meet your needs, there are plenty of other fish in the sea. Here are the things you should consider and compare before signing on with a web hosting company.

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Even with embedded video, flash, and other non-text content, the internet is still mostly made up of information in text form. Search engines that crawl the web looking for good sites with high quality content are crawling text. They can’t “see” images, so any information they get pertaining to those images have to come from filenames and from the text surrounding the images. Pages without text won’t rank well. Pages that have text have an advantage that depends partly upon how relevant and cohesive it is. The best content, according to the search engine crawlers, is text that is keyword rich (not stuffed), original, and relevant. Using article directories is a strategy to boost the search engine rankings of your website and hence your sales.

Why Should you Use Article Directories?

Article directories allow anyone to post articles for marketing. The articles have to be informative and can’t just be blatant sales pitches. Most article directories have fairly strict rules on the standards that the articles they publish have to meet. Many times these rules relate to the number of “self-serving” links allowed in the main body of the text, and the information that can be placed in the “resource box” that is placed at the end of each article.

Put simply, article directories are a way to spread the gospel about your website. If you adhere to the rules set forth by an article directory, you’ll have no problem getting your articles accepted. Google likes the major article directories, like Ezinearticles, ArticlesBase,and Goarticles. An article in one or all of these directories can get you some nice back links to your website. In fact, you’ll have a better chance of ranking on the first page of search engine results with articles on one of these sites than if the article was on your own website.

As far as back links go, back links from some article directories are more valuable than back links on others. But since the number of back links your website has is taken into account (as far as we know), then you should benefit from them. The “bad” back links are ones from paid link schemes, link swapping schemes, and from the so-called bad neighborhoods on the net, like porn sites and gambling sites.

While you can access services that submit articles to many directories, this isn’t the best idea. For one thing, duplicate articles all over the place aren’t going to get much love from the search engines (since they like original and not duplicated content). And for another, five high quality articles submitted to five high quality article directories will benefit you more than two dozen crappy articles submitted everywhere in a scatter-shot approach. The top article directories are high traffic sites, and some of that traffic is bound to find your site from your bio or resource box.

What to do First?

Before you write an article for a given directory, go to their submission guidelines and make sure you follow them. Some are more strict than others. Ezinearticles, for example, is very strict about the number of links that can go in articles, how far into the article those links must appear, and whether or not those links appear “self-serving.” (See screen shot of Ezinearticles editorial rules) Other sites, however, like eHow and GoArticles.com are not as picky. But they have their rules too, and you have to follow them.

On most sites, you can freely submit articles once you register a free account. You’ll generally be able to add an author byline, a hyperlink, and the address for your website. The better written the article is, the more readers it will attract, and the more potential traffic your website could receive.

After you have your accounts set up, you should do some keyword research to see which keywords you need to target with your articles. If you can write (or have somebody write) several unique articles targeting those keywords, you can potentially draw a lot of attention to your site indirectly. Choose your titles carefully. Sometimes this can be tricky, because you have to worry about duplicate titles, but really give it the thought and attention it deserves. Keywords in your titles are important, just like they are on your website.

Does it Work?

While article directories don’t get as much love as they used to from search engines, they still get points for original, keyword relevant content, and the best article directories are still good sources of back links to your site. It is still not unusual for articles from the top article directories to rank on the first page of the search engine results for some topics. It is about as close as your site can get to free advertising, even if you have to hire a writer for the articles.

How about Some Tips for Successfully Using Article Sites?

Create a bio for yourself as the author (even if you outsource the writing, you’re the one who ends up with the copyright). Most article directories allow at least one link to be placed in the “bio” box. Sort out how many self-serving links you get, and then sort out how you want to parcel them out between your website’s home page, other pages on your website, or your blog if you have one.

Link to your article directory submissions from your blog and from social networking sites like Facebook and Twitter. You can also use sites like Digg and StumbleUpon to bring a few more eyeballs to your article.

In conclusion, article directories are another tool in your web promotion toolkit. They are about as close to free advertising as you can get, and if your content is good, you will be rewarded for it with increased traffic to your site.

Update, I have had several requests for a list of article directories, so here is some we use:

http://www.knol.google.com

http://www.ezinearticles.com

http://www.ehow.com

http://www.hubpages.com

http://www.squidoo.com

http://www.articlesbase.com

http://www.buzzle.com

http://www.suite101.com

http://www.technorati.com

http://www.articlesnatch.com

http://www.articlealley.com

http://www.thefreelibrary.com

http://www.getarticles.info

http://www.ezarticleinformation.com

http://www.articledashboard.com

http://www.ideamarketers.com

http://www.amazines.com

http://www.freearticlesoftware.com

http://www.salesarticle.com

http://www.tryarticles.com

http://www.informationabundance.com

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Link building also sometimes goes by the name of “offsite optimization.” It is very important to your SEO efforts, and it’s also one of the most time and labor intensive. You can’t wish other webmasters into linking to your site, and when they do, what anchor text are they using? How will you get inbound links to deep pages in your content?

OK, sure: great content is important. But who has time to wait around for the world to finally discover your great content? You need a great plan to go along with your great content. Consider link building as a vital business strategy for your website’s long term success. It has to be integrated into your standard business practice and regularly tended to. Here is a checklist to determine if you’re doing what you need to in order to continually build up your constellation of links.

1. The easy stuff. Submit your site to DMOZ and the other standard directories. Submit your content for syndication and submit the occasional press release when it’s newsworthy. Create RSS feeds and submit it to feed lists.

2. If you have a mailing list of happy customers, thank them and offer them a free benefit for helping spread the word on a new product page. Give them link text that they can use in their own home pages and blogs. The freebie can be a coupon for free shipping on their next order, a free e-book download, or something similar.

3. Make sure that every page on your site has a “link to this page” box. This will make it easy for people to create deep links with correct keywords.

4. Offer a free web tool or script that performs a service and links back to your site. Make sure you have at least one keyword in the link text.

5. Find out who links to your competitor. Using a backlink competitor tool (as in the screen shot) can help. There’s nothing wrong with contacting sites that link to your competitor and asking for a back link. Be polite about it, and you’ll be amazed how many sites will agree.

6. Stay away from link swapping and link buying. These practices will hurt your site’s PageRank and SERP standing. Link buying can get you banned from Google altogether.

7. Do you have the time to devote to link building strategies? If not, seriously consider outsourcing this work to a reputable SEO business that has a good track record of getting links. If you do have the time, build that time into your schedule, because it is very important to the long term health and growth of your site.

8. Keep a written record of the back links you pick up and what page they link to. This will benefit you in numerous ways. For one, it will help you judge which pages are most popular. It may point up deficiencies in pages that aren’t getting much link love, and it will let you know when your pace of back link building lags, indicating that you need to step up the effort.

9. While back links are SEO gold, internal link building is important too. Don’t neglect this aspect of your SEO strategy.

10. Make sure there are links to your site on all the social profiles you have for your business or website. Build a link into your email signature, and on forums and comment threads that allow it use a link to your site in some of your comments, but by no means all of them. If comments are monitored and it looks like the only purpose for your comment is trolling for back links (Comments like, “Great post! I hope you’ll stop by my site at http://www.myawesomewebsite.com”), then you might get booted off the site.

11. Offer to write a guest post on a blog you admire that’s relevant to your website. This is a great way to squeeze yourself some healthy link juice.

12. Don’t get links from sites that themselves link out to SEO related sites like link building software, link building clubs, paid link building, and SEO forums.

13. Don’t get links from sites that discuss Google PageRank in their ad sections. These have a whiff of desperation about them that Google can sniff out easily.

At the root of all this is knowing why you’re building links and what you want to get out of the process. If you do it right, you can get more traffic to your site, better SERP position, higher PageRank, and a healthier bottom line for your business. It’s easy to get overwhelmed with all the things a webmaster has to do to keep his or her site in top form and attracting all the traffic it deserves. There’s social media strategy that requires time and effort, on-page SEO to be tended to, link building, and all the while if it’s an e-commerce site, you have to actually run the business too!

Most webmasters have to map out the tasks specifically: “Twitter / Facebook updates every day by noon; 30 minutes on link building strategy every day after lunch; 30 minutes monitoring competing sites every morning first thing;” etc. So many of these things seem like things you can easily do on the side, but they’re important enough to require your full attention, and you could easily let them slip unless you write them into your work schedule. Good content, good strategies, and good discipline are what it takes, and no, there really aren’t any shortcuts.

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Used properly, social media can help you with market research, learn about the type of people interested in your business, and build your customer base with only the investment of time. Using social media to build your site traffic and improve visitor loyalty is one of the biggest trends for 2010, and small businesses everywhere are doing it to make their businesses better and increase their sales.

Even though there’s no way around the requirement for having good content, a social media campaign built as a framework around your great content can sincerely help your efforts along. And you can track your success due to your social media campaign pretty easily. Here’s a checklist of the things you should do to make your social media campaign work hard for you.

Steps to a successful social media marketing campaign

1. Step 1 is the biggie: get involved. Social networking is a giant conversation between businesses and customers and among the customers. Setting up your presence on the big social media sites (Facebook and Twitter are the hot sites right now.) is easy and quick, and there’s no reason not to try it. You’ll be able to increase brand awareness and build up relationships with customers. The marketplace is heavily competitive, particularly with the world economy still lagging, so don’t miss out on the opportunities social media brings.

2. Block out time or assign a staffer to dedicate to social media marketing. Just Tweeting something whenever you happen to think of it and have a minute or two isn’t good enough. Plan for daily updates. Write it into your schedule. It’s like exercising in that if you don’t schedule it and realize that it’s important, you won’t bother. Regular updating and interacting with followers are important enough that they should be part of your (or your staffer’s) regular work schedule.

3. Remember that social media participation is a give and take relationship. Signing up and spamming everywhere will hurt rather than help your business. Twitterers will stop following you the minute they think you’re only on there to spew links and bombard them with ads. It’s only 140 characters, but you can do a lot with it as far as making it actually say something.

4. Check and double check the quality and make-up of your content. If you put up a new “Top 50″ list on your blog and each of the 50 items on the list come with an image, think about what happens if your dream comes true and thousands of visitors at once want to read it. Will it exceed your host’s processor’s bandwidth limitations? You’re better off using Picasa or Flickr for hosting your images so you don’t use up your hosting resources on extras.

5. Add social media vote buttons and badges. Sure, visitors can go to Digg.com and manually digg your blog post, but they won’t. Have a Digg button and make it easy.

6. Be aware of events that are going to swamp your social media posts. Huge news events like earthquakes and celebrity deaths are going to put the strain on the social media networks. It may be best to wait it out for a day or two. Avoid trying to compete with known big events like elections and holidays. Those are days when you can and should keep it light rather than announcing a new product.

7. The corollary to Step 6 is to pick a good time to launch something big. On what days do you pick up the most attention on Twitter and Facebook? What time of day is best? Do it then.

8. Keep a close eye on analytics during any social media campaign. Instant traffic stats are very helpful in finding out what’s working well and what isn’t. Tracking the number of inbound links both before and after a social media campaign is important, particularly if you’re doing a social media campaign as a consultant for someone else. You want to be able to see how well the campaign is working. SocialMention is a good website for tracking chatter about your brand on social media sites. The interface is very simple, as you can see in the screen shot. SEMrush (see screen shot) is a tool that lets you find out what a page is ranking for and other goodies like the Google keywords for a given site.

Social Mention

SEMRush

9. Keep an eye on Digg, Stumbleupon, and reddit to see what type of articles in your niche regularly make it big on those sites.

10. If you can do it regularly and do it well, start a blog. The web is littered with carcasses of old blogs that people started and then abandoned. Don’t let this happen to your brand. If you start a blog, update it regularly. Once a week is good, and once a day is better. Blog posts don’t have to be long, and they don’t have to be Pulitzer Prize material. Blogs are for keeping interested parties updated and engaged. Allow comments (moderated if necessary) and answer at least a few of the comments.

The bottom line is that as a webmaster, you avoid social media at your own peril. It is something important enough that you should devote regular blocks of time to taking care of social media updates, interactions, and metrics. Two similar websites selling the same thing using a similar design or approach can have very different success rates depending on which one uses social media like Twitter and Facebook to their best advantage. Make sure that’s you and not the other guy.

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If you haven’t checked out our tools page, you should. We’ve got all kinds of things to make it easier to evaluate and improve your own website and find out how your competitors stack up.

The Google PageRank Checker (see screen shot) does exactly what it says. You type in a URL and it tells you the site’s Google Toolbar PageRank. This is a “snapshot” of Google’s mysterious, patented PageRank formula that conveys the authoritativeness of a given page. There’s not actually a publicly accessible tool for finding the patented Google PageRank, but Google Toolbar PageRank will help you determine how authoritative a page is when used with other factors like a page’s back links, anchor text, and number of links. Keep in mind that a high PageRank doesn’t necessarily mean a site will rank high in the search results. PageRank is great, but search engine optimization is the key to ranking high in most cases.

Back links are links that point to a site from other sites. They are a prime source of PageRank juice (though not the only source). Having a lot of high quality back links that are obtained honestly will seriously help your site’s Google rankings as well as PageRank. The Backlinks Comparison Tool lets you compare the number of back links to a list of websites. It couldn’t be easier: enter a URL on each line, then hit “Get Backlinks Count.”

The Google+Bing SERP Preview can show you how a web page will appear in the Google and Bing search results. This will help you improve your title and meta description tags. The screen shot shows a test case for lilengine.com with the fields filled in. You click “Preview” to get your results (seen in the next screen shot). Once you have your results, you can click on the “Compare” button. A new window will come up showing you how the results actually look in either Google or Bing results.

Our Official Google Blog Feeds is a site you should bookmark if you haven’t already. In one place it gives you live feeds from the following Google blogs:

• The Official Google Blog
• Google Webmaster Central Blog
• Base: Google Base Blog
• Checkout: The offical Google Checkout Blog
• Content Central Blog
• Conversion Room
• Custom Search Engine Blog
• Google Ad Manager Blog
• Google Affiliate Network Blog
• Google Analytics Blog
• Google Maps Blog
• Google Mobile Blog
• Google Online Security Blog
• Google Website Optimizer Blog
• Inside AdSense
• Inside AdWords
• Social Web Blog
• Full List Via Google Reader

The Link Report Tool analyzes the links on a given web page and generates a report. You type in a URL and click on “Generate Report.” You have the option of filtering links in a number of ways. For example, you can have it check all the links, broken links, internal, outbound, or redirected links, nofollow links (the kinds that search engines won’t follow), or unknown links, which for whatever reason can’t be analyzed. If you click on the link in the report, you’ll get a brief summary of the link, including the URL, the anchor text, the http response, and problems encountered. You can also view the link HTML from the web page. You can see in the screen shot the initial results of a report on a page from Techdirt.com.

You can use the Google Penalty Checker to test for possible penalties from Google. You enter a domain name in the box and click “Check” to get a quick check of whether a site has been penalized. If you see warnings related to keywords on your site, you might want to investigate these. They may not mean a penalty has been issued, they do indicate that your SEO could be improved. If a site is not penalized, your result will be a happy green check mark indicating Google seems to think it’s A-OK. If a site has been penalized, you’ll see a big red “X” instead.

If you want to know the keywords a domain is ranking for in Google search results, you can use the Keyword Position Checker. You simply type in a domain name and choose which version of Google to check against (Google.com, Google.ru, Google.de, or Google.fr). The results include keywords, position, result count, and URL of the page in the results.

Our Keyword Competitors tool shows you the competitors that rank for the same keywords as your domain. Type in your domain name. You’ll get a report showing you your competitors. In the results, if you click on a competitor you’ll get a side-by-side comparison of keywords both of you rank for, and what position your site ranks for a given keyword.

Hey, wanna get a sitemap for your new website? Use our Sitemap Builder. It’s easy. The tool crawls your website and makes a Google Sitemap. If you don’t have a sitemap, you should. It helps search engine crawlers like Googlebot find the pages on your site, determine their relative importance, and tell which pages have recently changed. You type in your domain, and in a matter of seconds the tool will generate a sitemap, as you can see in the screen shot. You can easily download your sitemap in several different forms.

These aren’t all the tools in our toolbox, and we’re always updating and adding tools, so check out the tools page often and use these tools to help your site make it to the top of the search results.

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The question isn’t so much can you get a decent SEO education for free, online, but will you get a decent SEO education for free, online? There’s a fascinating story in the April 2010 issue of Vanity Fair about a 32-year-old investor who learned how to trade credit default swaps as the real estate bubble inflated and got out right before it burst. How did he do it? Basically, he got his hands on all the information out there, namely the prospectuses that investment companies pump out every quarter, and actually read them. By taking the time to learn the definitions, the risks, and the market cues, he made a fortune. Though you might not make a fortune, there’s just as good a case for availing yourself to all the readily available SEO information out there. You can always sign up for paid classes later. Here’s a sampling of what’s out there.

1. searchengineland.com

Searchengineland.com makes a strong case for in-house SEO education for every sector of website production and maintenance. Effective website design is the rock bottom basic of good SEO. Your website designers should learn how good design influences SEO, your content writers should learn how good content with appropriate keyword use and anchor text influences SEO, and your IT gurus need to know how to do migration and development tasks without compromising the site’s SERP ranking. Programmers and coders should be well-versed in canonicalization and other code-related SEO issues, and marketing staff should learn the importance of good, relevant back links to your website. The philosophy is a “no colleague left behind” approach to SEO. Sharing of SEO wisdom among staff of every stripe is encouraged, as is an internal blog outfitted with SEO references and keyword lists. All staffers need to know what the bottom line results are, such as “Last month we saw an 80% increase in traffic to this page, which translated into $10,000 in revenue.”

2. SEOmoz.org

SEOmoz.org is great for stepping SEO beginners through the process of optimization with handy checklists and other articles. One very helpful article is a sort of master checklist for learning SEO. You get lots of information on the basics: how to design a search engine-friendly site, how to find good html and CSS tutorials, how to choose the best keywords (hint: it involves “Googling” your brand), and how to find good website hosting. SEOmoz highly recommends using the free tools offered by Google since, after all, they’re the top search engine, and they have tools like a rank tracker to help you make the most accurate possible assessment of where your site ranks and why. SEOmoz also points out that with SEO there is a certain amount of hurrying up and waiting, since the big engines index sites on their own timetables rather than yours. There are enough free tools and tutorials to keep an eager SEO student busy for a long time.

3. SEObook.com

A free account on SEObook.com gets you plenty of training tools and access to very valuable forums on SEO in the trenches. There are paid accounts too, that let you access even more training, but you can go along for a good while learning from the free tutorials and articles available. The screen shot shows one such page, on learning to track results so you can figure out what is going right and what is not. Some of the modules are free, and some only come with paid memberships, but you can learn an awful lot by exhausting the free tools and tutorials first. SEObook takes a “snowflake” approach to SEO, based on no two business or websites being alike. The site is limited to 1,000 members so that everyone has a chance to be heard and partake of all the information on offer.

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You have probably noticed that there will be a link on the home page of many websites that is labeled “Sitemap,” as can be seen in the lower right corner of the screen shot. The sitemap is an overview of the structural linkage of a website. While some people used to consider sitemaps as unnecessary to building a website, today having a sitemap is very important for any website. Your sitemap should be placed on your website’s home page. The home page often has the highest PageRank, so by putting the sitemap there, you’ll ensure that your pages get indexed as quickly as possible.

Search engine optimization of your site should be approached from a number of different directions. Sometimes sitemaps are an underestimated tool in your SEO toolbag, but they make things easier on both visitors and search engine robots trying to index your site. When you use your robots.txt file to tell a search engine what pages of your website to exclude when indexing it. The sitemap does the opposite. It tells the search engines where you want them to go.

Sitemaps have been around for awhile. They’ve been part of good web design for years, but now they are even more important due to the adoption of sitemaps by the web-crawling search bots. You should know that while Yahoo! still uses sitemaps in standard html format, Google sitemap uses an XML format that differs from the html sitemap that human visitors use. If you’re worried that having two sitemaps (one in html and one in XML) will be regarded as duplicate content, stop worrying. Google has stated outright that using a sitemap won’t lead to your site being penalized.

SEO is one reason to have a sitemap, and we’ll explore the reasons further in the next section. Other reasons to have a sitemap are for easier navigation within your site, emphasis of the theme of your site, and as “proof” of organization and relevance.

We’ve already talked about sitemaps as a tool in any multifaceted approach to SEO because they can be so helpful to the search engine web crawling robots. Here is how that works. Your sitemap is a page containing links to every page on your site. If a search engine robot hits this page, it will follow every link listed on the sitemap. That means that every page of your site is indexed by search engines. That’s also why a link to your sitemap should show up prominently on the front page of your website. And if your site undergoes changes, sitemaps inform the search engines that they have taken place. The result is that the changes will be indexed faster than if you don’t have a sitemap.

Navigation of your site will be much easier with a sitemap. Have you ever gone to a site and wondered how to find a page without having to poke around endlessly to find it? It’s a great relief to find a sitemap and find a link to exactly the page you were looking for. If you have a very large site, you need to make sure that your visitors can find their way around and back. It’s no fun to find yourself deep within the “shop” section and wanting to get to the “blog” section and not seeing an obvious way to get there. But knowing you can scroll down to the bottom of the page no matter where you are and finding a link to the sitemap makes things infinitely easier.

Sitemaps make it much easier to figure out a website’s theme. Suppose you were searching the web for sites about a certain politician, Mr. X. If you find a site that’s all about Mr. X, you can scroll down to the website and see links to pages within the site on “Great Accomplishments,” “Bio,” and other similar pages. That helps you if you’re a fan of Mr. X, but it also helps you if you can’t stand Mr. X, because you know right away if you want to find another site or stick with the one you are on. Your sitemap gives you the “snapshot” of your site’s theme, so that visitors don’t have to plow through page after page to figure out what your site is all about.

Visitors and search bots aren’t the only ones that sitemaps help. For example, a sitemap lets you, the webmaster have a view of your site’s makeup, and when you add new pages or sections, you can take into account the existing structure just by looking at the sitemap. That way you’ll have a well-organized site, with all the sections sorted out based on relevance.

One advantage of having a sitemap that you submit to the search engines is that you won’t have to rely so much on external links directing the search engines to your website. Sitemaps can also help in the event that you have broken internal links or “orphan” pages that can’t be reached another way. Of course you should fix these problems, but your sitemap can help out temporarily.

For new sites, or sites with lots of new or recently updated pages, using a sitemap can help a lot. Sure, you can go without a sitemap, but they are becoming more standard in terms of submitting websites to search engines. The bots, of course, will continue to index the web, and sitemaps won’t make that procedure go away, but having a sitemap is, if anything, becoming more important to getting your website seen and recognized.

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Before you hire an SEO (search engine optimization) company or consultant, or a PPC (pay-per-click) company, you should be thoroughly familiar with what they do.

Hiring an SEO company can potentially raise your site’s profile dramatically in a short time, but if they go about it in the wrong way, you risk damaging your site’s standing in the search engines and your business’s reputation. The general things that SEO companies do include:

• Technical advice on hosting, error pages, JavaScript, redirects, and other website technology
• Keyword research
• Managing online business development
• SEO training for webmasters
• Some SEO consultants have expertise in specific niches and / or geographical areas.

Perhaps the best time to hire an SEO company is when you’re launching a new site or redesigning an existing site. When you interview SEO companies that you might consider hiring, ask the following questions:

• Do you have experience in my city?
• Do you have experience in my industry?
• What do you think are the most important SEO techniques?
• How long have you been doing SEO consulting?
• Will you document all the ways you change the site and why you chose to do things that way?
• What’s the best way to get in touch with you?

Here are a few things to watch out for when selecting an SEO company.

• SEO Companies that contact you via email out of the blue. It’s spam and they’re probably all talk and no action.
• Companies that promise you a #1 Google ranking
• Companies that don’t explain clearly what they do to optimize your siteSEO companies that talk a lot about linking schemes and submitting your site to a thousand search engines. These rarely help and can hurt.

When choosing a site, make sure you understand exactly where the money is going. There are search engines out there that combine paid results with organic results and some SEOs may promise to get you highly ranked in search engines by placing you in the ad section. These companies are not helpful. Who’s to say they don’t create their own “search engine” that they can easily game or control? You care about the big search engines: Google, Yahoo, Bing, etc.

Some SEO companies will create shadow domains that shunt users to a site deceptively. Suppose you complain about their service. They could easily point your domain to a different site or a competitor’s site. Another bad practice to watch out for is creation of doorway pages stuffed full of keywords on the client’s site, claiming they will make the site “more relevant.” Number one, that’s bull, and two, these doorway pages may well contain links to the SEO’s other clients, diluting the popularity of your site and possible rerouting it to illegal or “bad neighborhood” (“adult”) sites.

Run away from SEOs that own shadow domains, that don’t differentiate between organic search results and paid ads on the results pages, who operate with multiple aliases, or who get traffic from fake search engines.

A great place to start when thinking about hiring an SEO company is Google’s Webmaster Central page where you can download a free SEO starter guide (see screen shot). If you’re going to hire an SEO consultant, you should know what they’re supposed to be doing so you can protect yourself from shady practices.

Pay Per Click (PPC) companies do the following:

• Analyze your e-business model to gauge how profitable your internet venture could be
• Check on your competitors and their PPC campaigns
• Be familiar with business to business (B2B) directories and consumer product search directories
• Create a marketing strategy and spell out the plans in advance
• Give clients precise budgeting estimates for a PPC campaign
• Be well versed in the latest and greatest analysis software for your site and PPC campaign
• Audit publishers to sniff out click fraud and warn you immediately about it
• Monitor website visitor behavior, analyze and index it

When you choose a PPC company, make sure it doesn’t work for your competitors too. In fact, you should get a guarantee from them that they will not communicate with your competitors when your PPC campaign is in the planning and execution stages. If your PPC company uses unfair means like cloaking to get you a higher rank, fire them at once. They could easily get you penalized or banned by publishers. You should find out what their track record is with top search engines. If their successes come from third-tier engines, look elsewhere for a PPC company. And you should definitely demand references and check up on them.
The reason people hire PPC firms is to give an e-business instant exposure and funnel heavy web traffic to its site. One service provided by PPC advertising firms is landing page optimization. They should also use the marketing techniques that have been proven to increase search engine ranking by honest and acceptable methods. They should increase traffic and conversion rates, and analyze on-site activity as well.

Your PPC company should have a great track record running campaigns on big PPC advertisers like Yahoo and Google. the best PPC companies have a stable of professional PPC experts trained on the most effective SEO techniques so that they can run effective programs for their clients. Their SEO techniques and content should be above reproach. Some PPC companies also offer to redesign sites for SEO, and it is a matter of choice as to whether you want your SEO and PPC coming from the same source. If you do, check and double check references to make sure you’re getting an above-board company.

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