SEO With brands and domains: Good or Bad SEO?
The web hosting advantages of using multiple domain extensions have become the frequent talk of SEO. It is suggested that search engines have greater difficulty finding all of a website’s pages when this is the case and SEO is, therefore, more difficult. A number of people have asked whether this is a bad thing for a website and whether it is a valid point. It is difficult to answer these questions in isolation, but they do need consideration.
A number of well-known brands have recently gone out of business as a result of poor domain name usage. tie.com went out of business not long ago due to poor domain name usage and poor quality of the outbound links; AlSaymo went out of business recently as the result of poor domain name usage and poor quality of the outbound links. Obviously, very few people will have heard about either company ever.
So, how do we approach SEO in the digital age where getting to the top of search engines is so important?
A few SEO experts claim that building a brand should be objective and that minimal SEO is actually SEO.
This is not a theory. We’ve seen it work for companies in the past. A few years ago, we were able to see a rise in the search engines for the domain names of established companies; something which would previously have taken a long time to accomplish without any SEO. The only difference was that the established companies had been online for years, so the links were well-known and respected. Today, it is a far different story.
Again, we see that domain names are far more important than SEO, but this is where the belief that SEO is impossible within the digital age needs to be examined. It is not impossible – not using a domain and a decent SEO plan should be the first sign that you are not going to get to the top of Google, but it is also not possible.
Some SEO experts claim that PPC advertising and article marketing can drive web traffic and result in SEO, although to a lesser extent. There is a range of possibilities, although limited by time and budget. My search for “SEO Companies in Miami” returns numerous results, many of them closely run by SEO specialists and Hosting providers. It, therefore, appears that even if PPC and article marketing is the dominant strategies for search engine marketing, it is possible to dominate the search engines and grab web traffic through legitimate means.
The next important question is what makes an online brand determine whether it will be more favourable for search engines to send traffic to? Two factors are of paramount importance. They are:
1. Trust and authority2. Relevancy
While the first factor, trust and authority are themselves a topic (slumming), the importance of the second factor, relevancy, is a fundamental one. All the previous hierarchy of the factors also acts as the backbone of the relevancy determination process.
In a nutshell, for search engines to determine the value of a site, the time and effort of an SEO specialist are required to make sure that all of the elements of that site are relevant for the search engine. After a thorough evaluation of the site itself, he or she must then produce enough links from other trustworthy sites to confirm the value of the site. Then, the specialist will apply other acceptable techniques to further emphasize the site’s worth.
Some previous methods, such as reciprocal linking, have been abused by black hat SEO specialists, but any real effort by a specialist will avoid sending the site to the blacklist and stay within the guidelines of the search engines. Unfortunately, this has led to the creation of a sub-classification, or ranking method, for search engine rankings. Search engines do not have human editors but rely instead on computer algorithms to determine a page’s relevance.
Unfortunately, although the actual algorithms that search engines use to determine web rankings are classified, it is still necessary to understand the various techniques used, including what those computer programs are, what weight they are given in the ranking process, and how they can be used to benefit a website.
The actual relevancy of a page is a dynamic and ever-changing process. In order to maintain high results ranking, specialists have to adopt changing criteria in order to remain effective. In order to keep track of the ever-changing search engine criteria, an SEO expert must always have at least a basic knowledge of what is going on.
Google, the pioneer of this new form of search, often changes what it considers acceptable. This causes the SEO expert to either try to find out what the new criteria are, or to make adjustments on the basis of the results he or she has produced in the past. With these challenges, it is a must for those who are interested in the results of search engine optimization to obtain at least a basic form of training in this field.