What is one of the most inspiring pieces of media for our visitors? Photos! We have hundreds, sometimes thousands of photos on our sites to help visitors understand everything we have. They say a picture is worth a thousand words, but a picture that is poorly named and alt-tagged is worth exactly zero words to a search engine. I can go to almost any travel site, view the name of their hero image, and practically guarantee it will be named something that has nothing to do with the picture and is not SEO friendly. Let’s look at a couple of example of the homepage hero  Read More…

Search Engine Marketing or SEM is the term that is often used to describe paid search advertising. I think that is inaccurate. To me SEM should be the all-encompassing term for “search engine marketing” – know know what it stands for – which includes both paid search and organic search. The two are so closely related that if you are doing one separate from the other you are mostly likely wasting a lot time and money. I would like to spend a bit time talking about both of these channels and why they are important to your marketing efforts. Search Engine Optimization or SEO This channel revolved around  Read More…

You have your SEO strategy, you have optimized your pages, you are seeing improvements in your search traffic. Now your done right? WRONG! This is were many SEO strategies begin to unravel. You got pumped up on SEO at a conference, worked like a mad banshee to get your site up to date with the latest in SEO, and then you run out of steam. SEO falls to the back burner and all that work you did starts to become less and less valuable because you haven’t continued your efforts. Here I am implore you! Please take up the SEO flag and wave it enthusiastically  Read More…

Evaluation is where many SEO strategies falter. This is because there are a lot of outside influences that effect your website traffic and thus many SEO experts tend to shy away from the nitty-gritty numbers. Instead we see “25 keywords gained ranking and only 10 keywords lost ranking, so we are doing great” or “We have seen an 30% increase in search traffic”. (but we will ignore that there is an 80% bounce rate) Don’t get me wrong, those types of stats are important too but I believe there is a need to look a little deeper, even if it is a little scarier for  Read More…

After you have worked with your team to confirm your key markets and products you can then begin to do your keyword research by group. I highly recommend that you create a document to map your keywords to your deliverable. As an example, a target market might be Visitors under that market you might have Family Friendly, Outdoor Adventure and Fishing as your main products for that market. In your keyword map you should have general Visitor keywords and then keywords for each specific product. For each page of your website you should note what keyword group should be utilized for that page. Knowing that you  Read More…

An SEO strategy should be more systematic then “here is a list of keywords and how they rank in search.” It should be a key component in driving content creation.  You should think of your website as the map or guide for a user about your products. Every SEO strategy should start with a review your marketing plan and how well your website matches those goals. Use this as an opportunity to audit how well your marketing goals align with your website. As an example, maybe mountain biking is a key product for you. How prominent is mountain biking on your site? How many pages  Read More…

For a long time I shied away from anything that had to do with SEO. From a technical perspective we have always provided the tools needed to make sure our clients have the ability to optimize their own sites. But the actual meat and potatoes – keyword research, copy writing, really being the steward of an SEO strategy, I kept my nose out of that. Until a few months ago. For anyone who knows me, you probably know that keeping my nose out of things doesn’t mean that the wheels aren’t turning, analyzing what is out there and how I can make it better. I  Read More…