Subject Matter Expert: Search Engine Optimization
The MoPR Blog is starting a new feature we call Subject Matter Expert. We’re asking experts from various fields questions about what they do and how their work intersects with public relations.
The subject matter: Search Engine Optimization (SEO)
The expert: Alex Skorohodov
Alex Skorohodov is founder and director of business development for Kosmos Central, a provider of eBusiness and online solutions for small, medium, and corporate businesses worldwide. Alex is a recognized expert in the SEO field. His extensive writings on SEO and web marketing can be found on such online publications as WebProNews and Web Design Library, as well as on the Kosmos Central website. Alex founded Kosmos Central, located in downtown Portland, Oregon, in 2001 to be a full-service web design and marketing consultancy. Since that time Kosmos Central has made a name for itself not only in SEO, but also in SMB ecommerce.
Q & A
What is Search Engine Optimization?
SEO is a term used to describe web marketing techniques used in preparing a website to enhance its chances of being ranked in the top of search engine results pages. A number of factors are important when optimizing a website including the proper use of: text, images, website structure, code, software, layout, HTML and meta-tags.
Why should businesses be concerned about SEO?
In my opinion the end goal of any website owner is to generate traffic to their site. Search engines account for 70 to 90 percent of all website traffic. Without a properly optimizing a website, a search engine spider will not be able to properly index its pages and thus the site will fail to rank within search results pages.
What is the risk to businesses when SEO is not considered or is executed poorly?
Poor or unethical SEO techniques can have minor to major consequences for a website owner. Just look at BMW who was banned from Google’s search results pages because of black hat, unethical techniques. Most developers also are unaware of what techniques are considered unethical and thus may inadvertently get a site banned. Taking shortcuts can easily get your site penalized by a search engine or worse, banned. Even the big boys like BMW have no recourse.
How should companies consider including SEO into PR campaigns?
When considering SEO for a promotion it’s very difficult to get high keyword rankings in a short period of time and thus should be considered months in advance. Most search engines will update rankings every few months and getting quality link referrals to boost the promotion’s keywords takes time too. With this in mind for quick results I would recommend Pay Per Click and Banner Ad campaigns during the start of the campaign until satisfactory keyword search results have been met.
Does SEO have to be limited to a company’s website, or can SEO extend into other online content such as blogs, press releases or newsletters?
Since SEO refers to search engine optimization of a particular website it does effect only the website that’s being optimized. Web marketing in general can have other focuses and that would entail: link referrals, banner placement, blogging, forums, etc.
Can you recommend a good resource to learn more about SEO?
Here are some good resources: http://www.kosmoscentral.com/seo-articles/ and http://www.webmasterworld.com/ The only way to learn about SEO is to read up!
Reach Alex Skorohodov by email at: info (at) kosmoscentral (dot) com.
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