The document outlines bad SEO practices like overpromising results, using irrelevant broad keywords, employing blackhat techniques, and shady link building. It warns against changing metrics of success and notes these could be signs of poor SEO. The document advocates thorough keyword research, whitehat on-page optimization, building natural links, and consistent reporting to measure realistic goals.
3. Selling: Over-Promising
Is it too good to be true?
Did they do market research?
Are there case studies of
existing clients?
Is there a Lack of Strategy?
4. The Right Way: Selling
We do thorough research to
determine potential for your
site.
We set realistic goals and
then recommend strategies.
Use Google Analytics and
Webmaster Tools to see
existing data.
5. Research: Wrong Keywords
Do the keywords have:
Relevance.....?
Volume........?
Specificity....?
Are the keywords broad or
long tail?
Did you audit the keywords?
6. The Right Way: Keywords
We create a keyword list with
good volume, appropriate
competition, and realistic
ranking potential.
Clients always edit and
amend the list. They know
their business better!
We monitor and improve
keywords based on
conversion rates.
7. On-Page: Using “Blackhat” SEO
Techniques
Hidden Text, Doorway
Pages, Keyword Stuffing, Oh
My!
Does your site pass a manual
review?
Is the User Experience
improving?
8. The Right Way: Techniques
We perform a full SEO audit
and determine on-page
changes to benefit the site.
We implement New: Titles,
Meta, Content, Pages if
Necessary
We only use Whitehat
techniques that will pass
manual review.
9. Off-Page: Shady Link Building
Techniques
Are the links just for search
engines or for referring traffic
too?
Spammy Links?
Links from a Link Network?
Purchased Links?
10. The Right Way: Link Building
We build “Hard Won Links”:
Guest Posting, Niche Sites,
Resource Sites, etc.
Blogger Outreach
Example: Badge Campaign
11. Reports: Changing Measures of
Success
Are the measurements
changing?
Are you getting more leads?
Are you getting more traffic?
How is your time on site and
pages per visit?
12. The Right Way: Reporting
Reporting should measure
the same variables each
month.
Monthly gains should go
along with strategy.
We use Raven Reports to
create unbiased and
recurring reports.
13. Should You be Worried?
Selling: Over-Promises & Too Good to Be True Statements
Research: No Keyword Insight & Overly Broad Keywords
On-Page: Uses Black Hat SEO Tactics
Off-Page: Employs Shady Link Building Practices
Reports: Shows Changing Measure of Success