Some companies just won’t get on this train of social media and search. Some companies are just too ignorant, too arrogant and too self indulging to understand that the future does not lie in the past, but in the future. Adapting has always been the human beings way of survival. It plays out in all parts of our society. Europe was leading until the kings, church and queen stuff made the “janks” want to turn on us and become a republic. They then ruled the world until now when we see the Chinese take over as they change, they adapt and most of all, they adopt better practices instead of relying on best practices.

It is time for corporations to start listening up, start being radical and start making changes. It is time to start being available where people search for them, where people want to talk to them and where new business opportunities can be mutually arranged. I mean. If you are a corporate CEO and read this… I know there are a few of you out there. Are you REALLY going to tell your stock owners that there was a market buying stuff from your sector, but only not from you, and the only reason for this being that you didn’t understand it?

You conquered the offline world with success. You have opened stores in every diary desk in the world. Your growth has been fantastic and thus your stock price has reached beyond what was ever expected. Now the opportunity is for you to double it. Make it digital, make it easy, make it cheap and most importantly, make it available where ever, and when ever.

If you have supply chain problems, set up a franchise where people in different countries can establish their own online supply chain for that country. If you have problems with optimization, then use affiliates to do the optimization for you. If you have problems with data collection, then tap on into Facebook. If you have problems with knowledge then start reading a good blog, or even a book.

Most importantly!!! Being a part of the online community is NOT what many people say it is. It is not either or. It is not a zero sum game between offline IRL stuff and online stuff. It is a new market. Why not move into it. Why not take the corner spots on each street and why not put people in your stores? It is that simple. It is all the same. You know how to do this. A new format, yes, but you know the art of business and what’s happening truly is business. Keep the offline, add the online!

All I am asking you is to treat this soberly. Compare, prepare and try it out. But please do it now!!

//Jesper

Extending keywords is a practice where you extend the concept of viewing your keyword as a theme. As it is meant to define your page, you should really try to include whatever words can complete your theme. If your main keyword or theme for the page is car insurance for example, you should think of whatever other words are related to car insurance.

Such words can be found in either Google KeywordTool or by using Google Sets. You can also search for you page keyword and look at what pages end up on top in the search engines. What other words, related to the word you are working with, are included in the top three results. I generally use SEO Quake to find what words have the highest density on top ranking webpages for the keyword I am pushing for.

Once you’ve found your extensions
For a keyword such as car insurance we have some supporting extensions that we can use right away such as “used cars”, “rental cars” and “new cars”. All these three extensions can provide different aspects of your keyword. You can write an introduction that focuses on your keyword, then use the extensions to create sub-sections and paragraphs including your extension keywords.

For all the extending keywords you decide on using, you have to create a main page. Although they are supporting keywords, as they are related to your keyword, they are also important if you want full coverage for the audience interested in your main purpose – car insurance.

IMPORTANT: You will eventually find that you will have pages where you want to use the same related keyword. Please do so, but ALLWAYS link the keyword on at least one occation from each page you use it, to the main page for that supporting keyword.

You will also find out that it will become difficult to keep track on what words you have used and on what pages they are supportive extensions and on what page they are the Keyword. Best way of keeping track of this is to produce a visual SEO-map as well as an excel spread sheet. The spread sheet should display the key words and their supportive words. The SEO-map should display how different pages are linked to eachother. More on this in a later post.

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What is a keyword?
It is debatable whether or not a keyword is one word or if it is a theme. What we know is that a keyword defines the content of a page. There is a misconception that you can have several keywords on one page. Each page should be optimized around its own keyword. No other pages on a website should be optimized for the same word.

A keyword…

• …defines the page
• …is unique
• …matches a potential search queery from a user

A keyword can however consist of several words, making it a phrase. Each phrase or word you optimize for should match as many searches as posible that are in the right mindset of reaching your page. This means that if your page is a sales page, one part of your keyword should be a “buy” component. If your page is an informative page, your keyword should contain some kind of “informative” component.

Example keywords:

• Discount prizes car insurance – a buy keyword
• Compare car insurance – a information keyword

Social media and Search Engine keywords
There are some different variations of keywords you should keep in mind. Some keywords should be optimized for the search engines, and some for social media.

For search engine optimization – think of your searchers – who are they? – then think of what keywords you set in order to match their searches.

For Twitter, you want a lot of Retweets on what ever you post. You should allways keep track on what words Retweeted. Words such as “twitter”, “help”, “top”, “new” and “max” are good words. Basically any three letter word goes better than longer words.

Social media keywords, especially the ones that end up in good positions for conversion and viral spread, should either push for unique information, clusters of information (such as best of lists or top lists) or should open up for dialogue, ie. questions, statements, provocations.

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As the web seems to be completely lacking of Search Engine Optimization (SEO) guides (not) I figure I have to make a run for it. Jokes aside, I haven’t found a really good guide that takes the user from a very basic level to a reasonably good level.

If you are a novice user who wants to learn more about Search Engine Optimization, you have come to the right place. You will be able to follow the guide by clicking the categories to the right. You can also find all the posts from nr 1 to nr X under the Search Engine Optimization (SEO) value in the top navigation.

About the guide:

• 100 – SEO Copy
• 200 – SEO pure XHTML Strict
• 300 – SEO site structure, navigation and internallinks
• 400 – SEO external links, semantic indexing and neighborhood techniques
• 500 – All other SEO

I will start out by writing a beginners post on each category and there after either write on demand under what cathegory I feel like. Feel free to post any questions you might have along the way and I will answer in the best fashion way that I can. If I am in a pissy mood I might flick you off. Please laugh at me if that would happen and make another try another day.

//Jesper