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Common Mistakes to Avoid in Internet Marketing – Oct. 2007

Not understanding the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
SEO is dependent on your website’s architecture and on a lot of text based content and on links.
SEM is paid advertising also known as Pay-per-Click (PPC) advertising.
Don’t consider a webmaster just a techie.

Evaluate website developer’s understanding of search engine friendly website design.
Don’t pick the keywords for your Internet marketing strategy without doing keyword research.
For example: “billing legal software” has 8.5M listings in Google.
But “legal software” has 604M listing which is 71 times more competitive.

Optimizing for many relevant keywords is important and some will be more competitive than others.

Win the battles you can win and take a long term view on some other keywords.
Overlooking the importance of links! Links are critical for SEO success.
The purpose of your content (in search engines) is to attract links from other websites.
Links are the measure of the popularity of your content.
Links must be one way to be of value. Turn down offers for two way links.

Ways to produce links:
Press releases.
Articles which are syndicated on the web
Directories with links anchored from a desirable keyword phrase.
Web 2.0 sites such as blogs and social networks.
SEO results change frequently. Don’t assume a good ranking will last.
Search engines track links from multiple sources including social networking sites.

Competition can move up which can push your ranking down.
You’re never “done” with Internet marketing. It’s an ongoing effort

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