The Five Forces of Search Engine Optimization (SEO)

Business managers and executives have long been familiar with Michael Porter's Five Forces Analysis for business strategy. With the boom in search engine marketing, business executives are beginning to take a more strategic approach integrating search into their business and marketing plans. While the pay-per-click search engine marketing model is mature and more easily understood, these business managers are now placing a focus on natural listings in the much more complex world of organic search. To be successful, the business, marketing, and web technology manager needs to understand the 5 Forces of Search Engine Optimization.

The five forces of SEO are Keywords, Content, Code, Links and Technology:

1. Keywords
We all know the addage "the customer is always right". This is the absolute rule when it comes to keywords. Effective keyword strategies for SEO must focus on the vocabulary of your target audience. Unless your site is listed for keyword phrases your target market is typing in the search box, you may enjoy high rankings yet receive no traffic. Beware "internal speak", know your target market behavior.

2. Content
Relevancy, relevancy, relevancy! Content on your web site must be rich with the keywords searchers are searching for. This does not mean "keyword stuffing", it means a clear focus on the subject matter at hand. Sites must use the same language that searchers use plus satisfy the underlying need of the visitor and solicit the behavior you want (check out Beyond Search: The Quest for Conversion webinar).

3. Code
The elements that make up a web page include html, asp, meta tags, link attributes, java script, tables, Flash etc. Web designers need to have a sound code strategy that presents the content and links on the page most favourably to the search crawlers.

4. Links
There are many sources of inbound links that can help or hurt your natural rankings – it’s not just quantity, it’s quality. Link Popularity is a measurement used to determine the number of links pointing to a particular domain or site. Link Relevance is the value associated with a link partner based on the context of the link. Link Reputation is the perceived quality of the partners’ page and their respective network. All link factors must be considered.

5. Technology
The web site server environment has an impact on how well a site is evaluated by the search engine spiders. Technology factors such as operating system, content management system, site architecure, dynamically generated pages/URLs, use of SSL, etc. Each of these elements can be designed to maximize search engine friendliness. Another technology element, which is totally not advisable, is the use of technology to increase rankings by fooling the spiders with black-hat techniques such as cloaking.

So, if you're developing your on-line marketing strategy, make sure natural SEO is part of the mix. And just as important, be sure that you've got the 5 forces of Search Engine Optimization covered.

Comments

[John]

Hi Grit,

the first seo-rule: No Link - No Content!
Write your content by yourself or delete the attribut: rel="nofollow".

Bye John