By Aaron Wall

Three years ago Todd Malicoat published a blog post titled Balancing the Link Equation, which offered conditional tips about how to improve the link profile of a website. I think of that post nearly every time someone asks for SEO advice because the field has grown so complex that both yes and no are often mutually wrong answers. The correct answer to most SEO questions is “it depends” followed by a whole bunch of qualifications like brand size, site age, content quality, site size, and marketplace competition.

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By David Roth

So what’s the ROI on this SEO program you’re recommending? How much revenue upside is there? What will it cost? How does this stack up against the fourteen other projects we’re working on right now?

Are these questions familiar to you? They are to me. I hear them in my sleep. I have had to answer each of them at some point (and most more than once) when making SEO recommendations both in-house and to clients. As SEO continues to grow as a viable marketing channel, you need to be prepared to answer these questions as well. Why?

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By Jill Whalen

As I’m reviewing company websites to prepare for our August SEO Training Class, I’m struck by how often I see the same website mistakes.

Since we’ve been offering the SEO classes over the past 7 months, we’ve reviewed over 40 websites. In each class of 6 online marketers, there’s never a dearth of problems to point out to them. I’m not talking about minor glitches here, but stuff that prevents the website from reaching its full potential with the search engines. In other words, as long as these problems exist, they’re not going to be able to gain all the targeted search engine traffic that they could be.

To put it into terms that anyone can relate to–the company is basically losing money every day they don’t fix their website.

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By Stephan Spencer

Whenever you make changes to a web site, one of the most important considerations should be how to use “redirects” to alert the search engine to your changes, to avoid having a negative impact on your search rankings. Whether you’re moving pages around, switching CMS platforms, or just wanting to avoid duplicate content and PageRank dilution, you’ll want to employ redirects so as not to squander any link juice (PageRank) that your site has acquired. There are multiple ways of redirecting, and it’s important you get it right if you want the SEO benefit without risk of falling outside search engine guidelines (such as is the case with “conditional redirects”).

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