Nilesh Patel

Thursday, September 26, 2013

Monday, September 23, 2013

On Site SEO Vs Off Site SEO Strategies

While there are advocates on each side, the most successful SEO strategy is one that incorporates both on-site AND off-site.

Let’s take a look at exactly what each category means via handy checklists:

On-Site SEO

On-site SEO is exactly what it sounds like, SEO that can be done on your site without exterior elements. This can include the use of:

Title Tags and Meta Tags (Keyword, Description)
H1 Tags
Alt Tag optimization
Layout and Design Elements
Keyword Research
Keyword Density
Keyword-Formatted URLs
Fresh Relevant Content
XML Sitemap
Robots.txt file
301 redirects
Loading Time Control (via HTTP compression or other method)

Off-Site SEO

On the flipside, off-site SEO is equally as self-explanatory; it deals with all the elements of SEO-based marketing that are done outside of your site. These elements can include:

Directory Submission
Bookmarking Submission
Search Engine Submission
Article Submissions
Press Release Submission
Classified Submission
Forum Posting
Optimized Video Submissions
Guest Posting
E-Mail Marketing
Social Media Marketing (Facebook, Twitter,)
Commenting on related sites, forums and blogs
Keyword analysis
Competitor analysis
RSS Feeds
Web 2.0 marketing
Paid linking
Posting on Q&A sites
Set up Google Webmaster Tool
Set up Google Analytic
Trackbacks

On-site AND off-site: Together as One

When thinking about on-site and off-site SEO marketing you should be thinking about creating a unified marketing strategy.

Remember SEO is constant vigilance; it is a consistent and successful string of on-site and off-site SEO strategies.

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Saturday, September 21, 2013

What is SEO, and What Does it Mean Today?

For an intangible, virtual landscape, the internet is simply massive. Actually, massive doesn’t quite cover it. It’s a behemoth. It’s super-colossal. It’s really, really, really big. That is to say that there’s a lot of information available on the web, and it’s not always easy to locate the exact datum that you want. Simply combing through web pages one at a time to find what you’re looking for is the equivalent to searching for an atom-sized needle in a haystack the size of Texas. This is where search engines come in.

Search engines—such as Google—are designed to take an overview of the entire accessible internet and then give you links to sites that it believes are authoritative and relevant to your search. Relevance has to do with the words used on the page, while authoritativeness is usually based on the number of high-quality links that are directed to the page from other sites. It has been said that links are like votes, and in the world of Search Engine Optimization (SEO), that’s certainly true.

SEO is a practice that began back in the 1990s, when people first started to realize that they could make money off of their websites. In order to do that, they would need people to visit the sites, and in order for that to happen, they would have to utilize search engine results to the best of their abilities.

Thus, website owners were tasked with creating authoritative content into which promising keywords and links could be inserted. At the same time, the purpose of good content is to draw other respected sites in the hope that they will link to the page in question. The end goal is to have enough quality links and relevant content that the target site shows up on the first page of search results when an online search engine is used (for example a search for the words “Home Automation” using Google will result in the top results including sites for top rated home automation providers such as Vivint, as opposed to random pages of nonsense that just happen to use the right keywords). Better still, if you can land at the number-one spot for a specific search, then you know that your site will be getting a substantial amount of traffic. It is now a big part of the digital marketing industry, and is very popular.

Of course, to some people, anything worth doing is worth doing underhandedly. Using unethical “Black Hat” SEO techniques (which are techniques that break terms and conditions set forth by search engines), some unauthoritative and irrelevant sites began to take advantage of—and ultimately damage—the entire system. Keyword stuffing, hidden text, and doorway pages were all used in this way, killing the credibility of otherwise viable search engines, and making it much more difficult to find useful information on the internet.

However, Google, the world’s most popular search engine, began to develop ways to fight against this type of devious SEO. Two specific updates, first Google Panda (in February 2011) and then Google Penguin (in April 2012) were released and strengthened the Google algorithm. Panda was basically an improved intelligence which was designed to keep low-quality sites away from the top ranking spots, whereas Penguin was focused more on identifying sites that utilize Black Hat techniques, and lowering their search engine ranking as a deterrent.

But these new updates aren’t perfect. As long as search engine results are an important factor to online business and advertising, there will be people looking for innovative new ways to increase their site’s ranking without having to actually improve its content. Naturally, search engines such as Google will continue to fight against these tactics with new updates and programs. One major factor in the future of SEO will be its involvement in social media. Search results will be forced to include more social media results, and will also take into account personal information to provide the best and most useful returns. Of course, as these changes begin to take place, one can expect SEO as we know it to change as well. One thing that won’t change, however, is the necessity of search engines to deliver the most relevant data from authoritative sources. After all, the internet isn’t getting any smaller, and we’re all going to need a little help navigating it.

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Friday, September 20, 2013

What Makes You A Best In Class SEO Survey Says

Today, at Conductor’s annual client summit, #C3NY, Director of Research and Search Engine Land contributor Nathan Safran unveiled research from a pool of over 380 enterprise search marketers and SEO professionals, analyzing common behaviors which lead to success.

Three key areas where the most successful search marketers thrived? Content, reporting excellence, internal education and evangelism.

The results of the study identify best practices in each of these areas to separate “best in class” from “laggards”. The characteristics that define ‘best in class’ include being involved early in the content creation process and employing advanced reporting techniques.

Specifically, reporting best practice behaviors include:

Using reporting data to determine strategy
Reporting early and often
Varying reporting requirements by stakeholder interest
Reporting automation to free valuable time
Data mash-ups to draw meaningful insight from multiple variables
Drawing insights from ‘hidden’ data

How Much Does Budget Really Matter?

Interestingly, not as much as some might think. Conductor found that 43% of ‘best in class’ had more than 10% of overall marketing budget, while 57% of ‘laggards’ had less than 10% of overall budget.

Size Of Search Team

Search professionals often feel that they need more bodies on their team, but the study shows that nearly 1/3 of ‘best in class’ organizations only have a one person team, while 68% of industry leaders have a team of just two to four people.

This study was published in collaboration with Search Engine Land, a media partner at this year’s C3 event hosted by Conductor. You can download the complete study, which includes a foreword by Search Engine Land and Conductor’s tips to become a best in class search marketer here.

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Tuesday, September 17, 2013

Nina Davuluri is first Miss America of Indian descent

Moments after winning the 2014 Miss America crown, Nina Davuluri described how delighted she is that the nearly century-old pageant sees beauty and talent of all kinds.

The 24-year-old Miss New York is the first contestant of Indian heritage to become Miss America; her talent routine was a Bollywood fusion dance.

"I'm so happy this organization has embraced diversity,'' she said in her first press conference after winning the crown in Atlantic City, New Jersey's Boardwalk Hall. "I'm thankful there are children watching at home who can finally relate to a new Miss America.''

Her pageant platform was "celebrating diversity through cultural competency."

The native of Syracuse, New York wants to be a doctor, and is applying to medical school, with the help of a $50,000 scholarship she won as part of the pageant title.

She is the second consecutive Miss New York to win the Miss America crown, succeeding Mallory Hagan, who was selected in January when the pageant was still held in Las Vegas. The Miss America Organization will compensate Hagan for her shortened reign.

Davuluri's victory led to some negative comments on Twitter from users upset that someone of Indian heritage had won the pageant. She brushed those aside.

"I have to rise above that," she said. "I always viewed myself as first and foremost American."

She had planned to go to the scene of a devastating boardwalk fire in the New Jersey communities of Seaside Park and Seaside Heights Monday afternoon. But pageant officials canceled that visit after learning that Gov. Chris Christie was making cabinet officials available at that same time to business owners victimized by the fire.

Her first runner-up was Miss California, Crystal Lee. Other top 5 finalists included Miss Minnesota, Rebecca Yeh; Miss Florida, Myrrhanda Jones, and Miss Oklahoma, Kelsey Griswold.

In the run-up to the pageant, much attention was given to Miss Kansas, Theresa Vail, the Army sergeant who was believed to have been the first Miss America contestant to openly display tattoos. She has the Serenity Prayer on her rib cage, and a smaller military insignia on the back of one shoulder.

Vail won a nationwide "America's Choice" vote to advance as a semi-finalist, but failed to make it into the Top 10.

In a Twitter message on Sunday before the finals began, Vail wrote: "Win or not tonight, I have accomplished what I set out to do. I have empowered women. I have opened eyes."

Jones made it into the top 5 wearing a bedazzled knee brace. She tore knee ligaments Thursday while rehearsing her baton-twirling routine, which she executed flawlessly Sunday night.

The pageant had pitted 53 contestants, one from each state, plus the District of Columbia, Puerto Rico and the US Virgin Islands, in swimsuit, evening gown, talent and interview competitions.

Sam Haskell, CEO of the Miss America Organization, said he was thrilled it all played out in Atlantic City after a six-year stint in Las Vegas.

"This is where we belong," he told The Associated Press. "This is the home of Miss America, and this is where we're going to stay."

The pageant started in Atlantic City in 1921 as a way to extend the summer tourism season for an extra weekend.

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Monday, September 16, 2013

Why is Content Part of a Smart SEO Strategy?

Over the last several years, search engine optimization (SEO) has matured quite a bit. Now, it’s no longer the practice of stuffing web pages with as many carefully-placed keywords as possible and hoping that Google notices. These days, it takes a much more sophisticated and refined approach built on fresh, original content that will provide value to visitors, while also attracting search engines and helping sites to move up the natural search rankings.

Quality is Key

Creating content for SEO today means going beyond traditional SEO practices like on-page keyword optimization or link building. Although both of these still play an important role in a business’s SEO success, they can no longer be relied on as the best ways to drive search traffic to a website.

As time goes on and technology gets more sophisticated, Google continues to push for a quality over quantity approach. Sites that offer visitors valuable content are going to be looked upon more favorably by the search engine, and will – therefore – appear higher in the search rankings. In Google’s digital eyes, this means providing high-quality, relevant content on a regular basis.

Obviously, what defines “high quality” content is up to the person reading or watching it, but that hasn’t stopped Google from trying to filter the stuff it finds to be the most beneficial to the top of the search engine results pages (SERPs). Some of the things that Google looks for to determine quality are longer content, images, videos, correct spelling, proper grammar, proper text formatting and, of course, links – including both outbound links to other high quality sites and inbound links (and social shares) from high quality sources.

It’s also important to remember that content must be relevant to the website publishing it and the people who are most likely to read it. This means staying around the general topic of the website (as in, only publishing content about tech gadgets on a technology review site, rather than – say – automobile parts). This way, the search engines will see a common, consistent theme across all of a site’s content when they come to crawl it. Relevance is important to Google, because it means that visitors that end up at a website looking for information about a specific topic will be able to find it quickly once they get there and poke around.

Kinds of Content (And How They Help)

Admittedly, “content” is a vague term that can be applied to pretty much anything on the Web, in one way or another. But there are certain types of content that fit into Google’s loose criteria for “high quality” that can also help businesses move up the search rankings. The most obvious (and the easiest to produce) are blog posts.

It seems that every business has a blog these days (or, at least, they should have one) that allows them to consistently publish new long-form content related to their specific industries. With blogs, companies can satisfy both Google (and other search engines) and their target audiences by publishing original posts that provide readers with some kind of informative or actionable value. They also allow bloggers to stay on top of timely or topical news items – another thing that search engines like.

But really, the most obvious way that blog posts help improve a site’s search rankings is that they give writers more opportunities to insert relevant keywords into their sites in a natural, readable way that will attract the search engines and cause them register the site as being relevant to those specific terms. This benefit only grows and become more powerful as a site publishes more blog posts.

Blogs also provide businesses with a way to garner more backlinks from other high quality sites or blogs. This gives the business owner more authority with Google, makes the site more visible to its target audience and helps spread its content around the Web.

In addition, blog posts give companies content that they can push on social networks like Facebook, Twitter, LinkedIn and Google +, in turn, giving their fans and followers a reason to visit their websites. Plus, when they like, share or retweet a company’s posts, it provides social signals that act as inbound links, which adds credibility to a website and results in another SEO benefit.

However, not everyone likes to read, so it’s worth keeping in mind that blog posts aren’t going to entice everyone in your target audience. That is why many businesses have started turning to infographics – large-format images that can be used to organize multiple data points on a single subject or topic. Many users like these because they can quickly read and understand a significant amount of information in a way that’s visually stimulating, making it easier to remember later.

Businesses like infographics because they represent a great way to increase traffic and to gain authority needed to help them move up the SERPs. Because of their visual nature, infographics (or well-designed infographics, at least) are far more likely than blog posts to go “viral,” meaning that they tend to receive more reposts and shares on social networks and other websites than standard blog posts. This results in more links, more traffic, a wider audience reach and, ultimately, more credibility with the search engines.

Content Optimization is the New SEO

Back when Internet technology and search engine algorithms where still in their infancy, web professionals tried to find crafty ways to artificially generate signals that would convince Google and other search engines of their credibility. This included tactics like keyword stuffing and low quality link building that were only concerned with manipulating the search engines into prioritizing a site in the SERPs. Nowadays, search engines take a much more sophisticated approach to the way they determine which sites should be given authority in their niches.

These days, search engines require relevant, high quality and fresh content that is published on a regular basis. This can be done in the form of blog posts or infographics, as well as other types of “viral” content, such as videos, slideshows and more. Search engines want to be able to provide their users with valuable information in the same way that businesses want to offer their target audiences something relevant to their interests. An abundance of quality content is the answer for both parties.

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Friday, September 13, 2013

Panda Update: Cutts Call for Review of Site Content

Google’s maintains stress on “quality” of content with Google Panda-Index Integration

Google has always been pushing webmasters to better the quality of content on their sites, or face the penalty by being pushed to the far end of the search pages. Google’s “site quality algorithms” are designed to reduce the rankings of sites found to be hosting low-quality content as the recent Panda update tackles the difficult task of algorithmically assessing website quality based on content. What this means is that the sites with good “quality content” will gain their way up on to the first pages of search, enabling people (searchers) find sites with good quality first, which is, falling in line with Google’s overall intent of “enhancing the user experience.”

Cutts’s call on Content

Google’s Anti-Spam Chief Matt Cutts, in answer to a question on Panda’s integration in to Google indexing said, “If you are not ranking higher as you were in the past, overall it is always a good idea to look at the quality of the content in your site. If there is content that is scraped, or duplicated or not just not as useful ... (you should think of remedies like ) .... Can I come up with something that is original, something that people would really enjoy …. those kinds of things tend to be a little bit more likely to rank higher in our rankings.”

Panda Integrated into Google Indexing

The integration of the Panda into the normal indexing happened sometime in mid-March 2013. Unlike the explicit, sudden changes that have hit sites with every Panda or Penguin update, the integration of Panda into indexing will be less noticeable though the site with low quality content are sure to feel the heat.

In SMX West, Cutts revealed “In 2011, we launched the Panda algorithm change, targeted at finding more high-quality sites. We improved how Panda interacts with our indexing and ranking systems, making it more integrated into our pipelines… You are more likely in the future to see Panda deployed gradually as we rebuild the index. So you are less likely to see these large scale sorts of changes.”

What this Means to webmasters

As sites with good content pick their way to the top in the search pages, sites with thin and duplicated content, scrapped content, outdated content, will be slipping down in rank till they become invisible on the search pages. Getting right to the point, Matt Cutts calls for an immediate assessment of your site’s content, in case you have done everything possible including optimizing internal pages and carrying out a site audit in the recent past. What webmasters should do is replace old and thin content with quality content that is interesting, engaging and influencing. Google wants you to build the quality of content on your site, page by page, as just one page of bad content could pull the site down, altogether.

Here is the original Matt Cutts’s Q/A video on Youtube and the transcript below.

“Recently Google integrated the Panda update into the normal indexing process. Now, how will webmasters get to know their site is hit by Panda? And, if the site is already hit, how will one know the site has recovered from Panda? (after having done remedial SEO)

Panda is an update we rolled out a couple of years ago, targeted towards lower quality content. It used to be that roughly every month or so we had an update. We used to say there is something new, we’ve got a launch, we got new data and lets refresh the data. And it got to a point with Panda that the changes were getting smaller, more incremental we had pretty good signals… we pretty much got the low hanging winds. So there were a lot of really big changes going on with the latest Panda changes, and we said lets go ahead and rather than it be a discreet data push, ie. something that happens every month or so at its own time, when we refresh the data, let’s just go ahead and integrate it into indexing.

So at this point we think that Panda is affecting small enough number of webmasters on the edge. We put out a blog post, which I would recommend, penned by Amit Singhal. It talks about the sorts of signals we look at whenever we are looking to assess quality within Panda….basically we are looking for high quality content. And if you think you might be affected by Panda, the kind of over writing rule is trying to make sure you got high quality content, the sort of content that people really enjoy, that’s compelling, the sort of thing they would love to read, that you might see in a magazine, in a book, that people would refer back to, or send to friends, those sorts of things. And that would be the overriding goal and since Panda is integrated into our indexing that remains the goal of our entire indexing system. So if you aren’t ranking higher as you were in the past, overall it is always a good idea to look at the quality of the content in your site. If there is content that is scraped, or duplicated or not just not as useful…. can I come up with something that is original, something that people would really enjoy ….those kinds of things tend to be a little bit more likely to rank higher in our rankings."

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Wednesday, September 11, 2013

How would fingerprint technology benefit iPhone 5S users?

Reports from factory production lines and leaked parts indicate that Apple is about to put a fingerprint sensor into its next-generation flagship iPhone 5S. But what exactly can a fingerprint sensor do for the average consumer?

What does it do?

A fingerprint reader or sensor does what it says on the tin – it scans your fingerprint and matches it to a pre-defined image of your finger. Since every fingerprint is unique, the system can then securely verify your identity.

How does it do it?

A type of image capture system specialised for quickly capturing and storing the imprint of your finger will be embedded below a swipe panel – in this case possibly below the home button on the iPhone 5S – which the user runs their finger over. The sensor captures the image and software analyses it for the skin indentation pattern on your fingertip, comparing it to a set of pre-stored data and verifying your identity. According to a recent patent filed by Apple in Europe, the sensor will implement an RF sensing system that will not only accurately capture the ridges of your finger, but also image the live skin below the surface of your fingertip to prevent spoofing of the system with a Mission Impossible-style fake fingerprint.

What will it enable?

Potentially, fingerprint readers could sound the death knell for passwords. The multi-character password is a failing piece of security, given that pretty much any password can be cracked by high-powered computers these days, regardless of how long or complex it is. Two-factor authentication, where another piece of the security puzzle, such as a secret code or key, is used to strengthen simple password logins is currently the best system on offer to consumers.

In theory, fingerprint scanners could allow users to completely remove the need for passwords, securely logging into their phones, and enabling higher security functions, which would be particularly useful for online banking and shopping without the need for two-factor authentication.

A built-in fingerprint scanner could also make the iPhone more amenable to big business for security reasons, although in reality, according to Matthew Finnie, CTO at Interoute, the owner operator of Europe's largest cloud services platform, "the smartphone is now intrinsic to how people work, so it's time for businesses to change".

"Rather than focusing on the security merits and nuances of the devices, attention should shift to how businesses should secure and control corporate data and make relevant parts securely accessible from anything, anywhere."

Will it really work?

Fingerprint scanners in the past have been a bit hit and miss. The technology, although relatively established in industry and enterprise settings, has never really been available to the mass market consumer or on anything other than secure laptops. That's generally because it has been a frustrating experience for the end user.

If Apple manages to make the process of secure login via an in-built fingerprint sensor a smooth and seamless experience, it could revolutionise the way consumers use their phones and bring about faster, more secure platforms for developers to expand upon.

However, there have been rumours that the sensor Apple is expected to build into its next iPhone flagship has a limited use lifetime. For example, a rumoured 500-scan limit "could be used up in only six months, based on users accessing multiple accounts three times a day. This would render the scanner useless for the remainder of a typical mobile phone contract, potentially 18 months," according to research by David Webber, managing director of Intelligent Environment, a specialist in the financial security field. If a consumer keeps their smartphone for two years, as is the length of many mobile phone contracts currently, there is a possibility that the fingerprint sensor could fail, or cease to work leaving users stranded without access to secure logins for their phone, banking or shopping.

What alternatives are there?

Biometric authentication, where a unique part of your body's function is used to verify your identity, is a growing field. Many different factors can be used to securely identify the consumer. Iris scanners were once hailed as the holy grail of identification, but the technology required to scan an iris accurately is both expensive and often bulky – not something suitable for phones yet. Recently the unique rhythm of individual heartbeats has been pushed forward as another tool in the biometric armoury, with a bracelet such as the Nymi that monitors your pulse on your wrist, which would offer a much more realistic and consumer-friendly entry into biometric security.

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Tuesday, September 10, 2013

Apple's New iPhones Launch

At a launch event in Cupertino, Calif., on Tuesday, Apple unveiled its latest hardware, replacing the iPhone 5 with two alternatives: the high-end iPhone 5S, which starts at $199, and the cheaper iPhone 5C, which starts at $99.

The big news, in short: The 5S has an unprecedented 64-bit processor and a fingerprint sensor on its "home" button, while the 5C has a plastic case and comes in a wide variety of colors. Both will go on sale Sept. 20 in the United States.

The iPhone 5C is, in the company's words, "beautifully, unapologetically plastic." The casing for each phone is made from a single piece of polycarbonate, reinforced with steel and containing an embedded antenna. As widely anticipated, it comes in a splash of color options: blue, white, pink, yellow, and green. Like the iPhone 5, it will have a four-inch screen, an 8-megapixel camera, and an A6 processor, along with a revamped "Facetime HD" front-facing camera and a slightly larger battery. The 5C will start at $99 with a two-year contract for a 16-gigabyte version. A 32-gigabyte version will run $199.

The iPhone 5S is the shinier, fancier sibling, billed as the world's first 64-bit smartphone. Its aluminum body will come in silver, gold, and "space grey." While it will still run 32-bit apps, Apple has redesigned the phone's native apps to run on the new, 64-bit A7 processor, which the company says will make it twice as fast as the iPhone 5 and 5C. The phone appears to be optimized for graphics and gaming, with a demo at the event prompting my colleague Farhad Manjoo to remark, "No joke: The gaming performance on this thing looks incredible." Battery life will reportedly be the same as in the iPhone 5, which in my experience has not been great.

The 5S also comes with something called an M7 motion coprocessor, which harnesses the phone's accelerometer, gyroscope, and compass to get a fuller sense of your movements, including the ability to tell whether you're driving, walking, or standing still. The camera has also been upgraded, with a larger sensor and the ability to take multiple photos in rapid succession and then choose the sharpest one. A two-tone dual-LED flash is meant to result in more natural-looking colors when you take a picture in low light. And you can shoot video at 120 frames per second, which can be played back in crisp slow-motion.

But the most novel feature is the fingerprint sensor. The touch sensor, built into the phone's main "home" button, allows you to scan your fingerprint so that only your touch will unlock the phone. You can also set it up to require your fingerprint rather than a password when downloading new apps or buying things on iTunes. To prevent someone from stealing your fingerprint, the scan is not copied to Apple's servers.

As with the iPhone 5 when it came out, the 5S will start at $199 for 16GB, $299 for 32GB, and $399 for 64GB, all with a two-year contract. While the iPhone 5 will no longer be produced, the previous-generation 4S will still be available, now free with a two-year contract.

The new phones will go on sale Sept. 20. That's two days after Apple's new mobile operating system, iOS 7, is scheduled to be available for download, purging the skeuomorphism from the iPhone's interface.

As usual, Apple executives were not at a loss for superlatives when it came to describing the new phone. Phil Schilller called the 5S "perhaps the most-forward thinking phone anyone has ever made." As for the 5C, Jony Ive weighed in with a somewhat Systrom-ian koan: "It's quite remarkable when something feels familiar and yet is new at the same time." Jony, I think the word you were looking for is "disappointing." As in, it's quite disappointing when a supposedly new iPhone feels so familiar.

Slow-motion videos and fingerprint sensor notwithstanding, the new phones may not have enough gotta-have-'em gewgaws to rebuild Apple's momentum. A dip in the company's shares on Tuesday suggests Wall Street, at least, was not overawed. On the other hand, the 5S seems to be quite a substantial upgrade from a technical standpoint, which should ensure that those customers who do upgrade are not disappointed. For now, Apple seems content to leave the gimmicks to its competitors—particularly Samsung, whose phones have been sprouting features like eyeball-tracking and optional $300 Dick Tracy accessories.

For a while there, Apple's products were both the most inventive and the most refined on the market. At this point, they'll have to settle for being the most refined.

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Monday, September 09, 2013

4 Reasons to Spend More on SEO

Google has made dramatic changes in 2013, with the May 22 Penguin update having the biggest impact for small business websites. After some severe reductions in traffic, some webmasters are at least seeing traffic increases in August due, in part, to a Panda softening from Google.

In response, many webmasters are making big shifts in SEO tactics. While long overdue, this is the right move.

Few businesses are looking to move to lower quality SEO services as they now fear Google more than ever. But small businesses run very close to the margin and traditionally resist increasing the SEO budget, regardless of the consequences. Here are four reasons why small business owners should reconsider.

1. Google Asked You To

While many will dismiss this as PR, Google has clearly communicated that they no longer will tolerate SEO tactics that used to work in 2008. Article spinning, keyword stuffing, excessive bookmarks, reborn domains, paid links, thin content, and duplicate content are all not OK.

Even if you haven't received an unnatural link warning, the writing is on the wall. Quality must increase for continued success in SEO. While this message is clearly self-serving for Google, it's important to respect their power in the industry.

2. Recovering From Google Updates is Expensive

There are plenty of websites that have partially recovered from Penguin downgrades, but each case is different. The level of returning traffic varies.

Technical issues on-site are the easiest to fix and should be addressed quickly using Webmaster Tools as the guide. Duplicate content needs to be removed immediately.

Keyword-stuffed titles need to be edited. Thin content, a favorite among many, should be replaced with real content marketing.

Off-site issues, such as bad link building, are particularly hard to fix. It is very ironic that firms now exist to send "link removal request" emails to other firms who were previously retained to build those links.

Small business needs to stop doing bad link building and embrace content marketing. They need to get creative and experiment with newsjacking.

All of these activities cost money. Smart business owners are thinking toward the future and deciding to spend more on SEO now (via higher quality services) to avoid repeating this activity in 2014.

3. SEO Has Merged With Marketing

Many small business webmasters were using a "set-it-and-forget-it" SEO strategy, believing that they need not worry about SEO after hiring a firm. This violates one of the major tenets of business process outsourcing, which is to outsource process and execution, but maintain strict performance monitoring and accountability.

It isn't surprising that many small businesses are feeling buyer's remorse, wishing they had done greater due-diligence in the vendor selection process and better understood the risks associated with SEO.

It should be clear at this point that SEO is no longer a technical exercise and is rapidly merging with marketing and public relations. Smart CEOs recognize the strategic importance of SEO in our digital world. For this reason, they find ways to amplify SEO in allmarketing activities. Ironically, many companies have SEO opportunities they don't harness.

For example, every employee should maintain a "work" Twitter account and share industry news, blog posts and company specials to help spread content. This type of integrated SEO marketing execution is the future, and will draw more budget dollars.

4. SEO ROI Remains High

The data suggests that SEO is still a great investment. This means that small business shouldn't necessarily shop for the cheapest SEO vendor, but consider the return they can make on their money if they spend more:

SEO remains a very high ROI activity.
The cost-per-lead for SEO is still very attractive.
Google has significantly tightened the requirements for high-quality SEO.
Integrated marketing strategies have big efficiencies.

Conclusions

All technologies and industries mature, and price-points typically change dramatically along the way. SEO is following the same playbook as most other young industries.

In the last few years we have seen SEO move from infancy to adolescence, with the Google algorithm updates as mileposts. While SEO will become more difficult and expensive to execute, the return on investment remains high for small business. In the end, ROI is more important than the absolute number of a budget line item.

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1. Google Asked You To

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Conclusions

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