SEO, SEM and SES strategies for success

Everyone has strong feelings about Google. The search-engine behemoth is loved, revered, feared, envied, despised and more. Not surprising, when you consider that most websites will get the vast majority of their visitors from Google. Google traffic is likely to outweigh all other sources combined.

Having worked in Search Engine Optimisation (SEO) for more years than I can count on both hands, I remember setting up separate pages in order to rank well on AltaVista, Yahoo, HotBot and other search engines. But today we really optimize only for Google.

Allow me to share some nuggets of acquired SEO wisdom from the last 11 years:

1. SEO isn't rocket science. Find out what people are searching for (WordTracker.com is a good start), then make sure that your website is built around these terms.

2. It's all about relevant text. The more the merrier, but make sure your pages are built with visitors in mind. It is possible to over-optimize pages so that they work well for rankings but scare away your visitors.

3. Tricks like stuffing keywords into the meta tags, using "invisible text," keyword spamming etc. are for idiots. Don't even think of jeopardizing your Google traffic because of opinionated and often misguided rants and theories read on forums and newsgroups. Imagine all your Google traffic vanishing tomorrow because Google didn't like your cunning tricks. Would it be worth it?

4. Most SEO "conventional wisdom" is simply wrong. Build your website on good, solid content, make sure your pages have the main keywords in all the right places and you (usually) can't go wrong.

I've also been working with Google AdWords since its inception. AdWords is an advertiser's dream come true, as it can give you an instant presence on Google, puts you (mostly) in the driver's seat and in theory gives you complete control.

Some words of warning:

1. AdWords defaults are for Google, not for you.

2. Don't believe that you can't lose with AdWords. Most people think they have a positive return on investment, yet in reality are losing money on a daily - or even hourly - basis.

3. Don't fall into the "I have good rankings in Google's results, why should I pay for AdWords?" trap. If the ads aren't necessary, no-one will click on them and you won't be charged. If your ads aren't there, your competition will get all of this potential traffic instead of you.

4. Learn how to use the system. AdWords can be a dangerous animal and needs serious breaking-in, leashing and muzzling. Get it under control and it's a purring pet, but never turn your back on it. Think Siegfried and Roy, and what happens when you trust your powerful pets.

5. Download our Google AdWords Cheat Sheet. It's 100 percent free, no registration required and should save you money and time.

By now you're probably wondering what SES stands for - it's Search Engine Success, but could be called Google Engine Success - at least for now. Setup your website for visitors and the search engines alike, learn how to control Google AdWords and steer clear of tricks. And tap into the astonishing sales opportunities that Google offer your company.

Be seen, be sold.