Designing a great looking website is good. Putting it on a strong information architecture is better.

Rolling out a newly optimized website is good. Checking it first is better.

Investing in SEO is good. Investing in ROI is better.

Optimizing your e-commerce site is good. Using optimized concantenation schema is better.

Quick-fix SEO is good. Long-term SEO is better.

Performing SEO correctly is good. Doing what you can quickly is better.

Keyword research is good. Keyword research and segmentation is better.

Adding keywords to content is good. Following user-friendly keyword optimization guidelines is better.

Having content on your website is good. Having unique content is better.

Being unique is good. Being remarkable is better.

Meeting your audience's needs is good. Making your audience feel special is better.

Optimizing for your important keywords is good. Optimizing for a lot of great keywords is better.

Expecting rankings is good. Getting rankings is better.

Getting rankings is good. Growing your business is better.

Increasing traffic is good. Persuading visitors to buy is better.

Growing your business is good. Increasing profits is better.

Understanding algorithms is good. Understanding analytics is better.

Charging (or paying) for SEO services is good. Being fair with charges is better.

Writing about SEO is good. Writing about SEO while trashing Will Ferrell is better.

Follow at @StoneyD, and @PolePositionMkg.

January 18, 2012

Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.


Good list. Of course participating in SEO is important, but if you're going to do it you might as well do it right! Getting traffic to your site is great, but in order for that traffic to convert you need to have a website that is user friendly and filled with good content.

Having very little knowledge of SEO i have been doing a lot of research and have quickly learnt that if you can get a grasp of the basics and dedicate the time to learn new tricks it will inevitably be fantastic for your business. Great Site and Blogs

This is a terrific post loaded with content-rich links. Thanks for sharing all these resources and tips. I found this link through Twitter and I am retweeting to help share your great post. I had a meeting with a client having SEO issues with his competition. I may be giving you a call to get you on the project. Thanks again for the great post!

Glad you enjoyed the post Kelly! It's always nice to know that the stuff we write is truly helpful to others. Let me know if there is anything I can do for you or your client!

Nice article, only if the clients would have read that!

Loved the read. There is always something good at the Searchengineguide :) Thanks!

That's an extremely valuable list. As you mentioned when it comes to content, not only does it have to be unique for me, it has to be superbly written. Good content is one, but when it's really great chances are just so much higher that visitors will share the article link to others. By having this extra traffic / new subscribers / extra sales is definitely worth creating top-notch content.

That may just be the richest blog post per word count I've ever read. I could spend a few hours reading through all of the education in the links.

Thanks, Stoney!

Good stuff! Also true internationally. Being rather new to SEO (in business 1 year), I am daily struggling with long lists of activities for SEO and having to decide on what is most urgent and also most effective in the long-run. This article puts some things into perpective, thx!

Love the reference all the way back to "Old School SEO". Funny enough the absolute basics from 2000 still work today. Why? Because a solidly built site with the right intentions should always perform well.

That said, it's nice to be able to point back to pieces written that far back and say... "That was nonsense then, why do you still believe it?" I guess even SEO will forever have its own old wives tales.

Excellent post, you hit some step-by-step key points. There is quite a bit that goes into SEO. That includes Comedy.

I particularly agree with the long term SEO goals, after all it is the art and science of doing a million things correctly! Thanks for the roundup. Not entirely convinced that Analytics is more important than algorithms, particularly with all of Google's updates.

Definitely a must read list before visiting a customer looking for SEO services! Most customers want quick fixes and low costs, its all about getting them to understand about including SEO from the start and as a long term investment with the highest ROI.

It is easy to say, but in reality is a lit bit different. We are not so god in writing stories , investing in right things and doing a great things . But this story gives a hope and keeps us going.

Great information, I always remind my clients that getting rankings is good, getting traffic is better! Not sure that I agree with the Will Farrell remark, didn't you ever watch Old School?

Richard, if you followed the link you'd have your answer. :)

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