But, like all of us, he has his quirks, and I’m no different.

One of mine involves the acronyms that describe Search Engine Optimization (SEO), Pay-Per-Click advertising (PPC) and Search Engine Marketing (SEM). People don’t use them correctly!

It’s not their fault, but just like a doctor has to explain a diagnosis, I thought I’d take a few moments to do something similar. Be part of the solution.

It’s very simple and will make for fascinating holiday conversation.

Let Me Tell You a Story … About Alex

Alex is extremely detail oriented. If you ask him one question, he’ll fire back with several of his own. And, you know it’s time to pull up a chair when he begins with his famous line, “Let me tell you a story …”

Alex is (usually) always willing to help … but he’s an experienced professional. He knows what information he needs and asks for it upfront instead of wasting time asking sporadically later.

That’s a good thing.

But as you’re answering him, he points out any statement you make that isn’t 100% true. He’s the IT version of the tyrannical English teacher who always comments on your use of “who” and “whom.”

This can be a bit frustrating when all you want to do is address the problem.

If you don’t know him, you might think he’s intentionally being difficult, arrogant, or just doesn’t care. This couldn’t be further from the truth. Over time, you begin to enjoy this quirk and respect him for it.

Why tell you this story? Because I’m the same way when it comes to Internet marketing!

There are countless times I’ve wanted to point out when people use SEO, PPC or SEM improperly. I don’t, for fear of leaving an “Alex-esk” impression, but it’s a quirk of mine nonetheless.

Instead, I’ve decided to offer some brief definitions below.

Search Engine Optimization (SEO)

In our SEO Geek Camp we defined search engine optimization as:

“A set of principles and practices that include formatting site code, structure and content to naturally achieve top ranking on today’s most popular search engines”

SEO optimizes your website’s structure first and then moves to particular phrases. Our goal is simple, appear in the Top 10 search results for a targeted keyword phrase.

The biggest drawback to SEO is the time it takes to see results. Search engines are constantly gathering and ranking new information. Don’t be surprised if it takes 3 months or more before you begin reaping the fruits of your labor.

If all goes well, your website will begin appearing in the top natural or “organic” results.

Pay-Per-Click Advertising (PPC)

PPC, the subject of our upcoming Geek Camp is a bit different than SEO. As the name implies, pay-per-click allows you to pay for ranking on a per click basis. Position #1 is only a credit card swipe away. It is also much faster than SEO, taking anywhere from a day to five minutes to see results.

Like SEO, targeted keyword phrases are important. However, instead of optimizing website structure, you optimize a campaign. PPC offers precise control over all aspects of your search engine marketing including desired ranking, ad copy, the time of day your ads are available and a host of additional items.

This control can come at a hefty price. Worse yet, if not done properly, can end up draining your budget and offer little or no return.

Search Engine Marketing (SEM)

SEM is the easiest to define. It describes any type of marketing that involves search engines and includes SEO and PPC.

Clear As Mud?

See … SEO, PPC and SEM are easy to understand. So you can imagine how I cringe when hearing them misused.

If you are one of the “guilty”, don’t feel bad. There are some in the field who don’t get it, which is probably where the problem started.

Thanks for letting me clear my mind and “tell you a story.”

With multitudes of seminars, books, websites, and other resources available from SEO experts, how do you know who to trust? Who truly knows the most about how search engines work?

Take a guess. Who do you think it is? (No, not me.)

That’s right! The search engines!

This “Ask a Geek” response answers the question, “Where can I find website optimization tips?” by introducing, “Webmaster Guidelines.” Webmaster Guidelines are SEO tips that come directly from Google, Yahoo! and other search engines. They should be the starting point for every website optimization project.

Search Engines vs. SEO Consultants

It won’t surprise you, but search engines and SEO consultants don’t always get along. It’s easy to see why.

But remember … ethical (aka “white hat”) SEO is about working with the search engines, not manipulating them.

We Can All Get Along

The best way to get into someone’s good graces is to follow their rules. Search engines have rules, but they call them “guidelines” or “recommendations.” Here are links to the “Webmaster Guidelines” for the 3 top search engines; Google, Yahoo! and MSN. Each will help you understand how they want your site to be built. Luckily, they frequently overlap.

• Google’s Webmaster Guidelines
• Yahoo! Quality Guidelines
• MSN Live! Guidelines

Common Website Optimization Guidelines

Here is a list of optimization highlights pulled from the pages listed above. Each will become a topic in a series of upcoming Geek Camp blog posts. Make sure to let us know which one you want to learn about first and share your comments below. Then, sign up for Geek Camp website updates so you’ll know when your request becomes available.

• Maintain a Sitemap
  Use sitemaps to ensure that search engines can access every page of your website
• Keep Your Navigation Hierarchy Flat
  Keep your navigational links shallow and close to your root domain
• Write Content of Genuine Value
  Strive to create useful, meaningful, and engaging content
• Beware the Mark (?)
  Is your website dynamic? A good way to find out is to look for a question mark in the URL. If you have one, proceed with caution
• Write Compliant XHTML & CSS
  Just like the English language, you need to use proper web grammar
• Use the <title> Tag Appropriately
  Use descriptive and relevant <title> tags
• Minimize Broken Links
  Scan your website regularly to make sure all of your links work
• Use a robots.txt File
  Tell search engines what to index and what to ignore
• Avoid Unethical Tactics
  Stay away from cloaking, doorway pages, keyword stuffing, and other unethical (aka “black hat”) techniques
• Avoid Duplicate Content
  Make sure the content on your website is unique and original

What’s Next? You Decide!

What topic would you like to hear more about? How to use the robots.txt file? Or perhaps you want to learn more about unethical SEO techniques?

Let us know!

Just share your comments below and we’ll make your suggestion a priority for the next post in our “Website Optimization Tips” series!

Download Cimbrian’s
SEO Cheat Sheet