I was lucky enough to attend the Search Engine Strategies conference held recently in Stockholm, Sweden. Stockholm is a picturesque, friendly, very organised city that is currently enjoying lovely Autumn weather of around 7 degrees celcius... about the coldest winter's day in Cape Town! Yes, I am a wimpy Capetonian, but I survived, and besides some meteorological insights, managed to come away with a host of exciting trends, ideas and best practices in search engine marketing.
One of the sessions I attended was moderated by Chris Sherman, president of US-based search marketing company Searchwise and associate editor of Search Engine Watch. Chris has a great way of stepping back and looking at the big picture when it comes to this dynamic industry, and the talk he gave was no exception. To give us this bigger picture, he talked about some common myths in the search industry - both for organic search engine optimisation and pay per click. Knowing these myths will give you a better chance of running a successful search engine marketing campaign for your own website.
Myth #1: A number one ranking is essential.
This is not always true. If you're at least in the top ten results, does this achieve your goal of search engine visibility? In most cases, it should. Is the added effort and time it takes to get you to that number one spot absolutely worth it, or could you achieve the same volume of increased targeted traffic to your site with a number three listing? There is a need here to balance the ego with the necessity of being the first result.
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