Ethical Organic Search Engine Optimization

January thru March 2007

In this Issue

In-house vs. Outsource:  Which SEM method is best for you?

How Search Engines Work:
The Itsy Bitsy Spider

Dynamic Pages vs. Static Pages:  Good Ole' Organic SEO

First Things First:
Writing Effective Copy for your Audience is the first step in Internet Marketing and SEO

Small Business Resources:
Resources for Small Businesses and Entrepreneurs

Readers' Corner:
Feedback, Ideas, Questions & Answers and more...

Past Articles:
Small Biz News Archives

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Here is your FREE quarterly issue of SmallBizNews - a brief and informative Internet Marketing Newsletter offering up to date tips and trends for effectively marketing your Small Business on the Internet. To manage your SmallBizNews Newsletters, ask questions or change your subscription status simply see the subscription details at the bottom of this email.

Be sure to check out past issues of SmallBizNews for other Internet Marketing ideas as well. We invite your ideas, comments and suggestions. We changed our format to a quarterly newsletter in the Spring of 2006 due to time constraints. We hope you will continue to find SmallBizNews an informative resource for your internet marketing efforts.

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SEO - In House vs. Outsource

Which SEM Method is best for your Organization?

March 27, 2007


In the interest of being brief (a.k.a. - I'm behind elsewhere in my work) I will quote Paul Bruemmer of RedDoor Interactive on this topic.


In 2004, Jupiter Research reported that two-thirds of search engine marketing services were performed in-house. Since then, the number of service providers, the size of marketing budgets and the complexity of search campaigns have all been growing exponentially — suggesting a need for more agency involvement. However, the in-house statistic remains basically the same today as in 2004.

Despite the fact that most search campaigns are managed in-house, many companies do not have a dedicated search marketing staff. Jupiter Research reports that most in-house search personnel share duties with up to five other job functions including Web design, email marketing, marketing communications, market research and other functions such as banner, print, radio and outdoor advertising.

Search Marketing Budgets
Search has gone mainstream as a line item in the budget. According to the Search Engine Marketing Professional Organization (SEMPO) 83 percent of corporate advertisers plan for search engine optimization (SEO or organic search), and 80 percent plan for Search Engine Marketing (SEM or pay-per-click) in their 2007 search budgets.

Human Resource departments have added such titles as VP Search, Chief Search Engine Strategist and Senior SEO/SEM Analyst to their job classifications in company handbooks. As search becomes a dominant force in Internet marketing, in-house search marketing commands the attention of the CEO and senior managers.

The Downside of InHouse SEO & SEM?


Training and workload come to mind.


What is the cost of training your staff properly?

Paul Bruemmer later reports in his article that, "SEO campaigns can vary between $10,000-$50,000 per month..." and later, he also reports that SEM (Pay Per Click) Campaigns run, "from $20,000-$2,000,000 per month"


YIKES! If you're spending that much per month for SEO/SEM then you had better be hiring someone and sending them off for ethical training. I can't imagine charging these types of fess - then again, maybe I am doing it wrong. PS - I'd be interested in that job :)


Workload and Dedication to the Task

How many hats does that employee wear or how many other duties are they responsible for in any given day? If there is one thing I can say about the changing trends in SEO and search patterns is that the person or persons doing the research needs to be focused and diligent to the task at hand - there is little or no room for error.


Which is best for your organization? Only you can be the judge. Do the homework before you make the decision though and weigh your options carefully armed with that information. By the way - Ethical Organic SEO on static pages should not be an expense - it should be an investment.


Call me today for a needs assessment and estimate. (607) 276-2223 or email me at:

How Search Engines Work - The itsy bitsy spider

March 16th, 2007

the Itsy Bitsy spider

Have you ever wondered how search engines can return hundreds or even thousands of relevant results for your keyword searches on the World Wide Web in such a short time, often in less than one second?

The answer is quite complex, and may have something to do with the fact that Google is trading at nearly $490.00 a share, for the sake of simplicity we’ll describe it with some easy to follow imagery.

Just as a spider crawls on a spider web - search engines have robots or bots (known as spiders or crawlers) that periodically crawl about the vast world wide web looking for new and updated web pages available to searchers. Once they have captured that data they return it to a search engine database within a search engine data center.


Importance of Building Search Engine Friendly Pages


Just as one might try to block a spider from gaining access to one's home, well-intentioned, yet misinformed, web developers can inadvertently write code or entire pages that block search engine spiders from successfully crawling (indexing) their entire site.


Needless to say, if the search engine spiders cannot access (crawl) your site, or if they have difficulty in navigating through the various sections or sub-sections of your website,  they will have not be able to return the entirety of your site to their respective databases/datacenters.


Some shining examples of development that inhibit the search engine spiders are:

- Java Script Navigation Menus (spiders cannot interpret Java script very well)

- Dynamically Generated Pages (too many variables can block spiders)

- Sites built entirely around Flash (spiders cannot read within Flash files)

note: Adobe owns Flash and their website is not entirely made of Flash.

Want to show up in the search engine result pages (SERP)? Build search engine friendly web pages and elements.


Dynamic vs. Static Web Development

David Williams Certified Organic Search Engine Optimization (SEO)

Good Ole' Organic SEO


Here we go again... revisiting an all too familiar argument among developers and SEO Professionals - and the debate continues.


But, since it is still worthy of discussion I will venture into the topic of Dynamically Generated Pages vs. Static Pages as it relates to Organic Search Engine Optimization.


Dynamic Web Pages

Most dynamic web pages are generated in response to queries run against databases within the website. When a visitor comes to your website and looks for 'peanut butter and raspberry jam sandwiches', it is this database that supplies the response by building the page from a specified template and returning the results from the database that match the variables in the query.


Certified Organic SEO



While the search engines are getting better at reading them, dynamic pages are created on the fly with technology such as ASP, Cold Fusion, Perl and the like. These pages function well for users who visit the site, but they don't work well for search engine crawlers (spiders).

Why? Because dynamically generated pages don't actually exist until a user selects the variable (s) that generate them. A search engine spider can't select variables, so the pages don't get generated properly -– and therefore can’t be indexed as easily as static pages.


The biggest problem is that search engine crawlers such as GoogleBot cannot always read the entire dynamic database of URLs, which either contain a query string (?) or other database characters (#&*!%) known to be search engine spider (crawler) traps. Because search engine crawlers have problems reading deep into a dynamic database, they’ve been programmed to detect and ignore many dynamic URLs.


Static Web Pages


In contrast, static web pages with static URL's in their navigation hierarchy tend to fare much better.


Why? Because there is a real page with real content linked via real hyperlinks that make it simple for search engine spiders to crawl the site in its entirety.


Again, as Google (Yahoo!, MSN/Live) endeavor to return the most relevant results possible in their SERP's. It only makes sense that their means of delivering the most relevant possible results in their Search Engine Results Pages (SERPs) are based upon the data collected by the search engine spiders.


Content Management Systems (CMS) are great for reducing steps for employees - but at what price to your ranking in the search engines?


Want Good Ole' Fashioned Search Engine Friendly Results? Roll up your sleeves and do some Good Ole' Fashioned Organic SEO on Static Web Pages.


The answer is clear - Ethical Organic Search Engine Optimization and Web Design


Google's suggestions for Quality Web Pages fall under three basic criteria:

1. Provide relevant and substantial content

2. Treat a user's personal information responsibly

3. Develop an easily navigable site

Seems like good guidelines to me :) If you desire ethical web design & development and approved Organic Search Engine Optimization...


David Williams Provides

Ethical Organic Search Engine Optimization and Web Design


SEO Using Only Approved White Hat Tactics

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Writing Effective Copy

Effective copy writing is the first step to promoting your web site in your internet marketing endeavors.


We have recognized an increasing trend in search engine behavior that will one day change the way web pages are written and developed. Pages that used to rely heavily on keywords and metatags to lure traffic will soon become a thing of the past.


Trust me on this one as I go on the record to say that soon, the search engines will look at and

review the written copy of the page to determine the page relevance and value to the search query.


When this happens - Effective SEO will become what we have been encouraging since day one. Always write for your clients first - Content is Crucial and Content is King.


The Kelsey research group published these statistics and trends:


  • 74% of households use the Internet as an information source when shopping locally.

  • Approximately 45% of local searches had a buying intent.

  • The percentage of respondents who used yellow page directories decreased from 75% to 62%. (If you have a yellow page ad, it is time to consider buying a smaller ad and shifting your marketing dollars to the Internet.)

Writing Effective Copy for Your Clients

As local business owners you need to take action now. You need to keep your existing customers, and gain new customers, so you need to be found where they are searching. Local Search Marketing is where your future clients and customers will come from.

So where do you start?


Well, go back to the first paragraph of this article and you'll notice that Local Searches are now over two years old. It is still free to modify your listings with:

  • Google Local

  • Yahoo Local

  • and so on...


These complimentary features of local search and a little initiative on your part and you'll be well on your way.


Write for Your Prospective Clients First
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Small Business Resources

David Williams is proud to be a small business owner in the United States


Small Businesses in the United States

(defined as independent businesses with fewer than 500 employees):


  • Represent 99.7 percent of all employer firms.

  • Employ half of all private sector employees.

  • Pay more than 45 percent of total U.S. private payroll.

  • Have generated 60 to 80 percent of net new jobs annually
    over the last decade.

  • Create more than 50 percent of nonfarm private gross
    domestic product (GDP).

  • Supplied more than 23 percent of the total value of federal
    prime contracts in FY 2005.

  • Produce 13 to 14 times more patents per employee than
    large patenting firms. These patents are twice as likely as
    large firm patents to be among the one percent most cited.

  • Are employers of 41 percent of high tech workers (such as
    scientists, engineers, and computer workers).

  • Are 53 percent home-based and 3 percent franchises.

  • Made up 97 percent of all identified exporters and produced
    28.6 percent of the known export value in FY 2004.

Sources: U.S. Bureau of the Census; Advocacy-funded research by Joel
Popkin and Company, Jan. 2002 (see;
Federal Procurement Data System; Advocacy-funded research by CHI
Research, Inc., Feb. 2003 (see;
Bureau of Labor Statistics, Current Population Survey; U.S. Department of
Commerce, International Trade Administration.

US Small Business Administration What's New? has been incorporated into Before launching your business, be sure to check on specific laws and regulations in your area.

Small Business Administration

A wealth of FREE information, regulations and forms for Small Business Owners every where. Small Business and Self-Employed One-Stop Resource.

Readers' Corner


"I am considering updating my Windows XP machine to Windows Vista. Any suggestions or advice?" Terry - Allegany County, New York


Dear Terry,

I'd wait just yet before completing the update to the Windows Vista OS as their are known issues that have not yet been patched/fixed.


Typically, it is wiser to be the last kid on the block to own a toy that works vs. the first kid on the block that owns a toy that works - well, most of the time.


There is a plethora of complaints out there. Just Google Windows Vista Problems and see how you feel then.


All the best,



We offer two great FREE Whitepapers for you to download and employ as brainstorming tools. You can get your FREE Web Site Planner and Getting Started Guide from DavidWilliams.Biz on our Free Whitepapers Page


And I would be remiss if I didn't at least extend you an offer to serve as both your Web Developer AND SEO Firm. If I've already put this much thought into it - imagine how hard I would work for you if I was paid :)


Thanks Again for visiting us!


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