Start SEO the right way - Basic online marketing rules

2014 has been a year of SEO myths! Looking back, the rumors of ‘SEO is dead’ were louder than before. Old-timers and white-hat SEO like me never had it better! Google finally starting giving backlinks less priority and content the top-most priority, which is great for any online marketing professional. SEO in 2015 is going to give you more results if you follow these important basic rules before promoting any website.

Concepts like Branding and Reviews gained more importance, making everyone look at Corporate Communications. This benefited businesses in more than just online marketing.

When I initially started working on promoting a leading Healthcare brand online way back in 2002, we used to often discuss this as a team -To reach the bedroom of a house, you have to enter from the gate, then the front door, across the hall and find the right door for enter the required fields. The web is not like this. Thanks to search engines, visitors directly reach whichever page of the site they want to.

Remember, the tour route of a website visitor to your web-page will certainly be different from person to person. It is essential for you to organize the content of your website properly and not put most content on the home page.

Critical care has to be given to the web-content and website architecture. Communication to the visitor about his exact position within the site should be very clear at all times.


Bread-crumbs, indicate the hierarchy of site navigation within a page.

(For example, Home> Services> Web-Design>Wordpress).

In General, Breadcrumbs are of three types:

Location breadcrumbs, which indicates only the hierarchical position of the page you have visited, without considering the path made by the visitor.

Path breadcrumbs, which shows the complete path to the visitor.

Attribute breadcrumbs, which convey Meta information or categories, such as price, author of a book, the brand of a product etc.

If something is good or bad, however, everyone will know.

On the web you cannot “bluff”. Sooner or later, if you hide something, it will come out. It is therefore a marketers duty to ensure communication and online promotion is good to maintain maximum transparency. All measure to prevent mistakes should be taken. Un-ethical measures, false claims will always harm you in the long run. Black-hat SEO has never worked, and it never will.

Markets consist of human beings.

Never forget that the Internet is born from interactions and shares information directly from people and real individuals, not by demographic variables or socio-economic categories. This means that for the promotion or online reputation, it is essential to know how to listen and communicate directly with your readers, customers, users. Take a moment to understand the difference between these three different types of visitors on your website. Try to present information what they might be looking for when they are online.

Whether delivering information, opinions, perspectives, dissenting arguments or funny asides, the human voice is typically open, natural, not artificial.

This means that especially through the web, conversations that take place very dynamically between people. So, it becomes important to be present there and in the correct way. Whether you want to promote your business, products or services or simply promote yourself, always keep this rule in mind.

To be present in these conversations actively, you should therefore be somehow using the same language of the person who is on the web. However, it is good to know that to really get in touch with these conversations, you do not need to use technicalities, strategies or be artificial. The center of communication must remain the person trying as much as possible to avoid creating content solely for a search engine!

The art of conversation has always been the center of SEO. It contains past, present and future of the main promotion technique on the search engines.

Today keyword-stuffing is no longer possible because Google penalizes these techniques. Google will not display your website in top search listings if you use these gimmicks or repeat keywords several times without any semantics logic.
Not only that, the recent updates of the Google algorithms are going to reward original content and content that is appreciated by users, not by a computer!

It therefore appears necessary to take full advantage of web marketing techniques and SEO in particular.

Understanding the Google search engine

Often to explain the techniques of online marketing, I use few metaphors related to real life examples.

Let’s imagine the search engine as a big library where books are the millions of websites that populate the network.

Some books are cataloged according to categories of interest, but some are placed in a wrong category; other books are placed with the cover clearly visible, others are inserted with a “cutting” and you can read only the title; some are present in the main window or next to the front-area so that each customer see the book clearly.

Obviously the featured or next to the front books will have more chances to be read, representing the metaphor, the sites that are positioned in the first 5 placed on the page of search results, the so-called SERP (Search Engine Results Page).

This work of “categorization” is now made directly in reference to Google, based on various factors.

Simply put, if we don’t implement the right techniques of positioning, our book (Website) may remain hidden in the library (search engine).

But what are the rules of the library and what is the criterion that our bookseller (Google) uses to place our book / website on its shelves?

We go now from metaphor to better understand how a search engine and especially what are the factors that influence the placement of certain website.

Basically the search engine is a program that uses a combination of database, software and mathematical algorithms to find information on the web related to keyword entered by the user.

Google has established itself as a leader among the search engines just for the quality of its mix of tools used: a powerful algorithm that can perform fast searches in databases and especially the use of software tools to analyze information quickly on the web.

Among the software tools used, the most important is called a Spider: a program that manages a set of components that analyze the Web page addresses and integrates categories present in the database. The Spider also collects and stores information for the search engine to use .

So, the first fundamental concept to keep in mind when you want to take advantage the potential of a search engine is to have awesome information for Spider when it passes from your website. Plan carefully on what information to provide and how to help in the search for information within your site.

Google provides much guidance on how to use its Spider called Google bot. These include articles on what are the procedures for access to its site or possibly as Spider prevent the access to some pages.

To facilitate the work of the Spider, the first fundamental operation to be performed is to submit your sitemap to Google.

But what is it and why Sitemap so important?

The Sitemap, as the name suggests, is nothing more than a map of the website, generally in the form of XML files that facilitates the search engines to crawl your site.

In addition, the Sitemap allows the Spider to provide additional information, such as the refresh rate of the news, the last update of the site, data related to specific content, such as the duration of a video or the size of an image.

How to create the Sitemap?

Follow an official protocol (ProtocolSitemap 0.9). Google. Yahoo, Microsoft all follow this protocol. More on this coming soon.

Keep your fundamentals clear and if you remember these basic SEO rules in 2015, you will get more results. What else do you think should be added as a Golden Rule for SEO in 2015? I look forward to additions to the list!