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The Secret Risk of Crappy URLs

url usability

SEOs haven’t always considered considered the “usability” of web page URLs as part of their marketing strategies. Typically, they approched this from the keyword perspective. But with today’s algorithms, URL usability now takes front and center stage, which means that even your precious keywords take a step back.

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Changing URLs? You’d Better Have a Really Good Reason!

problems with changing urls

For years, SEOs have cautioned businesses against changing their site URLs for “SEO” purposes. Ever since web marketers believed keywords used in URLs carried weight in the algorithm, there was always someone looking to update their URLs to get better rankings. Most SEOs knew that the value gained was usually less than the value lost in making such a change.

But let’s put aside the argument for a minute that keywords in URLs have any impact whatsoever. Instead, let’s just focus on whether or not sites should change or update their URL structure.

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Why I’m Changing My Tune on Company Names in Title Tags

using company name in title tags

I’ve always shied away from using company names in the title tags of web pages. I always figured that the title tag was just too valuable of a piece of real estate. With only 50-55 characters, you need that space to rank for keywords and entice the click to the site. That’s no small feat.

Besides, the website will almost always rank very well for any search for the company name anyway, there is no reason to use it.

But I’ve started to change my thinking about this a bit. While the need to use keywords and entice the click to the site hasn’t changed, what has changed is the value in branding.

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Breaking Bad (URLs)

breaking bad urls

Web marketers have almost always believed that using keywords in URLs helped improve your search engine rankings. The exact value of keywords in URLs has always been debated with the general consensus falling between a little and not much.

Google recently said that URLs themselves are not a factor in the rankings, but personally I still think that they may carry a little weight. And even if not, there are definitely some ancillary benefits to them.

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Everything You Need to Know About SEO From 12 Stoney deGeyter Quotes


Stoney deGeyter quotes

My husband and I are big fans of Jim Gaffigan and The Jim Gaffigan Show. As a pale, food-loving, Catholic parent, I just relate to him.

So what the heck does that have to do with SEO? Well, not too long ago, I stumbled upon an article “Everything You Need to Know About Parenting in 12 Jim Gaffigan Quotes.” And just as parents can learn a lot (or at least get a good laugh) from the wisdom of a man raising five children, we can learn about SEO by those who have been in the trenches for awhile, particularly our own Stoney deGeyter. While these quotes won’t be as funny (at least intentionally) as Mr. Gaffigan’s, I think they drive home a lot of the main points that web marketing professionals need to keep in mind as they navigate the complicated and ever-changing SEO landscape.

So without further ado, here’s everything you need to know about SEO in 12 quotes from Stoney:

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New Site Launch Tip #2: Use Optimized URLs That Help (Not Hurt) Your Web Marketing Effforts

SEO optimized URLs

Web developers are amazing. When it comes to building website tools and functionality, they do things that I can barely fathom. But let’s be honest: Web developers are not SEO experts. Their job is getting code to work based on some specifications they are given, but they don’t often think about what is best for the site from a search engine perspective.

I always recommend getting an SEO involved when building or designing a new web site. They can often provide details that web developers simply wouldn’t consider. One of those details is the site URLs.

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Why Your SEO needs To Maintain a Separation of Powers

SEO Components

I’m not going all political here, but bear with me for a second. The United States government was set up with three branches of government, each with their own authority and power: Presidency, Congress and the Courts (Executive, Legislative, Judicial, if you want to get technical about it). It’s a great model, provided that all three both exercise and stay within their given power. Things start going bad when one oversteps and the other does nothing to rein it in.

So what does this have to do with SEO? Put simply, SEO works best when there is a similar distinctions in place.

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SEO Red Flag: Still Talking About PageRank

Red Flag - Still Talking About PageRank

By all external measures, Google’s PageRank is dead. Google announced that they are no longer providing public PageRank updates. Which means anyone still talking about PageRank as a metric for SEO is focusing on an outdated metric.

Actually, if you think about it, it’s quite comical. Here some SEO company promised you an increase in PageRank and for the life of them, they can’t get that bar to move! Well, duh! When something isn’t being updated, no matter how hard you try, it’s not going to change.

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