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Eric Bryant, SEO Specialist of Lexis Nexis, and CEO of Gnosis Arts Multimedia Communications LLC, as he talks about legal marketing, SEO and Internet Marketing. he discusses topics including keyword research and organic optimization

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Search Engine Strategies NY 2008

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Conferences

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Basic Search Engine Optimization concepts

Optimization & the query server. Part of good SEO work is understanding how query servers sort data and deliver results. Good SEO necessitates having a knowledge of genus-species categorization, differences in how the major search engines index websites and a familiarity with SQL (Structured Query Language). [more]
Google: sql query server. Google is well-known as the most influential query server search engine. Generally speaking, when a site is optimized for Google, it fares well in the other major search engines. But this is not always the case. Therefore, a good SEO company will be up-to-date on the latest news pertaining to Google search engine algorithms.[more]
Optimizing a site. Optimizing a site refers to the techniques that, when applied to a particular website, help that site be easily indexable and readable by a search engine. When a site is optimized, it ranks as highly in the search results as possible.[more]
Who provides help with Internet search engine placement? There are a handful of good SEO companies. What you should look for in an SEO company is tangible results. See which sites the company has optimized and what their keyword rankings are. Also, be wary of SEO "experts" who guarantee or promise certain ranking or Page Rank results; more often than not, these "experts" are not what they claim to be. [more]
Small business search engine optimization. Small business search engine optimization follows the same basic principles as large business SEO. The main difference is the selection of keyword targets and geographical targets for which the site is optimized. Another difference is usually the amount invested in paid advertising programs, as these programs can get quite expensive.[more]
What's the best internet search engine? In one sense, this quesion is unanswerable. If "best" is measured solely in terms of he sheer number of users utilizing a particular search engine during a routine search, then one would have to say Google. However, both Yahoo and MSN command a not-insignificant portion of the web-surfer market, and each has certain niche applications that a good SEO company should be familiar with. [more]

Intermediate Search Engine Optimization concepts

The Semantic Web. Semantic web is the future of search. It is a difficult concept to get a handle on, but we all have some experience with it. Universal search, site links, local search & maps - these are all examples of the move toward semantic web. The idea is to deliver a more comprehensive range of search results for a given query. Ideally this would include image, map, social media, etc. which are relevant to the searcher's intentions and give a fuller "answer" to their search question. On a more complicated level, semantic web consists of creating new programming languages - meta or machine languages - which will enable MySQL databases, web applications, software, execution files, etc., all begin to "speak" to one other.
One example of a semantic web application is the FOAF (Friend of a Friend) markup. The .rdf file format is a subset of the XML programming language. Coding such as FOAF tries to help database protocols associate your web information with, for example, a friend's web information. The assumption here is that friends share psychological traits and similar interests. Therefore, if machines can "get into the heads" of your friends, they have a better chance of getting into your head, and delivering search results which are more relevent to you as an individual.
Robots.txt file. A robots.txt file tells the search engine spiders which URL files to crawl and how to crawl them. A good SEO company will utilize the robots.txt files in a way that is advantageous to webiste optimization. [more]
Understanding syntax. Syntax refers to the patterns of speech governing the way search engine algorithms read and interpret language. Search engines don't yet possess the capability to understand language in quite the same ways ordinary humans do. Therefore, a knowledge of search engine syntax is crucial to good website optimization strategies. [more]
search engine algorithm. An algortihm is a set of prescribed rules that determine the way a task is accomplished. Search engines utilize algorithms when delivering search results. These algorithms determine the relevancy of a search result in comparison with the searcher's query. [more]
Search engine optimization: positioning html code. Believe it or not, the positioning of html code within an html document is just as important to good SEO as the soundness of that code. Optimization requires that the html code be as easy as possible for the spiders to read and maneuver around. [more]
Url domain name. Domain names actually have a bearing on search engine optimization. The choice of domain names should not be arbitrary, but should be keyword-specific and not too cumbersome. In addition, URLs that have question makrs (dynamic URLs) can pose special difficult to search engine spiders. When possible, dynamic URLs should be translated into static URLs for best spiderability. [more]
Search engine spider. A "spider" is a colloquial term for the active agents search engines use to read and interpret a website's content and code. A good SEo company will utlize tools that provide a "spider's eye view" of your webiste before major optimization work is undertaken. [more]

Advanced SEO Concepts

Search engine optimization and promotion. SEO falls within a larger umbrellas industry of Search Engine Marketing. Internet marketing deals with the direct promotion and publicity of a wbsite. It includes strategies to get a commercial website in front of the buyers or searchers appropriate to that market. [more]
search engine optimization tips: Keywords. Keywords form the heart of all good SEO work. Keywords are the terms and phrases which show measurable results in terms of search queries. What good is a site optimized for "keywords" nobody is searching for? Another factor to keep in mind is keyword difficulty: how tough it is to get decent rankings for a particular keyword. Therefore, properly selecting the keywords for your site can make or break your site's profitability. [more]
search engine submission and web site optimization services. Search engine submission is the process of submitting a site directly to the search engine indexers. Although this is a common SEO practice, search engines "like it better" when they find your site without your manual help. And there are tricks to helpthem toward this end. [more]
Yahoo, Google & SEO As stated previously, there are marked difference between the way Yahoo & Google - the two largest and most popular search engines - index sites. A good SEO company will be familiar with these differences and conduct its SEO work accordingly. [more]

Advanced SEO Concepts (cont'd)

Link bait ... or search baiting? Link baiting is an SEO colloquialism that refers to the methods and tactics used to entice a web visitor to link to your site. Search baiting is a term our SEO specialists coined, and refers to subtle strategies to lure searchers not intending to find your site to your site, thru the calculated, creative use of keyword selection techniques. [more]
Expert link building. LInk building refers to the methods of gathering incoming links to your site. Since search engines accord levels of authority to incoming links from other sites, linkbuilding forms one of the single most vital elements in good SEO work. [more]
choosing the best seo keyword. As already alluded to, choosing the right keywords is one of the most important aspects of good SEO optimization. A good SEO company will not only choose relevant keywords, but will chose keywords for which your site has a legitimate chance of ranking well. [more]
Rank in search engine optimization. Rank is perhaps the single best indicator of the strength or weakness of an SEO company's optimization work. After all, at the end of the day, improving webiste rank is the bread and butter of SEO work. [more]
SEO link building: .edu and .gov TLDs. Certain TLDs (Top Level Domains) carry a higher instrinsic authority and trust value to the search engines. This is true of government and educational domaibecause they are limited and more difficult to obtain. Therefore, their use in search optimization is essential. [more]
SEM, SEO & Blogs. Blogs are like the Knights of SEO. In Chess, a Knight, properly utilized, can give you a tremendous advatage over your competitor. Well, in search engine optimization, blogs can also give you an enormous advantage over your competition, when utilized in specific ways. [more]
Flash SEO code. As most good SEO companies know, sites built primarily in Adobe Flash can pose a virtually insurmountable obstacle to effective search engine optimization work. Optimizing Flash sites, therefore, requires the use of certain techniques that a good SEO company will be familiar with. [more]
PPC & Adsense keywords. Pay-Per-Click (PPC) advertising requires choosing keywords for ad displays. However, many folks try to use the same seo principles to choose PPC keywords as they do for organic seo work. This is often a mistake. Additionally, at Gnosis Arts, we feel that placing a modest amount of AdSense ads on a site is actually a good seo practice. This is because AdSense ads are chosen based on the keyword density and relevance of your website. Therfore, AdSense ads can actually enhance search engine and page rank. [more]

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