Search Engine Optimization

Issa Homes launches new website

Backed by our customized WordPress CMS, Issa Homes launched with a completely redesigned site designed to be clean, minimal and search-engine friendly.

Learn to understand and SEO Audit

You must know where you stand with your cur­rent Search En­gine Op­ti­miza­tion be­fore you can hope to get started with Search En­gine Op­ti­miza­tion.

Sound con­fus­ing?

It is.

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You’re wasting your money on SEO and what you can do about it, Part 2

We defined and outlined paid search and explained its position within the broader topic of search engine marketing.

In part 2, we are going to look at another sub-topic of search engine marketing, called link building.

While many SEOs would argue that link building should be bundled under our next topic, Search Engine Optimization, we disagree.

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You’re wasting your money on SEO and what you can do about it, Part 1

So many of our clients are hostile toward Search Engine Optimization because they “paid client for SEO, and nothing happened. They didn’t do anything.”

We won’t pretend to know the intent of the previous search engine optimization firms, but we will say that if you don’t know what search engine optimization and what a search engine optimization company is going to do, you will end up wasting your money.

After we explained it to one client, the put it like this.

“It’s like going to a mechanic and asking them to fix your car,” he said.


Your website isn’t converting. It’s not getting any traffic. So you know something’s wrong with it. Just like you know that when your car makes that funny noise something is wrong with it.

So you look for someone to help you.

When you go to a mechanic, you bring your car in and say “I need you to look at my car. Something’s wrong with it.”

And, sure enough, the shop will look over your car and produce a list of things that is wrong with it and then offer to fix it.

Your much better off if you have an inkling of what is happening with your car and what parts are involved. You can then isolate the problem, present it to the mechanic and know that they are going to address the problem you brought to them.

Same thing with search engine optimization. If you bring your site to an SEO and tell them that it’s not getting traffic or it’s not converting, there is a list of problems they can come up with and get straight to work.

But if you don’t know what they’re doing, you’re paying for a mystery.

So let’s break down search engine optimization, so you know what goes into optimizing your web presence.

Search Engine Marketing

First, we need to take a step back. What most people think of as search engine optimization is really a bigger topic called search engine marketing.

Search engine marketing encompasses everything related to search engines (Google, Bing, Yelp, etc) and your marketing efforts.

From there, we can break search engine marketing unto smaller topics.

Paid Search Placement

Paid search placement is when you purchase space in search listings. You’ve probably seen paid search listings in Google.

They are the “search results” that appear above and to the right of the main or “organic” search results. In the graphic below, the paid search results are in red and the organic search results are in green.


We tend to think of paid search placement as advertising. What you are essentially doing is paying Google to include your advertisements in its search results.

How many times it appears, where it appears, when it appears and to whom it appears depends on how much you are willing to pay, who you are targeting and what keywords your buying.

And there are two ways you can pay: Per click or per impression.

Just as the phrases indicated, for per impression ads, you pay each time your ad appears in search results. And for per click ads, you pay each time someone clicks your ad in search results.

All things equal, per impression ads cost less per action than per click ads.

Let’s go back to the point about “buying keywords” as that is most often understood.

Let’s use a basic example and say you are willing to pay $1 (per click) to have your advertisement show up in Google every time searched for the keyword “I love apples.”

If, no one else is willing to pay more than $1 for that keyword, you get the top spot in search placement (above the main search results).

Let’s say four other companies say they’re willing to be more than $1 to appear for that keyword. In that case, you would appear fifth (fourth on the right-hand side).

And if 10 companies will pay more than $1, you won’t appear at all.

Generally, Paid Search Placement is the last area we focus on for a company’s search engine marketing strategy.

It’s useful for quick wins as you see immediate gratification, but it is expensive to maintain, and organic search results have a much higher click-through rate.

For example, someone searching Google for “I love apples” is 10-times more likely to click on a non-paid search result than a paid search result.

When you hire a company for help with Paid Placement, you are hiring them to:

  • Write compelling Calls to Action or CTAs: In paid search, you have control over what your ads say, so you need them to have strong messages that entice a searcher to click on them.
  • Pick the right keywords: You don’t want to spend money on keywords that won’t drive conversions. If you buy placement for the keyword “i love apples,” and you get traffic, but no one buys your product, either your site is poorly designed or people who are searching for “i love apples” don’t want to buy what you’re selling. Also, your SEO needs to identify keywords that your competition hasn’t gone after. This will allow you to avoid getting into a bidding war for expensive keywords. Basically, this means that if it costs you $5 per click to get listed for “I love apples” and two people buy your $5 product every day after clicking the ad, you have a 50 percent profit margin ((5×2 – 5)/10 = .5). But if you can find a keyword that costs you $1 per click but only sells one $5 product per day, you are generating an 80 percent profit margin ((5×1 – 1)/5)
  • Manage your budget: An SEO should make sure you’re not paying any more than you need to for keywords and pick the right demographic to expose your keyword to. Search Engines like Google will let you set daily budgets and limit your ads to specific times of days and locales.

So that covers paid placement.

In part two, we’ll take a look at link building, so be sure to check that out.

Your SEO competition is crushing you. Here’s what you can do about it

Search Engine Optimization can present a daunting challenge to new businesses, companies and sites coming online for the first time.

After all, one of the factors Google uses to rank pages is the age of the domain (how long the site has been online).

Furthermore, websites that have been online for a while probably have a sizable stable of content to draw from.

And finally, if these competitors have any clue whatsoever, they probably have links to their keyworded pages.

That’s three strikes for you.

But you’re not out.

The trick is to sneak up on the competition.

How did Apple climb back into the ring with Microsoft in the personal computer market?

Not through computers themselves, but through the iPod – a computer accessory.

It’s not that Apple stopped producing personal computers, but the company knew it couldn’t go toe-to-toe with computer manufacturers who were shipping Windows.

So they took a different route.

That’s what you have to do. Take a different route.

Let’s say you sell clothing. You’d love to rank highly for the keyword “Clothing Online,” but the chances are you won’t – at least for a while.

You need to find a different route.

How can we get more specific? Let’s brainstorm some other keywords that might relate:

“Hipster clothing online”

“Online clothing store”

“Discounted guy’s clothing store”

“Trendy celebrity clothing store”

“Buy trendy clothes online”

We could literally go on for about 12 screens with this brainstorm, but, we think you get the point.

So, what we’re looking for here is a keyword that a lot of people search for, but that your competition hasn’t captured yet.

Let’s start with the last example.

How many pages are listed in Google?

By searching for “Buy trendy clothes online,” we see that there are nearly 3 million results.

That’s a lot of pages, but it’s not insurmountable.

Next, let’s see how many of those pages specifically mention that keyword using those words in that specific order.

About 23,000. Much better.

But we need to go further. It’s not enough to know that there are 3 million and 23,000 pages respectively that mention our keyword.

We need to know how well those pages are optimized for those keywords.

How many have the keyword in the title tag?

One of the strongest indicators that a page is being optimized for a keyword is the appearance of the keyword in the title of the document.

Fortunately, Google makes it easy to find that out using the “intitle:” and “allintitle:” search operators.

For example: searching for intitle:Clothes will find all pages where the word “clothes” is in the title. allintitle:Clothing Store will find all pages where the word “Clothing” and “Store” in any order are in the title and intitle:”Clothing Store” will find all pages where “Clothing” and “Store” appear in the title in that exact order.

So let’s take our example.

allintitle: Buy trendy clothes online

1,240 results! Not bad. So even though there were almost 3 million pages that mentioned the keyword, only 1,240 of them have the keyword in the title.

What about the exact phrase?

intitle: “Buy trendy clothes online”

One result! Right now, your mouth should be watering. But let’s not get a head of ourselves.

First, we want to drive home the point that the title tag is critical. This one result means that if you create a page on your website and put the exact phrase “Buy trendy clothes online” in the title, you will appear on the first page of Google when someone searches for that exact phrase.

Second, we should point out, that almost equally important as the title is the URL of the page, and that information is just as easy to get as the title.

But instead of searching for “intitle:” and “allintitle:” us “inurl:” and “allinurl:”.

OK, so let’s get back to your watering mouth.

How many people are searching for my keyword?

Let’s find out if anyone actually is searching for the exact phrase “Buy trendy clothes online.”

To do this, fire up Google’s Keyword Tool paste “Buy trendy clothes online” (with the quotes) into the Word or phrase box, check the “Only show ideas closely related to my search terms” box and click “search.”

Next, look on the left-hand side for a section called “Match Types” and check “Phrase” so phrase and broad are checked.

You should have results that look like this:

Reading the graph, this means that 170 people globally and 91 people, living in the United States search for the phrase “buy trendy clothes online” and that 91 people globally and 46 people in the US search for the phrase “buy trendy clothes online” using that exact word order.

That’s not crushing traffic, but we already noted that the competition is not stiff.

So, let’s assume that you can covert one of those people each month. That’s one new customer a month.

What’s a customer worth? We don’t know. That’s for you to answer.

That said, how many other phrases are there like “buy trendy clothes online?”

Could you do this with 10 other phrases? 100?

Now you’re starting to cobble up the long-tail. You’re making inroads into your competitions search marketing by taking a different route.

As you grow and capture more of these long-tail keywords, you’ll be able to go after more mainstream keywords like “clothes online.”

Getting started with SEO part 2: Who is going to be doing what?

Ah, our favorite thing to hear: Search Engine Optimization is free marketing, right?

Sure. If your time is free.

More directly, yes, it’s true that organic search engine optimization does not have many direct costs.

Unlike buying advertising on Google via AdWords’ PPC, there is no cost associated with placement in organic search.

However, if your company or business is going to seriously consider having an effective search engine optimization strategy, you must be prepared to allocate staff resources or dollars to an agency to manage your SEO strategy.

Who is going to produce the content?

We keep saying this, but we can’t say it enough. If you’re not producing quality, original content of some kind at least weekly, you are not going to have much success with an SEO strategy.

An SEO strategy needs an editorial calendar with dedicated people to adhere to it.

Who is going to share the content?

Who will be seeding the content on Facebook, Twitter, StumbleUpon and Digg?

This is critical as well. Someone must promote your content and this is the most basic level of self-promotion.

And, actually, your strategy should go beyond that to commenting on blogs and forums to share your contents there, too.

Who is going to pick new keywords?

In order to produce significant search engine traffic, you must cobble up some of the long-tails keywords.

Long-tail keywords are the phrases that not a ton of people search for but are more focused in intent or purpose.

For example, 1 bajillion searches may come for “Plastic Surgery” but good luck ranking for that keyword.

Instead, try to cobble up the long tail and go after phrases such as “painless plastic surgery South Florida” or “how to find a plastic surgery doctore in New England.”

The number of searches will be a fraction of the head phrase, but, there are near infinite number of long-tail phrases that can add up to a significant amount of traffic.

Someone needs to be doing research the uncover these phrases.

Who is going to be monitoring metrics?

You should probably know if what you’re doing is working, right?

Yes. Yes you should.

So, you need someone who can, daily, look at your analytics software and determine successes, trends, failures and update you on the strategy’s progress.

Who is going to evolve the strategy?

If your strategy isn’t evolving, it’s dying.

A search strategy is not a set-and-forget thing.

You have to be nimble and adjust to shifting trends in people’s search behavior.

What is the competition doing? How can we get more links to our content?

We met our quarterly goals, so what are we going for next quarter? Next year?


In part one of Getting started with SEO, we said you had to determine if your website can host an SEO strategy.

After you’ve done that, you need to be able to budget for your SEO marketing. If done correctly and executed properly, the more budget (time, resource and dollars) you allocate, the more successful the strategy will be.

That said, you don’t have to set a large budget up front.

Allocate a smaller amount for a quarter and see what the results are.

If you’re satisfied, put more in for the next quarter.

Should I pay Yelp for search placement?

A great question came to our attention the other day.

Yelp has been in touch with us to get 600 times a month at top of carpet cleaning list for $300 a month with a year guarantee, is this good?

Is it worth it to pay Yelp $300 a month to appear at the top of a topic search 600 times a month?

The actual offer looks something like this:

  • $300/mo – promotes you to 1,500 people in your area looking for a business like yours.
  • $500/mo – promotes you to 4,000 people in your area looking for a business like yours.
  • $1000/mo – promotes you to 10,000 people in your area looking for a business like yours.

While we can’t answer that question definitely without knowing more information about the business, let’s dig in and show you how you or we would go about figuring this out.

Are there any resource constraints?

Meaning, within reason, could the business handle any number of requests for cleaning?

Or is there a cap at which point you’d need to hire more staff, buy more equipment, etc?

This also means budget.

If you have a $300 total budget for Internet marketing, taking this offer will zero out your budget and you’ll lose out on any other opportunity that might provide more value.

What is your conversion rate?

Basically, what we’re asking here is: What percentage of people who see your phone number online pick up the phone and actually make an appointment?

If customers can make an appointment online via a form, factor that in, too.

This will have to be an estimation, and most of our clients don’t have any research or analytics on which to base this estimation, so it is generally a very high estimation. If you have Google Analytics set up, you can track this type of information and combine it with a “How did you hear about us?” if someone calls.

Fortunately, we know from research that, on average, about 32/1,500 or two percent converted from visitor to Yelp to the website and about 0.3 percent from impression to actual customer.

So what that generally means is that, you can expect 4.5 new customers a month for $300.

All told, that means you’ll be paying $67 for a new customer.

How profitable is a single conversion?

Not counting the $300, what is your profit margin on a single customer for the product or service you’re selling?

If it’s more than $67 and you’re not resource constrained, go for it!

If it’s less than $67, don’t do it!

If it’s $69 and you are resource constrained look around for avenues that will give you more bang for your buck or return on investment.

If you can’t find one, go for it!

In the end, it’s not much of a mystery. It just takes some time and research to get an answer.

On a personal level, we prefer to stay away from paid search on Yelp because there aren’t as many research tools available as there are for, say, Google AdWords.

That’s not to diminish Yelp. It’s a risk/reward scenario. You take more of a risk when you buy placement on Yelp because there are more unknowns and in return, you get a potentially higher upside.

So, what’s your take on Yelp?

Getting started with SEO part 1: Can your website be SEO-ed?

Before there were keywords.

Before there was link building.

Before there was directory submission.

There was the website.

And that’s where SEO starts.

Before Search Engine Optimization work of any kind can commence on any website, someone must answer the question: Can the site be SEO-ed?

Out of context, the unqualified answer is “yes.” As long as someone has credentials to the web server, the website can be SEO-ed.

But, of course, the answer isn’t going to be as easy as all of that.

Ideally, a website should be relative easy to modify for Search Engine friendliness.

Unless you have a web development staff or company on retainer, you don’t want to send someone into the website’s codebase to make SEO updates every time you need to start an SEO campaign.

So, here is a checklist of items that we look for when auditing a websites SEO-ability. Based on this checklist, sites that grade poorly should consider upgrading to new technology that will facilitate the items on this list.

Is there a publishing component what will easily allow webmasters/edits/someone to create content?

The backbone of any SEO strategy is consistent content. If a site can’t be producing original content at least once a week, this presents a serious challenge and may be a non-starter.

Whether this component is a blog, content management system, podcast, forum, whatever. The site must be living. There must be new content flowing out of it at regular intervals.

Do publishers have the ability to add and modify HTML?

This is another big one.

Notice how the header above is bigger than this text? That’s because it’s in a heading tag.

The larger size signals to you, the reader, that it’s more important.

It does the same thing for Google, Bing and other search engines. It says “Hey! Look at me, you sexy webcrawler, you!”

And being the obedient webcrawlers that they are, they do examine heading tags more closely than text tags. So if there are keywords in said headings, our search engine friends will notice them more readily and say “Hey, maybe this page really is about [insert keyword here].”

This is HTML 101. And there are many other foundational level items that a website should give its maintainers control over.

Another example is images. Images are produced via HTML tags just like headings.

And while Google and Bing can examine an image and say “Geez, there is a lot of flesh-tone in this image. It might be a pornographic image,” they can’t say “This is an amazing chart on the growth of [insert keyword here].”

Fortunately, you can tell them what the image is of using the alt and title attributes of the image tag.

Ditto for links. Website maintainers should be able to control the anchor text of links.

For example, if there is a link on a website that says click here, Google and Bing examine that link and say “Whatever is at the other end of this link, must have something to do with ‘click here’.” Wouldn’t you rather have them say “Whatever is at the other end of this link, must have something to do with ‘[insert keyword here]?’”

Yes. Yes, you would.

Which brings us to another point about links.

Regulations now a days, require almost every website to have a privacy policy page and a terms of use page.

But are those pages really important to search engines?

No. No they are not. And they aren’t because they don’t have anything to do with your [insert keyword here].

If the website maintainers can modify the HTML, they can use the rel attribute to tell search engines, “Hey, don’t worry about this content. Go index other stuff on our site.”

Along those lines, a site should also all you to edit the meta tags of a page.

This will allow the maintainers to suggest keywords to Google and tell Google what to show in that little excerpt you see when you search for something. These meta tags can do a ton more, too, including telling Google “Don’t index this page.”

Powerful stuff.

Finally, the single most important HTML tag on any page for SEO purposes is the title tag. This controls what users see at the top of their browser when they’re looking at a page on the Internet.

Usually, you’ll see something like “[insert keyword here] | [insert name of site here].” Each page on your website should have a different title, and if you are hoping that the page will rank in Google, it should have the keywords in it, too.

So even if you don’t know HTML (and if you’re reading this, we’re guessing you can pick up HTML in about a week), your website should give you the ability to grow into that level of granularity.

Can you easily add links?

Add links to external sites within your industry will help Google determine what your site is about, so you should be able to easily and regularly add links to your pages.

Does the website load quickly?

Google uses render time to help determine a page rankings.

That means that, all things equal, a page that takes 18 seconds to load will rank lower than a page that takes eight seconds to load.

So this means, your website should perform well as your traffic grows and have room for performance improvements.

Does your website have an xml sitemap?

A sitemap for websites comes in two flavors: an HTML sitemap and an XML sitemap.

The HTML sitemap is for humans and exists in the form of a page that links to various sections and pages of your site.

It’s like those store directories you see at malls.

The XML sitemap is for search engines like Google and tells search engines where to look on your site for content and what content is more important to others.

While Google may not follow your sitemap exactly, it does use it as a guide of sort that provides helpful suggestions.

For example, if you say that your Contact Page is more important than your About Us page in your XML sitemap, Google is more likely to index your Contact Page.

Can you install analytics on the website?

The most common software in this arena is Google Analytics, but if your website cannot easily include some sort of analytics software, it’s a dinosaur.

Analytics is a necessity for any SEO work because you need to be able to track your progress and see if your efforts are actually working.

Unless, of course, you enjoy burning money and wasting time.

Can your website promote sharing?

This touches on the area of Social Media Optimization, and we don’t want to go too far down that rabbit hole right now.

But basically, this means, “How easy is it to make your site shareable?”

How easy is it to add a Twitter/Facebook/LinkedIn/StumbleUpon/Digg/Reddit/etc button that will allow customers and guests to easily spread the word?

Again, we are risking going off on a tangent, so we’ll stick to the SEO aspects of this theme.

Basically, every time someone shares a link on one of these networks, it creates a link back to your page.

And that my friends, is what we like to call “A Good Thing.”

Can you change your website’s URL structure?

Ever see those web pages with links like

Yeah, not only do you not remember what the link was, you probably didn’t know that it was an SEO death bomb.

The URL of a page is even more important than the title tag, which was said was so crucial.

Google will try to determine the topic of the content on a page by examining its URL, so a URL that looks like this

is much better than the p’s and y’s we saw above.


If your website ranked poorly in these areas, it’s time of an upgrade.

Without these features, your website will never be able to be the foundation of a properly executed Search Engine Optimization strategy.

If you don’t know how to answer these questions, we do, and if you sign up for our Search Engine Optimization newsletter, we’ll answer them for you for free.

So. Get on that.

Do you know what it means to “Rank Number One in Google?”

Ranking number one in Google.

This is the goal of any Search Engine Optimization campaign, right?


That was a test.

Ranking first in Google’s search result pages should never be the goal of a Search Engine Optimization campaign.

Ranking first may be a byproduct, but a real goal is to increase awareness for a brand or cause, triage a PR disaster, generate traffic, increase conversions or some other tangible goal.

(As an aside, a real goal would be S.M.A.R.T, but we’ll leave that for another post.)

And here’s the problem, most clients just know they want their company or brand to appear at the top of Google.

OK. For what?

That’s when the blank stares start.

The blanket statement “I want to rank number one in Google” carries no meaning.

Are you saying that when anyone types anything into the Google search box, you want to appear first?

If, so we’re telling you right now, that isn’t going to happen.

The Problem

Search Engine marketers (OK, bad search engine marketers) fill prospects heads with this idea that said Search Engine marketer will get the client to the top of Google’s SERPs.

Unfortunately, that’s usually the end of the pitch and said prospect walks away thinking that he or she must rank number one.

Well, like anything, without context, that’s meaningless.

If you sell antiques, do you want to rank first when someone searches for “MacBook Pro deals?”

Of course not. While it may be nice, ranking number one for that keyword will do nothing to help you move antiques and the costs to rank number one for such a keyword is astronomical.

So answer the question. What do you want to rank number one for in Google?

And, chances are, you don’t know.

The Solution

Using our antiques example, you would love to appear first in Google when someone searches for the keyword “antiques.”

However, when we tell you the costs, time and resources needed to achieve that ranking, you’d probably feint.

But at least you’re on the right track.

The SEOs job is to learn about your business and turn generalized topics into keywords. Starting from a few broad topics such as “antiques,” “antique sales,” “antique furniture,” etc, an SEO will be able to produce hundreds of keywords.

From there, the SEO should be able to identify cost-efficient, ROI maximizing keywords worth pursuing and finally develop an overall strategy for you to execute to achieve success for a select few keywords.

Notice we didn’t say anything about ranking number one in Google.

A good SEO will be able to estimate the difficulty, and hence, the direct and indirect costs of ranking first in Google for a particular keyword. Additionally, a good SEO will also know the amount of traffic a number one placement for a certain keyword will bring to your website. And based on your average conversion rate and profit from an average conversion, decide whether ranking first is even worth it.

It may be more profitable to rank second in Google.


If someone tells you they can have your ranking number one in Google, turn around and run.

  • Without the context of what keyword, that statement means nothing.
  • No one can legitimately guarantee that you rank anywhere in Google because only Google controls how their rankings work.
  • Ranking number one may not be the best ROI.

As a side note, we guarantee you we can get you ranked number one in Google.

At this point, we hope you turned around and ran.

But if not, let us explain.

Ranking number 1 in Google does not mean that ranks first in Google. Google has PageRanks and while they give authority rankings to domains, what we’re talking about here is page rank.

That means a single page.

If we’re talking about optimizing for the keyword “annual antique sale,” we’re not talking about getting your entire site ranked for that keyword. We’re talking about a single page, such as

So, what does that have to do with us guaranteeing you a number one ranking?

We can create you a page on your site, say, and optimize it for the keyword “tyterrwd” and you will, guaranteed, ranking number one in Google for that keyword.

It would be an absolutely useless endeavor as exactly zero people search for “tyterrwd” in Google.

See what we mean?

SEO Press Release mistakes: If you do these, we hate you!

Press releases date back to beyond our time.

In fact, as junior copy desk editors, we had plenty of experience with press releases.

Like most newspapers, we were flooded with them. And now, with the advent of websites, social media and search engine optimization, press releases have the potential to flood everyone’s senses with useless information.

That’s too bad.

It’s too bad because press releases could make good content.

Press releases can make good content for search engine optimization, but more importantly, they can make good content for your customers.

But let’s look at the top two mistakes that turn a useful Internet press release into an annoying piece of spam

Keyword Stuffing

Search engine optimized posts that are full of keywords for the sake of filling them with keywords are spam. Pure an simple.

Yes, there are ways that an SEO could take a press release and make the content more search engine friendly. But when this is done at the expense of readability, it produces irritability.

For example, if you’re not familiar with a passive sentence, a passive sentence is one where the object comes before the subject in a sentence.

So, that probably wasn’t clear.

A man, suspected of robbing Cody’s Bakery on 5th Street, was shot and killed by police officers Wednesday.

What’s the action of that sentence? What are we saying happened?

We’re talking about a shooting. Shot is the verb or action in this sentence.

So who did the shooting? The police.

Who was shot? The suspected robber.

But this sentence mentions the robber (the receiver of the action) before the police offers (the doer of the action).

A much better sentence would look like this.

Policer officers shot a man, suspected of robbing Cody’s Bakery on 5th Street, Wednesday.

However, some people believe that having your keywords toward the beginning of your sentences provides better juice for your SEO.

This, actually, could be true – although no one can prove it, and any benefit from it is minuscule. And certainly not worth reading sentence like this.

Affordable Plastic Surgery is a new service that we are pleased to announce for our customers.

Obnoxious Backlinking

Links provide critical juice for any SEO strategy. But out of place back links just annoy people for very little juice.

For example, if I’m writing an press release for our new plastic surgery services, I would be an idiot to post this to Reddit.

Sure, it will get you a link, but people will see you invading their social network and will backlash against you.

Find niche networks for plastic surgery.

I’m sure there are non-commercial blogs and forums dedicated to plastic surgery.

However, don’t perform “parachute backlinking.” That’s a play on “parachute journalism” by the way.

Parachute backlinking is the process of showing up on a blog or forum, posting a promotional message such as:

Check out our new plastic surgery services!

And leaving the community – never to be heard from again.

Instead, lurk for a while in the community. Get a feel for what the members like and what they don’t.

Contribute without linking, and then, when you do have a link, you can look for a discussion on “What to look for when deciding to have plastic surgery” and post something like this:

There are a lot of important factors you should consider. Some of these include whatever, whatever, whatever and whatever. If you want to read more, please check out this blog post

Press releases can build good SEO, especially for content-starved businesses, but don’t be spammy with them.

Should I pick this keyword for SEO?

Picking keywords is absolutely critical to the success of any SEO campaign.

But it’s not an easy process.

You can’t just wing it.

Here is what you can do.