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August 01, 2006

An Intern's View on Search Engine Optimization

Coming to MasterLink this summer, the only thing I knew about Search Engine Optimization is that it impressed people to hear the title, even if they had no clue what it meant. Learning the ropes of SEO under Mark Barrera it all started to come together.

My first lesson was that companies do not pay for top rankings in Google, they had to earn them and that is what our job is as search engine marketers. My second lesson and maybe the most important was that SEO takes time. This is the first thing MasterLink tells their potential clients so they fully understand what to expect. This I have found to be true and backed by all the books I have read on the subject. My advice there would be to anyone working with a company who has given them false hope by telling them changes will happen instantly, we all know that Rome was not built in a day.

Another lesson I learned early on was that the industry is constantly changing. What is working for you today may not be the case tomorrow. Thus following changes in the industry from sites such as SearchEngineWatch is very necessary.

Something that caught me by surprise was that search engines such as Google, MSN, and Yahoo must know that your site exists. Meaning you can’t just slap your site up on the World Wide Web and have instant exposure to millions of people. What a sad and disillusioned soul I was, it’s pertinent that your page have quality site maps submitted to each search engine so they know exactly what you or your company is about.

The more tedious work involves pay per click campaigns. There is a lot going on and you must be at the top of your game to manage a successful PPC campaign. You have to look at many pieces such as conversion rates, click through ratios, impressions, and the average cost per click to inform you as to what you’re doing well and what you should do differently. This part of SEO is a little overwhelming when first introduced to, and time will make it easier, or at least I hope.

Aside from that SEO is overall a very fun and exciting industry to be a part of because it is constantly changing, never boring and always keeps you on your toes. Every day is different!

These are just a few of the many lessons I have learned during my short stint with MasterLink which goes to show that SEO is something that takes constant attention and top priority.

-Stuart Frazier
SEO Intern

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