Digital Advertising Information You Need to Know

Search Engine Realities — Vol. 2

If you go to AOL, Google, MSN and Yahoo, and search for 'digital advertising,' there are a total of 48,423,303 listings. Dynamic Digital Advertising comes up as #1 on all four search engines. This, along with many other very high rankings for DDA's 8 digital service areas, was accomplished using search engine optimization techniques that can work for all businesses in all industry categories. Considering the task at hand, ranking over 5 billion web pages in a logical and fair manner, the search engines are deploying powerful technology that takes into account as many variables as the search engines can determine to establish ranking for each search term.

The dirty little secret in the website design/development community is that very few service providers put the effort needed into offering an effective, ongoing search engine ranking program, because it is difficult to offer an effective solution that makes money for the service provider. High end optimization companies target the Fortune 1000. Many charge $5000. per month and more. (for reference only: i.e. iprospect.com which lists their fee structure on their website ranging from $12,500. to $40,000. per month.) Very few small business owners would even consider such fees. Other marketing driven companies are selling a one time "fix" that can cost as much as $2500. for a front-end coding solution that has limited value, and a short 6 month shelf-life. In many cases quick fix programs can get a site blackballed and delisted from the search engines permanently.

The problem is that web developers generally design websites for the human viewer and ignore substantially the needs and capabilities of the spiders sent out by the search engines to "crawl" through websites and determine their relative ranking. The best example to illustrate the overall need is to compare the result to the opposite effect stealth technology has on a jet fighter or bomber. Stealth technology lowers the radar cross-section of an aircraft to minimize its visibility. Effective optimization of a website increases the spider readable cross-section of a website by increasing keyword rich content while enhancing spider access. This is accomplished by removing blockages (i.e. introductory flash files and frames etc.) and coordinating the site structure and foundation with links and navigation that reinforces the keyword or term being searched. Additional factors such as popularity links (the number of industry related sites that link to a website) play a significant role as well. Keywords have become much less important in determining ranking but properly designed keywords (ideally in phrases) remain important as guides for search engines in their organizational efforts.

Some of these optimization techniques can be implemented by business owners, and in-house marketing and technical people. The problem is exacerbated by the search engines who are purposely secretive about the logic algorithms they use to determine rankings and keep changing them. Some techniques, such as repetitive keywords and over-submission of URLs can be detrimental and actually get a website blackballed permanently. On the other hand sharing links with other sites in the same industry and adding keyword rich content to a website is generally a good thing.

There is a very helpful visual display showing what a human website visitor sees vs. what a search engine spider sees on DDA's search engine optimization website. The different views and explanations for them can be found at www.forsurething.com. Also offered at this site is a free analysis of the structure and search engine readiness of any website.

Additional information about the full spectrum of DDA's digital advertising services (and lots of fun and informative activities) can be found at our main website www.zeroonezero.com. You can even take a 10 minute virtual vacation at Digi-Islands. The average visitor to the DDA site in June spent 55 minutes per session. Also DDA has a group of four websites devoted to improving and promoting websites after launch. They can be found at www.makingwebsiteswork.com. The areas of focus include search engine optimization, website usability analysis and e-marketing.

David Katz
Dynamic Digital Advertising, LLC
950 Street Rd.
Southampton, PA 18966
215-355-6442
fax 215-396-8779
www.zeroonezero.com
david@zeroonezero.com

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CUSTOM WEBSITE DESIGN AND DEVELOPMENT Dynamic Digital Advertising is Philadelphia’s top custom website design company because it offers a professional website design and development process unlike any other in the country. Dynamic Digital Advertising’s websites are search engine optimized and, as a result, score front-page rankings on major search engines such as Google, Yahoo, and MSN. Keyword Research is an significant component of scoring high because it targets the text and menu structure of a website’s design. Dynamic Digital Advertising performs the in-depth research that ensures your website is mirroring live keyword search patterns to maximize the success of your website.

GRAPHIC DESIGN SERVICES One of the most important components of advertising in today’s competitive marketplace is graphic design. A Pennsylvania-based digital marketing firm, Dynamic Digital Advertising is proud to provide the high-end graphic design services that your company needs to make your audience pay attention. Choose from a myriad of services – graphic design web design, large format graphic design, trade show graphics, interactive CD-ROMs and DVDs, brochures, business cards, packaging, and much more. Dynamic Digital Advertising is actually a provider of one of the most extensive listings of digital marketing and graphic design services in the country.