My name is Scott W. Gonnello and I am an SEO Consultant. SEO stands for Search Engine Optimization. Basically that means updating or “optimizing” a website so that it lands on the top page of the search engines naturally or “organically”. Technically I'm a business consultant that deals with all aspects of business but the core work I do has a heavy focus on SEO. This is because SEO really has become the center of the business universe.
Optimization comes in many forms from the most obvious ways to the tiniest of details that most people don’t even know exists. There are many different ways to get on the top pages of the search engines and some of them have absolutely nothing to do with optimizing your website. Confused? Don't worry, it can get even more confusing so pace yourself and I'll explain later!
This book is designed to help businesses and individuals understand the importance of SEO. Search Engine Optimization is a tricky subject and I decided to take a different approach than a lot of the books that are out there. This is because sometimes you need to know what you are doing wrong first before you can understand how to fix it. The challenge with a lot of the SEO books out there is that they teach you what SEO is and then let you go and do it. For many this can help them up to a certain level and then mess them up even more. This is because SEO is always changing so the good techniques that are learned from a book that was written a month ago could be bad techniques today. The one this that rarely changes are the SEO Mistakes.
Let’s face it there is nothing sexy about Search Engine Optimization. It’s technical and many times theoretical in nature and that gives most people a headache trying to follow the logic behind it. So instead of writing a book that will help you fall asleep at night I thought I’d write one that you can actually relate to. By reading these mistakes it will either validate that you are doing the right thing or educate you on the mistake you are making and hopefully motivate you to fix it.
I've been consulting businesses since the 1980’s and what I've found is that the best way to explain technical information is to use metaphors to create powerful images that they can relate to and that helps get the concepts and messages across. I also learned that if you can add some humor to the examples it feels less intimidating and people are more open to learning while laughing. So if something sounds funny feel free to laugh and learn.
Climbing the Food Chain: Business Success from the Ocean’s Depth’s is a book I wrote for the business world. It is a very quick and easy read that uses different fish and sea creatures to teach the concept of a business food chain. By seeing how these fish survive in the ocean’s food chain sheds light on how you can survive in the business food chain. The images/lessons or vivid and help you see the importance of evolving your business to the next level of success.
I have presented that workshop and worked with thousands of companies and individuals from around the world. Many of my consulting techniques are right out of that book so you can either hire me, go to one of my workshops or you can work on your business at your own pace with the book. I wrote the book because I was presenting a lot of the seminars based on the same title and realized that a book would be more helpful with all the techniques, stories, examples, and lessons neatly in one place. If you own a business and want to succeed quicker and more efficiently I would encourage you to read the book and do the exercises. In fact some of the mistakes in this book can be remedied by Climbing the Food Chain!
I wrote 100 SEO Mistakes because I’m always explaining to my clients why certain techniques are bad and how they can affect their results and success. So writing this book helps show my clients why I do certain techniques and how they can help them in their case. This book will also serve as a guide to other companies that have fallen for the bad information whether through spam companies, old information, scam products or any other way that they are possibly getting themselves into trouble.
My company consults and builds websites with as many SEO capabilities as possible for the type of businesses that hire us. We have a host of products and services that are available that help them like SEO, Web Development, Hosting, SEO Content Writing, Social Marketing, Search Engine Marketing, Business Consulting, SEO Training and much, much more.
We have clients around the world and have made huge impacts of the companies we work with. Working with clients from all over the globe lets us do real-time work in the search engines and learn the trends on a global level. This experience is a powerful tool that can be used to stay ahead of the curve in an industry that is constantly changing.
The challenge with SEO is that there is no solid explanation of what the exact techniques are. This is because of the number of algorithms and changes to them on a weekly basis (I’ll explain this later). There are many different, and sometime contradicting definitions or versions of SEO depending on who you speak with. That’s where this can become really confusing for the average person trying to figure it out.
There are a lot of really good SEO companies out there. Unfortunately there are more bad companies that dilute the integrity and reputation of SEO than the good companies and consultants who actually do a lot of good. There are basically 4 different categories of SEO companies and they are:
Skilled SEO/Web Companies
These are the small percentage of companies that do it all from web development, SEO and a host of many related products and services. These companies are worth every penny you pay them because of their knowledge, experience and more importantly their success. They will make you more successful and you should listen to their recommendations. When you speak with these companies you will understand that they are on a much higher level than the other three.
These companies usually have no idea of what SEO is and try to fake it while they make it. They are great at creating website but they generally have little SEO capabilities. Many of these companies tend to outsource to India and make money selling mediocre SEO services.
These are companies or individuals that read some articles that are a few years old and think they can do this for some easy money. Sure they might get some things right but even a blind squirrel can find a nut every now and then. These companies tend to keep their techniques a secret and make it sound really technical and complicated. It’s really not but it helps hide the fact that they know very little about SEO.
These are the companies that set up a website and sell you services but don’t deliver. They find you through cold calling, telemarketing, emails and other fear tactics to get you to spend money for useless results. They’ll lose you after about 6 months when you realize they are scamming you but fear not – they have a waiting list of other suckers ready to lose their money. When they get a bad reputation they simply open under a new name and website and start scamming again.
Later in this book you will learn more about the different categories so that you can easily spot the type of company or person that you are dealing with. You will also learn the 25 basic SEO Mistakes so that you can hopefully avoid them and stay successful with your search engine results. Keep in mind that these mistakes are not in any specific order of importance because everything in the search engines is relative. Don't worry, I'll explain that later as well.