SEO & Marketing

Search Engine Optimization

Search Engine Optimization is the process of making your website search engine friendly for all search engines. This includes making your website easier for the search engines to find and index quickly as well as improving your rankings in those search engines for specific keywords. Improving these rankings is the key to running a successful website and generating more sales for your business. A successfully optimized website or doing SEO (Search Engine Optimization) on your website, must be followed up by a strong ORM, Online Reputation Management campaign.The Web Squad has developed a proven method for obtaining first page listings for any keyword. Our SEO (Search Engine Optimization) service plays a key role in this and combined with ORM, you will see your SEO paying off in dividends. At the Web Squad, all our websites are created the first time with every major search engine and their bots in mind. We develop all our custom websites to be pre-optimized for all the search engines with special attention to what the spiders, bots and crawlers are paying attention to from the top search engines; Google, Bing, Yahoo, MSN, Live, AOL and

Keep a lookout for fly-by-night SEO (Search Engine Optimization) builders who make claims that they can provide quick listings who use sub-par tactics and spammy linking strategies, overtime that can knock you out of the Search Engine Results Pages (SERP’s) alltogether. If you want to rank above your competitors, simply build a better website, update it and let the world know.When your website was built was it made so that an intelligent “Google Bot” could quickly scan it and index your content? Ok, so you’re asking, what the heck is a “Google Bot”.  This is the software that will go out and read through a website.  Yes this software reads the information on your website and makes systematic calculations based upon what it reads.  This software identifies, keywords that are used within the content of your website, it looks for the number of times word may have been used and where they where used. And this is just one of many very complex details that a Search Engine Bot will calculate when it visits your website.

Has your overall page ranking algorithm been tested for maximum page rank?
Page rank is based on the premise, prevalent in the world of academia, that the importance of a research paper can be judged by the number of citations the paper has from other research papers.  Brin and Page have simply transferred this premise to its web equivalent: the importance of a web page can be judged by the number and quality of hyperlinks pointing to it from other web pages.

Here is the algorithm: PR(A) = (1-d) + d [ PR(T1) / C(T1) + …. + PR(Tn) / C(Tn) ]


  • PR(A) is the Page Rank of  a page A.
  • PR(T1) is the PageRank of a page T1.
  • C(T1) is the number of outgoing links from the page T1.
  • D is a damping factor in the range 0 < d < 1, usually set to 0.85The PageRank of a webpage is therefore calculated as a sum of the PageRanks of all pages linking to it (its incoming links), divided by the number of links on each of those pages (its outgoing links).

What does the Algorithm have to do with my website?

From a search engine marketer’s point of view, this means there are two ways in which Page Rank can affect the position of your page on Google:

  • The number of incoming links. Obviously the more of these, the better.  But there is another thing the algorithm tells us: no incoming link can have a negative effect on the PageRank of the page it points at.  At worst, in can simply have no effect at all, and if pages pointing to your website have low or no page ranks, then they do not help your page rank.
  • The number of outgoing links on the page that points to your page.   The fewer of these, the better.  This is interesting: it means given two pages of equal Page Rank linking to you, one with 5 outgoing links and the other with 10, you will get twice the increase in PageRank from the page with only 5 outgoing links.

To really break-down the page rank concept, it becomes very simple.  This mathematical process is trying to determine where the source of information really is.  The Google Bot, says after crunching all the numbers, the if everyone is linking to page 223,000,402 in reference for a keyword, “doughnuts”, then this page must be the best source of information in regards to the keyword, “doughnuts”.  The true test comes down to the owner of the website in publishing original and interesting content and simultaneously getting other websites with strong page rankings to link to the website and then getting the Google Bot to scan all the connections and see where these connections where established.

Search Engine Marketing

Probably the most recent and popular catch phrase is SEM.  Its often miss-used when people think and say SEO many times they should be saying SEM.

Search Engine Marketing (SEM) is the process of building digital media assets online that add credibility to your website so that your website becomes a more creditable source of information; thus effectively marketing your website to the search engines.

As you become a better source of information, and more websites link up to your website, then you rise in the organic search engine rankings. Now its a little more complicated than just get links, but this is the basic backbone of the concept of SEM.

Its one thing to make a great website and alert Google that you are new on the web and think you should be number #1. Its another thing when thousands of other website have links that point to your website, sighting your website as a source of information.

Its much like building a strong reputation. At the Web Squad we have pre-made plans that you can use that give you bundled services at very competitive prices. Or, you can build your own custom SEM campaign with one of our Service Specialists.

When you have spent the time to build successful a SEM campaign, your website will display in your popular Search Engine Results (SERP’s) as an organic (natural) match. Obviously being on page 1 of Google for your search phrase is a huge leg up in the world. This means more people who are looking for your type of business will find you and visit your website.

The best part is that all these organic clicks everyday are free, unlike Pay Per Click and Googles Adwords accounts where you pay for every click to your website. Once you have a strong SEM Campaign built up you will not need to continue running PPC campaigns for the same key search phrases.