This is Part II of "Search Engine Folklore: Two Tales of Fact and Fiction".

Myths, legends and lies abound in the Land of Search Engine Marketing.
Some of these stories are true (FACTs), but many are false (FICTION). We've compiled the most common tales to help set the record straight.

With thrilling tales that will test your skills and knowledge, Master's Manual addresses the advanced topics of Search Engine Marketing, from programming considerations to social media. For more basic topics, read "Beginner's Verse".

Using social media outlets (such as YouTube for videos and Flickr for photos) will improve your rankings.

From a link networking perspective, videos or photos that are linked back to your website from high-ranking sites like YouTube and Flickr can benefit your rankings on search engines. However, unless your video or photo is really popular on these sites and ranks high for your keywords within the site search directories, your search engine rankings likely don't get more benefit than the link itself provides. Focus on developing excellent content on your website and securing incoming links from relevant, high-ranking websites. If YouTube and Flickr help you develop and publish your content, that's great. Don't just use them for ranking in search engines, though!

Your web host can affect your ranking results.

If your site loads very slowly, doesn't load at all or experiences down time, search engines will catch on and will not be likely to recommend your site to searchers. Consider this before hosting your site yourself, and look for a quality hosting solution that meets your technical requirements, including bandwidth, traffic, multimedia, server requests, etc.

Other websites' bad practices can affect your site ranking.

Hosting companies often host many websites on the same IP address - known as shared hosting package. If you share an IP address with a website that has been blacklisted by search engines, your site ranking could also be negatively affected. If you would like to keep control in your hands, consider asking your hosting company for a dedicated IP address.

How your site is programmed can affect your ranking results.

Different programming languages may or may not be search engine-friendly. For example, Flash content is generally heavy on images, and search engines rely heavily on text to understand the content on a web page. An alternative way to achieve movement and interest on a site is to use jQuery, which is a much more search engine-friendly language. This is just one example of how programming can affect how search engines view your site. Consider the goals of your site, and then look for alternative ways you can achieve those goals with the features and functionality.

Your content management system can affect your ranking.

Content management systems (CMS) come in many forms and levels of sophistication. They usually make it very easy for anyone to edit copy and change photos, but they may not provide the necessary accessibility to the code of your site to apply metatags (title, description and keywords) or they may not organize pages in your site so that search engines can easily understand the overall site structure. Page generators often create URLS that aren't search engine-friendly (see below). Consider whether you really need CMS, and if you do, choose one that has been recognized in the industry as SEO-friendly.

Your site will rank the same in San Antonio, Texas as it does in San Francisco, California.

Over the last couple of years, search engines have adjusted their ranking methods to account for the geographic location of the person searching (based on IP address) relative to the companies listed in the results. After all, it doesn't make sense for someone living in Seattle to search for a plumber and get results that include companies from Chicago. This helps local businesses, but can be a challenge to those doing business nationally and internationally. Your SEO company should consider different strategies to help your rankings depending on whether you are trying to rank locally, regionally, nationally or internationally. And keep an eye on your statistics to see where your traffic is coming from!

A new website or updated website can only improve your rankings.

If you are modifying your website, moving it to a new domain or building a new one, don't just forget about the old URLs. Search engines don't like things to move or change without explanation. If a search engine crawls a page and can't find it, this reflects poorly on the rest of the website because it tells the search engine that the site is poorly maintained and that other pages might likely be broken as well. If pages are removed or moved, use server-side 301 redirects to ensure that users and search engines are redirected to the right page.

Your site URL matters.

A site or page URL provides a short summary of the content on that page, so the more descriptive (and intelligible) it is, the better. So URLs such as www.sanantoniodrycleaning.com will naturally rank better than www.mcgibbinscleaning.com.

Submitting a sitemap to search engines can help your interior/secondary pages get indexed faster.

Search engines find your site by crawling the web, following links to your site from other websites and looking at site submissions that are sent in. Most Incoming links will be directed at the homepage of the site and don't provide a detailed picture of all the other pages on it. To index interior pages of a website, and to understand the hierarchy of information on a website, search engines rely on the navigation and/or other links within your site to point them there. To speed up the process, you can create and submit search-engine friendly sitemaps.

Creating duplicate versions of your site increases your odds of being found by search engines.

Search engines consider it to be shady or dishonest behavior to have duplicate content, known as "mirrored" or "cloned" content, in several places. Such behavior, intentional or not, can lead to your site being blacklisted by search engines. If you use several different domain names to promote your site, make sure you designate one as the primary and redirect the others to it using server-side 301 redirects, or create unique content on each site.

Seeking more basic information on search engine optimization (SEO) and pay per click advertising? See the "Beginner's Verse for Search Engine Marketing" for a collection of stories that will enlighten you with answers to frequently asked questions.

Partnering with a marketing firm, creative firm or ad agency can be a really rewarding experience.  But outsourcing isn't right for every business. Our last article gave 10 reasons why you should outsource, and this counterpart gives 10 reasons why you should not outsource.

1. You are not prepared to respond to growth
The purpose of working with an outsourced firm should be to increase business. If your organization isn't equipped to deal with rapid growth, then you might want to get your resources in place before trying to boost your sales.

2. You don't have a designated point of contact 
Managing an outsourced team may be simpler than managing an internal team, but someone still has to do it.  Be prepared to participate. Client involvement is a critical success factor of the marketing process - don't expect good results if you work with a firm that can "do it all" without your input.

3. You aren't willing to let go
If you aren't willing to trust an outsider with your marketing, do not outsource to a full-fledged firm. Hire freelancers and the cheapest production labor that you can find. You will pay a lot more for solid advice and experience - don't bother paying more unless you are going to be receptive to it.

4. You aren't prepared to give it 6 months to 1 year
Whether you are hiring an internal marketing department or outsourcing, be realistic with your expectations with regard to timeframes. While there are some short term efforts that can lead to immediate boosts in sales, many marketing efforts take time to develop and then track. Be prepared both mentally and financially to commit to a trial period of at least 6 months to 1 year.

5. Your team has trouble reaching consensus internally
There's no point in having a team of talent standing ready in the wings if you aren't able to reach consensus within your firm. A single dedicated point of contact can help streamline communications, but even better is a single decision maker with the responsibility to report back to the management team on critical items.

6. You are not open to spending money to make money
Hiring anyone costs money. Be prepared to set goals and hold whoever you are working with accountable - whether that's an internal hire or external/outsourced arrangement. Look at your marketing, design and advertising as investments. Choose carefully, always consider the ROI and monitor results regularly.

7. Your busy schedule keeps you from meeting regularly 
Since you are generally paying for services on a monthly basis, it's important to be able to meet and communicate on a regular basis. If you can keep your appointments, you will do great. If the nature of your business causes you to reschedule often and/or have trouble scheduling, you might wind up paying for time that is never used.

8. You already have marketing resources provided to you
If your business is a franchise or a distributorship with materials and planning available to you at no cost or little cost, it might not make sense to outsource. You may wish the materials were better or that the headquarters were more on the ball, but consider the costs of doing it yourself carefully and try to work with your providers before making an investment on your own.

9. You don't need marketing
Seems crazy, right? While it is rare, some cases do exist. Some firms just don't need the kind of marketing that requires an outside firm. Some examples: you work exclusively through a regulated bidding process; you have too small of a staff to be able to follow up on leads or to deliver product; you are content with where your business is and are not interested in growth.

10. You need tons and tons of marketing
There is a point at which businesses can reach critical mass with their marketing efforts. At that point, it might make sense to begin to bring some or all of the marketing initiatives in-house. You can always bring in an associate marketing person to handle the organizational side of the relationship, or hire an executive level Marketing Director who will have autonomy to make marketing decisions independently. At the far end of the spectrum, an entire department can be installed to deal with all aspects of the organization's marketing.

Whether you are outsourcing or hiring an internal marketing department, it will help to be prepared, committed and very self-aware of your own organizational challenges. And if you aren't sure if you are ready to outsource or not, just be up front with any known issues when initially interviewing a partner-firm. That firm will appreciate the directness, and may even be able to offer advice and solutions to some of your challenges. Whatever your decision - best wishes for your marketing in 2008!

1. Multidisciplinary team at a fraction of the cost
A single marketing director's salary can range from $30,000 (right out of school) to six figures (with more experience). And then you are limited to one person's experience, skill sets and personality type. A full-fledged marketing department ideally includes researchers, strategic marketing professionals, writers, designers, photographers, project managers, etc., all adding their own specialized skills to the marketing efforts of a company.

2. Easier to hold accountable, reprimand and let go
Your marketing needs and budgets will likely vary and evolve as the business grows or changes. If your business is evolving rapidly, outsourcing allows you to retain the skill sets that you need at any given time, without the HR repercussions for letting them go. And if you've ever tried to manage a truly creative person... you might already know how fun that can be.

3. Collective wisdom and experience of working with a variety of clients
Some of the most creative marketing solutions and out of the box thinking can come from experiences in other industries. You can take advantage of the diverse experiences and practices that "your team" gains with their other clients.

4. They have the organizational systems, so you don't need to create them
One of the main struggles with marketing can be organizing all of the ideas, deadlines and project plans. A marketing firm will have experience juggling all of your ideas and guiding you through the process of plan development and implementation.

5. State of the art equipment that you don't have to buy
A fully outfitted design station starts at $5000 and requires yearly updates. And that doesn't include scanners, high end printers, photography equipment, and a variety of other needs. Don't underestimate the costs of outfitting a marketing or design department internally.

6. Stay current on industry trends
If you are in a highly competitive industry, currency can provide you with a marketing edge over your competition. You don't need to pay for the training, certifications and continuing education that is required to stay current - just look for a marketing firm that can demonstrate that they support ongoing education.

7. Easier budgeting
Many business owners spend an incredible amount of time chasing ideas that can easily be discussed in a single meeting. A seasoned marketing firm will be accustomed to back of the napkin estimates and can quickly run through ROI scenarios so that you can hone in on the realistic ideas.

8. Network of reliable vendors & someone to manage them
Your outsourced marketing department will have resources that extend beyond their walls. The buying power and the relationships that they bring to the table can be invaluable resources.

9. Increase your reach and visibility by extending your network of contacts
The vendors you work with will become an extension of your team. The relationships you build can lead to champions for your business, additional opportunities and ultimately revenue.

10. Keep your marketing efforts moving forward, even with other distractions in your business
Whether your organization is experiencing a full on crisis, or just having a busy month, marketing activities and planning are long term activities that are easy to push to the bottom of the to-do list. An outsourced firm can ensure timely delivery of your initiatives, regardless of what else may be going on in the business.

Consider your growth goals, current staff, management capabilities and resources carefully before making the decision to implement an involved marketing plan on your own - outsourcing might just be the answer to your marketing dreams. If you aren't quite sure, our next issue will deal with some of the reasons that we would not recommend outsourcing.