Wil is founder of Philadelphia-based SEO firm Seer Interactive and he focuses on marketing, SEO and analytics.

There’re a number of what I call SEO Snake’s Oil salesmen out there who will claim to help you rank for 1,000 keywords, but Wil has a caveat empor warning for those who might fall prey to these ruses:

I have been reading of instances in which some dubious SEOs will help you rank for terms like “divorce lawyer outrageous settlement los angeles”. But seriously, what’s the likelihood of someone typing something like that?

As Wil cautions:

He also highlights the danger of using just a single keyword tool, for example Google Trends for research into “shox” and “Nike Shox”:

While another tool might give you vastly different results:

“Nike shox” is marked in yellow, while “shox” is marked in blue.

Most affiliate marketers and those involved in affiliate marketing might not spend too much time thinking about your site architecture, but it can make a difference in your ranking in the SERPs (search engine results pages).

Here are 2 models, Wil’s presented:

The hierarchical and wheel/spoke site architecture will have vastly different implications on your rankings:

And he highlights the need for a multi-tier site architecture for page importance weightage:

He also provides a number of linking strategies:

Emphasizing the fact that the ultimate aim of SEO is to build a human-usable site:

You can download a PDF of Wil’s “SEO Site Critiques” presentation.

Shawn has mentioned that the ASE videos will be available sometime in the near future, so you can catch Wil’s presentation then.