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Search Engine and Online Marketing Optimization
By Danny DeMichele
RESEARCH WHITE PAPERS - TIPS
Search Engine and Online Marketing Optimization
Most reputable Online Markers, whether they are from multi-million
dollar e-commerce mega-sites or small companies with just a few
employees, know the importance of high Search Engine Rankings
by the top search engines.
Large firms can afford to dedicate several full time staff members
to a Search Engine Optimization (SEO) program, or write five-figure
checks every month to out-source the project to a specialized SEO
company. While many small companies don't have that luxury,
there are companies such as VNS Search Marketing that provide
superb SEO programs at affordable prices, programs that deliver
results.
Any company can realize a decent amount of success in their SEO
efforts if they follow the guidelines we will cover in this article.
Improving your Search Ranking can have a very significant impact
on your bottom line. The higher your Search Engine Rankings,
particularly if you appear on the first page of Google, Yahoo and
MSN hits, the more traffic you will see on your web site, increasing
your potential to turn that traffic into revenue.
We would like to warn you about highly questionable SEO
practices some firms use, while these may have short term
benefits, they are ultimately destined for failure, and at a high
price that may include de-listing of a web site by search engines!
Tactics such as cloaking, keyword stuffing, doorway pages, or
invisible text or links are practices that should never be used by
your site. VNS recommends that you avoid any firm that suggests
you use any of those approaches at any time.
SEO is not a science, there are no sure-fire ways to get top
Rankings. All of the top search engines guard their Page Ranking
algorithms very carefully. They do this to prevent people from
artificially modifying their sites to get inappropriately high Search
Engine Rankings. Any firm that tells you they know how to
guarantee you top Rankings is trying to take advantage of you.
Reputable SEO firms will always recommend that you follow widely
known practices used in optimizing your web site design, and
include appropriate content and keywords in your pages. This will
help the Search Engine crawlers, which the Search Engines use to
locate and evaluate your site content. Reputable SEO firms will
also advise you to implement a comprehensive linking strategy,
which can significantly improve your Search Engine Rankings.
In this paper we will discuss four important SEO strategies that
can be implemented without great expense, that should improve
your web site Search Engine Ranking over time. (Linking and
reciprocal linking strategies will be discussed at length in another
white paper.)
Choosing and Including Keywords for Your Site
Choosing and including the correct keywords in your site can make
very large improvements in your Search Engine Rankings, and in
your site traffic. Experienced Online Marketers often have an
intuitive understanding of which keywords (the words or phrases
that people enter into Search Engines) are most relevant to the
products their company sells. If you want professional help
identifying appropriate keywords for your site, Online services such
as Wordtracker.com can help you with keyword selection, but don't
underestimate the value of in-house brainstorming.
Large companies can have tens of thousands of keywords, but
even a few dozen can be invaluable in improving your web site
Ranking. Once you've decided on what keywords you are going to
use, you should make sure that those keywords (words or
phrases) are integrated into your web site correctly, both in HTML
Title and Meta tags, and within the textual content displayed on
your site.
Every page on your web site has its own Title tag in the HTML
source code. It is important that you include as many keywords as
possible in the 7-10 word Title tag, but only use keywords that are
relevant to the page content. It is important to note that using the
same Title tag on every page will lower your page Ranking.
Including Title tags that are unrelated to the page content can
lower your Page Ranking as well. Try to make your Title tags
unique, and relevant to the content of the page they are one.
We recommend that you include text similar to the Title tag in the
page content. This can help potential customers quickly see what
the page is about, and it can improve your page Ranking as well.
We don't recommend that your pages become too wordy, but if
you can, include appropriate keywords in your page content if it
won't distract people from your advertising efforts.
The Importance of Relevant Page Content
Content relevancy is what the Search Engine crawlers evaluate
when they locate and evaluate (crawl) your site. If you are in the
business of selling ¡°gadgets,¡± the more content you can include
about "gadgets" in your pages, the better your page Ranking will
be. Of course you don't want your pages to read like an
encyclopedia, and you don't want to distract potential customers
from your advertising style, so you will have to experiment to find
the right blend of advertising and content that fits with the overall
style of your site.
We recommend that you include several Links on your Products or
Services pages, so potential customers can have easy access to
information that will help them understand your Services or
Products, such as Press Releases, Customer Feedback, or related
Industry Research. We also recommend that you create a Directory
for your site that includes keyword-rich descriptions of the your
pages, Services or Products.
Maintaining a good Site Ranking will also depend on you keeping
your site updated. Search Engine crawlers notice when a site's
content has not changed for a few weeks or more, and they lower
your Ranking when they see this happen. Updating your site with
the latest Products or Services, or any related information, can
protect your Ranking.
Submit Your Site to Business Directories
Business Directories can be very helpful in bringing traffic to your
site. Services that offer bulk submission to hundreds of directories
and Search Engines can be found everywhere online, but they are
almost all a waste of time and money. You can achieve very good
results, and a much better return on your investment, if you submit
your site to hand-picked Business Directories and Search Engines.
Most of the big Search Engines like Google, Yahoo and MSN, let you
submit your site to them at no charge. Some of them offer you
¡°paid inclusion¡± programs that guarantee their crawlers will locate
and evaluate your site quickly. These programs DO NOT have any
impact on your Page Rankings, they are only in place to make sure
the Search Engine spiders perform a quick evaluation of your web
site. This can be very valuable if you are trying different
optimization strategies on your site and you want the instant
feedback. Without paying for this service, it may take one or more
months for the crawlers to evaluate your site. At this time, Yahoo
offers this service for a fee, while Google plans on offering a similar
service in the next few months.
Don't neglect to submit your site to DMOZ.org. They are an
Internet directory organization run by volunteers, and are widely
used and respected.
Many Business Directories can help you improve your Site Ranking.
When your site has been submitted and approved, they will
provide one-way links to your web site. Links of this sort are very
important in Search Engine Ranking algorithms.
At VNS, we submit our clients' web sites to a thoroughly
researched and carefully selected group of 115 Business
Directories that have proven to be very valuable in the Ranking
process - due to the back-links they provide to the accepted sites.
Search Engine-Friendly Web Design
Search Engines have trouble crawling web sites that include
certain features. Generally, the easier it is to navigate a site, the
less chance there is that the site is hurting its Ranking by being
difficult to crawl. Sites that use frames, that include a lot of Flash
presentations, that use javascript navigation, or make heavy use
of in-page CSS (style sheets) run a high risk of lowering their page
Rankings. Dynamically generated sites, particularly those which
produce URLs with long query strings, also have problems in being
indexed properly.
All of these issues have one or more solutions: servers can be
used to ¡°rewrite¡± query stings, static pages can be used to
parallel the content on dynamically generated pages, and
alternate forms of page navigation can be provided on pages that
need help. Also, moving javascript and CSS from the page HTML to
external files is a good idea.
The best rule of thumb is to keep your site as simple to navigate
as possible, while maintaining a great web surfing experience for
your potential customers.
We at VNS would like to wish you Good luck in your Search Engine
Optimization efforts. SEO is a rapidly changing world requiring site
owners to do research and make adjustments in order to stay
current. Please let us know if we can be of any help your Business
in developing or improving your Online Presence.
SEO and Marketing Services Offered by VNA
Comprehensive Search Engine and Marketing Optimization - We
offer small companies a comprehensive Online Marketing and
Search Engine Optimization program. With our comprehensive
Marketing and SEO strategies, you will see an increase in traffic to
your web site, and we will help you convert that traffic into
customers. What we ask you to consider is this: How useful is a
web site if no one can find it? And how useful is a web site if
people come to your site but don't buy anything? VNS has
established an excellent track record in the past 8 years in helping
Businesses Improve their Online Marketing and Site Ranking. We
can help your business increase its revenue by bringing more
traffic to your web site, and helping you refine your Marketing
Strategy. Our Comprehensive Service starts at $600/month.
One-Time Optimization Package - We understand that long term
service contracts are not appropriate to the needs of every
company. VNA offers a one-time Marketing and SEO Optimization
package to give your Online Presence an instant tune-up, to help
you get current with the latest developments in the SEO world,
and make your Marketing efforts as efficient and profitable as
possible. We offer this service at $1000.
About the Author
Danny DeMichele is an experienced Internet Marketing Strategist in San Diego, California. His interests include surfing and playing with his kids. Danny DeMichele highly recommends http://www.zipweb.com for more information.
Article Source: http://www.simplysearch4it.com/article/21218.html
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