If you are going to achieve success marketing your product or products using the internet you need to be certain that your website is viewed by as many targeted visitors as you can. Of course, the internet hosts an incredible number of websites each competing to get a piece of the pie. So how do you get seen? How, when someone looks for purple widgets and you sell purple widgets, do you get your site to the top of the pile and show up on Google's first page? The quick and dirty fact is to use search engine optimization, or SEO, to drive your site ahead of all of your competitors.
SEO is definitely an applied strategy that targets both your on-page and off-page efforts. Notice I said page and not website. That's because you optimize for targeted keywords on a page rather than trying to optimize your whole site. In this article I will introduce the idea of on-page optimization, talking about meta-tags and keywords. I will also briefly touch on off-page optimization by introducing the idea of article marketing and back-linking. So here we go.
On-Page SEO
Meta-Tags: On-page optimization begins with the proper use of meta-tags. These are tags hidden from view that offer the search engine a quick glance at what your page is all about. Every page must have a 'title' tag. The title tag is found by the search engine robot and is also displayed in the tab specialized in that page. It is used by the search engine as the title of one's page when it comes up in a search. Think of the title tag in two ways. First, it should contain your targeted keyword. If it does that alone will improve it's ranking. Secondly, consider the title as a 60 character advertisement to your site. Often the title induces a click by someone searching the internet if it is well written and geared to the needs of the searcher.
The second meta-tag that you must think about is the 'description' tag. This tag is utilized by the search engine as a display just beneath your title in search results. While search engines like Google pay little attention to the description for ranking purposes, humans reading the description pay close attention. A well written description often means the difference between a click and no click for your site.
The 'keyword' tag is vital. I believe that well targeted pages must have two and only two keywords in the keyword tag. The first is the keyword you are targeting for the page in question. The second is your site keyword, the one that you place on every page. Say you sell purple widgets and you've got a page that discusses the uses of widgets. Your page keyword may be 'widget uses' and your site keyword may be 'purple widgets.' Yes, it is almost that simple.
A couple of other tags you should know of are 'header' tags and 'alt' tags. Header tags (h1, h2 etc) should appear on your pages but an h1 tag only appears on one and only one occasion. More than once and the search engines deduct points from your overall score. One or two h2 tags are useful but not as important as the lone h1 tag. The 'alt' tag is attached to images and act as a descriptor for that image. 'Alt' tags are required in the event the image contributes to the content with the page but are not required should they merely add structure, for instance a check mark in a bullet list.
Keywords: While I already talked about the keyword tag, keyword selection is vital to your optimization efforts. I consider several criteria when selecting a keyword for use on a website. I want to know the Global Monthly Search Volume (GMSV) for any particular keyword. I also examine how many sites are competing for your keyword. There is a convenient way to understand the ratio between those two statistics called the Keyword Efficiency Index (KEI). The higher the amount calculated by the KEI the easier it should be to rank for that keyword. I also want to know the average page rank for your first 10 search items returned by way of a Google search. In the case of page ranking, the lower the average the easier it'll be to rank for that particular keyword. There are a variety of tools available for looking at keywords and I'll write a little more about these in a later article. Don't be fooled, however, by free tools; they generally are worth only as much as you paid for them--nothing.
Off-Page Optimization
Article Marketing: This is a powerful way to build knowing of your website, create targeted links or even creating a viral response to your articles. Careful, there are some important things to be aware of.
+ Your article must contain original content
+ Your article must be well-written and informative
+ Your article must be between 400 and 900 words
When getting started, I will submit a new article each day of the week for three weeks, from 15 to 21 articles over that period frame. After that I will submit a fresh content article once or twice per week depending on my rankings during the time.
Back-linking: It is important to have other sites link back to your site. These backlinks give your site value. The more organic your backlinks will be the more muscle they will provide in the search engine ranking game. There are many tools for creating backlinks which are quite effective.
So there you have it, a brief introduction to SEO or Search Engine Optimization. Use it well and you'll have more traffic coming to your website than you ever imagined.
Roger Fischel is a partner at RNS Online Solutions, a firm specializing in search engine marketing. He works with clients to help them achieve impressive results using strategies like keyword ranking as an effective SEO tool.
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