Search Engine Optimization

Strategies in Internet Marketing.

The Internet is there to help people find what they are looking for. The most effective way to do marketing on the Internet is to have what people are looking for!   Not just to have it, but to have it on your website. The search engines that people use today and will use in the future are becoming increasingly effective at matching up problems to solutions. Be a solution - online!

Basic Search Engine Optimization Procedure

Do your key phrase research first.

Write/modify content based on key phrase findings:

• Title tag - includes the most desired key phrase
• Meta-tag description - includes concise desired key phrases
• Actual body of page - includes expanded information, including all desired key phrases.

Submit Site(s) to Yahoo, Zeal and Open Directory Listings

The Open Directory, Yahoo and LookSmart are the main Internet directories in use today. 

Use http://www.zeal.com/ to list in multiple non-commercial listings. For commercial sites, it's still perfectly legitimate to find a non-commercial category, write relevant informative and authorative content, and submit the page, even if it's on a commercial site.  (Build informational non-commercial pages specifically for this, just be sure the information is accurate and helpful.)

DMOZ Open Directory:

To submit, locate the category you want to be listed in. Then use the "add URL" link that appears at the top of the category page. Fill out the form, and that's it -- you've submitted.   If you are accepted, you should see your site appear within about three weeks. If this doesn't happen, then you should re-submit. (maybe find another category. Some of the editors are cruel and unusual.)

Submit sites to web crawlers.

Best way to submit to Google is to have good relevant links to the site!
(Find ways to put links on trade mag or association web sites of your industry or organization.)

You can submit URLs via http://www.google.com/addurl.html

Use Inktomi's Search Submit is no longer available.   You re now directed to Overture Site Match.

Key Phrases

Use Key Phrases. This is the targeted marketing strategy that brings relevant customers to your site. The search engines assist you in this. That's what they are in the business of doing.

To determine the key phrases that will draw relevant customers, you should do some "key phrase research".

One option is to use WordTracker, which is our recomendation.

Another option is the keyword suggestion tool at Overture This is really intended for Overture customers, but it's available without restriction for now. It's limited in it's usefulness.
To make it nearly as useful as wordtracker, consider using it with the Google Adsense suggestion tool and the SEORank Competition Tool. All of those together almost approximate the effectiveness of Wordtracker.

Meta-tags

Meta What?

http://www.marketingtops.com/newsletterstudy/meta-tags.htm

Why we don't use the meta keywords tag:
http://searchenginewatch.com/sereport/article.php/2165061

Guidelines:

A good Title tag is VITAL!

The Meta Description tag must mirror actual content copy, keyword density in description no greater than 7 repeated keywords.

External Links

This step is crucial. You site must have external links to be considered relevant by the search engines. Listing with DMOZ, YAHOO, and Zeal are the first steps in this. The next thing is to identify what other sites are industry related, and get them to list the site. Examples are industry news sites, or industry trade organizations. Get linked to as many sites as possible but especially those related topically.

Ten Tips to the Top of the Search Engines
by Jill Whalen

Having a Web site that gets found in Google and the other engines
isn't hard to do, but it can be difficult to know where to begin.
Here are ten tips to get you started:

1. Start out slowly.  If possible, begin with a new site that has
never been submitted to the search engines or directories.  Choose a
domain name that best fits your brand, and start out by optimizing
just the home page.  (Many SEOs recommend purchasing a keyword-rich
domain name; however, I've been optimizing sites successfully since
1995 without using them.)

2. Learn basic HTML.  A lot of search engine optimization techniques
involve editing the behind-the-scenes HTML code.  Your high rankings
can depend on knowing which codes are necessary, and which aren't.
Minimally, you should be able to view the source code of any page and
understand what it all means, as well as be able to slightly edit it
as necessary.

3. Choose keyword phrases wisely.  The phrases you think might be
perfect for your site may not be what people are actually searching
for.  To find the optimal words for your site, use a research tool
such as Wordtracker.  Decide
on two or three highly targeted phrases for each page of your site.
Never shoot for general keywords such as "travel" or "vacation" as
they are rarely (if ever) indicative of what your site is really
about.

4. Write at least 200-250 words of visible text copy based on your
chosen keywords.  This is a crucial component to high rankings and a
successful Web site.  The search engines need to "read" keyword-rich
copy on your pages so they can understand how to classify your site.
Write the copy based on your keyword phrases, and not the other way
around.  Don't be afraid to use your phrases as many times as it makes
sense to do so.  The optimal number of instances will vary by search
engine, the number of words on your page, and also by how well the
copy actually reads to a person.  Simply sticking keyword phrases at
the top of the page or only in headlines probably won't cut it.
(Purchase and read my "Nitty-gritty of Writing 
for the Search Engines" handbook for exact tips on 
how to do this.)

5. Create a killer Title tag.  Title tags are critical because they're
given a lot of weight with all of the search engines. You must put
your keyword phrases into this tag and not waste space with extra
words.  Do not use the Title tag to display only your company name, or
to simply say "Home Page."  Think of this tag more as a "Title Keyword
Tag" and create it accordingly.  It should reflect exactly what your
page is about, using the keyword phrases people might be using at a
search engine to find your company.

6. Make sure your site is "link-worthy."  Other sites linking to yours
is a critical component of a successful search engine optimization
campaign, as all of the major search engines place a good deal of
emphasis on your site's overall link popularity.  You can go out and
request hundreds or thousands of links, but if your site sucks, why
would anyone want to link to it?  On the other hand, if your site is
full of wonderful, useful information -- other sites will naturally
link to it without your even asking.  It's fine to trade links; just
make sure you are providing your site visitors with only the highest
quality of related sites.  When you link to lousy sites, keep in mind
what this says to your site visitors as well as to the search engines.

7. Create meaty Meta tags.  Meta tags have some value, but they are
not a magic bullet.  Create a Meta Description tag that uses your
keywords and also describes your site.  The information in this tag
often appears under your Title in the search engine results pages,
especially if the keyword phrase that was searched upon in the engine
appears in your tag.  The Meta Keyword tag isn't quite as important as
the Meta Description tag.  Contrary to what many people believe, what
you place in the keyword tag will have very little (if any) bearing on
what keywords your site is actually found under, and it's not given
any consideration whatsoever by Google.  Feel free to use this tag for
technical synonyms or common misspellings if you want to, but do NOT
obsess over it; it definitely won't make or break your rankings.

8. Be careful when submitting to directories such as Yahoo, DMOZ,
JoeAnt, Gimpsy and the like.  Having directory listings are a key
component to getting your site spidered and listed by Google and the
other search engines.  Therefore it's important to read each
directory's FAQ and follow it precisely.  Making mistakes in the
submission process could cost you dearly as directory listings are
difficult to change later in the game.  Be cognizant of the fact that
you will be dealing with human editors, and always think about how you
can make their job easier when it comes to listing your site.

9. Don't expect quick results.   Getting high rankings takes time;
there's no getting around that fact (even with paid-inclusion).  Once
your site is added to a search engine its rankings may start out low
and then slowly work its way up the ladder.  All search engines
measure link popularity, and it takes time to really and truly become
one of the most popular sites in your niche.  Be patient and give your
site time to mature.

10.  Don't constantly "tweak" your site for better results.   It's
best not to make changes to your on-the-page optimization for at least
three months after you optimize it.  You certainly don't need to sit
on your hands or twiddle your thumbs during this period, however.  You
should constantly work on adding new stuff to your site to make it
better and better, plus you should always be on the lookout for other
sites that might be interested in making your site available to their
site visitors.

Search Engine Optimization

Your site is Search Engine Optimized when it's listed on the first or second page of a search for a keyword phrase that
people actually use and that's
relevant to what the site offers.

This goes hand in hand with 'Copy' issues. Many people are tempted to use dishonest means to artificially boost their rankings. We use honest relevant copy and search engine / directory submissions. Honesty pays off.

"It's all in the choice of keyword phrases, the body text copy, the Title tag and the keywords in the links that point to your pages."
Jill Whalen - HighRankings.com, Advisor Issue # 56