How To Search Engine Optimize Your Website
By Steve Klein
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Building Links, Building Reputations
Building links is like building a reputation: you are known by the company you keep. If spiders find links to and from respectable sites, you'll get a boost on Google, Yahoo, MSN, etc. The emphasis is on quality links not quantity. Foster reciprocal links with businesses and reputable sites that share your theme, but don’t offer identical services.
Keywords For Life
Keywords should be part of your DNA. Build and maintain a list of keywords and use them in your content (especially at the top of the page), headings, page titles, file names, links and meta-tags. But don't stop there. Use them in emails, forums, blogs, and off-line communications too! Listen to the words used by clients, peers, and competitors. Freshen up your list when new words arise and old ones fade.
Theme And Variation
Be on theme and stay on theme. If you sell lollipops, explore every possible aspect of lollipops (e.g., history, colours, different names for lollipops, etc.). Spiders dance to themes. Therefore, your website content should be on theme, as should your inbound and outbound links, articles, reviews and press releases.
Structure: Your Backbone
Have a clean, logical and consistent structure for each page and the entire site. Place content up front and make sure the programming (HTML, ASP, etc.), graphics, and other applications, like Flash, are not getting in the way of the content. If you have content far removed from the home page, deep link it to the home page. Similarly, use meta-tags, but don't count on them, as they have been devalued because of past abuse.
Keep It Fresh
Maintain up-to-date content. Fresh content attracts spiders. If your basic products or services have not changed, think of new variations on your proven theme. Don't go overboard. Track how these changes affect your search engine ranking and make further changes (even reversal) when required. You'll find the right balance between stability and freshness.
SEO: The Darkside
Be cautious, but not afraid. Certain SEO practices can be tagged as unethical or in bad taste. You don't want to be similarly tagged by clients, or blacklisted by search engines. Stay away from schemes that promise instant results or sound 'spammy.' This includes doorways, cloaking, keyword stuffing, blog spamming, link farming, mirror sites, etc.
Paid Search Engine Results
Depending on your business model, paid services like pay-per-click (PPC) may be an option, but first consult with an Internet Marketing professional. Also, be aware that users generally trust 'natural' search engine listings more than paid links.
Diligence: Maintain SEO
Remember, SEO is a process. Keep watch and make adjustments when required. Track your search engine rankings. Check out your competitors and see how their placement and keywords are changing. Follow your web logs, where you can track crawling from search engines. Maintain your progress.
Steve Klein, CEO, Marketing Breakthroughs Inc., is one of Canada's foremost marketing strategists and a recognized specialist in breakthrough marketing, communications, branding and advertising techniques.
www.MarketingBreakthroughs.com
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