| Search Engine Optimization (SEO) Intro |
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Many of our clients rely on their company Websites as an important source of leads. That means we are often asked what can be done to make a site more accessible to Internet search engines and directories. The process of "Search Engine Optimization" is part common sense, part craft, and part abiding by the rules. 1. Different Focus. The first thing to understand is that the goal of the search engines is almost certainly different from the goal of the organizations and individuals who submit their sites. The search engines want to achieve impartiality and accuracy-that is, they want to produce the most useful, well-targeted list of relevant results for a user's search. The ability to do so is what makes a user prefer one engine over another. Web developers, on the other hand, care little about impartiality and accuracy in the search list as a whole; what they want is an unfair competitive advantage for their client-that is, for searchers to see their client's site as high on the list as possible. So there is a natural tug-of-war between the developers and the search engines. 2. Change is a Given. Realize that search engines change the way that they categorize and rank web pages on a regular basis as they try to improve their ability to provide useful results to users. This means that search engine optimization is not a one-time occurrence but a continual process. Make sure to have your website incorporate basic SEO tools to make your life and your customers easier. 3. Budget? What budget? If your budget allows, consider using Pay-Per-Click search engines to "buy" more favorable search engine positioning. Search engines such as Google and Overture sell advertising by allowing a company to buy keywords and pay for them based on the number of users who click on the ad-in other words, you "pay per click." The charge for a click may be as low as a nickel or as high as several dollars, depending upon how keen the competition is for a particular keyword. 4. Linking. Consider submitting your web site to other websites as a link. Search engines see a large number of web links as a positive thing. It tends to move your site higher in the rankings because they feel links favor popular sites. Need help implementing a new sales or marketing program? We've got two suggestions:
a)
Check out our free marketing templates and tools on this site. There's
ton's of them. You might want to bookmark the site now, you could be
here awhile.
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