Search Engine Optimization
You’ve finally got a site. Now what?! How do you get noticed among the
millions of other sites out on the web? Specifically, are there ways
to rank highly in search engines when someone wants to find your
site? When it comes to search engine ranking, there are both free and
paid ways to help your site stand out from the rest.
----------------------------------
Search Engine Optimization (SEO)
or how to help your site get ranked higher for free
Search Engine Optimization has gotten a lot of publicity lately both
through news of people and companies incorrectly trying to fool the
search engines into ranking them higher (aka black hat SEO) and from
many who are just catching on to the power of search engine generated
leads. In reality, it boils down to correct design using common sense
with emphasis on a few key points.
KEYWORDS
All major search engines — Google, MSN, Yahoo, etc. — are most
concerned with providing relevant content. So if you’re providing
content on your page that’s fresh, relevant and useful to the user,
you’re off to a good start. That sounds very obvious. However, when
you start looking at content delivered on many home pages and read it
from an SEO or content perspective, you actually realize many aren’t
doing that.
Rotating the content and keeping it fresh can be a huge boost to your
site ranking. After all, who wants to come back to a site that has
been the same for months? Search engines are designed to recognize
that, too, and give priority accordingly. You’ll see immediate
results if you update your content faithfully. We suggest that
content be changed every other month at a minimum. There are
different options to accomplish this which are discussed in detail in
the Application section below.
Also, use normal speaking language in your text. (Again, something
that seems obvious.) Don’t over-saturate your content with the
keywords you want to feature and don’t ever list one keyword after
another in a list somewhere on your page either visibly or invisibly.
(eg, white text on a white background) It’s true that you can see the
jump in search engine rank happen relatively quickly. The downside to
that is that you will eventually get caught and can be penalized by
the search engine — even banned and removed completely. However, do
use your keywords regularly though tastefully so it is obvious your
content relates to what the site is publicizing. Additionally,
keyword phrases are better than single words since it is much easier
to be found with a specific phrase than a single word which could be
used in many different ways.
LINKAGE
Not only is the number of relevant keywords on a page important as
far as search engines are concerned, linking is as well. Google is
particularly interested in a site’s links — specifically a site’s
inbound links. These are more important to Google than outbound
links. It’s not just about getting an inbound link, but a relevant
inbound link from a site that is reputable — not some massive free
listing service which dilutes a links effectiveness.
APPLICATION
Pioneer Design Group uses XHTML/CSS to design search engine friendly
sites from the start. Sites designed in this way are easy for search
engines to index which makes them easier for everyone to find.
Additionally we add code into the titles and around the graphics used
throughout the site so that search engines can tell what a graphic is
for since they can’t read them. Lastly we give the search engines
specific descriptions of the content on the site (aka meta tags) so
they will know what to look for and how to sort it.
Now for some practical steps you can do. When writing the copy for
your site, focus on communicating a direct message to your intended
market or audience. Use the main keyword or keyword phrase you feel
relates to your subject matter both in the title of your text and in
the first or second sentence in the first paragraph. Keep your
sentences simple and to the point with logical flow to the subject
being communicated. Oh, and another hopefully obvious point, use a
spell-checker or a good second person’s opinion before showing your
text to the world!
Communicate with others in your industry and exchange links from each
other’s sites. Confirm first that they are not using any black hat
SEO techniques to boost their page rank or their link to you could
lower your page rank. Make sure the links stay on topic and check
them every so often to make sure they still work.
On the point made earlier regarding regular fresh content, blogs (web
jargon for online journals) have become a popular way for those who
do or don’t know anything about actually designing a website online
to keep their content fresh. Writing a new entry on a regular basis
will accomplish this nicely. Pioneer can either give you a custom
look for your blog or add a blog to your existing site as an
additional feature.
----------------------------------
Search Engine Marketing
or how to help your site get ranked higher for a fee
Though handled differently, getting your site ranked higher for a fee
pretty much boils down to pay-per-click services. Pay-per-click
essentially means an auction-style bidding for how much value you
place on your ranking for results to those phrases. Google has their
own proprietary method they use for themselves exclusively and
currently Yahoo Marketing services most of the other big names.
Basically, the way it works is you choose a list of keyword phrases
you think would help people find your site. You enter (or hire
someone else to do it for you) those keywords into whichever service
you choose and you are told how valuable they are by how high other
people are willing to pay to be ranked first when one of those words/
phrases are chosen. Some words/phrases cost pennies and others can
cost several dollars. As you can imagine, your fees could add up
quickly if you want to be placed highly for a popular keyword though
you can limit your budget spent per month.
As with the free techniques to boost your ranking, Pioneer can also
handle your fee-based online advertising. Please contact us with any
further questions and to sign up.