Search Engine Marketing and Site Optimization

There are a number of important factors in web site development to help you rank in the search engines. In my experience, I have found the information below to be important in getting your site ranked according to your keywords/phrases. This list is not necessarily in order, but here you are. This is not the end-all list, but should help guide you in your search engine optimization efforts.

Web Site Title Tag

The web site Title Tag is very important. The Title Tag is displayed at the top of your browser (IE, Netscape, Firefox, etc). It is also displayed as the title of your search engine result. The title tag of your should be simple and to the point, and should include the keywords and phrases you are targeting. In my own site, I focus on "chicago elearning development" near where I operate. Hence, the title for my eLearning page is thus:

"Custom eLearning - eLearning Consultant in Lake in the Hills, Illinois / Chicago - Quist Interactive, Inc."

Remember, include the target phrase in your Title Tag. Don't ram every phrase under the sun there. The engines won't like it. If you don't get the results you want, change things up.

Page Copy and Content

Search engines are hungry for TEXT, so they not look at your Title Tag and Description Tag, but your page copy as well. I've always said, content is king. If you want and engine to know that you specialize in "widget design", then you probably want to discuss "widget design" on your page. Also, why not dedicate your entire page to "widget design" rather than focusing on every aspect of your business, which will water down the relevancy of the exact phrase, "widget design". Include a full page on "widget design", perhaps 400 to 500 words. Be sure to mention "widget design" a few times, but don't overdo it and don't repeat the phrase over and over, which may penalize you. Engines like to consider the frequency of a particular phrase in relation to the entire textual information on a page, so if you only mention "widget design" one time in 700 words, the engine won't find that phrase important. The key, then, is to narrow your message to your particulare phrase on the page, and again, be sure to mention that same phrase in your Title Tag and Meta Tags.

Description and Keywords Meta Tags

The description meta tag is embedded in your site code, and is used by search engines in their results. Your descriptions, like the title tag, should be to the point and simple, and should include the keywords and phrases important and relevant to your business.

Like the description meta tag, the keywords meta tag is embedded in your site code. The keywords meta tag used to be much more important, but lost some importance as people began to overload this tag with repetetive phrases and irrelevant words. I find them important still, however, if they support the Title Tag, the Description Tag, and the copy on your page. Don't overload, and don't use words that are irrelevant.

Some Other SEO Considerations

Consider the following to enhance your SEO results:

• Inbound Links - There was much more talk of this a while back, but relevant inbound links are important still. Trade links with other web sites that are relevant to your industry and market. Note: Be sure they are relevant. It doesn't necessarily help if you are a hair dresser and have links from some link board that puts ANY link on their site. If the web site linking to you has a high Google Ranking, the higher the better.
• Image ALT TAGS - If you display an image of body lotion with a peach flavor, include the Alt Tag of "peach body lotion". This is very simple. It supports your target keyword/phrase and helps the blind as well.
• Header Tags - Include important phrases in your H1 tags to show engines that these phrases are important.
• Site Map - Create a site map for your web site that links to every page. Help the engines find you, and be sure to include your relevant phrases in your links.
• Hyperlinks - I like to include textual hyperlinks highlighting important keywords in my paragraphs, and also at the bottom of my pages. Search engines follow text links, so them give them more text to follow.

Remember, don't get booted out of the engines. Follow the basic rules. If you get busted for spamming the engines, all of your efforts will be wasted. It takes time, so it is important to be patient.

Mike H.

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If you have any other questions, please contact us today and we will be happy to discuss your search engine marketing strategies further.