Organic Search Engine Optimization
Copyright 2006 Sharon Housley
The fabled tales of successfully tricking search engines
into high rankings have given way to a new truth, to
achieve decent consistent ranking you cannot engage in
tricks but on focused optimization done in a professional
ethical manner. According to search sources, with the
latest Google update, there is no longer an even playing
field when it comes to search placement. The new Google
ranking system gives an advantage to large, established
businesses that have achieved brand recognition. Does this
mean small businesses should give up on the Web as a
marketing model? No, of course not, they simply must
develop quality content. To increase your natural ranking
(search engine rankings that are not paid for) you must:
Write Good Text Copy.
The website copy should contain relevant text. Websites
that use text rather than large images will load faster and
the search engines can easily spider the text of the
website for themes and keywords. Search engines cannot
discern the meaning of words and phrases that are presented
as an image. If you do use an image, be sure to include a
brief phrase or keyword as an ALT tag. The ALT tags help
website visitors who are visually impaired. ALT tags also
convey the meaning of the image to search engines.
Research Keyword Phrases.
Using terms and phrases that relate to your product or
service is critical. It is important to use terms that
potential customers would use when searching for your
product or service. Often products can be described by a
number of terms, for example soda, tonic and pop all
identify soft drinks. One term might be more prevalent in a
specific geographic region, which is fine if you are
selling locally, but if you are selling globally,
optimizing for a single popular term could be problematic.
Consider optimizing different portions of your website for
various keywords and phrases that relate to the product or
service that you are promoting.
More information on Determining Keywords -
http://www.small-business-software.net/determining-keywords.
htm
Provide Valuable Content.
Websites linking to a website are seen by many search
engines as "votes". A link typically implies quality
content. The easiest and most effective way to achieve a
large number of links is to provide unique quality content.
This might be a free web based tool, information or other
content that is unique and relevant.
Examples of free valuable content: Website RSS Button
Creator -
http://www.feedforall.com/public/rss-graphic-tool.htm
Reprint Articles -
http://www.small-business-software.net/free-website-content.
htm
Monitor.
Monitor blogs for online chatter about your product or
service. If you find a product review or question on a blog
consider posting a comment. Ego searches are an excellent
way to stay informed and maintain a strategic advantage
over competitors. Monitor keywords or phrases that relate
to your product or service, and join conversations that are
relevant.
More on Ego Searches -
http://www.feedforall.com/ego-searches.htm
Measure.
In order to know what strategies are most effective in an
industry or sector, it is important to track the results.
The easiest way to track web traffic and conversions is web
logs. Take a critical look at referrers, trends, and what
keywords result in the most traffic. Evaluating web logs
will assist a webmaster in determining what optimization
techniques are most effective.
Understanding Web Logs -
http://www.small-business-software.net/understanding-web-log
s.htm
Ultimately its is foolish to attempt to trick search
engines into high rankings, efforts are better spent on
building quality, consistent, valuable, content.
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About the Author: Sharon Housley manages marketing for
FeedForAll http://www.feedforall.com software for creating,
editing, publishing RSS feeds and podcasts. In addition
Sharon manages marketing for NotePage
http://www.notepage.net a wireless text messaging software
company.
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