Last time, Paul promised to start covering changes in SEO strategies. This week, he starts with content optimization, including keyword selection, keyword placement and coding, quality copywriting, site navigation design, and link popularity.
Search engine optimization (SEO) is really a process consisting of multiple tasks, and the exact techniques used are sometimes closely guarded secrets. The way I see it, SEO done right should include six major tasks: optimization, submission, registration, positioning, monitoring, and maintenance.
In my last article, I promised to cover, over the coming weeks, the major changes in SEO strategies.
I'll start by elaborating on current strategies for content optimization. It's always been important to optimize your page content, but you must do so on two levels.
On one level, you're trying to gain high rankings in the spider-type engines, such as Google, AltaVista, Lycos, and Excite. On another level, you're persuading customers to use your products and services. So writing page content requires top copywriting skills as well as up-to-date knowledge of search engine algorithm trends. It also takes a good amount of time, and pages should be updated regularly.
Gone are the days when people would try to outwit search engine algorithms by methods such as repeating keywords within hidden text or with illegal doorway pages. Now, as never before, search engine algorithms are very complex; they differ widely and are constantly changing. In fact, search engines will quickly spot and penalize people who don't follow their rules.
Although the exact algorithms for each search engine are unknown and are constantly changing, SEO technicians are constantly testing to identify best results. In the past, most algorithms appeared to favor keyword density in various sections of the Web page: the title, the keyword meta tag (if the engine reads meta tags), the first 100 words of Web copy (text), and headlines. The emphasis has moved away from a specific keyword density in favor of what is considered excellent or well-written content. So there's nothing left to do but to optimize your pages correctly.
For optimizing page content, I recommend paying attention to these subtasks: keyword selection, keyword placement and coding, quality copywriting, site navigation design, and link popularity.
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Paul J. Bruemmer is CEO of Web-Ignite Corporation, a search engine optimization (SEO) and positioning provider. Founded in 1995, Web-Ignite has helped promote over 15,000 Web sites and was recognized by ICONOCAST as one of the top 10 most reputable SEO firms. Services include optimization, submission, registration, positioning, monitoring, maintenance, paid-inclusion, and paid-placement management for fixed monthly fees. Recent client testimonials report search engine traffic increased from 150 to 500 percent.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT