Have you ever outsourced or self-submitted your site to search engines and directories only to find that you didn't get listed or well positioned in the engines you wanted? Well, with a good overview of the basic search engine optimization (SEO) process, you can easily attain your goals.
By breaking up the process into the following four key tasks, you can make getting listed where you want a whole lot easier.
This article will address the first two bulleted tasks, while Part 2 will detail how to submit your site and monitor the results correctly -- all for a better understanding of the entire SEO process.
Analyze Your Key Phrases
A critical step before you start any SEO campaign is to conduct a thorough keyword analysis. Analyzing, developing, and improving the key phrases used to find your Web site can be more of an art than a science. You'll want to query employees and customers alike and get adequate input from all relevant sources regarding all possible phrases that might be used.
Traffic-analysis tools, such as WebTrends, can analyze your server logs to determine the key phrases people used to find your Web site. This will give you a preliminary list of key phrases you might consider optimizing for, but you'll need to do some additional research to develop your best list.
Most professional SEO firms will do the research to develop keywords, providing you with the best list of key phrases. There are tools you can use to help yourself in developing additional key phrases. Tools such as Wordtracker, did-it, WordSpot, and GoTo will offer key-phrase popularity comparisons and perhaps trigger your thought process to generate more possibilities. You can then take your new list to friends or family for additional review and recommendations.
Once you have a semifinal list, prioritize it, and then do some searches with these phrases. See how many similar documents are found and which competitors are showing up. Be sure to scrutinize the relevancy of each key phrase on your list, and plan to optimize for only the most relevant key phrases.
Optimize Your Content for Search Engine Compatibility
Write your content for each individual Web page as designed for a specific key phrase. First, take care of the hidden HTML program language issues:
All of the above items should be corrected on your home page, and each of your subpages should be optimized for each key phrase, one phrase per page. None of the above hidden changes will affect the look or functionality of your Web site. All of these changes will make a significant difference in making your site search enginefriendly.
After taking care of the HTML issues, review the visible content on each page, optimizing this text for a specific key phrase. The first paragraph or two should include the key phrase with intelligent, comprehensive, and grammatically correct marketing copy describing your offerings.
This will help the robot engines like AltaVista and HotBot and other crawlers to reach deeper into your Web site to rank more pages. Search enginefriendly HTML program language and well-written content help these engines accept and recognize pages deep within your Web site for inclusion in their databases.
Stay tuned for Part 2: submitting to register your site correctly and suggestions for proper monitoring of your search engine listings.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
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.
March 19, 2014