Create Clear Signs to Follow to Your Website, with SEO
How do you get into the top 10 results so a potential customer can find your website? You might have heard a lot about “search engine optimization” and “ranking analysis” and “algorithms”. It all sounds very complex, but it really works on straight forward principles. It is about creating clear sign posts directing traffic to the content on your website. This is how you can go about creating clear directions.
A search engine will show only resources (websites) of which it has on record. So, you must submit your site to the key search engines and directories. This should be done by someone who is experienced in submitting the information properly. The leading search engines, such as Google, Bing and Yahoo! use crawlers to find pages for their algorithmic search results. The search engine will rank highest those websites its algorithm tells it are most “important”. This means your goal is establish the authority and importance of your website — your content.
Search engine crawlers look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Additionally, search engines sometimes have problems with crawling sites with certain kinds of graphic content, flash files, portable document format files, and dynamic content.
There are simple strategies and tactics you can employ to create effective sign posts for your website and improve your search engine results.
• First, make sure you have quality content. Text content equals importance on the Internet. Pictures and graphics make your site appealing to the eye, but search engine crawlers can’t read them.
• Ensure that your pages are indexed;
• Structure your pages well (with headers and sub-headers etc.)
• Use descriptive page titles and other page text;
• Build many keyword rich inbound links.
With knowledge and time it’s possible to effectively implement an SEO strategy in-house. But be warned, should your organization not have people resources to invest in SEO on a consistent basis then you should hire outside experts to manage the process for you. Three areas to which you should pay particular attention are keywords, link strategy and an HTML review.
Keywords: The first is choosing the right keywords. Don’t be fooled by the term “keyword”. What it refers to is searchable words or phrases. Often the highest ranked keyword is a phrase e.g. “luxury shopping in Toronto”. The most searched terms might not be the best, nor the term with the least competition.
Link Strategy: The second is to prepare a link strategy. Here are just a few of the linking factors that will affect whether your potential customers find your website. You can implement a SEO strategy yourself, but it can be very time consuming. Many organizations find that it is worth hiring experts to put it together for them. Telescope Communications teams with Buddhacom to provide clients with this service.
Our site audits and strategies include a review of the many factors, including the following:
• The total number of incoming and outgoing links
• The importance of the sites you link to and from
• The relevancy of the sites you link to and from
• Which pages on their sites and on yours are being linked
• What you include in the incoming and outgoing links
• Where on the page the links are placed
• How many links are on those pages
• How many pages are linked to or have outgoing links
• The ratio of links to content on the pages involved
HTML Code Review: The third place to invest is to have somebody knowledgeable review your html code. Chances are that you have missed numerous opportunities to let the search engines know your website is relevant, and possibly some opportunities to show it is important.
What to Avoid: Black Hat SEO or spamdexing, techniques should be avoided at all cost. These Internet “bandits” use methods that in the final analysis undermine the credibility of your efforts and can harm your brand. These usually low-cost providers utilize techniques such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the quality of user-experience with search engines and with your website. Search engines constantly look for websites that employ these techniques in order to remove them from their indices.