Search Engine Optimization - Getting Started

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Search Engine Optimization - Getting Started

In our previous articles, we covered the basics to get started ("Online Marketing" and "Build Links To Drive Traffic") with your online marketing. Now that your website is up and running, your next step is preparing for Search Engine Optimization (SEO).

When viewers search on Google, MSN, and Yahoo (or just about any search engine), proper SEO determines where your website ranks in the list of search results. Instead of finding your site listed at the bottom, near the end of the search results pages, you want your ranking to be optimum, closer to the top of the list - hence, optimization.

Search engine optimization, much like copywriting, is more art than science. Follow these best practices when preparing your website and you'll achieve higher rankings on search results. Why do this? You'll get free, high quality website traffic.

Start by researching keywords and key phrases.

Identify keywords and key phrases relevant to your niche. Multiple term key phrases are better, since competition for single keywords can get very high. For example, instead of "copywriter" choose "direct response copywriter". Use WordTracker's Keyword Selector Tool to uncover variations on your main keyword. Weave these keywords and key phrases into your web copy conversationally.

How to structure your HTML code.

Make your web pages search engine friendly. Use title tags, meta tags (description and keywords), headings (h1, h2, h3) and the image "alt" tag. Here is a helpful meta tag generator, which gives detailed explanations of what meta tags are and how you can create effective meta tags.

Syntax for Head elements (in between the <head> and </head> tags):

<title>Your page title</title> - Include descriptive keywords and your company name. Keep your title to 60 characters or less, so search engines can list the entire title, not a broken fragment. Your page title is all most search engine users see and is the most important page tag. Include important keywords and remove filler words (and, the, or, etc.). A good title tag: <title>Direct response copywriter writes sales and marketing messages</title>. Avoid titles that don't sell for you, such as <title>Welcome to my website</title>.
<meta name="description" content="your unique selling position here"> - about 140 characters in length.
<meta name="keywords" content="your keywords and key phrases, separated by a comma"> - Your meta key words should number about 250 characters or less, including spaces and punctuation. Note: although not currently used by Google, meta keywords are still important to other search engines and directories, such as Yahoo! Search.

Use your best keyword or key phrase in the heading of your copy - preferably within one of the three heading tags:

<h1>Large heading style</h1>
<h2>Medium heading style</h2>
<h3>Small heading style</h3>

When choosing alternate words for graphic images that won't show up on some browsers choose from your keywords or key phrases as well.

<img src=file.htm alt="describe your image here"> - Use keyword and key phrase rich descriptions.

Also use the best keyword or key phrase in the first paragraph of your copy.

Avoid these common mistakes.

Many inexperienced search engine marketers make the following common mistakes:

Repeating the same words over and over again - it just doesn't work and you run the risk of being banned by the search engines.
Submitting your URL to the search engines everyday - this could be considered spamming.
Using the same color text as the background to get more keywords and key phrases "stuffed" on your web page.
Using browser redirects, cloaking (delivering different content to Search Engines than general public) and multiple pages with nearly identical content.

These strategies are not effective and may also get you banned from Search Engines.

When building your website, avoid using frames (a method of dividing the browser display area into separate sections, each of which is a different web page), JavaScript (a simple programming language) or Flash (an animation technology) for your navigation, as search engine spiders (the programs Search Engines use to map the web) have a hard time following this type of content.

Consider using a tool like Net Mechanic, to check for HTML errors.

Design decisions.

On the Internet, content is king. Write and fine-tune your message, making it content rich and easy to read. Build your website around "content focused pages", where each page reflects one main key phrase.

When you create an HTML page for your site, use keywords and key phrases relevant to the content of that page in your file names. For example, if you've built a "links" page, instead of naming the page "links.htm" try something more descriptive of the content on this page, such as "search_engine_links.htm". By naming your files this way, you tell the search engines what it can expect to find on your web page. Remember: your hyperlink text, image alt tags and filenames should make sense.

Finally, create a sitemap, which is a web page that lists all of the links available on your website. A sitemap is much like the table of contents in a book, and lets your users (and the search engine spiders) navigate throughout your website.

Are you being searched?

Your website is not static - plan to make changes. But don't react too quickly to changes in search engine algorithms (a complex formula that determines rankings of URLs for a particular search query). Web pages should be easy to read, have lots of content and have a natural flow.

According to Nielsen Net Ratings, almost 140 million Americans went online in December 2004. And the vast majority of them queried a search engine when online. Check out your own website. Perform a search on Google using your most desired key phrase and look for your website in the search results. You may have to scroll many pages. Search engine optimization is not a quick fix - think of it more as a long-term strategy. When done right, your website will rise to the top of the list.

Visit our Search Engine List for a list of top search engines and directories. Submissions for most are free, some for a nominal fee. You'll find links to the "Add Your URL" section for each listing.

About the Author

Brian J. Farrell – Marketing Consultant, helps small business owners find new customers and make more sales in 30 days or less — guaranteed! Call or contact Brian today for a confidential analysis of your business marketing plan and he'll uncover assets you can capitalize on right now, without spending more money on advertising.