Search engine optimization (SEO) is the process of designing oraltering a website so that it will perform optimally in regard tobeing ranked in search engine results that are associated withspecific keywords or keyword phrases used by individuals who aresearching for information on the internet through the use of asearch engine. Some website owners strive to do their own searchengine optimization while others opt to use an SEO service tooptimize their website. There are advantages and disadvantages toeach approach. Lets take a look at the purpose of search engineoptimization, the pros and cons of doing your own search engineoptimization versus hiring an SEO service, and the questions toask when considering an SEO service to accomplish your searchengine optimization.
The purpose of search engine optimization is to obtain adesirable position in organic search engine results (this meansgetting a good listing in the search engines without paying forsearch engine advertising). There are a number of techniques thatSEO service providers use to optimize a website and to securedesirable search engine ranking. Getting ranked on the firstthree pages of search engine results is highly desirable becausethe majority of internet users use the search engines to findwhat they are looking for and they dont usually browse throughmore than three pages of results. Getting an organic searchengine ranking is awesome due to the fact that you dont pay forthe listing (just for the SEO services to get the listing), sothere are no ongoing fees and in effect, it is free advertisingthat is really productive.
The advantage of doing your own search engine optimization ratherthan contracting an SEO service is that there is no upfront costfor getting your website ranked in the search engines. Thedisadvantages, of course, are lack of expertise in the field ofsearch engine optimization and the time that may be spent on theoptimization process. On the flip side, the main advantages ofusing SEO services is that you have access to expertise fromindividuals who are experienced in search engine optimization andusing an SEO service may be more time efficient for you. Thedisadvantage of using an SEO service is the initial costsinvolved in search engine optimization and costs associated withongoing monitoring of the search engine ranking and adjustmentsto the SEO services strategy and to the website.
Questions you should ask and have answered before contracting anSEO service to do your search engine optimization include:
1. What strategies do the SEO service use to improve search engine ranking
2. What services are included in the SEO service package to be provided
3. Which search engines does the SEO service target
4. Does the SEO service guaranty a specific ranking or certain results
5. How much experience does the SEO service have in the field of search engine optimization
6. What are the initial costs of the SEO service and what are the costs for ongoing monitoring and SEO services to maintain the ranking
Common strategies used for search engine optimization includekeyword research to identify keywords and keyword phrases foroptimization focus, designing the website with metatags and htmltags using the keywords to be optimized, development of keywordrich content for the website, and linking campaigns to build linkpopularity and link relevancy. SEO services generally include theuse of all of these strategies and sometimes more. The majorsearch engines are Google, Yahoo! and MSN but there are many moresearch engines include specialty search engines which may benefityour business.
Most SEO service companies do not guaranty a specific rank in thesearch engines because that is near impossible to do; however,they may guaranty certain results such as an improvement inwebsite traffic directed through the search engines. Theexperience and expertise of your SEO service company is veryimportant because search engine optimization is no easy task.Both the initial costs of optimizing the website and ongoingcosts for having the SEO service monitor and maintain the rankingshould be considered.
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Do you know the difference between knowledge and wisdom Knowledge is learning through your own mistakes and wisdom is learning through the mistakes of others. During the last 6 months, I have acquired a lot of knowledge about that very large elephant of Search Engine Optimization (SEO) specific to Internet marketing and wish to share some of that wisdom with you.
Tip #1 Key Words Database
Knowing that your site is keyword rich is essential. There are several free sites that will display keywords such as or software such as SEO Elite at . Take the time to develop a key word database per page. This database may need to be revisited on a regular basis as key words may change. I use spreadsheets and track key words on a monthly basis.
Tip #2 - Key Words Within URL
After developing your key word database, select key words for your URL title For example, I had a page titled com/youth. I renamed that page to correspond to one of my key words that being student leadership. The page is now com/student-leadership. With the renaming of the page, now robots can find the keywords quicker and ultimately give me a higher page rank. Also, remember to use dashes between words or an underline to separate words so that the robot can correctly read the key words.
Tip #3 Key Words within Title Page
Each page of your website should have a unique title page that is key word rich specific to that pages content. This title should not exceed 77 characters. Again, if you have a local focus, include the city within this title.
Tip #4 Key Words within Meta Tags
Using SEO Elite Report provided by my marketing coach, Alan Boyer, the report suggested that I needed to reduce my meta tags key words so that total characters did not exceed 487 per page. Also, repeat words were discouraged and placement of the words was also assessed. Your main key words should be the first ones with supplemental words following. For example, on one of my pages, the most important key word phrase is: small business coach Chicago IL. I then placed that phrase first followed by other key words. Using your geographic location should be part of your keywords if that is part of your marketing strategy.
Tip #5 Key Words Density
Referring to your key word database for each page, write your content or revisit your already written pages. Your most important key words should come first on the page. With search robots being so intelligent, the challenge is keeping a balance or density between some and too many key words. Your key word density should not exceed 2%. Also, you may wish to bold key words as this too helps in SEO and remember to keep each pages words to 2,000.
Tip #6 Key Words Anchor Text
One of my greatest Ah-Has was the importance of anchor text within each page. Anchor text or hyperlink text links key search words to other pages or files within your site. I am in the process of reviewing each page and adding additional anchor text links.
Tip #7 - Work in ProgressMuch is written about content being King. This is true, but the content needs to be continually updated so that robots will come back to your site. Your site is a work in progress that is continually being updated with new key words specific to your business as well as new content. This content could include articles, press releases, etc.
Hopefully, the sharing of my mistakes will provide you with some wisdom and will help you to eat that elephant of SEO one bite at a time.
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