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Structure Your Site for Superb SEO
As consumers make use of the Web to communicate and gather information, businesses rely on this powerful medium to help meet their branding, advertising and lead generation goals. Search engine optimization (SEO) has become an important marketing tool that helps drive traffic to Web sites.
According to Jupiter Research, 62 percent of search engine users only click on those sites that appear in the first page of search results. But a full 90 percent will never look beyond the third page for results.
Quick tips for SEO success
With millions of Web sites out there, and more companies embarking on aggressive SEO initiatives, how can an organization make its Internet presence stand out?
- Research and select keywords carefully. Create a list of commonly used industry phrases, as well as those search terms that potential buyers are most likely to use, and work them into the site's body copy.
- Links embedded within content score big with the major search engines. This technique proves most effective when combining page-to-page links within a Web site with outbound links to other sites. Inbound links from other Web sites, such as online business directories, can also help boost rankings.
- Incorporate the most important keywords in page titles, page descriptions, and metatags, since search engines track these closely.
- Pay-per-click programs offered by most major search engines, allow companies to "buy" higher rankings for specific search terms. Since these campaigns are priced based on the number of click-throughs, they may turn into a wise investment.
Pitfalls to Avoid
Often times, companies make common mistakes when it comes to SEO:
- Don't ignore readability. Many organizations overcrowd pages with target keywords and phrases, making the content difficult to read. Keep it readable and intuitive to hold the readers interest and avoid search engine penalties.
- Avoid static content. Search engines want to provide new and relevant information to browsers, so they are designed to identify frequently updated sites.
- Supplement with text links. While readers like graphic links, search engines cannot identify Web pages without text links.
With a few simple implementations, you'll be on your way to successful SEO without hiring an expensive consultant. |
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