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Check back often since we are constantly refining our free marketing tips and adding new approaches for driving traffic to your site and then converting visitors into paying customers. On this page we go into the specifics of Search Engine Optimization.

Higher Rankings "Search Engine Optimization"

Search engine optimization is treated like the holy grail of internet applications.   Businesses spend a lot of money getting Search Engine Optimization companies to work their magic.   Yet the greatest misnomer is that many of these companies have the magic bullet that allows them to do what you can’t do yourself.     Some of the Search Engine Optimization companies are reputable and know their stuff.  But do your homework because many promise and charge a lot but deliver less than expected. 

Either way it’s always good to have some knowledge to bring your site up in the rankings yourself so that you can drive more traffic to it.   Before we provide that knowledge, we want you to know that deep linking is an effective way of driving traffic to your site without the complexity and rule changes associated with Search Engine Optimization.   And deep linking in and of itself assists businesses in generating higher rankings.   We strongly suggest you investigate this simple and highly effective system.

But we know that every business is interested in Search Engine Optimization.  So we will provide our instruction on how to get the best rankings.   First understand that from a conceptual standpoint Search Engine Optimization rankings are improved when your site has appeal to your visitors.   This means that you have included dynamic content on your site that has repeat draw appeal for those interested in your product or service.   Generally, this is what the Search Engine spiders look for when ranking sites.  

More specifically the first area that you want to focus on is content.  You want to make certain you have a content rich site.   What does this mean?  It simply means that you have added key words or word pairs to your content that best describe the product or service that you are offering.  Consider likely words or phrases that users might type into search engines to find your site.  Use these keywords or word pairs throughout the site to increase your ranking in this category.  This is referred to as keyword density.  But take care not to go overboard.  You want to target anywhere from 2 to 5% density for the chosen keywords on your site.   

One of the tools we provide free of charge just by signing up below is one that allows you to check for keyword density to ensure you are in the proper parameters.

Your next focus should be to get other high traffic (important) sites to link back to yours.  Most search engine spiders place high importance on the link back criteria when ranking your site.   The nice thing about quality links is that they help you drive traffic to your site as a benefit above and beyond Search Engine Optimization.   This is a critical element.  Exchange links with other web sites that compliment (but don't compete) with yours. Do a Goggle search on one of your target keywords. Contact each webmaster with a personalized email explaining why a link exchange would benefit both sites (be very specific). Then ask to exchange links. It helps to already have his "reciprocal" link in place before you contact him with the URL of the page on your site with his link on it.   Focus on sites that have high traffic already.  Simply find the sites that come up in the first 3 positions of your search criteria.

The next strategy that will assist you in getting higher ranking with most search engines is putting your key word or word pairs in your page titles or file names.    The file names are the URL themselves and the page titles are the titles that appear in the upper portion of your browser.   This is a simple method for achieving a higher ranking.

We provide another free tool that you can have access to by signing up below that allows you to see how many times a word or phrase was searched in the previous month. This will provide you invaluable insight into what key words or phrases will have the greatest impact on delivering traffic to your site.

Using Meta tags and keywords is the most common way of increasing your rankings.  These are tags and keywords that are strategically placed in the html header of each web page that the viewer cannot see.   Goggle's spidering software recognizes them and adds them to the index. 

An easy way to lose ranking is by having a site that is not organized well or has broken links.   Search engine spiders do not like dead ends.  Make certain that your links are always up to date and your site is easily navigated.

Also the search engines rank sites higher with more pages.   If you have the opportunity to add content to your site that creates interest by all means do so and create a separate page for the subject.    Apparently the spiders are set-up to recognize page volume as an indicator of importance. 

Our next concept is not widely used but can be very powerful.   Instead of optimizing for your home page exclusively, optimize each page on your web site individually.   This is especially true if you have a lot of pages.  Think about all the target phrases that apply to what you sell.   Can you really optimize for each target phrase on your home page?  Probably not unless you are very limited in what you sell.   Take advantage of your other pages on your site and optimize for phrases that may be more appropriate for the focus and content of that page.  Focus on one topic for each web page and you can really cover a wide spectrum of phrases that relate to what you sell – and you can do it adequately. 

Don’t do Search Engine Optimization on on a sub page using the same phrase as on your home page.   Use the phrase that relates to that page more closely.  Every page should be an entry way to your site.   Who cares how the potential customer gets to your site.  The important thing is that they find you.   If you have a product that appeals to them and you have everything set-up so that the customer is funneled to your product then you have greater opportunities for increased sales.  

And as I said before a higher volume of pages will assist in getting your site ranked better.  And now those pages also will offer entry portals for potential customers thus adding even more importance to each page. 

Another bit of advice that is important and easy to implement is build a site map.   This makes navigation easy for the search engine spiders and it is a good way of directing your site visitors to the page they are looking for. Again this helps in your search engine rankings.

As a final note I want you to know that there are technical aspects to Search Engine Optimization that are outside the scope of the tutorial. Evaluating the monthly statistics of your website you may find that your site is generating a number of 404 missing document errors. These are considered as destructive as broken links to the search engine robots. In this case get with your host and determine the best approach to dealing with such issues.   A good host will direct you to the specific answers needed to eliminate such problems and increase your search engine rankings.

Google is constantly changing and refining its search technology. Optimization techniques that work today may be useless tomorrow, so stay informed. See Googles Guidelines below for more information or see how to create custom 404 error pages.

Important Links:      Googles Guidelines        404 Errors explained

Also, as your business evolves, check your keywords to make sure they're still relevant. If you've launched new product lines, brought on new brands, or changed the focus of your business, make sure these changes are reflected in your keywords. Optimization is an ongoing process.

If you would like a free consultation where we discuss the specifics of your situation and assist in solving a specific marketing concern, no strings attached, then click here to sign up.   This allows us to exercise our knowledge while helping others succeed.