Getting Found on the Web:
Search Engine Optimization and Registration
Part 2
By Brooke Long

(August was skipped because I had a baby that month!
so here is the long awaited Part 2)

In August we discussed the importance of target marketing your Web site to maximize your return on investment (ROI). This targeted marketing is accomplished through the processes of search engine optimization (SEO) and search engine registration (SER). The processes of optimizing and registering your site to be found through the search engines by visitors that are interested in your products or services is every bit as important as creating a great Web site. We used the example of a new restaurant that doesn't advertise. This eatery will attract some passersby who stumble upon it, but the masses of hungry people will never know it even exists.

There are THREE steps that we follow to target market your Web site:

1. SEARCH ENGINE OPTIMZATION
The SEO process involves gathering information about your business and analyzing your existing web site and current web traffic, if you currently have a web site. Potential problems with the content and structure of the web site are identified and solutions are recommended. Research is done to create a list of scored keyword phrases that people actually use to find sites like yours. A full set of Meta Tags, key search words and phrases, is created for each page of your site.

If you're building a new site, this process can be incorporated down to the file-naming level for added benefit. This level of optimization is rarely found today and can give your site an edge against those that do not have it. Also, consulting with a search engine optimization consultant can avoid using technology that is not search engine friendly such as frames or Flash. If these technologies are required, their negative effects can be lessened by good search engine optimization.

Once the site optimization is complete, then the site promotion can begin.

2. SEARCH ENGINE REGISTRATION
Some search engines and most directories get careful hand submissions. Submitting by hand, as well as using automated methods keep costs down and is still effective in the promotion of your Web site.

Upon completion of the project the client is provided with a complete list of all the systems submitted to and when submission occurred.

Managed programs for Pay-per-click (PPC) and paid placement services are available.

3. MONITOR AND ANALYZE THE RESULTS
If your ISP may produce monthly reports for several months so you know that site traffic has increased.

Dollar for dollar, there is no more cost-effective way to generate qualified traffic for your site.

Do some research and find a professional. Ask questions and make sure you get good answers. Check examples of the work they've done and ask to speak to former clients. Make sure you get in writing what they will and will not do for you.

A word on keyword ranking:

This is NOT a true measure of project success. Instead, use the actual traffic data that is reported in your web traffic reports before and after the project. This shows beyond any doubt how well and how much benefit you get (your actual mileage may vary).

The goal should not be to be in the top 10, or 20, for a particular keyword. Positions change. System algorithms change. The competitors change. The goal should be increased qualified traffic to your site.

Professional general search engine optimization will increase your qualified traffic and maintain a good level WITHOUT ON-GOING MAINTENANCE! It's like being diversified in the stock market. One goes up, another goes down. General search engine optimization keeps you fairly steady as time goes on.

FEATURED SITE Reetz International Ministries These two have an amazing dedication to these people in Africa and have been completely wonderful!

 

brooke DOT long AT cataluna DOT com