Placing Search Engines At The Heart Of Web Development And Strategy
Topics: engine, google pagerank, links, online, optimisation, optimization, SEO, internet, referral
Search engine optimisation has traditionally been the practice of increasing the ranking of an existing website by altering the content and promoting inbound referral links from other highly ranked pages. The first part (altering the content) can be a bit like trying to panel beat a rusty VW Beetle into a Ferrari. Often to be effective, the entire structure and content of a website needs renewing, including with the coding (especially websites built in tables or Flash), making it a very costly exercise.
A New Beginning
In truth, the best way forward is to completely rebuild the site with fresh search engine optimized text, structure, coding and often design. This way a company can also take advantage of new advances such as content management systems for greater control of content; database driven content to automate the process; RSS news feeds to keep the site current; and standards compliant coding for greater accessibility and usability.
A website may also need to adopt a more sales-driven approach that converts into greater online sales or stimulates a greater response, thus building your customer database for future opt-in mailings. Or it may need to be more interactive and useful to people to encourage return visits and recommendations.
Referral Link Generation Starts at Home
While the new site is being developed, the task of promoting referral links must start in earnest. This is an ongoing process that takes time, effort and imagination. Begin with any websites already under your control. Make sure you are making the most of links from highly ranking pages from websites you own, if it’s appropriate to have links. Then approach suppliers and affiliates. Make sure any existing links from their pages to yours contain core search term keywords and not ‘click here’ or ‘visit the website’. Then try the free listing business directories. Assess the quality of paid for listings, and if your competitors are there, it makes sense for you to be there too.
Online PR is in Your Hands
Many links can be generated through a variety of promotional techniques. Submit your website for review; invite journalists to review your products or services; write your own articles and submit them to publishing websites; create blogs to air your opinions on your trade and use social networks such as Linkedin. As long as it’s ethical and honest, it’s a valid way of generating links to your pages. Dirty tricks such as blog spam can back fire and destroy your reputation.
When the site is complete, continue this process by generating links to specific landing pages to increase their ranking too (remember, your homepage is important, but it can’t do everything in terms of SEO so spread the load).
The SEO Blueprint for New Websites
All new websites should put targeting, content and SEO at the very heart of the process.
These issues must be addressed at the outset:
1) Who is your audience and who is most valuable to you?
2) How will you reach them?
3) What will encourage them to use and return to the website?
4) What will stimulate them to buy or respond?
5) How will you use the customer data to build relationships?
With these findings you can formulate:
1) Core search term keywords and phrases
2) Site structure with key landing pages
3) SEO text, ensuring good keyword densities within URLs, page titles, meta tags, H tags, body text and alt tags
4) Other useful content and media
Then begin the process of identifying and creating referral link opportunities:
1) Within your existing website network
2) On your supplier and affiliates web pages
3) On free business listings
4) On paid for business listings
5) By generating PR
6) Through self published articles
7) Through company blogs
Through appropriate social networks
Always remember that Google ranks web pages according to relevance (the content of the page) and importance (the number of links to it from other important websites). By doing so your website need never languish at the bottom of the heap. And what’s more, when your audience increasingly finds your website, they will be inspired by its up-to-date, fresh, relevant and engaging content, and won’t fail to respond in the way you want them to.
Peter O’Flynn is Creative Director of Marketing Team Direct www.marketingteamdirect.com - the only integrated marketing agency that places search engine optimisation at the heart of web development.
Previous Articles Highlighter:
Brochure Copywriting: Strategy For Making A Piece Of Paper Resonate With People (1)
Include customer testimonials Sometimes, the best brochure copywriting isn't written by you or your copywriter. It's done by your customers in their own words. Assuming your company has satisfied customers, what they have to say about their experience with you is often more credible than anything you can say about yourself.
10 Commandments To Maximizing Your Time In Forum Participation (2)
6) Get a word-of-mouth recommendation to a proven product or service from people who have tried it instead of spending time to analyze various products on the Internet. 7) Give and receive encouragement and motivation to/from fellow marketers.
High Quality Perceptions Start With Truthful Expressions And A Well-Conceived Messaging Strategy (3)
They may know that having a well-designed professional image is important, but often times, the messaging takes a strategic backseat and is often relegated to the person who has a little extra time to whip something up.
How To Increase Link Popularity (4)
Your traffic will not increase overnight but over time your search engine ranking and traffic will increase and you will see your income increase. Nina Greene is owner of BennettWealthSystems.com and provides sound practices for starting an internet business.
Website Copywriting: A Recipe For Hard-Hitting Words In Lean Portions (5)
And the amount of verbal content a company presents on its website must take that fact into account. If the concept can be explained in one sentence instead of three, use one.
Integrated Talents - Creating Compelling Digital Marketing (6)
The Web is Bringing Creatives and Technologists Together The internet is still a young child - growing up and learning to make its way in the big bad world. Designers, writers and developers have been working out how to work together with mixed results.
Turning Your Direct Mail Campaign Into An Online Lead Generating Machine (7)
So, what was it that got him to step out of the Stone Age and into the 21st Century? It was simply a matter of running the numbers. Let's take a look at some of the hidden costs of his direct mail campaign that he hasn't been considering: Additional Hidden Postage Fees With the recent postage hikes, the additional cost of mailing is an obvious factor.
Cash And Pay-Per-Click Affiliate Programs (8)
We are faced by a dilemma on how to increase traffic! You first need to get internet surfers to see your website, then the ad. How do I increase my traffic?
Backing A Business With A Quality Online Storefront (9)
With quality storefront services, individuals have the chance to arrange their storefront in any way they see fit. Quality storefront service providers make an effort to ensure that customers can do this with ease.
Your Online Shopping Cart: Portal To Profits (10)
The same goes for your site and online shopping cart. If your site is suffering from technical bugs or your checkout procedure is too hard to follow, it won't help build your credibility or trustworthiness with the customer at all.
The Best Source For Email Marketing (11)
Just don't flood your mailing list with mails so that you don't annoy your subscribers. Don Alexander is owner of leading-online-business.com and writes on a variety of subjects. To learn more about this topic Don recommends you visit www.leading-online-business.com
Article Writing: How It Can Impact Your Wallet! (12)
Other webmasters like you want free content and free content is king, your interesting articles located in an article directory are valuable to others and to the direct traffic to your site.
Some Super Simple Software For The Busy Web Designer (13)
4. CGI-Telnet. A cgi script that allows you to run commands on your server, even if your web host won't give you telnet access. Also good for getting at files generated by other scripts that are owned by user 'nobody', instead of your username.
Make Money Online With 80% Of The Work (14)
The bottom line is every hour you spend working on fine tuning your own online marketing process could be taking away potential profits from other endeavors. The more revenue generating projects you have, the higher the potential is to make money online.
Studio Method Vs. Field Production (15)
You set it up once and leave everything in place ready to go. Everything in a studio is controllable: the lights, the sound, the action. The action is rehearsed and then done once, using multiple cameras.
Blogs And Content: The Oil That Lubes The Machine (16)
They've had a cancellation and usher you in to be seated right away. Pretty good so far, eh? A whole staff of servants waits on you and flutters about while you wait on your menu.
Useful Internet Affiliate Marketing Tips And Thoughts (17)
You would like to see some good text ads, banners, html email, offline materials if they have it, and so on. Unless you are good at designing marketing materials the more they give you the faster you can start promoting their products.
Internet Marketing: What Webmaster's Must Master (18)
Imagine their disappointment when they come looking for cheese and find tractor tires for sale and links back to your site from everywhere but places relevant for cheese. They are not happy campers and you won't be either when you see the page ranking they give you.
How Can You Avoid Affiliate Scams? (19)
If you are a newbie in affiliate marketing, you should stick to the big companies with good reputations. You should always ask on forums if a company is trustworthy.
Do You Want To Create Multiple Streams Of Income? (20)
Topics: affiliate marketing, make money online Affiliate marketing bears an advantage that you can join as many affiliate programs as you wish. Of course you should be capable, in terms of time spent, of managing all these programs and affiliate websites.
Newer Articles Highlighter:
How To Create A Business Profitability Goal (1)
There are always occasions where something has to be done at a particular time or place. Simple examples could be getting up at a certain time in order to be at work, or to meet with a friend for a leisure activity.
Do You Believe In "Step-By-Step" Systems? (2)
1) Any specific stages or processes in the Internet Marketers' work that you know you can do well immediately. 2) Resource links...admit it, take away the black words and it's just a book with hyperlinks slapped in it.
Article Writting: A Brief Guide, Can Articles Grow My Business? (3)
When you add that to the fact that it's free then you may start to think: maybe this is something I could use to make money? There are two major ways that writing articles can grow your business.
Ecommerce Storefront - Comparing The Products (4)
What's interesting is that it isn't always the most elaborate websites that encourage sales. It's more a product of the quality of a site than how complex it is.
Guide To Website Hosting Plans (5)
These chores include monitoring internet traffic, moving websites from one server to another, deleting old websites, and adding new customer's websites. When you follow a guide to website hosting plans, you realize they come in four basic types.
Profiting From An Internet Home-Based Business (6)
As long as you put a good effort into the creation of your site, your internet home based business will flourish, and you will stand a good chance of earning through it for years to come.
Affiliate Marketing - Business That You Do Not Have To Spend Money On (7)
Then you can just sit back and wait for the checks. Jerry Leung is an author. You can find more ideas on affiliate marketing and SEO from affiliate-marketing-niche-program.info, making-easy-money-online.info and making-money-online-and-seo.blogspot.com
How To Create An Abundant Flow Of Perfect Customers (8)
Identify your ideal clients. These are the clients you want to ask for referrals so you're sure to get more like-minded individuals. 2. Tell your clients what it is you like about them to ensure they refer individuals with the same traits and characteristics.
Don't Be Afraid To Be Original (9)
It's like in high school when the jock would pay the brain to write his English paper for him; essentially you become the jock. Ghost writers vary in price, but can be found for a reasonable price, but remember, you get what you pay for.
Why Use SEO Search Engine Optimization ? (10)
With SEO there are no shortcuts, and if you are looking for a way to get quick and easy results then seo will not work for you. Instead you will need to carry out some hard work, especially in relation to the actual content of your site.
Web Tools Add Character To An Online Business (11)
The company's image is displayed in the best way possible and the character of the company truly comes through with the clever logo strategically placed throughout various items such as shopping bags, business cards and every email header.
The Little Extras That Come With Domain Registration (12)
The customer does not ever see that it is an internet address that is tied to a domain registrant and is considered to be one of the little extras that they choose to use to grow their domain registration business.
What Kind Of Banner Advertisements Is Right For My Site? (13)
When you are trying to make money off your website, it is important to effectively promote it so that you will attract customers and they can see just what a good, quality site you have and what you can offer to them.
Promote Your New Business With Article Distribution (14)
Now I know that you can take this a step further and use article marketing to promote your site links. Article distribution sites are available to give people content for their websites.
When It Is Time To Move From Shared Hosting To Dedicated Server (15)
This allows the individual to slowly grow their website without having to pay a great deal of money to have the site hosted. This is especially important for start up businesses, as the business may not see a profit for the first six months to one year after the business has been started.
What Do Pints Make? Prizes (16)
You are not supposed to know when the mystery shopper is coming in, hence the 'mystery' part, but anyone with any common sense can see that with a visit every month and usually on the weekend only eight days out of the month are worth worrying about.
How To Play The Game Of Paid URL Inclusion (17)
Because of this, it is essential that your website appears quickly in search results. The Internet contains numerous search engines, some of which offer what is known as "paid inclusion." This means that you pay the specific search engine an annual fee for your web page to be included in their index.
How To Increase Your Search Engine Ranking (18)
If the text will not highlight, it is probably in graphic form. In this case, ask your webmaster to change the text into HTML format in order to increase your search engine rankings.
Why Are Publishers So Picky? (19)
A quality distributor will have a system in place to make sure your article meets the needs of many publishers. Once the article distribution site accepts your article, it is up for grabs to hundreds or thousands of publishers.
How To Index And Maintain Your Pages In The Search Engines (20)
To put it bluntly, hijack other people's web space to create backward links. If your pages don't show up, at least your keywords or domain name shown from other sites will.
Permalink to Placing Search Engines At The Heart Of Web Development And Strategy