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SEO — Search Engine [Snake] Oil

Depending on the type of business you have, Search Engine Optimization can mean life or death. If you’re selling products on a national or international level – making sure your products are found on the Internet is on of the keys to success.

However, it has been recently brought to my attention that people outside the Internet advertising industry seem to think that Search Engine Optimization is the key to any website success – and I say hog-wash!

There are many different avenues to advertising, one of them being a business Website. Depending on the purpose of the Website, the target audience and other factors, Search Engine Optimization is not only unnecessary but also a waste of time and money. For example, if a local company is seeking increased foot traffic, the idea of spending thousand of dollars on a national level advertising campaign is ridiculous — the same holds true for the Internet.

The key to every successful advertising campaign is careful, thoughtful planning. This can sometimes take months to correctly identify target audiences and track their behavior. Some of this research has been done by larger corporations and can be mimicked by smaller companies looking to enter the same particular business arena.

      How to generate SEO Websites

    1. Understand what your customer wants to see on your site

      How many times have you done a Google, Yahoo or MSN search only to find that the first links you click on are in no way related to what you wanted to find? Hence, you click the back button on your browser and start you search all over again. Your customers are doing the same thing.

      The best way to get great page rank is to understand what your customers what to know about your business and have it easily displayed on your website.

      A good place to start developing your SEO content (or just good content in general) is to have a list of frequently asked question handy. Once you have identified those frequently asked questions, develop a page on your site that address each ssue to the best of your ability. After all, no one knows your business as well as you do, so who is else able to write in depth about it and provide clients with the valuable information their looking for other then yourself?

 

    1. Track what pages are performing better then others on your site

      Lets say you run a plumbing business and you’ve created a website that covers common house hold plumbing problems. You notice that a page titled “Leaky Toilet Fixes” has a higher page rank then your other page that is titled “Fix it yourself” – examine what content in the first page is more relevant to the visitor and see if you can improve your other pages using the successful page as a model. Perhaps if you changed “Fix it yourself” to something more relevant such as “Fix your leaking toilet yourself” you would find that more people are visiting that page, because it is more relevant to the viewer

 

  1. Be as descriptive as possible

    Visitors to your website may have gotten there from very different sources. One person could have done a search for “Local Kingman Plumbers” while yet another could have done a search for “Fix leaking toilet yourself”

    Now while these searches are completely different, they all point to the same diverse and descriptive content you have repeated on your website.

    It’s always a good idea to have your address on the lower portion of all you web pages so they will be included in search terms for your web site

    If you’re selling products on your website, the more descriptive you are with you product listings the better. Don’t expect to be on the top of any search engine with poor product descriptions. Check out your compition and see what it is they are doing for their descriptions, use that as an example (but don’t copy them, improve on what they’re not doing)

To assume that you need to design a Website based solely on the premise that you need to be “on top of Google” is a common amateur error. By assuming that page rank is the only way that you’ll be found on the internet, you’re limiting the design of your site, and thus handicapped the capacity of the website to achieve your desired advertising effect.

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