Appropriate Website Promotion MethodsWritten by Irina Ponomareva
Why would you want a site? Why indeed? The unceasing growth of World Wide Web has resulted in an enormous number of sites, and new ones show up daily. Why would you want to create more? And what do you think about widespread opinion that Internet has been made for evil, and that people may get permanently lost there, breaking their connections with real life and all its virtues? There is only one way to reply to this. Good or evil dwells inside us, not in tools intended for everyday use. If Internet is evil then so is car, since people meet their deaths under its wheels. Fire, knives, pills and even water find uses in good and bad. It depends entirely on context. So how should we use this phenomenon, still pretty new for majority of us, to make it work for people, not against them? What can it do for hypothetical site owner described below? You are a site owner. What next? It is by no means hard to become a site owner. A person just has to register his or her domain at any free web hosting service. Respectable enterprise owners prefer a paid hosting, since domain name will not be a mixture of trade name of business and hosting company’s name. Your web site is your virtual business card. From look and feel of it your visitors will judge how much you respect yourself. Let’s say you have registered a domain: www.myowncompany.co.uk. You’ve uploaded some HTML pages presenting your business (let’s assume, it is selling mobile phones, second-hand office equipment and labour-saving devices). Your site has been available online for several months, yet nobody calls your office, and nobody sends emails to you to enquire about your goods. Web statistics show that during last week your site was visited just three times (two of those visits being, most likely, your own). What is going wrong? Most probably, you have not ‘paved way’ to your site. People know nothing about it, so what could induce them to type its URL in address field of their browsers? The route to your site runs through search engines. First of all, you will need to inform all major search engines about your domain name – every search engine has a web interface intended for this purpose. (We are planning to discuss this aspect in detail in one of our future articles.) The site must be easily found Let’s assume that all major search engines have found your site and indexed it – will it guarantee crowds of new visitors coming to your site? Not necessarily. Of one thing you can be sure: your site has lots of competitors, and each of them wants top position. That puts forward your next task. Every time search engine user carries out a search for keywords for which you want to be found, your site should appear on list as close to first line as possible. That’s where search engine optimisation (SEO) comes into play. SEO is a new skill for a new century. SEO starts from a few simple rules. Work on your site copy; pick up keywords and key phrases with utmost care The visible content of every page on your site (also known as site copy) is used by search engine to define main topic of your page. Your visitor will see same text, read it (or refuse to waste time reading it!) and decide if it is worthwhile coming again. Your site needs to be helpful for customers. It is important that a page’s copy: •clearly describes what page is dedicated to; •is easily understood; and •is interesting for target audience. Of course, search engine is incapable of estimating how ‘interesting’ page is. The nature of your business and quality of language are not for a search engine to judge. It is, however, capable of detecting relevancy of content to one or another keyword or phrase. That’s why you should very carefully pick up words and phrases to optimise your pages for. The key phrases selected with use of WordTracker or similar tools should be included in page copy as often as possible. It is desirable to target not very competitive but comparatively popular key phrases. It is agreed that one page should be optimised for one, two, or at most three key phrases, otherwise all optimisation efforts will be wasted. The key phrase density will drop, and search engine will not know which key phrase is most important one. Yet it is even more important not to go too far (this rule is general for SEO) and not to yield to a temptation to include targeted keywords in your copy too many times. Your copy should remain readable and sound natural when read out loud. If your key phrase sounds importunate, then there is a chance that people will not read your page, and that search engines will penalise it for abuse. Let us get back to our example: www.myowncompany.co.uk. The main topic: selling mobile phones, second-hand office equipment and labour-saving devices. One of SEO rules reads that you should not describe all these goods on same page. In each case, there must be a separate page optimised for its own key phrase. And do not forget to find out how popular your key phrase is. You might spend months polishing your content up for ‘second-hand office equipment’, and then suddenly discover that people much more often prefer to search for ‘used printers’.
Search Engine Optimization --- An OverviewWritten by Prabuddha S Raychaudhuri
Search engine optimization is one of most popular online marketing tool for any website. With most websites looking forward to increasing online sales of their products/services, search engine optimization can be a very cost-effective tool to target and procure your customers online. In this paper, we will discuss about search engine optimization, its benefits and how you can optimize your website for top search engine rankings.
1. What is search engine optimization?
Search engine optimization (also known by various other names like search engine ranking, search engine promotion, website promotion, SEO etc.) is a method through which a website is given top rankings in various search engines. According to a recent industry study, 1 in every 20 people go to second page of search results pages, but only 1 in every 100 people go beyond that. So, by top search engine rankings, we mean that your website should be within first two pages of search results, preferably in first page (i.e. within top 10 rankings).
2. What are prime benefits of search engine optimization?
§ Top search engine rankings result in more pre-qualified business leads coming to your website which in turn can convert to greater sales for your organization.
§ Search engine promotion is one of cheapest methods of advertizing for your organization. Compared to advertizements in newspapers/magazines or in television, search engine promotion costs many times less and can bring more traffic to your websites, thereby providing greater ROI.
§ Search engine optimization enhances online brand identity of your organization.
3. What are key factors for your website to have top search engine rankings?
Search engines change their algorithms frequently, thereby forcing search engine optimization companies to re-strategize their search engine optimization techniques. However, following attributes are basic and play a major role in procuring top search engine rankings.
a. Keyword Research – Keywords play most vital role in your search engine optimization campaign. Keywords (can be 1, 2, 3 or more words) are search terms which a surfer types in search box of a search engine to reach your website. Let us consider that you are an “India-based Outsourcing consultant” interested in optimizing your website for top search engine rankings. The following are some of keywords which surfers will type to reach your website -
Keywords bpo bpo india bpo outsourcing services business outsourcing services business process outsourcing offshore companies offshore outsourcing offshore outsourcing services offshore services outsource india outsourcing companies outsourcing consultants outsourcing india outsourcing services outsourcing services company
Keyword research tips –
· Always target keywords that best describe your products/service. · Try to find multiword potential keywords compared to single keywords. · Try formulating keywords which give answers to as “why/how/what …….?” · Utilize your server log files to know what your customers searched most while visiting your site. · Use keyword generator softwares like Wordtracker (http://www.wordtracker.com) or Overture (http://inventory.overture.com/d/searchinventory/suggestion/) · Include popular common misspellings (e.g. viagra typed as viagara etc.) in your keyword list.
b. Title of webpage - ……< itle> - Title has a deep impact on your website’s search engine rankings. Experience shows that most companies use following as title of their index page which can prevent them from getting top search engine rankings.Welcome to website of XYZ.com< itle>
For example, let’s continue with above example of “India-based Outsourcing consultant”.
An ideally optimized title should contain top 3-5 keywords of your business, e.g. outsourcing consultants, outsourcing india, outsource india
Optimized Title - Outsourcing Consultants, Outsourcing India, Outsource India< itle>
c. Description Meta tag of webpage – Description of a webpage also plays important role in getting top search engine rankings.
Optimized Description - Develop a suitable description based on your top 3 keywords
most reputed outsourcing consultants offering outsourcing India services and strategies on how to outsource India.">
d. Keywords Meta Tag of webpage - This meta tag was of great importance at one time. But rampant manipulations (i.e. multiple, often non-relevant keyword stuffing in “keywords” tag), leading to abuse has resulted in search engines giving lesser importance to “keywords” tag while ranking sites. Nevertheless, you can always place top 3 – 5 keywords of your site in “keywords” tag.
Optimized Keywords -
e. Importance of Content/Keyword-enriched optimized pages for top search engine rankings –
Well, if there is one aspect which holds supreme importance in search engine, specially in Google ranking, then it is this. Yes, content! The popular industry say – “Content is King” was perhaps devised by watching Google’s love for content. Develop content based on top keywords related to your business. While developing content for your web pages, keep in mind keyword density (KD).