Search Engine Optimization is not Marketing

Written by Dave Felts

One ofrepparttar account reps is dealing with a client who's interested in SEO on their site. Nietherrepparttar 150746 rep norrepparttar 150747 client has a firm grasp on exactly what that involved. This is how I explained it to her:

SEM is search engine marketing. Like any marketing function, it involves paying forrepparttar 150748 delivery an advertising message in an attempt to gain customers to make sales or to promote brand awareness. You take how much you spend, figure out how many sales derived from your effort, bump that up against how much you made, and figure out if that campaign was effective. Marketing is typically conducted to promote a service or product that already exists and is immediately available.

SEO doesn't work like that. The best time to optimize your site is pre-production. Do good SEO as you build your site and you won't have to do anything more except a tweak here and there from then on out. It's a lot easier to do SEO up front than go back and redo it later.

The concern marketers have with SEO (at leastrepparttar 150749 concern they've expressed to me) is that it's not easily measured and there's no guarantee. I tell my clients, "Do what I say, and I guarantee you'll rank higher in 6 months than you do now forrepparttar 150750 terms you target." But I can't guarantee number 1 on Google or any other provider. And SEO provider who does is either a liar or has a bag of black-hat tricks up their sleeve that are just as likely to get you banned as ranked.

SEO and the Title Tag

Written by Dave Felts


The Title Tag not only communicatesrepparttar theme of your web page torepparttar 150745 human visitors but is also considered very important byrepparttar 150746 Search Engine crawlers. The Title Tag isrepparttar 150747 most important of all Tags. Almost all crawler based search engines userepparttar 150748 Title Tag to gather information aboutrepparttar 150749 page. Search engines use your Title Tag to evaluaterepparttar 150750 page's relevance to its content, inbound links, outbound links, alt tags, and a host of other factors. A carefully constructed Title Tag can have a large positive impact on your page's ranking withrepparttar 150751 search engines.

In addition,repparttar 150752 Title Tag isrepparttar 150753 hyperlinked text title that is displayed inrepparttar 150754 search engine results page. This isrepparttar 150755 hyperlink a user clicks on to go to your web site. The Title Tag is also used asrepparttar 150756 text when you ‘bookmark' a page or add a certain web page to your ‘favorites' list in your browser.

Sincerepparttar 150757 Title Tag plays a vital role in your site's ranking, you need to pay a lot of attention torepparttar 150758 words that appear inrepparttar 150759 Title Tag andrepparttar 150760 order in which they appear. Put your important keywords atrepparttar 150761 beginning ofrepparttar 150762 Title Tag. This can haverepparttar 150763 added benefit of making those words appear in bold inrepparttar 150764 search engines result pages. Develop a crisp Title Tag that includes your most relevant keyword phrases for that page. The keywords inrepparttar 150765 Title Tag are given a high value when it comes torepparttar 150766 search engine trying to figure out what your page is about.

It's important to be highly focused. You should userepparttar 150767 same keywords not just in your Title Tag, but also in your page content, Meta Description, and Meta Keywords Tags as well. Ifrepparttar 150768 keywords in your Title Tag don't appear inrepparttar 150769 page content, then avoid using them.

Specific Resources

From Google's Guidelines for Webmasters

Design and Content Guidelines:

  • Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
  • Offer a site map to your users with links that point torepparttar 150770 important parts of your site. Ifrepparttar 150771 site map is larger than 100 or so links, you may

    want to breakrepparttar 150772 site map into separate pages.

  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  • Think aboutrepparttar 150773 words users would type to find your pages, and make sure that your site actually includes those words within it.
  • Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images.
  • Make sure that your TITLE and ALT tags are descriptive and accurate.
  • Check for broken links and correct HTML.
  • If you decide to use dynamic pages (i.e.,repparttar 150774 URL contains a "?" character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keeprepparttar 150775 parameters short andrepparttar 150776 number of them few.
  • Keeprepparttar 150777 links on a given page to a reasonable number (fewer than 100).

  • Cont'd on page 2 ==>
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