What is your real goal: web positioning with top results or the ability to attract more qualified traffic to your website?

Written by Fernando Macia

If placing your website withinrepparttar top search engine results, entering certain keywords in Google, Yahoo, MSN Search, or Alta Vista, has become your daily obsession, stop for a moment and reflect. Is achieving top search results with selected keywordsrepparttar 128098 real objective, or, is it perhaps developing a means for connecting with your potential customers, thus attracting more qualified traffic to your web site, what you are truly after? Besides, what arerepparttar 128099 chances that your prospective clients will key in, exactly, those keywords that you chose in, precisely, those same search engines that you have targeted to locate your website withinrepparttar 128100 first page of results?

Now thatrepparttar 128101 majority of website administrators have finally accepted that online marketing applying search engine technology isrepparttar 128102 most efficient strategy inrepparttar 128103 long term for capturing qualified Internet traffic, companies that offer web optimization and search engine submission services have started launching aggressive campaigns guaranteeing top positions for their clients by using a limited number of keywords (typically five, ten, or fifteen), regardless of their websites’ business domain. This approach should immediately raise doubts as it is obviously much easier to position a website dedicated, for example, torepparttar 128104 dissection of butterflies, that probably enjoys very little competition, than positioning a website dedicated to real estate operating in an extremely crowded market. Therefore, one must always carefully weigh inrepparttar 128105 promises made by these web-positioning firms since two different scenarios could occur:

- In order to achieverepparttar 128106 promised top search results, a web-positioning company may be forced to choose keywords that are so exclusive and specific that even if your website surfaces amongrepparttar 128107 first few spots,repparttar 128108 chances of a prospective client typing those exact keywords is extremely remote. - Onrepparttar 128109 other hand, a client may demand fromrepparttar 128110 web-positioning companyrepparttar 128111 utilization of keywords that are so generic and belong to such a highly competitive business domain thatrepparttar 128112 web-positioning company is unable to realize their promises even after applying allrepparttar 128113 proper techniques correctly.

This raisesrepparttar 128114 question of whetherrepparttar 128115 mechanisms currently employed for determiningrepparttar 128116 success or failure of a web positioning strategy are adequate, or, perhaps, better alternatives exist. In most cases, web-positioning companies justify their success by providing periodic web positioning reports to their clients. These automatically generated reports showrepparttar 128117 positions achieved by each ofrepparttar 128118 selected keywords with every search engine targeted. Software programs repeatedly launch queries once a week, or once a month, with each ofrepparttar 128119 search concepts using allrepparttar 128120 search engines selected, capturingrepparttar 128121 results and presenting them in weekly or monthly reports. The customers review these reports and apply their information asrepparttar 128122 only basis for determiningrepparttar 128123 level of success, which brings us back torepparttar 128124 original question: Is achieving a good positioningrepparttar 128125 real objective, or is it using web positioning as just another means for obtaining more qualified trafficrepparttar 128126 intended goal?

From my perspective, attracting qualified Internet traffic should berepparttar 128127 ultimate goal of any online marketing strategy, from web positioning to online advertising, including email strategies, permission marketing, or pay-per-click campaigns. That is why marketing professionals should be using web traffic reports asrepparttar 128128 true indicators of their online marketing success, as opposed to relying solely onrepparttar 128129 information provided by web positioning reports. Even though these latter reports can offer a good indication of where a website would appear if certain keywords were used in a search engine,repparttar 128130 cornerstone for determining how well a website is actually performing comes from analyzingrepparttar 128131 real-time statistics provided by web traffic reports. Let’s analyze next some ofrepparttar 128132 reasons that make these reports such an invaluable asset.

Ten Steps To A Well Optimized Website - Step 3: Site Structure

Written by Mary Davies

Welcome to part three in this search engine positioning series. Last week we discussedrepparttar importance and considerations that much be made while creatingrepparttar 128097 content that will providerepparttar 128098 highest ROI for your optimization efforts. In part three we will discussrepparttar 128099 importance of site structure.

While there are numerous factors involved withrepparttar 128100 search engine algorithms, site structure is certainly of constant importance. Cleaner structure that removes lines of code between your key content andrepparttar 128101 search engine spiders cna meanrepparttar 128102 difference detween second page and first page rankings.

Over this series we will coverrepparttar 128103 ten key aspects to a solid search engine positioning campaign.

The Ten Steps We Will Go Through Are:
  1. Keyword Selection
  2. Content
  3. Site Structure
  4. Optimization
  5. Internal Linking
  6. Human Testing
  7. Submissions
  8. Link Building
  9. Monitoring
  10. The Extras

Step Three - Site Structure

Developingrepparttar 128104 structure of your website is a very important step in its overall optimization. The site structure will dictate howrepparttar 128105 spiders read your site, what information they gather, what content holdsrepparttar 128106 most weight, how much useless code they must weed through and more. You must structure your website to appeal torepparttar 128107 visitor andrepparttar 128108 spiders.

When developing your website you want to be sure not to create useless code that can confuse spiders and take away fromrepparttar 128109 content of your site. When developing your site I recommend hand coding asrepparttar 128110 best option however not everyone hasrepparttar 128111 time orrepparttar 128112 skill to do this so I would suggest Dreamweaver as a great option. (Thoughrepparttar 128113 code will not be as clean as hand coding it does not create an overrepparttar 128114 top amount of extra code like programs such as Front Page do.) The object here is to keeprepparttar 128115 code as clean as possible! Rememberrepparttar 128116 more code you haverepparttar 128117 morerepparttar 128118 spiders must weed through to get to your content, where you want them to be.

A great way to cut down on extra code as well is to use style sheets. You can use style sheets in ways as simple as defining fonts or as advanced as creating tableless designs. There are many ways to use style sheets andrepparttar 128119 biggest perk to using them is to cut back onrepparttar 128120 code on any given individual page. When you are setting uprepparttar 128121 initial structure of your site you want to be sure thatrepparttar 128122 table structure is laid out in such a way thatrepparttar 128123 spiders can easily and as quickly as possible get torepparttar 128124 most important content.

A great way to attain this is to create your website usingrepparttar 128125 table structure outlined in my article "target="_blank">Table Structures For Top Search Engine Positioning". Whenrepparttar 128126 spiders visit your site they read through it top to bottom, left to right followingrepparttar 128127 rows and columns. The key torepparttar 128128 table structure outlined above isrepparttar 128129 little empty row. Were this row not thererepparttar 128130 spiders would read through that first column hitting nothing but images and Alt tags, your navigation, until it would then move ontorepparttar 128131 next column, your content area. Placing this empty cell inrepparttar 128132 first row ofrepparttar 128133 main table guidesrepparttar 128134 spiders directly to your content, they hitrepparttar 128135 empty row and with nothing to read move ontorepparttar 128136 next column torepparttar 128137 right, where you want them. After they have read your content they will then move back torepparttar 128138 left in row 2 and read your navigation images and Alt tags, finally they will endrepparttar 128139 page at your footer, a great place for keyword rich text links. (Internal linking structures will be covered in part 5 of this 10 part series.)

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