In business, many clients overlook the real results that they’re getting during Search Engine Marketing.
They often only look at the selected keyword phrases that they are paying for, without fully realizing what other residual effects they are receiving.
During a site’s optimization, it is transformed into a properly conceived and easily navigable document. It is a patter that is sought out by the search engine spiders. If your site is easier to index, you will find that your rankings become much better!
W3C validation is something that all websites should be working toward, but it won’t help with the rankings. Yahoo engineers have indeed said that the W3C validation will not help with the rankings. It’s content however will determine it’s ranking.
Properly naming page titles and file names is also quite important, and it helps the spider out immensely during the indexing. Google doesn’t place much value on meta tags, at least not like it used to, but they’re still a huge part of the picture. That being the case, don’t exclude them.
After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.
There are now other benefits stemming from Search Engine Marketing which will start to show up. For instance if you’ve been doing press releases where you spoke about a new color of widget for some time, and you list the colors that you have for sale, you have created what is known as an In-Bound Link which will go to your site for Red Widget, however having mentioned the other colors, they will gain their own IBL’s.
If you included phrases about the ways to use widgets, their colors, and other things, then you have also included keywords that you may have never though of. When you check to see what keywords are being used, you might actually be a bit surprised.
So you’ve now seen a bit of what your website can do when it is properly optimized. Done properly, each page will have a rank, and that rank will drive more traffic to your website.
Though it might seem rather insignificant, your contact page also needs to be well optimized. If you have a physical business, the search engines will be able to geo target your site so long as your street address is listed. This isn’t something that is being widely done as of yet, but it will be a major factor in the future.
When you check Google to see where your site ranks, remember all of the hidden keywords that you may have included. It’s amazing how often these will bring you right to the top of the search engine rankings. Right were you belong!
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