SEO Quickie

Search engine optimization really just takes the best parts of corporate tribal knowledge and Web tracking reports and uses that information in all areas of the site in order to flood the site with the “right’ information in order to be found by the search engines and placed toward the top of the results.

It is somewhat just a matter of focus and consistency. One must focus on the keywords and phrases that attract the best potential customers and then be consistent in how those keywords are spread across the site or the page. For instance, if ‘soft feel golf balls’ is a strong keyword that the Web manager needs to optimize, then at least one page URL on the site needs to be created with the term ‘soft feel golf balls’ in it, as well as a having that terminology in the source code for that page’s title, keywords and metatags. 

Further, a strong heading on that page should read ‘soft feel golf balls’ and that term should be used several more times on that page; this is called keyword density. Plus, any pictures on the page that are related to that term should have an ALTAG of ‘soft feel golf balls’. Now that that page is optimized for that key term, it is time to use the rest of the site to further enhance that term. 

Anywhere on the site where the term ‘soft feel golf ball’ is used, it should be linked to that optimized page. DO NOT link to the page with a ‘click here’. Link to the page with a ‘soft feel golf ball’ link. This is called “interlinking” and is a great tool for Website optimization. Further, any other Websites that agree to link to that optimized page should be instructed to use that terminology. So, instead of having a link to ABC Company, have them link to ‘soft feel golf balls’. This keyword relevance gets picked up by the search engines and helps move the page up the results ladder. So what’s the theory behind all this stuff?

This stuff is not just theory; it is proven practice.  If a company ABC is a completely brick and mortar business and wishes to branch out online as well as create e-business efficiencies within its organization, how would it go about accomplishing those goals?  It would look to its e-Business Manager, Web Manager, Technology Manager and other Managers, and ask them to lead the way. But there is far more detail involved when it comes to putting this knowledge into practice? 

In our next posts, we will examine the multiple facets involved in creating the e-business.