Creative Marketing Alliance » Search Engine Optimization – Where to Start

Search Engine Optimization – Where to Start

Now more than ever it’s essential that marketers have a high ranking on search engines today especially with the plethora of competitive websites in the marketplace. Businesses need to know what their target market wants and what keywords and phrases to include in their posts in order to generate higher visibility.

Search Engine Optimization (SEO) is the method of choosing keywords and phrases which increases the visibility of their website or a webpage in ranking and frequency of search results on a search engine such as Google, Yahoo or Bing.

As an Internet marketing strategy, optimizing your presence on website search engines can be a daunting task. But there are a few things you need to know about SEO that can help you capitalize on this opportunity.

1. Start out with a budget.
You only get out what you put in and SEO can be expensive. If you are a small business, hire a person who is experienced with SEO. Be sure to check references and samples of work.

2. Page Titles, URLs and Keywords
Include your keywords or key phrases in page titles and URLs to capture the attention of the crawlers. While the Google search algorithm is complex, matching content and keywords with pages that are named based on those words will let Google know that your pages contain relevant content. Using generic titles lets search engines know that you haven’t put much thought into your site and it will not be indexed well.

3. Don’t forget the META!
The META information provides important information about your site that is read by the search engine crawlers. For the most part the general public will not see this information but it is of the utmost importance for good SEO rankings. META information contains keywords, a description and some other lesser important tags (though not as important, the Author and Refresh tags should not be excluded). Don’t stuff your META information with copious amounts of information because search engines have a word limit for each and you will be penalized for going overboard.

4. Make sure you have new, meaningful and fresh content on your site.
Search engines love new content. When they see your site is relevant, it will fare much better against other sites that might have better tactics implemented, but never change their content. You can specify how often the search engines visit your site and if you tell them to visit frequently and you don’t have new content, your site will lose credibility.

5. Monitor your site
There are a number of services that can tell you who visited your website, what words or phrases they used to get to your site, how often they visited and how long they stayed. There are even some that can give you specific demographic information on your users such as gender, income and education level. Take advantage of services like Google Analytics as it will give you important information for your ongoing campaign. If you aren’t tracking your data and making necessary changes, all of your efforts will be wasted.

Reach out to CMA if your business might benefit from SEO strategies led by our interactive experts.

Matt Kulcsar
Interactive Director

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