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SEO Success: Step Two - Attracting Search Engine Attention
SEO Success: Step Two - Attracting Search Engine Attention
By Chesa Keane (c) 2005
Article printed from SiteProNews: http://www.sitepronews.com
HTML version available at: http://www.sitepronews.com/archives.html
Once a website has been created and published, many new
website owners think that the web development project is
finished. But in reality, the real work is just beginning. In
order to create a money-making site, traffic must be generated
and driven to the website. There are several effective methods
that can be implemented in Tier II of the SEO strategy to create
this web traffic. While all methods may not be required to
realize successful traffic generation, some combination of most,
if not all, will probably be needed to create traffic, maintain
traffic and finally, grow traffic to your website with long-term,
lasting results. Consider implementing these strategies:
- Dynamic content is necessary for search engine recognition,
and by updating the website frequently, the search engines see
your website as an active, not stagnant, website. How often
should changes be made? At the very least, monthly. But the
more frequent the changes, the better. There are some tried
and true methods you may want to employ:
- Monthly newsletter (or weekly)
- Tip of the day that rotates to the page using a script from
an existing database of information at your site.
- RSS feed to public news feeds that update hourly or daily at
the least.
- Changes to contact information, staffing, clients, etc.
- Checking links frequently to make sure that they are active
and valid, and changing the link text from time to time will
register as a change to the page.
- Simple modification of content from time to time should be
done in between these regular maintenance tasks which will
update the website.
Good links management will result in a stronger weight given
by the search engines for search positioning. The algorithms
used for weighting one page over another require link popularity
assessment for successful traffic to your website. Link
popularity is also one of the main considerations for Google and
Alexa Page Rank. How do you achieve link popularity? It can be
tedious and requires careful attention to the selection of the
links, but there are several means that can be employed:
- Reciprocal Links: Search for relevant and desired web pages
with which to trade links.
- Purchase PageRank-based links: boost your relevance and
weight in the eyes of search engines by purchasing links for
a period of time, three to six months until you have achieved
a better ranking.
- List with directories: paid or unpaid directory listings that
are relevant to your website will give your website additional
exposure.
- Anchor text: create the links with link text in mind,
utilizing relevant keywords where possible.
- PageRank consideration: link only with websites that have
decent PageRank (PR); i.e., PR of 3 could be a minimum but a
PR of 4 would be a better minimum requirement from those pages
who want to exchange links with you.
Blogs: Web logs linked to your site or posting to popular
blogs with your links included to point traffic back to your
site; a good strategy is to employ pinging with blog posting.
Forums: Forum participation that allows you to leave your
link with the intent of attracting traffic back to your site can
get traffic back to your website, however, take care that you
actually offer something of value in your posting so you are not
accused of spamming.
Search Engine Listings: Listing with free search engines and
directories is an essential step, although you won't see any
results for months.
Gather Opt-In Email Addresses: Utilize an email list subscription
function on your website with the intent of sending e-newsletters
and announcements on a regular basis. This subscription list can
be used for several other campaigns, including the sale of
advertising space in your newsletter.
Advertise on Ezines: Purchase sponsorship on other email lists
where you can promote your product and/or services as well as
links to your website in the process.
Pay-Per-Click (PPC) campaigns with Google and Yahoo Search
Marketing where you purchase advertising space based on keywords
that are popular for your website if you are not in a saturated
market. If your business operates in a saturated internet
market, seek niche keywords for your PPC advertising. Determine
your budget first and from there, you will know how much you can
afford for the positioning you desire. It's all mathematical:
Price-Per-Click = monthly budget/number of clicks (or) Number
of clicks = monthly budget/price per click.
Some suitable combination of price and number of clicks based on
your own budget will result in a campaign you can monitor and
adjust as necessary. The important result to watch for is the
conversion rate. How many paid clicks convert into the desired
result; i.e., new contract, sale of product, sign up for
e-newsletter, etc.
Remember, creating a website is only the first step. Driving
traffic to your site is the next important task. Layout a plan
of action and follow-through. You are not going to realize
success until you spend the time and energy - or pay someone
else for their time and energy - to get the job done.
(c)2005. TAO Consultants, Inc. All rights reserved.
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Chesa Keane is the owner of TAO Consultants, Inc.,
(http://www.computergoddess.com/) a computer consulting firm
focusing on internet consulting: web development, search engine
optimization, internet marketing and accounting solutions. In
the computer business for over 25 years, Chesa has watched the
internet evolve into the miracle it is today. She can help you
stay competitive in your industry while opening new avenues of
business promotion.
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