SEO Strategy

Part 3 of 3

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Beyond technology, here are three principles to remember when planning and executing an SEO campaign:

Flow

Remember, the reason you are trying to get your website to the top of the first page is because you want people to come to the site and look at your content, then buy what your selling. Don’t get so involved in SEO that you junk-up your site with links and keywords beyond the user’s ability to read the page. Balance your site design your site between bots and people. Don’t lose your users for the sale of search engines. Remember, bounce rate (the time your users spend on your site) is a part of SEO as well.

Patience is a virtue

SEO campaigns are not for instant gratification junkies. Give your site about three months to sink in. Check your analytics, watch to see how the site is doing and adjust accordingly. Keep your efforts simple; make a minimal amount of changes so that you can accurately see what works and what doesn’t.

Updates

Stay on top of things. Keep an eye on the search engine guidelines to ensure your SEO is always up to date. The last thing you want is for your long sought efforts to slowly wash down the drain as technology advances.

By applying different techniques used to achieve organic search results, you’ll find online marketing to be a cost-effective, simple solution to promoting your business and products.

Part 1 of this 3-part series explained why SEO is the new normal and how companies can budget for search engine optimization campaigns. Part 2 defined a Glossary of Key SEO Terms. This article was published in its entirety in the March 2010 issue of Western Retailer magazine, a publication of the WHFA.

Glossary of Key SEO Terms

Part 2 of 3

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Understanding these key SEO (Search Engine Optimization) ideas and terms will help you make the best decisions for your search marketing strategy:

Title

Each page on your website is coded with a unique title that is different than the page name. Depending on your internet browser, check the name of the tab or the command bar to see if your site optimizes titles. The title should contain carefully chosen keywords, because this is the first thing search engine web crawlers, bots and spiders read (these are automated computer programs that methodically browse the web gathering information). Your titles should be no longer than 100 characters; however, Google will truncate the title if it is more than 60 characters including spaces.

  • Example: “Home Furnishings, Home Décor, Outdoor Furniture & Modern Furniture”
  • Example: “Bedroom Furniture, Dining Room Furniture, and more quality Home and Office Furniture”

Keywords

Keywords and phrases drive SEO campaigns and fuel your site’s success. Keywords are a tricky business though so take your time, research your keywords and make sure you select keywords that are in your niche. Often amateurs will not take much time in this area, simply plugging in obvious words. For example, suppose a small store called ABC Furniture automatically chooses the key phrase “furniture store.” They’ve unwittingly gone to head with major players who are throwing big bucks at the “furniture store” key phrase. While not impossible, it will be very difficult for ABC Furniture to outspend these players and reach the first page of the major search engine search results. Unique niche phrases can yield effective results and cost pennies by comparison.

  • Example: furniture store, sofas, dining room furniture, mattresses
  • Example: “pillow-top mattresses Oakland CA” or “leather rocker recliners Oakland CA”

Body text

The main content of your website should also contain keywords. The keywords should be used naturally to avoid being pegged as a “keyword spammer,” someone who uses the word “sofa” 48 times on your living room page in attempt move your site up in the rankings. This will get you booted from Google and other search engines, who carefully measure your “keyword density.” Too low, and you may not achieve optimum results. Too high, and you’re considered a spammer. Google will only tolerate a 2% keyword density; Yahoo and MSN are considerably higher at around 5%. Qualified web designers who use qualified and trained copywriters can help creatively optimize your keyword density, unlike hackers who jam nonsensical words into your body and footer.

  • Example: Central Oklahoma Furniture. ABC Furniture is a family company. Browse our selection of Central Oklahoma Furniture or visit our store to sample Central Oklahoma Furniture. You deserve Central Oklahoma Furniture form ABC Furniture!
  • Example: From San Antonio to Austin, ABC Furniture delivers beauty, quality, and value to your home.

Heading Tags – Each page on your website has a heading tag that should also contain your keywords. Ideally, the tag should be right up there at the beginning of the page, as close as possible to the top of the page.

  • Example: Living Room Furniture
  • Example: Directions to ABC Furniture

URL

Consider purchasing a domain name containing your keywords. If ABC Furniture sells solid wood furniture in Columbus, Ohio, they should consider columbussolidwoodfurniture.com. Search engines use the domain name as an SEO qualifier so keep that in mind when choosing your domain names. With a little savvy programming, keywords can also be incorporated into the URL of each page. If your keywords for a particular page are solid wood bedroom, the page name should be www.abcfurniture.com

Links

Make sure there are no broken links in your site. Search engine algorithms consider broken links as incomplete, so the overall rating of the site is affected. Restrain yourself from the traditional “click here” link. When web bots, crawlers and spiders come across a “click here” link, they will associate the destination page with the words “click here” instead of your valuable keywords. Instead, optimize your site’s searchability and usability with full-sentence links that use verbs to direct the user what to do.

  • Example: “Click here for a price quote.”
  • Example: “Explore your furniture design possibilities.

Inbound links

Links from other websites are supreme to the rating of your site. Inbound links are like personal referrals, so these links should be from sites that are of high quality. The higher the rating of the sites that link to yours, the higher search engines will rate you. Getting inbound links is the hardest part of SEO by far. You can pay for quantity, but quality is often compromised if you do so.

  • Example: www.popularlocalblog.com/abc-furniture-is-the-place-to-shop
  • Example: www.marketplacespammer.com/abc-furniture

Part 1 of this 3-part series explained why SEO is the new normal and how companies can budget for search engine optimization campaigns. Part 3 will outline an SEO Strategy. This article was published in its entirety in the March 2010 issue of Western Retailer magazine, a publication of the WHFA.

How and Why to Utilize SEO

Part 1 of 3

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Used to be, the company with the biggest Yellow Page ad won the local search wars. Businesses vied for newspaper ads above the fold, billboards at prime intersections, drive time radio and prime time TV.

Now, when print media is experiencing cutbacks, layoffs, and declining readership, it comes as no surprise that businesses are turning to online marketing alternatives to reach customers. Where many print media companies require a minimum commitment to display an ad over so many issues, website space and domain names can be purchased for low annual fees. Pay-Per-Click (PPC) advertising on sites like Google and Yahoo allows site owners to set their own budgets and targets when setting up campaigns.

Search Engine Optimization (SEO) is the new normal for businesses looking to compete in the 21st century. Once a niche product, SEO will continue to gain ground into the near future. According to the “Search Marketing Trends: Back to Basics” report from eMarketer, $1.5 billion was spent on Search Engine Optimization in 2008 – a number that is expected to increase 153% to $3.8 billion by 2013. (Source: Brafton.com)

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Taking even a fraction of money from your radio or print budget and setting it aside for online strategies can have a profound effect on the visibility of your business. Be sure to research the best SEO companies to determine what services are offered and which company is suited to meet your needs.

Part 1 of this 3-part series explains why SEO is the new normal and how companies can budget for search engine optimization campaigns. Part 2 will define an SEO Glossary. Part 3 will lay out an SEO Strategy. This article was published in its entirety in the March 2010 issue of Western Retailer magazine, a publication of the WHFA.