Glossary of Key SEO Terms

Part 2 of 3

seo

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.

Old Advertising Formulas Aren’t Working

Old FormulasThe last time paid newspaper circulation in the United States was at its current level, a new house cost $4,600, a gallon of gas was 15 cents and the average annual wage was $2,400.  Clearly a lot has changed in the past sixty-four years.

Unfortunately, furniture marketing is stuck in this mid-20th century fantasy land. Print media is still the dominant media choice for family-owned and family-run furniture companies.

According to the 2009 ABTV industry watch report, the Top 25 sources experienced an average drop in sales of 10.4% last year. According to this same report, “Marketing holds the hope for revival.” This is a scary proposition, because as the report points out, “In furniture companies, of course, marketing has traditionally been weak.” It goes on to say, “Even dire circumstances have not induced furniture companies to try to learn from other consumer goods sectors” (page 15).

Marketing in today’s environment is confusing and difficult. Retailers and suppliers alike are trying to find enough consumer money to keep the lights on. Marketing professionals are paddling beyond control to learn and implement emerging media in a way that benefits their clients.

At the same time, even the studies are confusing and conflicting. While newspaper websites report that 43.6 of all U.S. internet users visit their sites, newspaper page views are less than one percent of total U.S. page views. In minutes, newspaper sites get the attention of the U.S. online audience just 1.2 percent of the time.

The conclusion of the ABTV report and my point are exactly the same: “The furniture industry needs to reject the old formulas that no longer get results, to replace the old dogmas that have lost their meaning, to refuse to settle for mediocrity, and to insist on world-class performance. It’s the only way to survive.”