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SEO_Success_Step_Two_is_Attracting_Search_Engine_Attention
| SEO Success: Step Two is Attracting Search Engine Attention
Once the 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 stagnate, 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 the 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 Page Rank-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 listing 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 the 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 the
few 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 on 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 that the 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.
About the author:
Chesa Keane is the owner of TAO Consultants, Inc., 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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