On and Off-line Search Engine
and Promotion Tactics
In order to produce relevant results, from an
ever growing number of sites, the engines and
directories continually revise their algorithms.
In the past, META tags — keywords, phrases
and description — where the primary information
used by search engines and directories to index
and classify sites. Today, META tags are still
useful, however, page titles, keyword density
and link popularity have taken precedent.
Keywords are now compared to matches within
the page content. The greater number of matches,
the higher the keyword density, which produce
better rankings. But, in a typical case of, "it's
always something," too much density can be
seen as keyword spamming. That can get your site
banned. Too few and the search engines won't think
you have anything of value.
Link popularity has become another very important
factor in search engine optimization (SEO). In
effect, the engines look for links pointing to
your site. The more links, the better your ranking.
The rationale is that if many sites link to yours,
then the content must be useful. However,
not all links are created equal. Those sites with
significant traffic are seen as better. In other
words, a link from Amazon.com is more valuable
than a link from mytinysite.com.
To follow are some recommended tactics to improve
SEO and search results:
1. Optimize keywords and page content
Ensure that keywords are reflected within the
page content. Keywords/phrases should be included
within the page title and as close to the top
of the page code as possible.
2. Manually submit key pages to search engines
Contrary to what you might see online and in various
sponsored search results, there's no reason to
submit your site to 500 or more search engines.
Be sure you're listed with the majors and key
industry engines and directories.
4. Utilize ALT tags within the code
ALT tags are meant to be used by the visually
impaired or those who turn graphics off in the
browser preferences. However, these tags are also
read by the bots and indexed.
5. Foster link exchanges
Building relationships with relevant sites within
your industry. These can be sites that compliment,
but do not compete, with yours.
6. Participate in online industry discussion
groups
Industry discussion forum posts that include your
e-signature with a link to your site are often
indexed by the various engines and directories.
An example is About.com which hosts a broad array
of forums. Since About.com is a very popular site,
with significant traffic, it is a valuable link.
7. Syndicate articles and/or white papers
Article and white papers achieve two things -
they position you as an expert in your field and
they generate a link back to your site (most,
if not all, sites will include your bio and link
information).
8. Submit press/news releases
News can take on many forms - new products/services,
staff, additional clients, participation and/or
hosting various events, etc. However, releases
should be newsworthy and not blatant sales copy.
A regular stream of releases to on and off-line
media will aid in getting your releases into print,
especially with the off-line media. Editors receive
a vast amount of releases each day. Once an editor
sees that you're news stream is consistent, they
tend to put you into print. Also, this is an excellent
way to be contacted for quotes and interviews
by reporters and writers.
For online release submissions there are several
free options. PRLeap
is an example. A link to your site is placed on
the release when it's picked up by a site. In
addition, print media reporters and editors often
use online syndication services as a resource
for their publications.
The
Odell Team
330 Schneider Street, S.E.
North Canton, OH 44720
330.499.3441 voice
330.499.0596 fax |
