S-E-O: a primer.
Search engine optimization (SEO) is an industry unto itself these days. Can you do it yourself? Sure, but try to play by the rules of the pros. Follow these guidelines and your site should do better with the major search engines. If you get stuck along the way, WRITE ME and I'll help you get started.
Do NOT Use Flash As Text
Many search engines (although not all) can find, read and attempt to index text embedded in your .swf files. Flash sites generally 'underperform' in search engine results compared with a standards-compliant website. If you really have to, use Flash to make a statement or grab someone's attention. Then stop using it.
Avoid Using Images as Text
Granted, it's an easy way to get the 'look' you want. I'm as guilty of this as anyone. However, my text headlines also include a descriptive alt tag and/or title tag that includes the text inside the graphic. That way, the message gets through, even if the search engine can't 'read' the image.
Think About Usability
You don't have trouble finding what you need on your site. Do others? Answer usability questions the easy way. Have some friends visit your site while you watch. Ask them to 'talk you through' what they see as they explore. You might be surprised what you find needs 'tweaking.'
Do NOT use cloaking
There are certainly legitimate uses for cloaking, but search engines don't like being 'duped.' If you send the search engine a keyword-rich page, while serving up a standard version to visitors, you might get dumped from the search results altogether. This isn't a penalty box - you're just out of the game. Cloaking is a quick and easy way to get results - and then get none.
Frames are for photographs
Anything that makes search engines work harder than they need to also makes it less likely they will take your content seriously. I can think of only a few ... okay, honestly, I can't think of one good reason for any site to still be using frames. Get better results: lose the frames.
Write a great page title
Melville didn't write "I like whales" (although the original title was simply "The Whale.") I mention descriptive titles frequently, because the title is displayed with results every time. Would you click 'mycompany.com' or 'The Internet's Biggest Widget Store!'? Grab their attention, or use a key phrase to target customers. Use both and you have a professional marketing tool bigger than Moby Dick.
Track your ROI
Tracking return on investment tells you quickly and clearly whether or not your site makes or loses money. How much is invested in building, marketing and maintaining the site? How many web-based leads resulted in sales? A website is more than a 'online brochure' or business card. It needs to pull its' own weight. Otherwise, it needs to be fired (or redesigned).
Don't act like lunchmeat
Tricks and techniques that try and go around or through the back door to get results may work in the short term. However, using spam-like ideas to 'outsmart' the people who provide search engine results will only alienate them. Doing something 'tricky' will backfire. Play by the rules - they work if you do.
Use only great content
No list is complete without mentioning "Content is King." If you do everything else right and get this one wrong, it's all for nothing. Content brings in the search engines. Content attracts clients. Content then, is what will make your website profitable.
Too much of a good thing is bad
Stuffing a turkey is good. Jamming in useless information just to include keyphrases designed to attract search results is bad. It runs counter to the idea of meaningful content. Make you pages easy to read, easy to use and easy on the eyes.
Consider Pay-Per-Click Advertising
You don't have to spend a fortune to make this work for your business. Paying a little for some traffic will have unexpected results. Traffic usually equals links back to your content. Yes, I said content. Take a look at the conversion tracking tools at Overture and Google AdWords. Know for sure whether your PPC campaign really is bringing in business.
Track unique hits
Think of this as taking the pulse of your website. If traffic is up, chances are good your rankings are up as well. If unique visitors are few and far between, it's time to freshen your content and actively seek traffic.
Hire a good copywriter
Did I mention "Content is King?" Hire a professional to write, or at least polish up your content. Nobody will ever know your business better than you do. Someone else is, however, more qualified to to write about it. Get help when you need it. Good internet copy is a balancing act between writing for people, writing for sales, and writing for search engines.
Work hard for the good links.
"Linking is Queen." Directories for your market attract customers. Submit links only to the best category. Don't spam the directory by submitting the same site to every category that might get a listing. Get links from or sponsor pages at sites your customers visit.
Ask current clients where they spend their time online. Repeat your successes. None of this will happen overnight. But if you approach search engine optimization wisely, you will see results.
Don't spam your friends, either.
Getting links from your friends won't bring in clients. They don't do much for page rank, either. Work to get your site listed in directories where people look for your product or service. Are there professional organizations, associations, suppliers or current clients willing to link back to you? A personal email to these people is fine. Bulk mail asking for a handout is not.
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