Top 5 Search Engine Optimization & Marketing Tips for your Web Presence
Here we are entering the second decade of the new millennium. The Internet and the World Wide Web keep building and are continually more influential in our business and personal lives. With the advent of “smart phones” and “net books” that allow for compact, mobile access to the Internet we can only expect this access and usage to increase worldwide. Just as cellphones made the anachronistic leap into lesser developed countries in the past decades, it is conceivable that our public wireless network will truly become world-wide and help level the playing ground of world economics and political responsibility. I hope that technology will bring about that kind of positive change toward individual freedom and expression, rather than create more division and segregation in the world.
Now, change is inevitable and forever constant, Google algorithms show us this, and while it keeps us in the Web development and promotion business hopping, the search engine’s continual rebirth is needed to act as a catalyst for future standards and to keep those abusers at bay. I don’t think that SERPs are out to get us, for example Google’s main focus is to provide the best user experience possible, so when they ditched landing pages from their “in box” to their “out box” it improved user experience overall by acknowledging that there is more to life than making money. Landing pages are a marketer’s money funnel and while the information products that were being sold might be of some use to consumers I can see why Google made this change. Sure, we all need to make money to stay in business and sure we need effective, efficient ways to do so, however, when a marketing technique reaches saturation it will find itself in bullish territory.
Blogging is something I have resisted myself for sometime, for no other reason that it is another commitment in an already busy schedule. However, it is a force to be reckoned with as a part of the growing popularity of social media and also as a marketing tool for business owners. Unfortunately, I have seen a growing trend in blogging where SEO marketing companies are producing blog entries that are choppy, randomized articles that have the keywords, such as “Calgary Web Design” scattered throughout. This technique’s single purpose is to sidestep the “chore” of actually creating unique, useful content in hopes of getting a back link to their client’s site. This is an example of the other end of the marketing funnel – focused landing pages on one end and hazy, randomized blog entries on the other. The former is a hook, the latter a net. As a Calgary and Cochrane Web design company owner and operator, I wouldn’t condone either of these methods for our clients, however they do provide us with a gauge for the extent of manipulation companies are going to in abusing technology to make money. I guess what I am saying is that technology allows us to push its limits, however, we can’t be surprised with SERPs decide that enough is enough.
To this end, I would like to offer five fundamental components for search engine optimization and search engine marketing:
- Useful, organic content – Focus on producing unique, organic search results for your main Web presence. This means adding and updating content at a comfortable pace for you. If you think from the visitor’s point of view as to what they would find of value, then you are actually satisfying the SERPs too. At least the ones who define themselves by user experience. A blog is a great way to to this, but not the only way, adding new PDF documents, news articles and channeling relevant RSS feeds work too. Get your site built, or rebuilt, with a CMS (Content Management System) so you can do updates yourself.
- Meta tags cannot hurt – at least when done correctly. Research what the current acceptable rate is for Titles, descriptions and keywords and make sure the keywords and search terms reflect the organic content on the page. Make them as unique as possible.
- Use Search Engine Friendly URLs where ever possible – again, they work well for visitors as they do for search engine indexing. Since many websites are database-driven, this feature is becoming more and more popular and necessary.
- Get steady back links – back links, whether reciprocal or one way will help your site’s popularity, you can help control the search terms used for incoming links to your site by running an ongoing back link campaign on sites that are themselves popular, for instance, those that have a Google page rank equal or greater than your own.
- Make friends with Google – Since working with Google seems inevitable, since they represent approximately 70% of online searches, get set up with Google Analytics and submit a Google XML site map. While server stats are good as a default, Google’s webmaster services help open lines of communication between a Web site and those promoting it. Make sure your website is mobile-friendly!
It is good to challenge boundaries, and to test the extent of technology, however we always need to remember that it is people, not statistics or page views, that make the Web go round. People generally only are looking for one thing, whether it is a service or product, when they come to your site, so keeping it real will keep them coming back and not clicking away.