When optimising your site to reach customers more effectively, why not improve on what professional search engine specialists do?
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Last year was the year of search engine marketing and the experts predict the saga is going to continue full swing until at least in 2010. When you set out to work on your site s visibility, it is useful to know what the professionals that you cannot afford to outsource the whole headache to are up to and beat them at the game. Scanning SEO news, it's pretty obvious that high search engine rankings still are the be-all-and-end-all of online marketing, but things are beginning to move on from here. The new buzzwords that stand out are accessibility and usability and renewed energy is poured in what are believed to be new opportunities in areas like local marketing. But how much bang for your buck will you get this time?
Accessibility! . Usability! Apparently that is what the professional SEO community is focusing on to get traffic numbers up for their clients. Evidence the popularity of these words themselves. A keyword tracking tool like wordtracker shows this in a matter of seconds. Over the last two months accessibility has been scoring a count of 158 and usability more than double that number, 308. Not a lot of queries perhaps compared to a word like shoes or digital cameras or any tangible product you might be selling, but then luckily- there are not as many SEO businesses out there as shoe shops.
So how do accessibility and usability factor in SEO strategies? Is it again more of the same or are you missing out on vital elements if you simply improve on your existing optimising strategies? As your strategy for online marketing is on its way and you are getting the hang of having the right keywords to describe your business, it s time to integrate everything yet again and focus on your site s usability and accessibility.
Usability
What is meant by usability is generally how well a site can be navigated through links, graphics and text. All your optimising efforts should have one goal in mind: attracting customers. Does your site still provide valuable information to your human visitors now that the spiders and robots can read it? This is key, say the guys at doubleclick.com, who have got good insights on what s going on in online marketing in a broad sense. Personalization is the hot term for relevancy, with the goal being to intertwine search with a consumer's daily activity. As clients become more sophisticated with increased demands, the marketplace will yield more efficient results. Technology will continue to be created to facilitate the massive amounts of data currently sorted by the engines , they report. Perhaps it is totally obvious, but you would be surprised how many strategies fail simply on wording and text writing.
It s no use optimising for search engines if the visitors to your site are not going to be impressed by what they read. Overly-complex phrasing will have to become a thing of the past and using common sense, neutral language will open up the content to a wider audience of search terms. It is best to get a copywriter to do this for you. If you are not sure whether your site needs a professional writer s touch, there are some tools you can run over it to see if your linked terms actually make sense in the wider context. Throw your pages through this tool (free trial of seven days) and consider contacting a freelance copywriter for a quote if it appears your content is hampered; http://www.ezapplications.com/samples.htm.
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There are millions of similar tools out there that can give you quite a good insight into your content. If you think your content is a mess, consider hiring a freelance copywriter to match content and keywords.
Accessibility Accessibility of sites is way more of a technological issue. You will have what is generally considered an accessible website if it can be read by all browsers. Providing as much access to your site/content as possible perhaps has a number of added dimensions that you are not aware of and it is good to pay notice to every aspect of the matching between your content and the search engines. The various limitations of browsers other than Internet Explorer and Netscape are quite distinct and need paying attention to during this stage of your optimisation efforts. For instance, the Lynx browser is a text-only browser with no support for tables, CSS, images, JavaScript, Flash or audio and video content. There are various tools that replace images in the form of ALT text, JavaScript through the
A Search Engine Optimizer's New Year's Resolutions
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With the ringing in of the New Year, I resolve to become a better search engine optimizer (SEO). Below is a list of resolutions that I have made in order to make my clients' web sites the absolute best on the web.
I will not use flash as text.
Even though many search engines can now read some of the text embedded in flash, flash sites do not perform as well in search engine results as non-flash sites. Flash should primarily be used to enhance sites; in the same way one would use pictures to make the site look better.
I will not use images as text.
Although I personally believe that text in images will be read by search engines by the end of 2006, we are not there just yet. As it now stands, image text is invisible to search engines and therefore should not be used in that capacity.
I will use good usability techniques.
Usability is simple to test. Get three friends to complete a task on your site as you silently watch and take notes (have them talk out loud too). You will be amazed as to what you find. Jakob Nielsen's Alertbox has a good introduction to usability.
I will not use cloaking.
Cloaking is frowned upon by search engines. Once they catch you, you will get penalized (or in some instances, banned).
I will not use frames unless I have a REALLY good reason to.
Frames complicate things for the search engine. There are very few good reasons to use frames and thus they should be avoided whenever possible.
I will use a catchy title with the keyphrase in it.
Marketing is what we are all about. A catchy title will bring in the customers. A title containing the target keyphrase will raise the result in the search engines. Put the two together and you have a professional marketing title that works hard to bring in traffic.
I will track the return on investment (ROI).
By tracking the ROI, I will clearly see if the site is making or losing money. To track ROI one needs to co-relate the marketing dollars spent with the revenue earned. This statistic is usually hindered by the site's owner, who cannot (or does not) provide the financial information, nor the conversional statistics I need to track ROI.
I will write an alt tag that clearly depicts what the image is, for every image.
This will help people without images on their screen know what the image is about. Using the keyphrase in the alt tag is a bonus because it will help the rankings slightly in the search engine results, but it is most important to describe the image as clearly as possible.
I will use good informative content.
Ah yes, "Content is King". All the above resolutions are meaningless if I don't have good content. This is what will bring in the search engines. This is what will bring in the clients. And this is what will bring in the dough.
I will not stuff the pages with keyphrases.
Stuffing the page with keyphrases goes against the golden rule of good content. If you stuff the pages with keyphrases, they will no longer read well, and readers won't like to read them. Consequently, people won't enjoy your site, and because the search engines are designed to figure out what people like and then display it to them, the search engines will eventually begin to disregard your site. Therefore, ALWAYS use keyphrases wisely.
I will not use "spammy" techniques.
"Spammy" techniques are anything the search engines say not to use. These techniques may do well in the short-term, but in the long run they will get you penalized (or even banned).
I will use pay-per-click (PPC), even if it is for a very small amount.
I have found that using even a minuscule PPC campaign will bring in more traffic. It also propagates links to your site throughout the Internet, and thus makes your site more prominent. If you are worried about losing money, then use the free conversion tracking tool available at both Overture and Google AdWords. USE IT. Only then will you know how effective your PPC campaign really is.
I will track unique hits to the site.
By keeping track of whether the site's traffic goes up or down, I get a big picture of the health of the web site. If traffic goes up, then the rankings probably went up. If traffic goes down, then rankings probably went down. Of course there are also seasonal variations (and marketing pushes), but you should be familiar enough with the market to know when to expect such cyclical fluctuations.
I will get a good copywriter to write the content.
"Content is King", so get a professional to write it. You may think you are good, but are you really? Would you bet your Internet presence on it? Use someone who knows how to write specifically for the Internet. Use someone who knows how to balance writing for people, writing for sales, and writing for search engines.
I will not send out "spammy" emails asking for reciprocal links.
Reciprocal links don't bring in clients, and they tend to only slightly boost your PageRank. An SEO's time is better served getting the site listed in directories and on sites where people would be looking for it (such as associations,suppliers, clients, and more ). Personalized emails to these sites requesting a link to yours are fine. Templates or mass emails requesting reciprocal links are definitely not.
I will work hard getting valuable links to my site.
"Linking is Queen", thus getting links is essential. Find directories that relate to your market and take your time to submit to them (in the best category). Contact your suppliers and/or resellers and see if they will link to you. Figure out where your potential clients hang out on the Internet, and get those sites to link to you. Do your homework to choose where you want your links to appear, then roll up your sleeves, get out the elbow grease and get those links to show up!
With a little dedication and a lot of work, I will get my clients into the top search engine results. If you want to do well with your web site, stickto these resolutions and before you know it the traffic (and the sales) will roll insmoothly, just like the New Year.
About the Author
Shawn Campbell is an enthusiastic player in the ecommerce marketplace, and co-founded Red Carpet Web Promotion, Inc. He has been researching and developing marketing strategies to achieve more prominent listings in search engine results since 1998. Shawn is one of the earliest pioneers in the search engine optimization field.
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