Avoid these 9 SEO Mistakes

Take time to be sure your web pages are created so that these important things are avoided and your site will be search engine-friendly. DON'T assume your webmaster knows how to do this - there are SOME (very few) web designers that are also search engine optimization (SEO) experts. But most DO NOT design sites that are SEO-friendly. Do your own research or hire an SEO specialist to help you. You want to have control over these important parts of your site.

1. Search engine-friendly URLs
If possible, your domain name and subsequent page names (URLs) should contain keywords. This is good for your visitors and will help you rank better with the search engines.

Example of search engine-friendly URL: mysite.com/keyword-rich-page-title
Example of Dynamic URL that can't be followed or indexed: mysite.com/?p=abc123

2. Common Title Tag Mistakes

a. Same title text on all pages
Every page on your site should have a unique META title tag with your most important keywords in it. If you have the same title tags on every page you are telling the search engines that every page is about the same topic and one isn't more unique than another. Don't forget, search engines index PAGES not SITES. So make sure each page has unique content and unique META data (page META title and page META description).

b. Exceeding the 65 character limit
Don't use long titles. Search engine result pages use your title tag as the link heading. You have about 65 characters (including spaces). Any more than that will get cut off. Think of it as a headline - you only get one chance to make an impression to a person perusing lots of search engine results. Make yours count!

c. Keyword stuffing
Don't put too many keywords in the title tag. This will look like spam to the search engines. Use the most important (not more than 3) and use them in different ways if they have repetitive terms. Ex. "Search Engine Optimization for small business" and "small business SEO" - repetitive terms used in different ways. Your visitors may use either one when performing a search query.

3. Splash Pages
You've seen this mistake before…people put up a banner image and a "Click to enter" link on their main or home page. Worse yet, the "click to enter" link is embedded in a Flash object. This will make it impossible for the spiders to follow the link.

I've seen this commonly used for creative sites (like photographers). This is fine ONLY if you don't care about what a search engine knows about your site and if you don't care if you get placed in the search results. Your main or home page is most likely your highest ranking page and has the potential to get crawled frequently by search engine web spiders. No internal pages (pages beyond the "click to enter") will appear in the search engine index unless they have been properly linked so that they can be followed.

Your home page should have the keywords for your target market in the links to your other pages. All links to your other site pages should be within 1 or 2 clicks of your home page. Don't bury them too deeply or they might not be able to be followed by the spiders.

4. Don't Use Vague or Non-descript Link Anchor Text
I KNOW you've seen this and maybe you are guilty of it - using "Click here" or "Learn more" as link text. This is great if you want to be ranked highly for "Click Here"! What you want to do is tell the search engine what your page topic is by using the topic keyword in your link anchor text. It's more relevant and descriptive to use "learn more about {keyword topic}". Be careful not to use the exact same link anchor text everywhere. This can be seen as search engine spam. Instead, use variations of your keywords; it's more natural that way and the search engines are smart enough to make the relevant connection between versions of keywords.

5. Flash Menus that the spiders can't follow
Flash menus, links like fade-in or animated menus might look really cool, but they can't be seen by the search engines therefore can't be followed. Use text-based links.

6. Heavy with Graphic Images and/or Flash Content
Web spiders are text-based. They can't read text that is embedded in a graphic image or in Flash content. Don't embed your most important content and keywords in Flash or images.

7. Image Alt Attribute
Rarely do I see this being used! Always describe/name your images using the alt attribute that has a keyword in it. The alt attribute is what describes your image to a blind web user and this is the only way a search engine can 'see' images. This is an additional way for the search engine to determine the topic of your page. And it will help your images rank in the search results since images are indexed and made searchable by the major search engines.

8. Overuse of Dynamically Created Content
Some sites with many products choose to use this function because of the number of items they have to sell. But dynamically loaded content cannot be spidered or indexed by the search engines. Another disadvantage is that the URL (page address) is also dynamically created and doesn't reload. This doesn't allow the current page to be bookmarked or sent as a reference to someone.

9. Theme Design Versions in Subfolders
Don't put your design versions into sub level folders (Ex. yoursitename.com/v2, v3) and redirect to the new folder. Continually changing the main root location may cause loss of backlink counts and ranking.

Whew! That's a lot of stuff, but the more often you do it, the more naturally you'll remember it the next time you create a page or a new site.

Ciao, Paula

Email Marketing is a Powerful Tool for Building Customer Relationships

Email marketing is one of the most powerful tools at your disposal to build relationships. Don't immediately blast email subscribers with sales offers. First, build credibility and a relationship, so they feel like they know you.

First, you have to build a list. Then, drive traffic to an email signup form either in your place of business or on your web site.

Your email signup form should ask for a minimum amount of information:
o Name
o Email address
o Optional: One other qualifying question pertaining to your target market

Then, create an email or series of emails to establish your expertise, build trust and segment subscribers for appropriate offers.

3 tips for creating your emails:
1. Provide real value in messages
2. Segment your list
3. Deliver targeted, relevant offers

Provide real value in messages
(Be sure to include what to expect from the email series in the coming days/months.)

You can focus on trends and opportunities, details about your business field, educational information, inspirational messages, announcements, etc. Tell a story, give a brief history about you, or convey a customer's story which may interest your readers.
You can include a valuable resource in your emails so they aren't just hype and you’re not just trying to sell to them. Is there something you can give them free? A download? A valuable tool that pertains to your market? Be creative.

Qualify email subscribers to segment list
You can further fine tune your message to qualify subscribers based on (fill in the blank for your business). Examples: Do you need to know their regional preference? Do you need to know what budget they have to spend? What types of products or product line are they most interested in?

Here's an excellent spot for a survey! Have them answer a few questions about themselves to help you give them the right offers or information so you can send highly relevant information.

Deliver targeted, relevant offers
Based on the responses, you can create sub-lists within their main list. Use these sub-lists for targeted campaigns.

Offers to entire list
In addition to segmented mailings, you can send regular messages to your entire list. Ideas include:
o New items / offers
o Announcements / Updates
o Educational content
o Third-party offers from trusted associates/partners who have items/products that might interest your subscribers.** This can be a great opportunity to partner with like businesses by emailing your list and splitting the proceeds with the other business.

**Be very careful with this one. Only you know if your customers will be open to this type of offer.

RESULTS
If you've cultivated a list of people/customers who know you are for real and who find value in what you have to offer, a high percentage of your business can come from your email list!

Ciao for now! Paula
PaulaBonelli.com
MarketYourBizOnline.com

Write Better Emails

If you do any sort of email communication or marketing with your customers, this is a good read I thought was worth sharing.

Nick Usborne: http://www.excessvoice.com/articlex4.htm

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