Search Engine Optimization (SEO)

Make sure your SEO strategy includes these 2 main components - making sure your site is search engine friendly and building relevant links to your site.

Before we get to those 2 components, you must target the keywords your customers are using to find your business. Many small businesses target the wrong keywords. Ideal keywords and/or keyword phrases should represent 3-4 focused terms that are not too general. For example, you sell widgets - widgets by itself is probably too general and too competitive a term. Try a more focused version like 'blue widgets' or 'widgets for small business'. Make sure your keywords are highly targeted to your audience - matching the right offer to the right audience - yours.

Keyword research tools:
Beginner (free) - Google search-based keyword tool
Advanced (fee-based) - NicheBot

One note about these tools - don't rely solely on them. You know your business and customers best. Gather a list of general keywords that your market would use in a query and use the tool(s) to uncover more targeted terms that you may not have come up with on your own.

Choose a combination of keywords. Choose some with a fair amount of searches/competition, as well as terms with low competition. The terms with low searches will help you easily rank for these lesser searched keywords.

Search Engine friendly web site
If you are using site builders like WordPress, Drupal, or GoDaddy your sites will already be search friendly when they are hosted.

If you are maintaining your site manually (or using a web master to do so), implement these 2 things.

1. Make sure the keywords you chose are included in the META title, META description and META keywords tags. The title and description tags are used in compiling and displaying your listing in the Search Engine Results Pages (SERPs). Since this mini listing is the first thing a visitor sees, these 2 things need to be as effective as an advertisement. Use the title as your headline and the description as your call to action. The goal is for them to click-through to your site.

2. Make sure you use keyword-rich file names for your web pages (ex. www.mysite.com/keyword-here.html)

Remember your primary goal is to make it easy for the search bots to find your web pages and easily determine the overall content/subject. It's also for your customers to easily navigate your site. Simple is better! Don't overcomplicate things.

One other note about navigational linking - be sure you have text links that lead to other pages on your site. Graphical or flash based menus are not easily read by the search engines and may be not be seen by your users if they have chosen not to display images while browsing.

Other formatting - the actual content on your page should always be written for your visitor. Your content should include your keywords in the most natural, appealing way possible. And make sure you deliver what is promised in your title and description tags or they won't stay long. Now's the time to get them to convert to customers.

Building relevant links back to your site
There are SO many ways to build links to your site. You have to review your options and choose what's best for YOUR business. You need to choose something that you know you can continue to maintain. Here are some starting points:

Blog - use regular blog updates to keep your content fresh. These are some free blog templates to get you started fast:
Google Blogger
WordPress

Press Releases - write and distribute press releases. These are usually fee-based.
PRWeb
PRNewsWire

Article Marketing - Write and distribute articles. Many free sites are available for you to distribute your articles. Here are a few:
ArticleMarketer
EzineArticles
GoArticles

In the search engines 'eyes' every link from an external source to your site is a 'vote'. The more links you have pointing to your site, the better your site will rank in the search results. Keep in mind that these links have to be relevant - they need to be links from authority sites with relevant web pages. Linking to unrelated resources will not count as a 'vote'.

In all instances of link building I've referenced above, write on topic and include your keywords as anchor link text back to your site. This is another way the search engines determine the theme and relevancy of the content of your web site.

Don't expect this SEO process to be a quick fix and don't expect miracles right away. Consistent and steady improvements/actions over time is what will help your site rank for the long term. Do your part by giving your visitors valuable content, great products, and excellent customer service and you'll soon be enjoying the rewards!

Ciao, Paula
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Smart Marketing in Recessionary Times

In a recent article in DMNews, Ashley Johnston of Experian Marketing Services talks about taking advantage of social media as part of your marketing mix and also how to spend smarter instead of spend more. It's a great follow-up to a conversation I had recently with a small group of business owners. We talked about doing the same kinds of things she discusses.

Excerpted from the June 1, 2009 issue:
"It's not a time to spend more, it's a time to spend smarter. Recessionary periods are a great time for customer engagement. Focus on tactics that increase customer loyalty and value. Some of the simplest activities don't take long to implement, require only a small investment and yield quick returns.

It's cost-effective to re-engage lost customers and current customers. By combining email marketing and Web analytics you can deliver a highly targeted message that can be adjusted as you move forward to best suit how your customers search, browse and shop. This will help engage them for the longterm.

Take advantage of the power of social media. Promoting your company through blogs, social networking sites where your customers hang out, and ratings and reviews programs are great ways to stay on their mind and keep the conversation open with them. Encourage customers to share what they like about your business and be a part of more conversations in your industry.

Don't overlook the power of really LISTENING to your customers. Make it easy for them to tell you what they want by using surveys, response cards, online forms - whatever works for your business and customers. Asking and then giving your customers what they want goes a long way in building loyalty and increasing the lifetime value of your customer.

Take time to re-evaluate your relationship with your customers. How do you interact with them? What will help you communicate more effectively? Making even the smallest adjustment will increase retention now and for the long haul through these tough economic times."

Ciao, Paula

Thought for the day...

The most successful people are always probing, always asking questions, always testing new things, always reviewing the fundamentals.

Have a great day
Ciao, Paula