What’s Happening? We believe a corporate web site can be the most effective marketing tool a company can use, but a surprising number of companies we talk to do not understand how their web site is performing. How many visitors is the web site attracting? How many pages do visitors view? Where did they come from (a search engine, a referring site like a blog or directory, etc.)? What country are they in? What are the keywords they are using in their searches that brought them to the site?
Optimizing the content of your web pages is important if you want to get high rankings on Google. Most people know that they have to work on web page titles, web page content and links from other sites.
The internal link structure of a website is often overlooked although it has a big impact on the rankings of a website.
After going through the time, effort and expense of creating a corporate website, the success of the website as a marketing tool depends on three things:
Many people think that getting links is very difficult or that their website is not attractive enough to get backlinks. There are several things that you can do to get more backlinks to your website.
Spending money to be visible on search engines can be a very effective, measurable marketing tactic. If your company is still debating whether or not to invest in search engine advertising, here are some scenarios when it can make a lot of sense to dedicate some budget to advertising online.
It's great if your website is listed on Google's first result page for the right keywords. It's not so great if nobody clicks on your listing because there's something wrong with it. There are some easy and some not-so-easy things that you can do to get more clicks on your Google listings.
SEO stands for Search Engine Optimization. Search engines like Google and Bing constantly “crawl” the web and catalogue the web pages and information they come across. When someone tries searching for something, the search engine dips into its database and applies a proprietary algorithm (one of the key ingredients that dictates what results the search engine will show you in response to your search) to serve up what it thinks will be the most relevant results to satisfy the searcher.
Google has become pretty good in detecting low quality web pages and links. If you use a link service that promises a lot of high PR links for little money or if you participate in a fully automated linking system, chances are that Google will penalize your website because you are trying to trick them.
Sometimes I'll see search engine optimization companies offering a guarantee of a top ten rank. Just being in the top ten these days isn't enough to really give you a decent traffic boost - you really need to be in the top 5.
Search Engine Optimization (SEO) has become a fine science. Tweaking, changing, and measuring is all part of the ongoing optimization process. SEO truly is a process that requires constant monitoring and attention. In order for a website to perform well, its managers and webmasters must adapt their SEO techniques as the search engine algorithms change.