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Search Engine Optimization
Tutorial for Internet Marketing
Leverage The Power of the Internet for Increased Profit
In an
effort to help Dallas Businesses increase their understanding of search
engine marketing, Covenant Designs have put the essentials of our Search
Engine Optimization System in language geared for the Owner and Marketing
Director.
This
primer explains the core concepts surrounding internet marketing and search
engine marketing.
Search Engine Optimization
deals with the following issues:
- Choosing
the best keyword phrases
- Making
every page a gateway to the rest of your Web site
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Using title tags to your advantage
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Effective Meta description tags
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Link popularity and page rank
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Gaining search engine rankings by making sense
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Using duplicate content and mirror sites for SEO
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Splash and Flash pages
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Site maps for search engine success
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Optimizing a framed site for high rankings
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Creating directory descriptions
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Eliminating 'Search Engine Spam'.
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Professional search engine optimization
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How many words do you need for high rankings?
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Using keywords in link text
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Optimizing dynamic content for high rankings
Search Engine Optimization
(SEO) isn't a one-time effort. The variables that influence search visibility
and rankings are constantly changing: Search engines update their rules.
Competitors constantly optimize their pages to improve their rankings,
and new players enter.
Content
Your site's content is one of the most important factors for search engine
marketing success. The pages your site has should provide valuable information
that references the exact terms and concepts that are unique to your web
site.
It is
the words that sell. It is the words that search engine's read. Your site
must have effective words to be effective.
Titles
and Meta Tags
In the early days of search engine optimization, marketers focused on
meta-tags as the primary way to attract search engine traffic. Meta-tags
are HTML tags that help describe the document they are located within.
In 2008, search engines rank you by: meta-tags, content, internal link
structure and link popularity.
Keyword
Market Analysis
What is a Keyword Market? In short, a Keyword Market is the total number
of unique searches on the Internet that are relevant to your web site.
A Keyword Market is defined by the top-level or root keyword that is generally
most relevant to your business. Top-level keywords may contain thousands
of vertical keyword markets.
Everything You Need to Know About Link
Popularity
The number of web sites that link to your web site is one of the factors
that help search engines determine your relevancy for a search term. Link
popularity and gaining new links from outside web sites to your web site
have proven to be a popular concept for people seeking to improve their
search engine rankings.
Link Architecture
As the Internet has become more popular, web sites have turned to new
technologies like dynamic HTML and Flash or well designed graphics to
improve the user experience. Good navigation through your web site isn't
just important to your users, search engines also use the links within
your web site to crawl and index the pages those links point to.
Dynamic
Sites and URL's
As web sites have grown larger and more complex, companies have begun
using dynamic publishing systems (also called "Content Management
Systems") to help them manage sites that contain hundreds of web
pages. These web sites are dynamically generated by powerful databases
that pull in and publish content from many sources.
When
web sites use dynamic publishing, a web page isn't built until it is requested
from a user, guaranteeing that the content is up to date.
Search
Engine Submission Links: Free Submissions
These search engines and directories provide a free submissions page where
you can submit your web site and a few pages of your web site to be included
in their results. We recommend that you read the search engine's submission
guidelines and not submit your web site unnecessarily or excessively.
Google
Search Engine Placement Secrets
A Google Answers researcher provides some information that will greatly
improve your chances of listing with Google.
Tried
and true search engine optimization methods that work:
We use two basic methods of search engine optimization.
Every site has its own unique needs, and we will determine the best method
of optimization for your site once we've had a chance to carefully look
at it.
- Writing
or rewriting your existing content for search engines and your prospects.
Very often when we optimize a site, our professional writers will need
to rewrite the text currently showing on your pages to incorporate your
keyword phrases for high rankings. We understand your company has a
particular branded tone and feel that needs to be reflected, and as
such we will work closely with your marketing department, and/or train
your writers in SEO writing, as necessary.
- Editing
your existing content for keyword phrases. For some Web sites there
may already be enough well-written, visible text that allows us to weave
in the targeted keyword phrases, where appropriate. This is often the
case with high content sites.
Please note:
Highly graphical and/or Flash pages, cannot be optimized using traditional
copy writing methods. These overly-graphical sites fail with search engines
because the engines cannot read or index them.
REACH
95% OF ALL INTERNET USERS WITH YOUR MESSAGE
THROUGH TOP PLACEMENT IN THE MAJOR SEARCH ENGINES
Google
and Aol are colored the same becuase AOL gets its reults from Google.
MSN gets its results from Yahoo so they are also colored the same. This
means that the two largest "camps" for search engines are Google
and Yahoo.
How
can I measure the ROI of every marketing campaign dollar spent?
Now here is a scary statistic: according to the consulting firm of Accenture,
nearly 3/4 of marketing executives believe they are unable to measure
ROI on a program investment. This doesn't have to be this way! The Internet
environment provides an extensive set of tools to track behind the scenes
from the early browsing stages to actual purchase. So how do you measure
your ROI? Discipline, organization and proper planning that we call by
the technique of 'Internet Performance Marketing.'
How
can I leverage my web site to shorten the sales cycle?
The key is leveraging the broad reach of the Internet to draw your prospects
to your web site. Once they arrive, your site should provide the education
and information your prospects need to ultimately draw the conclusion
to choose your products and services. Your site needs to lead the viewer
along the persuasion path to take the action of completing a sale.
 Your
web site should support and be an integral part of your prospects vendor
selection process. Following our own methodology, Covenant Designs strives
to provide the information you need for the right Internet Marketing Service
Provider that will help you achieve your business goals. You want to provide
the information your prospects need to make an educated buying decision.
Promoting the right “webdraw” conversion collateral that will
encourage your visitors to convert to a call to action and motivate them
to buy sooner.
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learn more: contact Covenant Designs at 214-703-0360
Copyright © 2000-2009 by Covenant Designs Marketing Communications
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214-703-0360