Search Engine Optimization Basics
(SEO Basics) for Effective Internet Marketing Systems
Best Practice Search Engine Optimization

Adapted from an article by Jill Whalen

So you want a high page rank for your web site? Then read on...

Dealing with Differing Search Engine Algorithms
Search engine algorithms are varied and do change. There will always be SEO's (Search Engine Optimizers) who spend many hours poring over search engine results and statistics, trying to figure out each search engine's current formula for high rankings. There have been many software programs written over the years to help crack the algorithms and automatically generate high-ranking pages for each internet search engine.

The problem with using this method is that as soon as a new algorithm is in place, these carefully crafted gateway pages drop right out of sight in the rankings - becoming useless. The new algorithm must be cracked again (and again and again), and new gateway pages must be created. It's truly a never-ending, time-consuming and expensive process that is very much against the best-practice guidelines put forth by the search engines.

While different search engines do have different algorithms that are periodically updated, all engines appreciate the same things that real people look for in a Web site:

• A simple, cleanly coded design
• Well-thought-out, intuitive navigation
• Well-written, descriptive content
• Titles and Meta tags that help identify relevant keyword phrases
• Links that accurately describe what is found at the site

It's really just common sense. Web sites with the above features don't need to try to crack algorithms and sneak in the back door. These sites have the potential to achieve high rankings for many keyword phrases in all major search engines for many years, regardless of ever-changing algorithms. And more importantly, they will likely be a hit with their site visitors.

Writing Keyword-Rich Copy
Some justify the use of "doorway pages" and "gateway pages" by claiming that there's a difference between good copy for search engines and good copy for their site visitors. That is simply not true. Good marketing copy can be written that sounds great, stresses the benefits to the user and also utilizes keyword phrases. There's definitely an art to it, and you have to be a good copywriter to begin with, but it most definitely can be done.

The key is to use a professional copywriter who knows marketing for that aspect of the job. See our article on the importance of content by clicking here.

Using Flash Animation and Graphics at the Expense of Content. Over and over again we hear from companies that want high rankings and lots of traffic and sales, yet refuse to forfeit their large useless graphics and Flash animation in favor of good content. Unfortunately, these pages don't give the search engines much to go by when trying to determine what the site is all about. This forces the engines to figure things out solely based on the Title tags and the links. That may be enough in some rare cases, but the best indicator of what a site is about is through the content on its pages.

Don't forget that the ultimate goal of most business web sites is to sell a product or a service. When you see a Flash presentation on a site, does that make you want to purchase their products or use their services? Sure, it might appear cool the first time you view it, but thereafter it only serves as an annoying distraction and/or waste of time. And if you have a slow internet connection, you probably don't want to wait around to view it. Besides, you can have your cake and eat it too by simply using small amounts of Flash in appropriate places, along with your great content.

When all is said and done, most people would rather be presented with information on the types of products or services offered in clear, concise language, right on the main page of the site they're visiting. Luckily for us, that's exactly what the search engines want to see as well! This is exactly how Covenant Designs strategically builds naturally search engine-friendly web sites.

Optimize Your Actual Site
You don't need a second (or third or fourth) site for SEO purposes. Those companies that are willing to create useful content within the pages of their Web site can very often own long-term high rankings. Plus, they won't have to rely on link popularity as much as the low/no-content sites have to.

In years past, convincing companies of this fact was one of the most difficult jobs we had to do. Thankfully, as the web matures, more and more companies are discovering that their overly-fancy sites don't convert visitors into customers as well as Covenant Designs' clean marketing-based sites that get right down to business.

Put another way, you don't want a graphics guy to develop your web site; you want a marketing expert to oversee your site. That is exactly what Covenant Designs provides - business communications for results.

Jill Whalen is an internationally recognized search engine optimization consultant.

> learn more: contact Covenant Designs. Call 214-703-0360.