Making the Most of Seo?
Debbie Everson
Youre a marketing manager with a vested interest in a solid SEO campaign. SEO is not rocket science, but it is a form of combat (albeit marketing combat, which is far more tame than actual combat ). Continuing with this metaphor of SEO as battle, lets scan the terrain for some SEO landmines you might encounter as well as the keys to disarming those landmines.
SEO LANDMINE #1 Selecting the wrong keyphrases to optimize
WHAT CAN GO WRONG:
" If you choose very popular keywords, youll have to spend a TON of money and time to get high rankings in the big search engines.
" If you choose overly-generic keywords, you run the risk of generating non-pre-qualified visitors to your site that is, visitors who arent likely to take action.
" If you choose oddball keywords, you likely wont generate much, if any, relevant traffic.
HOW TO DEFUSE THE LANDMINE:
" Battle-test your keywords.
" Stay specific and focused on your industry niche.
" Explore the searching habits of your customers.
SEO LANDMINE #2 Linking your site to poor or banned sites (or no sites at all)
WHAT CAN GO WRONG:
" If you buy links from a link farm to enhance your sites visibility, and it turns out those links are bad, the search engines can penalize you by dropping your site.
" If you fail to link to other sites, the web spiders will consider your site an outlier, and youll have a harder time crawling to the top of the rankings.
HOW TO DEFUSE THE LANDMINE:
" Develop relationships with webmasters of linkworthy sites to get connected.
" Make your site/content engaging, so other relevant sites will want to link to you.
" Keep your site updated and regularly prune bad or dead links.
SEO LANDMINE #3 Poor content or a lack of good content
WHAT CAN GO WRONG:
" Non-specific content (or content plagiarized from other sites) will get you ignored or penalized by the search engines
" A website that doesnt get into specifics will not be able to close even pre-qualified leads
HOW TO DEFUSE THE LANDMINE:
" Develop original, your-business-specific content thats relevant and factually correct.
" Placement of the content in your site is key. Remember aesthetics! Make your site easy to navigate. Make your content accessible.
For more on what to do (and what not to do) to explode onto the scene with your SEO, contact SearchMar.com, one of the San Francisco Bays most trusted SEO experts.
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About The Author
Debbie Everson, CEO SearchMar, Inc. - leading provider of search engine optimization & marketing solutions, with over 100 customers in software, business services and retail. Call 866-885-6263 or Contact Sales for information about our services.
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