Six SEO Basics You Must Know
While SEO might seem more attractive than paid forms of search engine marketing, it still takes considerable work to consistently perform well on the keywords that deliver profitable traffic to your Web site door. At last week’s ad:tech conference and exhibition in New York, two leading experts in the field shared their tips on where to put your effort in the session, Organic SEO—Fireside Chat With the Experts. Among other insights, Bruce Clay, renowned search guru and president of SEO and Internet marketing consulting firm Bruce Clay Inc., and Dana Todd, executive vice president of full-service interactive marketing agency SiteLab, offered attendees the following six tips:
1. One way to do keyword research is to look for synonyms for the terms you want to optimize to enhance your search ranking. You could identify a few keywords that are not high on the list of your competitors or other Web sites.
2. Another great keyword research tool is to determine which terms your competition is optimizing. You can do this by analyzing the HTML code of your competitors’ Web site pages.
3. Create a “brass ring” set of keywords for which you want to rank well, but be prepared to develop a larger set of granular keywords with which you will have a better chance of securing higher positions.
4. Be careful with tools that tell you the popularity of keywords. The numbers often can be inflated, and they even include the number of times you or a member of your team searched for particular terms—traffic that you wouldn’t find valuable.
5. When using links to influence spider rankings, focus on quality more than quantity. Make sure your site only links out to credible sources of information, and request other industry experts to link to your site. Avoid reciprocal links, where it’s obvious that the reason for the link is a marketing partnership rather than an exchange of important information.
6. Don’t forget your internal site links. Many companies have a link to their homepage on every page of their site, but what does the word “home” say of interest to a spider? Try using branded keywords about your company to link back to your homepage.
Bruce Clay can be reached at (866) 517-1900; Dana Todd is at (866) 748-3522.