SEO ( or Search Engine Optimization generally refers to the techniques employed to have your site appear nearer the top when a searcher types a keyword (or words) into Google, Bing, Yahoo or another search engine
Search Engines do not search the web when someone enters a search term. They search their own database which they are constantly updating based on a number of criteria
Another term for coming nearer the top of the list is page ranking. Out of the top hundred pages that come up for a given search word are you number 5, number 50 or are you even on the list?
No one can promise you number one place based on a keyword entry. There are hundreds of companies competing for number one rankings and only a single number one.
A more realistic goal is to increase your page ranking
There are many types of paid ranking and ads available. Some will list above the unpaid ads and others will put ads in the side column. Like any kind of paid advertising, it has to be evaluated carefully to be sure the bang is worth the buck
Remember, your goal is to sell products or services by increasing your web traffic. Unless you are selling advertising on your site, page ranking is only a means, not an end in itself
How Important Is SEO?
The value of SEO is very dependent on the business you’re in and how you get your customers. The more people buy your products based on searching for a source on the internet, the more valuable high page rankings are. If you sell products to a national audience, it’s more valuable than selling solutions or services.
High page rankings don’t sell your product or service; they merely direct potential clients to your web site. Your web site is the real salesman. There are many ways to get people to your website besides search engines, depending on your business.
Paid Versus Free
There are many types of search engine based ads available. Some list paid sites at the top of a search list while others offer ads up on the side of the page when a particular word is used in a search string
Some are pay per click and others are flat rate.
The rate structures are often complex and confusing compared to conventional print and media ads.
Generally any kind of search engine based internet ad merely directs viewers to your site. Your website has to do the heavy lifting as far as making a sale.
Effectiveness is extremely difficult to measure unless you actually have a web store where you are selling products directly off your site. You can measure viewers but viewers are not necessarily buyers depending on your product or service
What Determines Page Ranking
Other than money (paid ads) there are a number of site construction and strategic actions that will help with your web traffic for only the cost of their implementation. Here are some things that will increase your web traffic:
Meta Tags (hidden keywords coded into a page that reflect keywords and phrases potential searchers may use
Correct page naming and meta tagging every page in your site
General verbiage used in all your text on the site
Inbound Links (other sites that link to yours. The more there are, the higher your ranking)
Search engine registration. You can register your site with search engines which will speed up the process of getting you indexed
What Can You Do To Increase Your Web Traffic
Tell people about it
Put your web address on every piece of printed material you send out. Invoices, quotes, brochures, of course business cards!
Put your web address on your truck, your tee shirts, your signage etc
Start an email list and email potential prospects inviting them to visit your site and refer their friends
If you give away any kind of specialty at trade shows (pens, keychain, whatever) put your web address on it
Use Facebook, Twitter, YouTube to drive people to your site
Make your site a good place to visit!
Keep you site current and interesting so people will keep coming back and send their colleagues to your site. Nobody cares what tradeshow you exhibited at last year
Put information of value to your prospects and clients on your site and keep it fresh. Tips and Tricks, Assembly and Usage instructions, Industry news, Training. Valuable and interesting information will make your site a “destination”
Have contests and events. One company had a contest that required potential customers to go to every page on their site and gather a piece of information from that page. Then they filled out a form that required the answers from their quest and everyone who got 100% got a prize. It wasn’t anything terribly valuable but people had fun
Make friends with your visitors; Include news and success stories, pictures of your staff, etc
