| Before going into detail about how you can optimize | | | | your potential customer always finds you. By |
| your website for search engines I would like to quickly | | | | strategically optimizing your website you ensure your |
| explain what search engine optimization is and why it is | | | | audience sees you when they are looking for what |
| so important. | | | | you have to offer. As long as you've taken the proper |
| Right now the web is dominated by three major | | | | steps (which we'll talk about in just a minute) your |
| search engines: Google, Yahoo, and MSN (live). | | | | services come pre-sold, by one of the greatest |
| What is a Search Engine? | | | | word-of-mouth tools ever created - the search engine! |
| A search engine can be thought of as the largest | | | | Finally, the timing of this whole process is impeccable. |
| storefront of all time. But, it dispenses EVERYTHING | | | | Your services aren't presented at dinner (as a |
| (all information on the web). You walk up to the | | | | targeted, but inappropriately timed cold call might), they |
| counter (visit Google.com) and ask the magical clerk | | | | aren't presented while someone is driving (in the case |
| anything (type in your search), you hit "go" and off he | | | | of an ad or billboard), they are presented at precisely |
| runs back into the largest warehouse of all time to find | | | | the moment someone is looking for what you have to |
| you exactly what you need. In a matter of milliseconds | | | | offer. |
| he's back with a list of the things he thinks you need. | | | | To conclude why your website must be search engine |
| Essentially this is how a search engine works. | | | | optimized: |
| Roughly speaking a search engine has two facades - | | | | 1) Your audience uses search engines to find and |
| a front and a back. The front is what we interact with | | | | research EVERYTHING - including your services. If |
| all of the time. The front of a search engine is the | | | | you aren't found, your competitors will be and you will |
| process by which we perform searches - it is the | | | | lose business. |
| store clerk in the above example. You're probably | | | | 2) Search Engine Optimization Turns Conventional |
| familiar with the big search box and search button all | | | | Marketing on Its Head |
| of the major services have on their font pages. You | | | | 3) It Has PERFECT Timing |
| visit "google.com" you type in what you are looking to | | | | How Do I Perform Search Engine Optimization? |
| research or purchase, hit "search" and you are taken | | | | Now that we know how a search engine works the |
| to a page with a list of results. Of all of the sites on the | | | | key really lies in what we present to those robots and |
| Internet these are what the search engine (in this case | | | | that store clerk to make sure our site is selected. How |
| Google) believe most closely match what you are | | | | can we present our information in such a way so that |
| looking for. That is the "front" of a search engine - | | | | they can easily get our website in front of our |
| pretty simple. | | | | prospective clients? How can we get to #1?! |
| The back of the search engine is where all the work is | | | | It's simple; you need a "search engine friendly" website. |
| done, it is where everything on the Internet is found | | | | A search engine friendly website is one that the robots |
| and sorted in such a way so that your search can | | | | can read. It is well coded (well created) with a solid |
| bring up meaningful, relevant results; and a key | | | | foundation. At a very basic level a search engine |
| component to this process are a search engine's | | | | friendly website will have a lot of REAL text (not flash |
| robots. A robot is a program (a part of a search | | | | or text within images). Beyond that there are some |
| engine) that actually goes out, across different sites on | | | | fundamental guidelines your web development |
| the Internet, and grabs information (text, pictures, audio, | | | | company should follow - what is called "semantic |
| video, links, everything). The robot grabs the information | | | | coding." It is a three part process by which the |
| and brings it back to the warehouse. | | | | marketing needs of your site are matched to the |
| What is Search Engine Optimization? | | | | coding requirements search engines require, along with |
| Search engine optimization is the process by which | | | | the actual visual design. From the ground up you should |
| we get the attention of the store clerk - we grab his | | | | have conversations with your web development and |
| collar, look him in the eye, and tell him that he should | | | | Internet marketing team, making sure they know what |
| look to us (our website) for everyone searching for | | | | your site needs to accomplish. |
| what we have to offer. So, for example, if I am running | | | | Without getting into too much technical detail regarding |
| an online bicycle shop I want to be #1 anytime anyone | | | | the structure of your site there are a number of steps |
| searches for "bike store" in the search engines. | | | | you as site owner can take to ensure you are |
| Why is Search Engine Optimization Important? | | | | maximizing your web potential: |
| Search engine optimization is so important because IT | | | | Create Great TITLE Tags - Each page has a title (this |
| IS THE WAY PEOPLE FIND THINGS. Be clear what | | | | is the message that is displayed in your web browser |
| is being said here, search engines are not the way | | | | at the very top of your site). Inside the code of your |
| people find things on (only) the web! | | | | website you'll see it displayed as: |
| SEARCH ENGINES ARE THE WAY PEOPLE FIND | | | | What goes between those bracketed title tags is the |
| THINGS! | | | | title. This is the most important single line of code on |
| People use search engines to find what they want, to | | | | each page. Make sure it is relevant to the content on |
| do research, and even for entertainment. People are | | | | the page, and, if possible try to make it marketable; as |
| becoming dependent on search engines to quickly | | | | it will usually be used as the title of your site should it |
| serve up what they need. Looking for the definition of | | | | come up in a search result. This rule can be applied to |
| a word? Use a search engine. Want to find a great | | | | every page of your site. |
| chicken recipe? Use a search engine. Can't remember | | | | Check Your Sites' META Tags - Although not as |
| the name of that great website you visited? Use a | | | | important as it once was check the META tags of |
| search engine. | | | | your website's pages. Each page should have individual |
| And the number of searches is astounding. According | | | | META information (if appropriate) that pertains to that |
| to recent estimates on any given day roughly | | | | specific page. This META information helps |
| 600,000,000 searches are preformed! | | | | supplement the robots and store clerk in their quest for |
| So why is it important? In a nutshell it is important | | | | information. The META information adds additional |
| because your clients and customers are using it to find | | | | insight into what exactly your site is about. |
| your services. If your website is optimized they will find | | | | Links - Beyond the coding of your website, links are an |
| you - if it isn't they will find your competitors. | | | | absolute necessity to search engine optimization. A link |
| Beyond this key point there are two more reasons | | | | from another site to yours is like a vote of confidence. |
| why search engine optimization is so important: | | | | The more sites that link to yours (particularly those |
| 1) Search Engine Optimization Turns Conventional | | | | sites in similar industries) the more likely the search |
| Marketing on Its Head | | | | engines are going to recognize you as a leader in your |
| 2) It Has PERFECT Timing | | | | field, and the higher you will get for searches. Only links |
| In conventional marketing you force your company in | | | | from other, outside sites will help your site (for example |
| front of your potential customer. You send them a | | | | a "helpful links" page on your own site doesn't count). |
| direct mail postcard, you create a billboard, or TV | | | | In order to quickly find how many sites link to yours |
| advertisement and try as much as possible to get their | | | | you can visit and plug your web address into the |
| attention - to attract their eyeballs and hairy lobes. | | | | search box and hit "Explore URL". Then select "inlinks" |
| Maybe you've done your homework, targeting a very | | | | at the top. The list of titles and addresses that appear |
| specific list, but you're still asking for their attention - and | | | | are all of the sites throughout the web that link to |
| who knows when and if you'll get it. | | | | yours. |
| Search engine optimization is the complete opposite, | | | | |