Web Site Search Engine Optimization - Low Cost, High Impact Key to Business Success Online
By Sunil Punjabi
The battle is not always won by the strongest, or the race by the swiftest. Search for common keywords on any search engine and chances are you will find sites that you were not aware of earlier. In essence, that is the power of web site search engine optimization. It levels the online playing field on the worldwide web so that smaller players too have an opportunity to become visible to prospective customers. Provided, of course, they know what to do and do what's necessary.
Making sure that your website is visible to your prospective customers is the first step to success in using the web as a marketing channel. Think about it. If you are a well-known brand that advertises regularly on TV and print, or if you have well-known products, searching for those key words will throw up your websites. But let's say you are not a household brand name. Neither do you advertise extensively. How then will your potential customers even know what URL to type so as to reach your home page? The answer lies in web site search engine optimization, which is a broad term that includes a slew of techniques to help web sites to be at or near the top of the results when someone searches for relevant keywords.
How do you know what key words to include? Include key words that will typically be used by prospective customers to search for the kind of product or service you offer. Assume you are a dentist in New York. For a moment, put yourself in the shoes of a prospective patient in New York and imagine what key words and phrases they might use to search for a dentist. "Good dentist in NYC"? or "Who is the best dentist in New York city for root canals"? There are professional SEO specialists and SEO agencies that can do this for your website. Once they know what products or services you offer, how you are different from your competitors, what value you deliver etc., a good SEO specialist will be able to work with your web designers and content writers to optimize your websites. Generally speaking, optimizing your website for major SE's such as Google, Yahoo, Bing and AOL is adequate. However, if you do business in countries across the globe and some of those countries have local search engines (e.g. Baidu in China), then you will need web site search engine optimization for those non-English search engines as well.
Optimizing your website requires that the right keywords appear in the titles of your pages. Not just your home page, but other pages as well. The keywords must be included in Meta tags and description tags of pages to make the page more "relevant" and hence increase the probability that it is picked up by SE's. For web site search engine optimization the domain name is important as is having your site hosted on servers that are not blacklisted by SE's.Try and get a web site domain name that is close to a major key word. Get your web site properly indexed by various search engines. Most importantly, ensure that all these components are reviewed periodically and changes made as necessary. That way, your web site remains optimized.
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