Search Engine Optimization
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Search Engine Optimization1Search Engine Optimization Keywords and Meta
Tags for Top SearchEngine Placement Why Have Them? How to get Meta Tags
Top Ten Search Engine Placements Ways to Increase Your Chances of
Getting a Top Ten PlacementPitfalls and Drawbacks Return
StatisticsReasons for Return E-Tail Return Problems
------------------------------------------------------------------------------
Page 2
Search Engine Optimization1Keywords and Meta Tags for Top Search Engine
Placement Meta tags are embedded descriptions in your website's HTML
(Hyper-text markuplanguage) code. Think of them as tiny electronic bar
codes which contain critical information about your website. Search
engines scan these codes to find out whatinformation is on your
website, and where your website may be found. Websiteswith meta tags
have a much better chance of being listed on search engines - and
listed higher in the rankings - than websites with no meta tags. Use
meta-tags on EVERY page of your website. For the meta tags to be
effective and consistently attract search engines, the meta tags must
be placed on each and every page of your website no matter how many you
have. Two Important Meta Tags: Keywords and Description There are
several meta tags, but the most important for search engine indexing
are the description and keywords tags. The description tag returns a
description of the page in place of the summary the search engine would
normally create. The keywords tag provides keywords for the search
engine to relate with your page. These allow the search engines to
easily index your page using the keywords you specifically tell it,
along with a description of the site that you create. For a site
concerning the meaning of magic you see might see the following. You
use the keywords attribute to tell the search engines which keywords to
use, like this: <META NAME ="keywords" CONTENT="magic, black arts,
warlock, witch, magician, powers, unknown"> Using the META description
attribute, you add your own description for your page: <META
NAME="description" CONTENT="This site is dedicated to the study of
magic and all forms of the black arts."> Make sure that you use several
of your keywords in your description. Use meta tags on every page of
yourweb site.
--------------------------------------------------------------------------------
Page 3
Search Engine Optimization2Why Have Them? About 80% of web users find
websites using search engines, and the key way search engines find
these sites is through their meta tags. Meta tags provide a useful way
to control your summary in some, not all, search engines. Having meta
tags willallows you to receive higher rankings on many search engines.
Higher search engine placement results in higher site traffic and more
customers. Do not think you can spike the keywords by using the same
word repeated over and over, as most search engines have refined their
search techniques to ignore such spam. A Practical Example If you sell
baseball cards on your e-commerce site you will want your site to be
listed on search engines when people search baseball, sports card
trading, and baseball cards. Assume you have a page without meta tags.
Your site will not be listed very high if a search engine looks for
baseball cards. Unless your key words are listed many times throughout
your home page, meta tags are the way to get a high search engine
listing. The title of the site is not enough to earn a high search
engine placement. Let us call the site BASEBALL CARDS ONLINE and the
description of the site is, "selling baseball cards online". An example
of some keywords for the sitewould be, "baseball, cards, baseball
cards". The meta tags go inside the header tags, so that everything
looks like this: <HEAD> <TITLE>BASEBALL CARDS ONLINE</TITLE> <META
name="keywords" content="baseball, cards, baseball cards, "> <META
name="description" content="Selling baseball cards online"> </HEAD> The
description matches what is in the description tag. That's what the
descriptionmeta-tag does; it lets you control the description that
appears in a search result. The keywords meta tag gives your page a
chance to come up if someone types in any ofthe words listed. For
example, someone might enter "baseball cards," which will Meta tags are
an easy way to increase the chances of getting a higher search
engineplacement.
-------------------------------------------------------------------------------
Page 4
Search Engine Optimization3match with one of the keywords in the tag.
Without that tag, there would be nochance at all, unless "baseball
cards" appeared a number of times throughout the web page. Meta tags
are an easy way to increase the chances of getting a higher search
engine placement. How to Get Meta Tags You do not have to be an
Internet guru to generate meta tags for your website. There are a
number of sites online that will do this for you. For example,
WebIgnite.com (www.web-ignite.com) provides a service that creates
custom metatags based on your web page title, a description of your
site, and keywords related to your online business.Top Ten Search
Engine Placement What Does it Mean? Top Ten Search Engine Placement
means that your website will be listed as one of the top 10 sites that
most closely matches the search request made by the user. Eachsearch
platform will use its own particular searching criteria to compile
their top 10 list of websites. Why Have a Top Ten Placement? People
will not generally look past the first 10 sites listed on a search
engine; therefore, a Top Ten Placement will increase the number of
potential customers that visit your site. Users want results as quickly
as possible and if your site is not inthe top ten there is a good
chance they will never find it. A Top Ten Placement will increase the
visibility of your site, ensuring more hits. Search Platforms
Differences Each search platform utilizes unique search criteria to
determine the top 10 sites.For example: AltaVista (a search engine)
uses crawlers (robot programs) thatcontinually scour the Internet for
information on your topic. While Google (anotherengine) uses a system
based on software called Page Rank which looks at the number of links
to a particular website, while Directhit measures the number of times a
web page is visited. Each platform will return a search with a
completelyPeople will notgenerally look pastthe first 10 sites listed
on a searchengine.
--------------------------------------------------------------------------------
Page 5
Search Engine Optimization4different list of top ten sites. No two
search platforms are the same. Having a TopTen Placement on one site
does not mean it will show up on all of them. Because of the different
methods of ranking sites it is near impossible to have a Top Ten
Placement on numerous search platforms at any one given time. It is a
better ideato tailor your site to meet search criteria for a small
number of search platforms. Ways to Increase Your Chances of Getting a
Top Ten Placement Having a focused website is essential. To help
distinguish the focus of your site you should choose keyword phrases
thatdescribe your theme and include your keyword phrases throughout
your site. Include them in the page title, the description and the
keywords meta tag.Register your website on search engines. The vast
majority of web users use only 20 or 30 engines at the very most, and
the key is to register your website on these top, high-traffic
websites. This can be done through resources such as INeedHits.com
(www.ineedhits.com). You should re-register your website every two or
three months, unless otherwise instructed by the search engine service.
Get other websites to link to yours The more links that link to your
site, the better. You'll receive more visitors, get higher rankings on
the search engines, and also increase your credibility. The simplest
way to develop links is to find complementary websites to your own,
link tothem, and then request that they link to you. Complementary
sites could includethose of customers, suppliers, industry
associations, trade publications, or industry e-zines. Register your
website in an e-marketplace. e-Marketplaces are online exchanges where
many buyers and sellers from all over the world meet to share
information, compare prices, and do business in a specific industry or
sector. Many e-marketplaces provide free online business directories
inwhich companies offering a product or service may register. Register
your website in geographic directories. Geographic directories
spotlight companies in a specific Site maintenanceis essential if you
want to keep yourmuch-desired TopTen Placement.
--------------------------------------------------------------------------------
Page 6
Search Engine Optimization5geographic area, say, a city, county, state.
Locally focused, these directories are an excellent way to spread the
word on your organization, especially among customersin your area.
Publish an email newsletter. A great way to keep in touch with those
who have visited your site, provide updates about your organization and
new products, and even sell advertising is to publish your own online
newsletterSite maintenance is essential if you want to keep your
much-desired Top Ten Placement.Not only do search platforms change
their search methods periodically, the numberof websites (many could be
similar to yours) is also growing exponentially every day. To combat
this you or your Webmaster must keep abreast of the changing search
engine criteria and tailor the site to match these criteria. Keep in
mind that many search platforms charge for a Top Ten Placement. There
are many search engines that do not charge to register your site, but
an equal number that do. Sites like Yahoo and LookSmart will charge you
to register. Costsdepend on the different sites.Pitfalls and Drawbacks
Top Ten Placement is not necessarily as good as it sounds. Having your
site comeback in the top ten is an advantage, but the cost of
maintaining your site toconsistently have a Top Ten Placement may not
be worth the benefits received. To ensure Top Ten Placement week after
week requires constant site maintenance by you or your Webmaster.
Constant maintenance might not be enough to get a Top Ten Placement.
Even with all the effort and money it takes to get a Top Ten Placement,
within months or even weeks your site could easily end up not being
listed in the same position.
--------------------------------------------------------------------------------
Page 7
Search Engine Optimization6As more and more e-commerce websites come
online, price becomes less of a factorin determining where to shop. For
websites to stay afloat they have to offer excellent prices; this is a
given. It is the extras, like customer service, that will decide if
companies are profitable in their online ventures. Ninety percent of
online shoppers consider good customer service to be critical when
choosing a web merchant. The three most critical components to solid
reactive services are a well-staffed, responsive service organization;
a simple returnprocess; and easy order tracking. Customer service is
key to consumer loyalty. Three-fourths of online purchasers reported
that they are very likely to make additional purchases from the sites
where they received excellent customer service. "If online shopping is
to continue the promise of convenience, merchants will need to pay
close attention to building return policies that are customer
friendly," saidPaul Bates, VP of Information Products Group for
BizRate.com. "Online buyers tell us every day that the key to winning
their loyalty is the level and quality ofcustomer support." 17 percent
of online shoppers have indicated that their return experience(s) at a
specific online shopping site negatively impacted the likelihood of
them shoppingat that specific company's stores or catalogs. Return
policies are paramount for customers when choosing a website. Making
returns easy could mean the difference between a life-long customer and
someone who not only does not shop at your sitebut also tells others
not too. Return Statistics Leading products returned: ·Clothing (27%)
·Computer software (20%) ·Books (15 %) Action taken on returned
products: ·Refunds (59%) ·Exchanges (27%) ·Credit at an offline
or online store (11%)
--------------------------------------------------------------------------------
Page 8
Search Engine Optimization7·92% of online shoppers would be most
likely not do business with online merchants who charge a service fee
to return a product to their physical store·94% of returns were
mailed back to the online retailer instead of returnedto an offline
storeReasons for Returns Reasons for Returning Online Purchases Among
Respondents that Have EverReturned a product : Product not what I
expected Product broken/damaged Product quality not as expected Right
product shipped, but wrong characteristicsWrong product shipped Decided
that I simply did not want productArrived too late Received only part
of an order40% 31% 31% 27% 26% 19% 17% 7% Multiple responses accepted.
Source: PricewaterhouseCoopers LLP E-Tail Return Problems The three
biggest problems associated with returning online purchases: 1. Being
charged for return postage 2. Returning an online purchase requires a
trip to the post office 3. Being forced to return products to a
physical store Unfavourable return policies can actually drive
potential customers away: 1. Inability to receive credit on a credit or
debit card 2. A time limit to return products that is "too
short"Sixty-two percent ofconsumers said theywould prefer to
returnproducts by mail instead of traveling tothe brick-and-mortar
store.
--------------------------------------------------------------------------------
Page 9
Search Engine Optimization8Components of return policies online buyers
consider most important: 1. Can the product to be returned by mail 2.
Can a product be exchanged for another itemSixty-two percent of
consumers would rather return products by mail than travel to a
brick-and-mortar store.
Search Engine Optimization1Search Engine Optimization Keywords and Meta
Tags for Top SearchEngine Placement Why Have Them? How to get Meta Tags
Top Ten Search Engine Placements Ways to Increase Your Chances of
Getting a Top Ten PlacementPitfalls and Drawbacks Return
StatisticsReasons for Return E-Tail Return Problems
------------------------------------------------------------------------------
Page 2
Search Engine Optimization1Keywords and Meta Tags for Top Search Engine
Placement Meta tags are embedded descriptions in your website's HTML
(Hyper-text markuplanguage) code. Think of them as tiny electronic bar
codes which contain critical information about your website. Search
engines scan these codes to find out whatinformation is on your
website, and where your website may be found. Websiteswith meta tags
have a much better chance of being listed on search engines - and
listed higher in the rankings - than websites with no meta tags. Use
meta-tags on EVERY page of your website. For the meta tags to be
effective and consistently attract search engines, the meta tags must
be placed on each and every page of your website no matter how many you
have. Two Important Meta Tags: Keywords and Description There are
several meta tags, but the most important for search engine indexing
are the description and keywords tags. The description tag returns a
description of the page in place of the summary the search engine would
normally create. The keywords tag provides keywords for the search
engine to relate with your page. These allow the search engines to
easily index your page using the keywords you specifically tell it,
along with a description of the site that you create. For a site
concerning the meaning of magic you see might see the following. You
use the keywords attribute to tell the search engines which keywords to
use, like this: <META NAME ="keywords" CONTENT="magic, black arts,
warlock, witch, magician, powers, unknown"> Using the META description
attribute, you add your own description for your page: <META
NAME="description" CONTENT="This site is dedicated to the study of
magic and all forms of the black arts."> Make sure that you use several
of your keywords in your description. Use meta tags on every page of
yourweb site.
--------------------------------------------------------------------------------
Page 3
Search Engine Optimization2Why Have Them? About 80% of web users find
websites using search engines, and the key way search engines find
these sites is through their meta tags. Meta tags provide a useful way
to control your summary in some, not all, search engines. Having meta
tags willallows you to receive higher rankings on many search engines.
Higher search engine placement results in higher site traffic and more
customers. Do not think you can spike the keywords by using the same
word repeated over and over, as most search engines have refined their
search techniques to ignore such spam. A Practical Example If you sell
baseball cards on your e-commerce site you will want your site to be
listed on search engines when people search baseball, sports card
trading, and baseball cards. Assume you have a page without meta tags.
Your site will not be listed very high if a search engine looks for
baseball cards. Unless your key words are listed many times throughout
your home page, meta tags are the way to get a high search engine
listing. The title of the site is not enough to earn a high search
engine placement. Let us call the site BASEBALL CARDS ONLINE and the
description of the site is, "selling baseball cards online". An example
of some keywords for the sitewould be, "baseball, cards, baseball
cards". The meta tags go inside the header tags, so that everything
looks like this: <HEAD> <TITLE>BASEBALL CARDS ONLINE</TITLE> <META
name="keywords" content="baseball, cards, baseball cards, "> <META
name="description" content="Selling baseball cards online"> </HEAD> The
description matches what is in the description tag. That's what the
descriptionmeta-tag does; it lets you control the description that
appears in a search result. The keywords meta tag gives your page a
chance to come up if someone types in any ofthe words listed. For
example, someone might enter "baseball cards," which will Meta tags are
an easy way to increase the chances of getting a higher search
engineplacement.
-------------------------------------------------------------------------------
Page 4
Search Engine Optimization3match with one of the keywords in the tag.
Without that tag, there would be nochance at all, unless "baseball
cards" appeared a number of times throughout the web page. Meta tags
are an easy way to increase the chances of getting a higher search
engine placement. How to Get Meta Tags You do not have to be an
Internet guru to generate meta tags for your website. There are a
number of sites online that will do this for you. For example,
WebIgnite.com (www.web-ignite.com) provides a service that creates
custom metatags based on your web page title, a description of your
site, and keywords related to your online business.Top Ten Search
Engine Placement What Does it Mean? Top Ten Search Engine Placement
means that your website will be listed as one of the top 10 sites that
most closely matches the search request made by the user. Eachsearch
platform will use its own particular searching criteria to compile
their top 10 list of websites. Why Have a Top Ten Placement? People
will not generally look past the first 10 sites listed on a search
engine; therefore, a Top Ten Placement will increase the number of
potential customers that visit your site. Users want results as quickly
as possible and if your site is not inthe top ten there is a good
chance they will never find it. A Top Ten Placement will increase the
visibility of your site, ensuring more hits. Search Platforms
Differences Each search platform utilizes unique search criteria to
determine the top 10 sites.For example: AltaVista (a search engine)
uses crawlers (robot programs) thatcontinually scour the Internet for
information on your topic. While Google (anotherengine) uses a system
based on software called Page Rank which looks at the number of links
to a particular website, while Directhit measures the number of times a
web page is visited. Each platform will return a search with a
completelyPeople will notgenerally look pastthe first 10 sites listed
on a searchengine.
--------------------------------------------------------------------------------
Page 5
Search Engine Optimization4different list of top ten sites. No two
search platforms are the same. Having a TopTen Placement on one site
does not mean it will show up on all of them. Because of the different
methods of ranking sites it is near impossible to have a Top Ten
Placement on numerous search platforms at any one given time. It is a
better ideato tailor your site to meet search criteria for a small
number of search platforms. Ways to Increase Your Chances of Getting a
Top Ten Placement Having a focused website is essential. To help
distinguish the focus of your site you should choose keyword phrases
thatdescribe your theme and include your keyword phrases throughout
your site. Include them in the page title, the description and the
keywords meta tag.Register your website on search engines. The vast
majority of web users use only 20 or 30 engines at the very most, and
the key is to register your website on these top, high-traffic
websites. This can be done through resources such as INeedHits.com
(www.ineedhits.com). You should re-register your website every two or
three months, unless otherwise instructed by the search engine service.
Get other websites to link to yours The more links that link to your
site, the better. You'll receive more visitors, get higher rankings on
the search engines, and also increase your credibility. The simplest
way to develop links is to find complementary websites to your own,
link tothem, and then request that they link to you. Complementary
sites could includethose of customers, suppliers, industry
associations, trade publications, or industry e-zines. Register your
website in an e-marketplace. e-Marketplaces are online exchanges where
many buyers and sellers from all over the world meet to share
information, compare prices, and do business in a specific industry or
sector. Many e-marketplaces provide free online business directories
inwhich companies offering a product or service may register. Register
your website in geographic directories. Geographic directories
spotlight companies in a specific Site maintenanceis essential if you
want to keep yourmuch-desired TopTen Placement.
--------------------------------------------------------------------------------
Page 6
Search Engine Optimization5geographic area, say, a city, county, state.
Locally focused, these directories are an excellent way to spread the
word on your organization, especially among customersin your area.
Publish an email newsletter. A great way to keep in touch with those
who have visited your site, provide updates about your organization and
new products, and even sell advertising is to publish your own online
newsletterSite maintenance is essential if you want to keep your
much-desired Top Ten Placement.Not only do search platforms change
their search methods periodically, the numberof websites (many could be
similar to yours) is also growing exponentially every day. To combat
this you or your Webmaster must keep abreast of the changing search
engine criteria and tailor the site to match these criteria. Keep in
mind that many search platforms charge for a Top Ten Placement. There
are many search engines that do not charge to register your site, but
an equal number that do. Sites like Yahoo and LookSmart will charge you
to register. Costsdepend on the different sites.Pitfalls and Drawbacks
Top Ten Placement is not necessarily as good as it sounds. Having your
site comeback in the top ten is an advantage, but the cost of
maintaining your site toconsistently have a Top Ten Placement may not
be worth the benefits received. To ensure Top Ten Placement week after
week requires constant site maintenance by you or your Webmaster.
Constant maintenance might not be enough to get a Top Ten Placement.
Even with all the effort and money it takes to get a Top Ten Placement,
within months or even weeks your site could easily end up not being
listed in the same position.
--------------------------------------------------------------------------------
Page 7
Search Engine Optimization6As more and more e-commerce websites come
online, price becomes less of a factorin determining where to shop. For
websites to stay afloat they have to offer excellent prices; this is a
given. It is the extras, like customer service, that will decide if
companies are profitable in their online ventures. Ninety percent of
online shoppers consider good customer service to be critical when
choosing a web merchant. The three most critical components to solid
reactive services are a well-staffed, responsive service organization;
a simple returnprocess; and easy order tracking. Customer service is
key to consumer loyalty. Three-fourths of online purchasers reported
that they are very likely to make additional purchases from the sites
where they received excellent customer service. "If online shopping is
to continue the promise of convenience, merchants will need to pay
close attention to building return policies that are customer
friendly," saidPaul Bates, VP of Information Products Group for
BizRate.com. "Online buyers tell us every day that the key to winning
their loyalty is the level and quality ofcustomer support." 17 percent
of online shoppers have indicated that their return experience(s) at a
specific online shopping site negatively impacted the likelihood of
them shoppingat that specific company's stores or catalogs. Return
policies are paramount for customers when choosing a website. Making
returns easy could mean the difference between a life-long customer and
someone who not only does not shop at your sitebut also tells others
not too. Return Statistics Leading products returned: ·Clothing (27%)
·Computer software (20%) ·Books (15 %) Action taken on returned
products: ·Refunds (59%) ·Exchanges (27%) ·Credit at an offline
or online store (11%)
--------------------------------------------------------------------------------
Page 8
Search Engine Optimization7·92% of online shoppers would be most
likely not do business with online merchants who charge a service fee
to return a product to their physical store·94% of returns were
mailed back to the online retailer instead of returnedto an offline
storeReasons for Returns Reasons for Returning Online Purchases Among
Respondents that Have EverReturned a product : Product not what I
expected Product broken/damaged Product quality not as expected Right
product shipped, but wrong characteristicsWrong product shipped Decided
that I simply did not want productArrived too late Received only part
of an order40% 31% 31% 27% 26% 19% 17% 7% Multiple responses accepted.
Source: PricewaterhouseCoopers LLP E-Tail Return Problems The three
biggest problems associated with returning online purchases: 1. Being
charged for return postage 2. Returning an online purchase requires a
trip to the post office 3. Being forced to return products to a
physical store Unfavourable return policies can actually drive
potential customers away: 1. Inability to receive credit on a credit or
debit card 2. A time limit to return products that is "too
short"Sixty-two percent ofconsumers said theywould prefer to
returnproducts by mail instead of traveling tothe brick-and-mortar
store.
--------------------------------------------------------------------------------
Page 9
Search Engine Optimization8Components of return policies online buyers
consider most important: 1. Can the product to be returned by mail 2.
Can a product be exchanged for another itemSixty-two percent of
consumers would rather return products by mail than travel to a
brick-and-mortar store.
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