Long Term SEO Strategies
sam barns
Date: Tue, 16 Jan 2007 05:37:58 -0600 (CST)
Long Term SEO Strategies
When a site has useful content, other webmasters will naturally place links to the site, increasing its Page Rank and flow of visitors. When visitors discover a useful web site, they tend to refer other visitors by emailing or instant messaging links.
As a result, SEO practices that improve web site quality are likely to outlive short term practices that simply seek to manipulate search rankings. The top SEOs recommend targeting the same thing that search engines seek to promote: relevant, useful content for their users.
Search Engine Optimization and ranking, although great, is not enough. There are many that are too new to the web and do not know how to find a search engine, let alone how to use it. To many, the Internet is email, and nothing more. You still need to consider the other forms of placement as discussed on our Internet Marketing Strategy and Philosophy page.
While applying Search Engine Optimization and Ranking rules on your site keep the following points in mind: Excessive use of META keywords is going to cause a search engine to ignore or decrease the weight for that keyword. And if you use a single word as a keyword, and later repeat it in your keyword string, then you may also be penalized. The string "Web, Web Design, Web" would be considered spamming. Also, keywords like 'word, words, and wording, worded' may cause indexing to fail. Things are definitely getting tough, and it is advised that you use extreme caution when creating your Meta Tags. If you are indexed by any engine, and remain indexed for a week, then you have probably passed their test. Run our Keyword Density Analysis tool (step 3) on your site before listing with the search engines. The guidelines are accurate and will help a lot. We recommend a repeat limit of three times.
"For best results, the following Web publishing techniques should be avoided:
<!--[if !supportLists]-->· <!--[endif]-->Overuse or repetition of keywords
<!--[if !supportLists]-->· <!--[endif]-->Use of keywords that do not relate to the content of the site
<!--[if !supportLists]-->· <!--[endif]-->Use of fast meta refresh
<!--[if !supportLists]-->· <!--[endif]-->Use of colored text on same-color background
<!--[if !supportLists]-->· <!--[endif]-->Duplication of pages with different URLs
<!--[if !supportLists]-->· <!--[endif]-->Use of different pages that bridge to the same URL
There are a lot of automated search engine submission services that you can use to submit your site to as many search engines as possible.
Not all sites have identical goals for search optimization. Some sites are seeking any and all traffic, and may be optimized to rank highly for common search phrase. A broad search optimization strategy can work for a site that has broad interest, such as a periodical, a directory, or site that displays advertising with a CPM revenue model. In contrast, many businesses try to optimize their sites for large numbers of highly specific keywords that indicate readiness to buy. Overly broad search optimization can hinder marketing strategy by generating a large volume of low-quality inquiries that cost money to handle, yet result in little business. Focusing on desirable traffic generates better quality sales leads, allowing the sales force to close more business.
Search engine optimization can do a lot for your traffic, just like a good retail location. But it's a game of rapidly diminishing returns. That's why the people who do it professionally are consultants who keep moving from client to client.
The best strategy is to design your site to be crawled and ranked well from the start, rather than tacking on keyword-laden gateway pages and shadow domains after the fact. And if you're looking to become a world-class business, quit nit-picking your search engine ranking and look at successful Web merchants, like my hometown favorite, L.L. Bean: Their success comes from being what people are searching for in the first place.
It is far more important to rank well with many search criteria than to be number one with only one criterion!
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