Search Engine Optimization should be a standard component of any organization's marketing plan. Search Engine Optimization can be done in-house if you have the time and resources available. Here are a few tips to follow:
- Understand the technologies that support web optimization. For example, websites designed all in Flash or use Framesets will negatively impact your search engine rankings.
- Research the appropriate keywords for your marketplace. It is critical to understand what keywords/phrases people use to search for your type of products and services. Use www.wordtracker.com and visit your competitors' sites.
- Optimize your website HTML:
- add HTML headers specific to each page
- validate your HTML code
- Understand the importance of your home page:
- remove splash page and/or flash intros
- include approximately 100 words
- incorporate a site tree or text links off your home page
- Have a content-rich site, if possible
- Implement a Web Linking Strategy:
- seach engines will rank you higher if other relevant third party sites link to you
- manually implement web linking strategy
Remember: SEO should be part of every company's marketing plan. Long-term strategy can produce long-term payoff.
Warning: Companies that try to trick search engines can be blacklisted. Understand your vendor's philosophies and SEO strategies