Advertising and Marketing

Search Engine Optimization & The Grand Prix.

By Borcz:Dixon

ANALOGY: Search engine optimization is very much like a Grand Prix race — after weeks of testing, an action packed first stint, a pit stop, a team behind the scenes analyzing every available statistic, a final push and then — the only difference is that with search engine optimization there is no checkered flag and no champagne spraying the podium. Why? If web sites sit back and celebrate when an individual web page hits the first page of the search results, they'd quickly be overtaken by mid-pack runners.

Search engine algorithms are constantly evolving...

  • Search engine optimization specialists must keep up-to-date on the latest developments
  • Modify web site pages;
  • Modify search engine optimization strategies accordingly.

Search engine optimization is a gradual process:

  • Testing
  • Measuring
  • Refining

Do not expect a top ranking in Google overnight or even within a few months.

  • Achieving high rankings can take as long as 3 to 6 months.
  • Once rankings kick-in from search engine optimization, it can be extremely rewarding
  • It is worth the up-front initial investment to do it now and,
  • DO IT RIGHT.

If optimization is strong...

  • Other online marketing avenues may be a natural - and logical - step towards more sales.

Search engines often place higher rankings within keyword searches for sites that are updated frequently.

  • Google sees additional content as evidence of expertise in the keyword topic area.
  • Content is king!
  • Search engines consider many variables including visible text, links, age of website, page rank, current visitor traffic, and many others.

Adding New Content

  • Even without big new announcements to make, adding fresh new content to the site will encourage the search engine spiders to keep re-indexing.

Updating Older Content

  • Refreshing some of the old content that hasn't been changed in a while encourages spiders to re-visit which follows with re-indexing.
  • Chances are there will by new keywords to include and;
  • A better way of structuring this new and revised core information including new headlines, sub headers and meta tag details.

Addition & submissions of new Site Maps

  • Sending out revised site maps is a continual optimization process

Link Building

  • The addition of adding a certain number of relevant links from external sources increases the weight of content relevancy through the eyes of Google. A thoughtful blog content, sending out a press release or otherwise requesting a link from a third party source.
  • Relevance is key when building links for search engine optimization purposes.

Updating of Page Names and Titles, Addition of revised or altered Alt Tags

  • Each should be unique and relevant to that page.
  • As demand or content changes, tags should reflect keyword content and relevancy

Good SEO, at best is like hitting a moving target, but with good aim, come the fruits of the labor:

  • Page architecture is continually refined, crawled and indexed which result in;
  • Web pages that begin to rank higher which, in turn;
  • Generates more traffic because of higher organic search results positioning page location which;
  • Is recognized by Google as timely relevance which, in turn;
  • Allows for more efficient delivery of AdWord campaigns, through higher CTR's.

Lower bounce rates and more time onsite, which;

  • Again, recognized by Google results in higher position placement and lower CPC's, which;
  • Allow for updating of site content as analytic analysis indicate new keywords and trends!

Tempting as it is to ease off the gas...

When a web site page reaches a respectable search position, they must continue with search engine optimization activity in order to MAINTAIN that visibility. By making any of the changes on a regular basis, they'll avoid that sinking feeling when the web site pages start to drop from page one to page two and beyond.



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