If I was to ask you right
now "Are you absolutely certain that your web site is optimized for high
search engine rankings?", what would you say?
What if I was to ask
"How many search engines has your site been registered with?" Or how
about "Does your site have tailored title and META Tags?"
If you would answer
"No" or "I don't know" to any of these questions, you
would be amongst the 70% of web site owners whose web sites are missing out on
search engine traffic because they are not designed for high rankings. Has
your web designer optimized YOUR site? Have they submitted it to the top ten
search engines and directories? More than likely, you don't know because they
haven't told you. Ask them TODAY!
But what exactly is search
engine optimization? Simply explained, it is the technique of attaining a high
ranking in search engines and directories via changes to your site code to
make it more search engine compatible.
Did you know that key
search words and phrases in your "title tag" and "META
tags" (in the HTML script of your site) and body text are often very
important references that search engines use when ranking web sites for search
relevancy? Optimizing your site meta tags and your body text for search
engines ensures that it ranks highly for particular words or phrases that you
would expect potential visitors to type in to search engines to find your
For example, if you are a
Miami florist, you should have logical search phrases such as "flowers",
"Miami florists", "bouquets Miami" and even target search terms such as "Miami
weddings", "Valentineís Day gifts" etc integrated in your title and meta tags,
as well as in the visible text of your site.
That way, if anyone types
in those phrases in a search engine, your site is more likely to appear higher
in the search results.
So why wasn't your site
optimized for search engines when it was built? Depending on who developed
your site and how it was built, youíll find a million different reasons for
this. Many web developers believe it is the site marketerís job to ensure
the site is found in search engines and vice versa. Most donít bother
submitting your site to the important search engines, assuming you or your
marketing department will do it. Or perhaps it wasnít in your original
Not many web design firms
know how or have time to optimize a site successfully, no matter what they
tell you. They might feel it is outside their core business, or they might
believe it is not part of the "design process". Consequently, your
site can be launched for many months without the search engines having any
idea it exists. Some web development firms donít include even the most basic
META tags in your site code when building it. Or those that do include META
tags without close consultation with you, resulting in the wrong search terms
used and poor performance. This is quite typical! Remember that search engine
optimization is a relatively new science and requires both client interaction
and constant monitoring to be successful.
The bottom line? If your
designer canít show you the high rankings theyíve achieved for other
clients, they wonít be able to optimize your site properly. Search engine
optimization (SEO) specialists have sprung up to fill the need for these
services. Many SEO's will work either directly with you or with your web site
designer to ensure your site gets the exposure it deserves in the most popular
search engines and directories. Find a specialist with a good track record and
reap the results.
Remember, search engine
users generally only explore the first 10 or 20 sites in the search results.
If you site isn't in the top 20, you won't be found, it's as simple as that.
Always include search engine optimization into your marketing budget or your
site could be as effective as a billboard at the end of a dead end street.
The above article may be
re-published as long as the content remains unchanged and the following
paragraph is included at the end of the article, including the URL links:
Article by Kalena Jordan, one of the first search engine optimization experts in Australia and New Zealand, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business Web Rank, Kalena manages Search Engine College, an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects.
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