SEO 5 on-page pointersThere are many misconceptions about search engine optimization (SEO) that have sprung up over the years, says Jill Whalen, CEO and founder of High Rankings, that make it difficult for those in charge of online traffic to know exactly how to optimize their Web sites correctly. Here Whalen shares five on-page tactics that professional SEO companies use to drive the most targeted search engine traffic possible to their clients' Web sites.
- Do your keyword research. Keyword research is the cornerstone of everything you do in search marketing. Optimizing for keyword phrases that nobody is searching for is truly a waste of time. With today's numerous keyword research tools at our disposal, there's no excuse for optimizing for the wrong keywords. Try Google's free Keyword Tool for starters; if you have multiple Web sites or product types, paid subscription tools such as KeywordDiscovery and/or Wordtracker are well worth the price.
- Redo your Web site architecture. You'll want to ensure that the most popular areas of your site (ideally the pages in which you optimize) are featured in the main navigation that's on every page of the site. The search engines rightly assume that the most important stuff of your site is in your main navigation, and therefore give extra weighting to those pages in their ranking formulas.
- Choose which keyword phrases belong on which pages. Armed with your researched keyword phrase lists, go through the key pages of your site and choose three to six phrases that apply to each page. Many people believe they should optimize each page for only one keyword phrase, but nothing reads as poorly as a page that has only one keyword phrase as its focus.
- Use keyword-rich title tags, meta descriptions, marketing copy. Using the keyword phrases you chose for each page, write or re-write the visible marketing copy so that it uses those phrases naturally. This may sound easier said than done, but it's actually quite simple — just think more descriptively when you write.
- Measure success from targeted traffic and conversions. SEOs have traditionally measured success by tracking the rankings in the search engines for various keyword phrases. However, due to numerous factors such as personalized search, geo-targeted search and multiple search engine datacenters, no two searches will show the same results.
Following these five tactics will undoubtedly take some time and hard work. SEO is not a quick-fix endeavor. However, this type of investment in your Web site's infrastructure will pay high dividends later as your targeted traffic increases, ultimately leading to additional leads and sales. A professional SEO campaign is a long-term proposition that often provides an extremely high return on investment — so be sure you get it right
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