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Search Engine Optimization

We've seen this type of "online strategy" countless times:

1. You've invested in the design of your new web site and have carefully thought through each word of content.
2. You have full confidence in your web site's ability to convey your message to your visitors.
3. You've taken into consideration the uniqueness of your customers and have carefully considered the purpose of each page.
4. Your pages load fast and your shopping cart is so simple that you're neighbors 3 year old could check out.
5. You've advertised your web site in all the places you could think of and announced it to your friends and existing customers.
6. Now all you have to do is sit back and rake in the business, right?

Wait - but what about the search engines?
Between 85% and 90% of all traffic comes from the major search engines.

Okay, no sweat. You'll just use one of those nifty submission services that will submit your site to 980 search engines for a mere $19.95. That should take care of it, right?

Hardly.

Being listed with a search engine and having customers find you are two different things. When you submit your site to a search engine, the engine will immediately send a "Spider" to visit your site. A spider is a sophisticated software program operated by the search engine that will record -- or index -- the words in your web site. The engine will then use this information to rank your site in it's index.

So, the ultimate goal is to create search engine "friendly" Web pages that will boost your site to the top of the rankings and significantly increase your Web Site traffic for searches on your important keywords. An increase in traffic, coupled with an effective web site design aimed towards selling goods and services, is what it takes to create a successful online business.

The fly in the ointment.

Each search engine has a different ranking algorithm, which means that they each have different likes and dislikes that effect the ranking of your site. So it's crucial to know the guidelines that each search engine employs and the methods with which those guidelines are used.



For example, not all web search facilities are "search engines". Some are "Directories". And many of the top search facilities offer both options. Why is this important? Well, with Search Directories your site is indexed as an encapsulated unit. Where with Search Engines, each page can be indexed for it's individual content and can/should be submitted seperately to get ranked for different keyword phrases. Practical Example: Yahoo! search is a Directory and Google is an Engine.

Natural Search Engine Optimization:

Major search engines and portals we target include Google, AltaVista, Inktomi, Yahoo! Search, Alltheweb, Teoma, AOL Search, Ask.com, Lycos, Looksmart, Hotbot Excite, Fast, MSN, and Netscape as well as secondary portals and directories. Results are achieved by fine-tuning web site navigation, content and coding so that your site appears in the top 10 'natural' or free search results for certain key phrases. Natural SEO is a long-term, highly cost-efficient search engine advertising strategy that may take some months for results.

Natural SEO Step-By-Step

1. Site Review - Site analysis, cross links, competition & keyword phrases.
2. Industry/Keyword Analysis - Research keyword phrases, positioning reports.
3. Site Optimization - Target landing pages & optimize home page/navigation.
4. Site Submission - Monthly submissions to major search engines/directories.

Natural SEO Maintenance

1. Monthly Updates - Two hours to perform site updates on optimized pages.
2. Validation Checks - HTML code and link verification.
3. Ranking Reports - Positioning vs. competitors on major search engines.
4. Site Submission - Site is submitted to major search engines.

Guaranteed Traffic to Your Web Site:

Guaranteed Positioning using Pay-Per-Click Advertising

If being on top of the search engines or at least on the first two pages is your goal immediately, pay-per-click (PPC) advertising is your best option. Visitors use keywords like 'Los Angeles Plumbing Contractor' to find your web site. It's simple. You pay a small fee to search engines to make sure your contractor web site comes up when that term is entered. You can manage multiple key terms and positioning or have us manage it for you. These include top positions on all of the major search engines (i.e. Yahoo!, MSN, LYCOS, Google, AOL, and more). Just ask us how!

Advantages of Pay-Per-Click

Major search engines such as Yahoo! and Google provide tools that allow you to manage PPC advertising. Critical changes to it can be immediately implemented, expenditures accounted for and results measured. It can take anywhere from 1 week to several months for a natural search engine campaign to take effect. A pay-per-click campaign can help you immediately establish presence on search engines. The way it works is you bid for clicks on relevant key terms that visitors would normally use to find your web site. For example: If you are an electrical contractor in New York, you may want to advertise your listing on the sponsored listings are for Google visitors who entered 'NY Electrical Contractor Quote' or other relevant and similar key terms as their search.

The Right Mix

The solution is creating the right combination based on your goals. On the short-term, immediate traffic can be produced through activation of a PPC campaign. However, to maximize your advertising budget, the long-term solution is to achieve front-page ranking on as many search key terms using natural search engine strategy.

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