| What is search engine optimization? |
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| Written by Gerald Simmons |
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Wikipedia has several definitions for “keyword,” The following description says it all: “in information retrieval, keyword is a term that captures the essence of the topic of a document.” If you’re going to “capture the essence of the topic of your website,” first define the topic. One of the most difficult problems webmasters seem to have is defining the topic of their web site. A good example of topic and function is Nike’ website http://www.nike.com/nikeos/p/nike/en_US/. When we think of Nike, we immediately think “shoes.” However, the Nike site sells image first then the product. The majority of the Nike home page is directed toward that image with large bold type "MAKE ME BATTLE PROOF”. How do you become battle proof? The Nike site is used here and by many others to illustrate how to use the power of the Internet and the power of words and graphics and to get you the reader to start thinking outside the box. There was a time when repeating keywords or phrases hundreds or even thousands of times pushed a page close to the top. Excessive use of keywords is now called “keyword spam” and is discouraged. The use of fewer keywords is only one part of the optimization process. To start, profile your “target audience.” “What message do I want to send? Do I just want people to visit my site or do I want to sell my services and products? Is my target audience the end user or am I after referrals?” Try this exercise, Go to Google http://www.google.com, type in your occupation and name then click on “I’m Feeling Lucky”. If your site is not opened you need to optimize. Go back to Google, re-enter the same information but this time click on “Google Search”. If you’re not listed in all 10 listings, it is time to optimize. You should be listed in all ten listing on the first two pages. If you already have a site, take time to analyze it. If you don’t yet have a site, do the following: Set goals and write down what you want to accomplish. Start by answering some questions. What is my site about? Who do I want to visit it? What will they gain or learn? What will I gain? Think in the terms of brand. Are you the brand? For example, are you an individual that provides a lawn care service and you’re known as the lawn-guy? If so, you should concentrate on capturing the essence of “lawn-guy.” Why should someone hire you rather than your competition? Concentrate on all the things you provide that other lawn services don’t. A recent survey concluded that what customers want from service companies is for them to: 1. Provide quality service 2. Do what they say they’re gong to do. 3. Do what they promised when they say they’re going to do it. If your company DOES provide all these things, this should be the topic of your website. This is what sets you apart from the competition. In summary: Decide on your target audience, send them the right message, decide what it is you want them to do, select your keywords, and set yourself apart from the competition. The next article will discuss more of the basics “Anchor Text Links”, “Title Tags”, Keyword use in Document Text”. |