Marketing: Search Engine Optimization

[Frank Gomez]

Search Engine Optimization has become an area where we all need to know more about what is being offered to us. I would argue that most companies need to do search optimization up front or one time than to pay for month to month optimization. If someone is searching for a massage therapist for example the are most likely going to type "massage therapist" or "[city you are in] massage therapist".

So who needs it? If you are in a competitive industry then you definitely need to so some optimization to make your website bring you customers. The old website was just an online presence, a brochure, a place to get info about you. Now your website is a powerful sales tool.

Before you ask someone to optimize your website what is your goal?

• Are you happy with doing well locally? This is easiest, most affordable and most effective way to approach SEO.
• DO you need your website to perform nationally? This will cost you more money AND will require some ongoing maintenance.
• Do you need your website to perform internationally? (think electronics, cars, etc.)

NOTE: Google is trying to localize results more and more so when you look for an auto repair shop it is in your city and not in another state.

ASK your provider what (specifically) they are going to do on your website. If it sounds like not that much work then don't agree to pay through the nose for it!.

What are the absolute essentials?

1. If you don't already have a URL pick a good one that uses a keyword for your business: For example AppalachianVacationCabins.com says exactly what the website is about.
2. A title isn't a title anymore. The title of your home page should not be HOME or blank, it has to have the absolutely most important keywords for your business within it.
3. Content is king, If your website is about A B and C it better use words related to and including A, B and C.
4. Images must have ALT Tags. Your logo should not have an alt tag like "logo" because unless you are in the logo business it doesn't help you!

How do you know if your website is optimized? Look at the source code with your browser. What is the title tag?

Have a great weekend,

Frank Gomez is a graphic and web designer with Frank's Designs Empo...