Use of Search Engine Optimization
- by Desmond Mantor
- Published on 3/6/06
- Article views: 770
For a website owner the only way to get potential customers is to have them visit your site. There are only three ways a customer can reach your site. The foremost and absolutely direct way is for them to type in your website address in the address bar. The drawback is that only people who know your URL can get there, so it's not a great way of reaching potential customers. Links from another website can also direct traffic to your site. For this method, however, you need the permission of the other site, and if you don't already have great traffic coming to your site, its unlikely that you will get affiliates wanting to link to your site.
The best method for a potential customer to find your site is when he is searching using keywords in a search engine. This is where you enter the realm of Search Engine Optimization.
A search engine is designed to find websites for surfers. Basically, a person types in a keyword--like 'tea kettle'. The search engine will then comb through the web and find every page with the keyword 'tea kettle' on it. Search engines then take the process a step farther and actually rank all of the pages with the keyword on them. These results are then given to the reader in this ranked order.
Anyone in Internet marketing knows that you want your site to be ranked in the top ten. Most people are not likely to view the results of the second page, let alone any of the hundreds that follow. Search engine optimization marketing is, perhaps, the most effective strategies devised so far. It automatically suggests that every person that visits your site from a search engine is already interested in your products.
Unless, of course, some sixth grader is doing a report on tea kettles, it is quite possible that all those who visit your site are potential customers shopping for tea kettles. Now, it is up to you to convert that visit into a sale! What could be simpler than this?
Unfortunately, there are dozens of factors considered by the search engines when ranking sites. Google admits to there being over a 100 in their ranking system. The search engine must believe that your site contains the information that the browser is looking for. To convince it that your site is relevant, you need content--lots of keyword rich content. If you are selling tea kettles, then you want a lot of articles with information about them.
Plus, each of these articles must use the keyword 'tea kettle' throughout them. Although it varies from search engine to search engine, a good rule is to have a keyword density between 3-5%. That means in a 500 word article, you want to use the keyword 'tea kettle' at least 15 times but no more than 25 times. Search engines do penalize you for excessive pasting of keywords. The other thing that will boost search engine rankings is the use of links on your site. If you have a lot of links to popular sites, the search engine assumes that your site is more important and therefore more likely to have useful information.
There is no doubt about the effectiveness of search engine optimization as an internet marketing tool. The key things to remember are lots of relevant content rich in keywords and lots of relevant links. Your search engine rankings will be greatly improved if you employ these two strategies and you will be able to attract more customers to your site.
Desmond Mantor is the Marketing and Sales Manager for Have Traffic a business specializing in producing highly targeted website traffic for commercial websites.
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