Optimizing For Success by Jeff Beale

Optimizing For Success Targeting Keyword Word Optimization For Your Target Market Speaker: Jeff Beale of Jazar Dezign

Fundamentals

Things a website need to generate business • Targeted Traffic – people that come to your site looking for what you currently provide. • Persuasive Copy – Content written to encourage a visitor to take the next step … DO BUSINESS WITH YOU • Clear Process – Easy process in conducting business right from your site or an easy way to contact you to continue to the next step.

Step One

Know Your Market First thing you will need to do is know your market. Know who is looking for you, where they go to find you and what terms they use to find you. If you selling Acura in Atlanta, Georgia, which would someone use to find you: cars, Acura or cars for sale They could use all three. But which would be more likely used in purchasing an Acura from you. Probably Acura or cars for sale. These are good but if you want to have more people come to your site that are looking to buy an Acura, you would need to use something like Acura for sale or more specific Acura for sale, Atlanta Georgia. . If they knew the model they wanted they could get event more specific. If Acura is what you sell, you should optimize your page for terms that apply to the purchasing of Acura.

Targeted Traffic

Generating Traffic From Search Engines The majority of individuals on the web find what they are looking for through the use of search engines. Though there are thousands of search engines out there, there are only a few that masses use. Of them are search engines such as Google, Yahoo, MSN, AOL, Netscape and Overture. There are three types of search engines: Crawlers

Pay Per Clicks

Directories.

Google

Overture

Yahoo

AltaVista

Mamma

Open Project Directory

Our Focus

Optimizing for Crawlers Crawlers, such as Google, search through your site for keywords and phrases and based on the relevancy of the terms used ranks your site accordingly.

Once a crawler finds one page on your site it goes through each linked page and index those pages as well.

Components

Website Components to Optimize There are a few key section that you would need to optimize for search engines to get good ranking. • Title • Meta Tags (keyword and description) • Body (First and last paragraph and all in between) • Headers •Alt Tags • Images • Linking Text • Anchors

Meta Tags

Does Your Description Describe You? Meta Tags is the nucleus of your whole page’s keyword structure. This is what will tell the search engines who you are and what you are about. The description tag is a great way to describe your site to the search engines as well as to the visitors that find you through a search engine. Many search engines use the description tag as the subtitle describing your site. <head> <title>Keyword Key phrase keyword </title> <meta name="description" content=“Used to describe your site. Have this tag contain your keywords in a grammatical structure and try to keep it under 255 chars"> <meta name="keywords" content=“Enter your keywords and phrases here. Place no more than 15 keywords or phrases in this section."> (Most important tag for your keywords) <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> <meta name="robots" content="index,follow"> (instructs robots what to do) </head>

Meta Tags

Keywords The keywords tag tell the search engine which keywords you feel relate to your site. This is where your keyword research becomes most valuable. <head> <title>Keyword Key phrase keyword </title> <meta name="description" content=â&#x20AC;&#x153;Used to describe your site. Have this tag contain your keywords in a grammatical structure and try to keep it under 255 chars"> <meta name="keywords" content=â&#x20AC;&#x153;Enter your keywords and phrases here. Place no more than 15 keywords or phrases in this section."> (Most important tag for your keywords) <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> <meta name="robots" content="index,follow"> (instructs robots what to do) </head>

Body

What is in your body? Your content should try to achieve two goals. The first would be to encourage visitors to do business with you. The second is to have your keywords and phrases enough times so that the search engine will see its relevancy.

How many times should you place your keywords in a page? As many times as you can while still making sense. By rule you should have it placed 3 to 7 times.

Your keywords and phrases should be as closed to the first 25 words and last 25 words on your page as possible.

Headers

Heading For Greatness Headers let the search engines know what is important on the page. Just like a newspaper has heading that let you know the basis of the article, the headers tell what your primary focus on that web page is. You can use headings from <h1> to <h6>. I would focus on <h1> and <h2> headings.

<h1>Keyword</h1>

ALT

Image Alt Tags Alt tags are text descriptions used for images as a substitute if the image does not show or has an explanation that goes with the image. You should use your main keywords in the Alt tags. You should use a keyword 1 to 3 times throughout your page.

Images

Does Your Image Describe You? The images on your page can be more than just something to make your page look good. It can also be a source to store your keywords. If you name your images and their attributes to your keyword you can increase your density to that keyword.

Name = keyword.jpg <img src="image.gif" Alt="keyword" height=100 widths=200>

Linking Text Linking text is one of the most important places to store your keywords. They indicate what the subject matter will be on the other end of the link. This builds relevancy. There are two types of links: • External – Links coming to your page from other websites • Internal – Links that lead to sections in your website from your other section in your website

Anchors Anchor tags on the page can also have keyword-rich text as anchor names. This text can be important to some search engines and therefore also for the rankings of the destination pages. Create anchored links with keywords in them to link pages of your Web site. Syntax: <A href="#keyword">keyword</A>

Resources Keyword Research Tools: www.softnik.com http://inventory.overture.com/d/searchinventory/suggestion/ Meta Tag Generators www.clickfire.com/tools/freeware/metty Website Analyzers www.webceo.com www.webpositiongold.com www.axandra.com Search Engine Ranking Tools www.mikes-marketing-tools.com/ranking-reports Tips and Techniques www.webpronews.com www.searchenginewatch.com www.jazardezign.com

Conclusion It is important to design your page with search engine optimization and your customers in mind. There are many techniques that can be used as these techniques change daily. If you use the principles of optimizing your site not only will the amount of visitors increase but the quality of the visitors will also improve.