P! BUSINESS ISSUES
BY DAVE YOUNG
The BasicsEveryday I see sites owned by successful companies that do not practice
even the most basic search engine optimization (SEO) concepts. Sure these
Identifying Key Phrases
Identifying key phrases will be the most important aspect of your entire SEO
companies are generating revenue, but they are missing out on important
strategy. Key phrases are crucial to the development of your site’s content and
visitors that could lead to sales. They are spending thousands of dollars on
search engine rankings. In fact, you will spend most of your time researching
SEO consultants and in-house employees to increase their search engine
and identifying key phrases that match what your prospects are using in the
rankings, yet their sites do not have the most basic SEO elements integrated.
search engines to find your products and services.
You no longer have to pay an SEO consultant $20,000 to optimize your
Use well defined key phrases instead of one or two broad keywords, unless
website. Instead, you can optimize your site in phases, adding one piece at a
your keyword(s) have very little competition. Typically people use multiple
time, starting with the basics. The basics are easy to implement and cost you
keywords when searching for a product or service. For example, instead of
very little compared to the typical SEO services out there.
using “conversion rates” you would use “increase website conversion rates” as
your key phrase.
There are four SEO basics every company can do to help push their rankings
Proper SEO HTML Tags
to the top.
Once you have identified your key phrases, implement them properly in your
Identify Key Phrases
HTML tags. There are only four areas you need to address:
Proper HTML Tags
Insert Optimized Content Links
Implement A Sitemap
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Table of Contents
These tags are easy to modify. In the next section, implemented the tag elements described earlier,
Insert Optimized Content Links
I provide you with examples of each tag so you your site will achieve higher search engine
Search engines rank sites based on the quality
can copy and paste them in the html code of your rankings. Keep in mind it will take anywhere from a
of their content. Quality content means your site
website. few days to several weeks for your site to appear
contains information that will educate your visitors.
higher in search engines. And that depends on how
The more information you give your visitors, the
Defining SEO HTML Tags more they will stay on your site or will continue to
often the spiders crawl your site.
Title Tag – Use your key phrase, never put your
revisit your site. Visitors, like search engines, will
company name first. You can include the name,
view your site as an “authority” on your particular
Hiring An SEO Consultant
but put it last with a dash like “Increase Website If you decide to hire an SEO consultant to help
subject matter. But to become an authority site,
Conversion Rates – Company Z” you with your SEO campaign, make sure they can
your content needs to contain optimized links that
show you examples of their success. Be cautious
link to information across your website.
<title>Increase Website Conversion Rates if someone gives you the typical $20,000 fee,
Use a variation of your key phrase and link your
– Company Z</title> especially if they do not give you solid examples
content links to related pages. For example, if
of things you can do to improve your site. And that
you have a page optimized for “increase website
Meta Tags – Not all search engines utilize Meta includes the four SEO basics.
conversion rates,” you could link to a page
tags. However, you should still implement Meta Every site will have unique requirements for a
explaining conversion rates.
tags to get the most out of your SEO campaign. successful SEO campaign. Your SEO consultant
The three basic Meta tags are description, should be able to review your site and quickly
keywords, and robots. Try to use a variation of your identify key elements missing from your site. Even
key phrase in your description and keywords tags. the slightest changes can help you increase your
Always use the robots tag so spiders will crawl all rankings significantly. Not every site will experience
If you already have content links integrated, make
pages linked to your optimized page. higher rankings initially. Your SEO consultant
sure you do not saturate your content, otherwise
You will be amazed at how
the simplest changes can
effect your overall site
traffic and revenue.
should tell you if your site needs more than just the
you could be penalized. If a search engine
<meta name=”description” content=”Increase basics in order to achieve higher rankings.
penalizes your site, your rankings will fall.
website conversion rates with proper website
You should also optimize your filenames. In the
content analysis.” />
content link above, I used “conversion_rates.htm”
Take It To The Next Level
<meta name=”keywords” content=”increase There are advanced SEO techniques that you
as the filename. The more you can implement
website conversion rates, site conversion can implement such as inbound links, search
variations of your key phrases across multiple
rates” /> engine submissions, sitemap submissions,
pages or relevant information, spiders will crawl
<meta name=”robots” content=”INDEX, article distributions, and optimized press release
those sites and consider your site an authority.
FOLLOW” /> distribution. Taking your SEO campaign to the next
level will help you generate traffic and increase
Implement A Sitemap
H1 Tag – Make sure you have an H1 Tag on every revenue.
Every site, regardless of size, should have a
page you want to optimize. The H1 tag must use All of these changes can be done on one page
sitemap. The link to your sitemap should be easily
the bold tag and your key phrase should be listed or on all pages of your website. Try implementing
identifiable to your visitors. A sitemap will help your
first, just like your Title tag. the four SEO basics on at least one or two of your
visitors get to information quickly. Even if your site’s
site’s pages and see how high your rankings climb.
navigation ranks among the best, you should still
<h1><b>Higher Conversion Rates</b></h1> You will be amazed at how the simplest changes
use a sitemap.
can effect your overall site traffic and revenue. P!
Beyond just another way for visitors to find
Footer Tag – The same key phrase you used in
information on your site, search engines, especially
your Title and H1 tags should be displayed last on Writer’s Bio: Dave Young is a professional writer and founder of
Google, will spider your sitemap, its links, and
your page. Young Copy, a leading promotional and technical writing services
follow the corresponding pages. Assuming
firm. He can be reached at www.youngcopy.com.
you have developed the right key phrases and
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