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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.
        Four Basics
        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
                                                                                        Title Tag
        Insert Optimized Content Links
                                                                                        Meta Tags
        Implement A Sitemap
                                                                                        H1 Tag
                                                                                        Footer Tag

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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
                                                               <a href=“conversion_rates.htm”>conversion
       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
                                                               you have developed the right key phrases and

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