Using Search Engine Optimisation to Generate Leads
Search engine Optimisation is ranking your website well in the free path of the search engines such as Google, Yahoo and NineMSN. In Australia,
Google dominates the Australian search market and it has over 80% market share. Our tests also revealed that Google searches almost always
convert into inquiries or sales much more often than searches by other major search engines. So in other words, Google generates more high quality
search traffic. That's a pretty good reason to focus your search engine strategy on Google.
Once you rank well on Google you normally find that you rank pretty well on the others anyway. I'll talk you through a three step process for doing
search engine optimisation. Obviously, it's a fairly complex topic and companies spend thousands of dollars for getting this done for them. It all comes
down to a pretty much core three-step strategy.
Step 1: Perform Keyword Research Establish keywords and phrases that are relevant to your services or your product so that you can focus your
search engine optimisation efforts on those particular keywords or phrases. For example, if your business operates within a local area, your keyword
research is normally going to be pretty easy. It's likely to be that your keywords and keyword phrases will simply include what you do and then your
area. For example, if your business is as a carpet cleaner and you operate in Sydney, your keyword phrases likely to be something to the effect of
"Carpet cleaning Sydney." You can also use keyword and search tools like inventory.overture.com, which is free, or keyworddiscovery.com or
wordtracker.com; the latter two are paid search tools, but they're also somewhat more sophisticated than inventory.overture.com.
Step 2: Optimising on Page Optimise your webpage content. For the best search engine optimisation and rankings, you have to make sure that the
right keywords appear on your webpages. This is part of the story, true, but it's just part of what you have to do to optimise your webpages. Here are
some other things you should do to make sure you optimise effectively.
1. Make Sure Your Title Includes Your Keyword(s). At the blue bar on the top of your web browser, your title label appears. It's also the title of your
webpage in the organic search results for Google. This title should be concise and short, and have keywords or keyword phrases in it. Put the most
important keywords first, and any secondary keywords afterward. For example, if you have your carpet cleaning shop in Surry Hills in Sydney, you can
say as your title: Carpet Cleaning Sydney - Carpet Cleaning Surry Hills Sydney." There's some repetition there, true, but it's got a lot of keywords in it
and it doesn't sound strange.
2. Have a Keyword Rich Description. This is properly called the Meta Description Tag. It is the part of your website code that describes the content on
the page. Your descriptions should be keyword rich and written in complete sentences. For our digital printer, the description could read: Digital Printer
in Surry Hills, Sydney. Providing Competitive Colour Digital Printing and Binding Services. Print Business Cards, Flyers, Brochures and Menus,
Postcards, and More
3. Look at Your Headings. Search engines place great importance on headings because they seem to find important page content. Ensuring that your
headings and subheadings are keyword rich is a good start. For example, Full Colour Digital Printing Services in Sydney
4. Page Content Matters, Too. Your page content needs at least one keyword rich textual paragraph per page. You can repeat keywords used in your
headings in the content. Use a mix of related keyword phrases, such as, "Carpet Installation Sydney, One-Day Carpet Installation, Fast Carpet
Installation," and so on instead of repeating the same phrases over again.
5. Look At Links. Links are another important indicator of page content. You should avoid generic words and links such as, "Find out more" or "Click
here". Instead, use keyword rich link test such as, "View our complete range of digital printing services", with "digital printing services" as a link.
Step-3: Off Page Optimisation Off-page optimisation, or linking strategies, is the third and final stage. Every incoming link to your website is
considered by Google as a vote for your website content by other websites. The reason why many businesses SEO efforts fail is that they focus
exclusively on using keywords on web pages but they lack a linking strategy. Here are a few tips to start pushing your site up the ranks through linking
2. Put Your Site on So-Called "Authority Directories." These website directories, called "authority directories," are highly respected by search engines
and can help improve rankings. This can help you improve your own rankings, too. Many of these sites charge a few to list there, but this helps keep
out lower quality websites. Three of the most important ones are: botw.org, Yahoo.com.au, and business.com. Be advised that this isn't about those
scams that say they'll submit your site to countless directories for $49 or so. Only submit your website to these well regarded directories.
2. Consider Using Authority Directories. When you list your site on website directories that are well regarded by search engines, this can improve your
rankings. These are so-called "authority" directories and sometimes charge a fee to list there. This keeps out lower quality websites. Three of the most
well-respected are botw.org, Yahoo.com.au, and business.com. It should be noted that this is different than using e-mail scams that offer to submit
your site are uniformly directors for a fee. Rather, you'll want to submit your website to directories that search engines regard highly.
About the Author
Author: David B. Ascot can tell you all about sales lead generation musts so that you can reap the rewards of successful online lead generation.