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There are several ways to optimize your site for the search engines:
- Make sure that your web pages are well-written, with keywords in both headings and body text. If they're not, use keyword-rich anchor text to link between pages.
- Get rid of irrelevant content from your page by using meta tags to describe the content on each page, and to give information about the author of that page.
- Use keywords often throughout your site; this will help Google know what your site is all about.
- Use keywords in your title tag (the first thing visitors see when they visit your site) to get found quickly. This is especially important for local searches.
- Link to other sites related to yours using the same key words as you do. If you don't have any good links yet, ask your webmaster to add them for you.
- Search engine spiders look for a variety of things on each page, including keywords, anchor text, and how relevant the page is to the topic being searched for. You can improve these factors on each page in order to attract more traffic to your site and thus more advertising revenue.
- Submit your site to the major search engines. There are many free submission services available, which will submit your site to a host of different search engines. The search engines then crawl your site and add it to their index, where it becomes part of the search results.
- Pay-per-click advertising is an excellent way to market your site. Many companies offer pay-per-click ads, which appear at the top or bottom of search results, depending on where your ad has been placed. They cost money and require some research into keywords to be effective. You should also consider SEO software. These programs allow you to manage your entire website, from the design to the optimization, in one place. Some even include backlinks for you! If you're just starting out, your best bet is to hire someone who knows what he or she is doing. But if you're already running a business, you may decide to invest in a good SEO package.
For most small businesses, hiring an SEO expert makes sense. If you don't know much about SEO, you can spend months trying to learn all there is to know. Hiring an expert, however, will save you precious time and money. Plus, it'll save your customers' time waiting for your site to load because they won't have to wade through all the junk. When deciding whether or not to hire someone, keep these tips in mind.
Hire an expert only if:
- You need a specific service--for example, you want to make sure that your keywords show up high in the search results.
- You feel confident enough to make your own decisions--for example, you've got the technical knowledge to set up your own website, but not the marketing skills necessary to drive traffic to your site.
- Your budget allows for outsourcing--you may find yourself too busy to devote the time needed to properly optimize your site.
- You don't have the money to hire someone full time--it can take years to build up a reputation as a successful SEO expert.
If your business is still new, you might not want to put in the extra cash. But once you've gotten started, you'll realize that hiring an expert is a great investment. If you plan to grow your company over the next few years, now is the time to start thinking about investing in good SEO.
The benefits of hiring an SEO expert far outweigh the costs involved. Not only will you get better search rankings, but you'll also gain greater exposure to potential customers. If you have a web presence, you should definitely think about getting an SEO expert to optimize your site. But before you commit to a particular SEO program, make sure that you understand exactly what it does and doesn't do. Most SEO packages will provide advice on how to write quality content, how to build links, and how to optimize your site for search engines.
However, some packages may try to sell you expensive upgrades to your existing site, such as adding new features or upgrading your hosting account. Others may promise that certain techniques will boost your rankings, but fail to explain how those techniques work.
As you begin researching SEO programs, be careful to avoid these common pitfalls.
Be wary of:
- Upsells--companies who claim that they can increase your sales by 20%, 30% or more. Don't believe it! Unless they're offering a guarantee, you can never tell whether a program will actually generate higher profits than the competition.
- Expensive upgrades--if you're paying $1,000 per month to maintain your current site, why would you shell out another $1,000 for a fancier design?
- Free upgrades--many companies offer free trials so that you can test their services without spending any money. However, make sure that you always cancel the trial before the term is completed. Otherwise, you could end up paying thousands of dollars for something that wasn't worth the price.
- Promised rankings--some programs claim that they can get you a top spot in the sponsored listings section on Google.com. Unfortunately, no one knows for sure if this is possible. But if it were true, the cost to achieve that position would be astronomical.
- Offers to make your site "search engine friendly"--make sure that any company you contact offers real value to your business. Ask them how they plan to help you reach your goals. And make sure that any promises they make will be backed by solid results.
To avoid falling into these traps, take the following steps:
- Research the SEO techniques that the company claims will help your site rank highly. Then check out the competitors' websites to see if the techniques used match those of the SEO experts.
- Be skeptical of promises of fast results. If you hear people say that they can move you into the top 10 spots on Google in three days, be suspicious.
- Check out the company's references. Find out what types of results its clients have achieved, and how long it took to achieve those results.
- Never sign anything that gives the company ownership of your site until you've had a chance to review it carefully.
Once you've decided to hire an SEO expert, follow these guidelines to ensure that you get the most out of your investment.
Make sure that:
- You receive clear, understandable instructions.
- All fees and charges are clearly spelled out beforehand.
- Any free trial period ends before the contract begins.
- Any promises made by the company regarding rankings are realistic.
- The company provides regular reports detailing the progress of your campaign.
- The company keeps you informed of changes in the industry.
- The company holds you accountable for the completion of milestones.
With these guidelines in hand, you should have no trouble finding a reputable SEO expert to work with.
If you're serious about boosting your search engine rankings, SEO should be part of your overall Internet marketing strategy. But since the field constantly changes, you must stay on top of trends and developments in order to reap the full rewards of SEO. If you'd like to learn more about search engines, read our article on how search engines work.
