COMPLETE WEB-SITE OPTIMIZATION FOR SEARCH ENGINES (part1)

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COMPLETE WEB-SITE OPTIMIZATION FOR SEARCH ENGINES (part1)------------------------------------------------------------copyright (c) Pavel Lenshin--------------------------------------------------------...
COMPLETE WEB-SITE OPTIMIZATION FOR SEARCH ENGINES (part1)------------------------------------------------------------copyright (c) Pavel Lenshin------------------------------------------------------------SEO or search engine optimization strategy now becomeswidely popular among online business operators. Nothingstrange about it as it allows to substantially increase yourgross income, as a result of growing traffic or visitorsflow.That is why one point should be stressed out - your businessreturn on SEO is directly proportional to the results yourbusiness have now.
It means that SEO strategy, unlikemarketing optimization, directed to boost quantity, notquality. If your business enjoys 1% response rate for anyaction you demand, whether it is sale, subscription,feedback or other it keeps on having similar response rateafter SEO will be accomplished, although the response willgrow in absolute numbers as a result of increasing trafficflow.As you see SEO is not a panacea.
The highest and the mostefficient return on your SEO campaign as well as businessinvestment may be reached upon one condition. Only when yourcurrent business model and marketing campaign has alreadybeen optimized and reached high level or response rate andefficiency, it is smart to grow your business "in quantity".The reason for such attitude lies within the nextspeculation as well.
Having inefficient business model underconducting web-site SEO will force growing number ofvisitors to turn your online business down for good. Theobvious reason is that too few people actually return to thesite once they left it for any reason, so having lowresponse rate will substantially decrease your SEO result!Let's draw an example.
With previously mentioned 1% responserate from every 100 visitors you get, would mean that 1visitor only takes desired action. Suppose SEO campaignincreased the flow of targeted traffic to 1000.
Usingchildren's math we can easily come up with 9 new people, whowould start to express their interest in your offer everymonth.Now what if your, as some marketers say, "conversion" rateis 10% (10 visitors from every 100) and the SEO helped tobring the same 1000 targeted traffic. You now have 100“desired actions” per month! In other words, your net SEOachievement is 90 new people.
Compare this to 9 people with1% conversion rate and it all becomes clear.That is why SEO is mainly about quantity, while responserate is mainly about quality.I haven't intentionally mentioned about high quality oftraffic search engines generate. Many experts would probablybe skeptical by now for my evening-out the quality oftraffic and focusing on quantity only.
The explanation issimple - the quality of SE traffic is an Individualparameter.Unlike many marketing and SE experts I cannot tell you how"quality" visitors coming from SE will be for yourparticular business as I don't know your present promotionmethods. That is why the quality of traffic SEO campaignbrings may be neutral, slightly positive or even negative.Yes, it may be negative.I anticipate a small shock among online marketers, who weretaught for their whole internet business career that searchengine traffic is the most quality traffic they may have.
Itis not true under some conditions. If banner or classifiedads were the only ways of generating traffic for you, thenSEO will surely bring a quality improvement to your businessresponse, on the other hand, imagine, that your presentvisitors are interested readers of your books, ebooks,reports, articles and other publications.
Do you reallythink that "response quality" of people coming from"Description tag" of your search engine listing will behigher? Hardly, you can surely expect a slight decrease inresponse rate of SEO campaign, despite the unquestionablequantity growth in accordance with our previous example.Next vital point is to understand that before anything we,firstly, should have those web-pages, otherwise there wouldbe nothing to optimize. That basic logic will lead toanother obvious conclusion.
The more theme-based web-pagesyou have the better SEO result you can achieve.If your online business represented by 3 web-pages (mainsales letter, about the author and contacts), your initialSEO "resources" are too weak to reach any substantial goal.SEs look for information, that is why, content richweb-sites may truly enjoy advantages of SEO.Secondly, your pages should have already been listed in SEs.If you haven't submitted your web-site to SEs yet, no pointto optimize the SE listing position you don't have.An important dilemma every business operator faces is theextent s/he allows to reach in desire to get outstanding SEOresults. Here is what I mean.
As we all know the basic ruleof successful web-site optimization is focusing on keywordswith low or very low competition. In other words, the lesssupply of internet resources for some particular keyword orphrase is, the more chances are for your web-page of being"noticed" and ranked high.Here is the problem, if you want to get a maximum for yourweb-site SE position you should be prepared not just torewrite or edit your web-pages, but to completely change thetheme structure and priority of informational content!There would undoubtedly be web-site sections or pages withextremely high competition that would stress the popularityand importance of that topic, so if you decide to keep it"as is", optimization will raise your listing, but somewherefrom 796,021 place to 545,932.
Does it help you?The extent of your "flexibility" and how far you can go tolook "pretty" from SE viewpoint is what should be decidedbeforehand, because there are always 3 parts: you/yourbusiness, target market/consumers and searchengines/directories, between which about 90% ofinformational preferences are common, but the rest 10%differ and it is up to you to decide what themes you shouldfocus on. Whenever you are implementing any of the SEOtactics mentioned in this publication, keep in mind yourbusiness and consumers' needs.Having understood these fundamental features of SEO, couldwe make a step further into a complete web-site searchengine optimization, expanding your business to the newmarkets.Note that SEO, despite all mentioned above, is all about"asking for high ranking" and there cannot be any resultsguarantee as no one except for SE developers themselvescontrol ranking algorithm and determine "who is where".
Morethan that, SEO takes much time before effecting your listingpositions and this timeframe may range somewhere from weekto several months, so don't panic if your optimizationefforts haven't resulted in Google #1 position by tomorrowmorning.StructureLet's start from drawing a scheme of your web-site linkstructure very similar to one every web-developer drawsbefore designing a web-site. Under other equal conditions,we will speak about later, it is also clear that the moretheme based web-pages or even web-site sections you create,the more chances of being ranked high you have, no matterhow optimized your competitor's single web-page is.Each web-page of web-site section should represent aparticular theme or topic.
This way you can diversify your"keywords market", increasing chances of high rankings.Despite obvious visitors advantage your site is more likelyto win market recognition.For now try to have "horizontal" as well as standard"vertical" link connections between pages. If one of yourpages got a high ranking position (Google Page rank) it mayhelp to improve the rankings of web-pages connected to it aswell.Keyword analysisNext step is to determine keywords, mainly, phrases that wewould like to target.
Talking about mentioned dilemma, Iwould like to point to the other approach you should knowabout, that is suggested by some experts. Let's call itSE-oriented approach.According to this approach, before creating a web-site yourfirst step implies searching for the best key phrases viacompetitive analysis on main SE and then starting to developcontent around these keywords.
It means that your web-sitewill get highest SE ranking, but the informational richnesswill be dictated by neither you nor your consumers. Undersuch conditions it is SE or, to be more specific, your competition will determine what kind of content you will have atyour web-site.As you see, according to SE-oriented approach, the morecompetitive some key phrase and based on it topic is, theless attention you should pay to developing that theme atyour own site.My attitude is slightly different.
I offer at first tocreate and evaluate your current web-site content based onyour business preferences and your niche-market needs andthen optimize those web-pages according to keywords takenfrom your existed web-pages, no matter how tough thecompetition may be. Of course, you are free to create newpages around keywords with low competition just for trafficbuilding purposes, but the primary accent should be focusedon your business development and marketing needs.As for the keywords, the basic rule is to choose the mosttargeted phrases rather than single words for two reasons:- Phrases could describe your web-page theme usually moreprecisely than a word;- Phrases usually have substantially less competition incomparison with one-word.Write down 3-5 the most targeted key phrases for eachweb-page or section we are going to optimize.
Then byevaluating supply/demand ratio find the easiest keywords forSE positioning.Standard procedure of determining your key phrasecompetition or, as i said "evaluating supply/demand ratio"is to look at their supply and demand at popular SEs. Supplyis determined by results of searching them on SEs whiledemand can be found through query on PPC programs atOverture.com or Google.com's AdWords that have tool fordiscovering how many time keywords or phrase have beensearched on them.By doing so we are searching for the most prospective andpromising for optimization key phrases.
Having them allow usto go further and start optimizing the web-pages themselves.(to be continued) Source: Free Articles from ArticlesFactory.com .