Search Engine Optimization pt. 2

This is part 2 of a 6 part series.

Visit Part: 1

In the last article we learned about search engines, what they are and a little bit about how they work. As you now know, it is beneficial for your company or website to appear in high spots when users throughout the world do search for things that you offer. For example, your company sells paper products, if a user on the web searches for “paper ream” it would make sense for your business and website to appear. This turns conventional marketing on its head. Instead of clamoring for the attention of eyeballs in magazines, newspapers, or on TV - you allow your target audience to find you, and you appear, exactly when they are looking, when they are needing your solution! And the potential is limitless. I just heard a story about a very small internet-based business in rural Kansas that sells premium pool (the game) equipment. By strategically targeting their niche online via search engines they are able to provide services to a worldwide audience, making millions each year. This business would otherwise be impossible to sustain in their local economy and is only possible because of the vast reach of the Internet and search engine’s ability to funnel targeted traffic into your website.

No more sales! I promise. You know the Internet is powerful, you know you get traffic through search engines, so how do we position ourselves at the top? Three simple and key axioms.

3 Rules of Search Engine Optimization

• Code
• Content
• Links

In a nutshell the three important parts of search engine optimization are code, content, and links. This article is just a quick highlight of all three and in future articles I will present more information on each.

Code

How was your site built? Is it set up for success for search engine marketing/optimization by the use of modern, standards-based coding? Does your site have specific code implemented traits that ensure it will give you an edge over your competition, provide the best experience for your users and ultimately raise your chances of search engines success?

Content

Content is king! Nothing drives more on the web then content. And don’t forget it. If search engine optimization is the lifeblood of any website, content is the red blood cells. Content, especially from a search engine perspective MUST be there. If you have the first axiom (code) down properly, it’s time to move on to content. How much content do you have? How relevant is it to the general topic/theme of your site? How often is it updated. If you don’t have a plan for implementing more content, you should get moving, start planning, and start writing. If you are not willing to do this, you might as well give up now, and not waste time and money on a website.

Links

Finally, the third axiom in search engine optimization are links. Links truly drive search engine optimization, but are also the hardest and final part of the equation. How many sites throughout the web link to your website? Why do you care? Because search engines use links as a way to measure a website’s content and legitamacy. It’s like a vote of confidence. If site A links to site B search engines read it as “site A thinks site B is legitimate and valuable and so should we.” Additionally, the content of the site that links to you is also important. If you sell jewelry, a link from a manufacturer or jewelry resource website will be more meaningful than a link from a friend who has a website that deals with bread recipes.

To conclude, search engine optimization will involve Code, Content, and Links. Keeping these three axioms in mind will help prepare you for what’s to come and set you up for top rankings on search engines.