A Guide to Search Engine Marketing (SEM)

III. CONTENT

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All of the points above are superfluous if you don't have good content.
It is very important to understand that good content is not content that is just there to target specific keyword phrases but it is information that people visiting your site will find helpful in some way.

Content is the food that the search engine spiders like to gobble up with a voracious appetite. You need good content to get decent rankings, but you need the to become a serious competitor in your market.

  • Write about your key phrases.
  • Write informative pages on your sector. How will your site improve the life of the viewer? Find out, and then write about it.
  • Why is your product/service better than your competitor's? Think of a reason and write about it.
  • What is the history of your product/service? Or your industry? Write about it.
  • Who are you? Everyone always reads "about us" pages. Review new products/launches specific to your segment
  • Whatever you do, be sure that you don't write junk or filler copy and double check that everything reads well. Keeps in mind that writing about your key phrase doesn't mean adding the key phrase unnaturally into the text.

Optimizing Your Web Site Design

Now that you know what key phrase you are optimizing for, you can optimize your site by writing good quality content that focuses on your key phrases.
Above all else, this is the single most important factor.

Sure there are other on-site factors such as:

  • Getting the key phrase into the title (this is the second most important factor).
  • Getting the key phrase into the Meta description tag, the Meta keyword tag, the headers and sub headers, the alt tags, and into some link text.
  • Having a good site map so that the search engine spiders can easily navigate your site.
  • Don't use frames.
  • Use flash wisely (not the entire site in flash).
 
 

Detailed Explanation:

1. Write a Page Title. Write a descriptive title for each page of 5 to 8 words. Remove as many "filler" words from the title, such as "the," "and," etc. This page title will appear hyper linked on the search engines when your page is found.

2. Write a Description META Tag. Many search engines include this description below your hyper linked title. This sentence should describe the contents of the body text of the web page, using the main keywords and key phrases used on this page.

3. Include Your Keywords in Header Tags H1, H2, H3. Search engines consider words that appear in the page headline and sub heads to be important to the page, so make sure your desired keywords and phrase appear in one or two header tags.

4. Make Sure Your Keywords Are in the First Paragraph of Your Body Text. Search engines expect that your first paragraph will contain the important keywords for the document. Google expects a keyword density in the entire body text area of maybe 1.5% to 2% for a word that should rank high.

5. Make Your Navigation System Search Engine Friendly. JavaScript and Flash navigation buttons look great, but search engines can't follow them. Supplement them with regular HTML links at the bottom of the page, ensuring that a chain of hyperlinks exists that can get from the front page to every page in your site.

A site map with links to all your pages can make the entire site accessible and user friendly.

6. Develop Several Pages Focused on Particular Keywords. Develop several web pages on your site, each of which is focused on a different keyword or key phrase. For example, instead of listing all your services on a single web page, try developing a separate web page for each. These pages will rank higher for their keywords since they contain targeted rather than general content.

7. Write Articles for Others to Use in their Newsletters.You can increase your visibility when you write informative articles in your area of expertise and distribute them to editors as free content for their e-mail newsletters.
Or you can submit it in article distribution websites. Just insist on a link to your website and a one-line description of what you offer be included with the article. This is an effective "viral" approach that can produce hundreds of links to your site over time.

Essentially, writing for the web involves learning to develop excellent marketing content, while blending in the fundamentals of SEO techniques.
 
 

Exercise

Check Meta tags
http://www.widexl.com/remote/search-engines/metatag-analyzer.html
http://www.submitexpress.com/analyzer/

Keyword density is:
Refer: http://www.seochat.com/seo-tools/keyword-density/
 
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