"You have a great website. It has beautiful images, a compelling theme and intuitive navigation, all designed to take eager visitors to complete descriptions of your proprietary products and services," writes Tami Wessley at Whole Brain Marketing. "The only problem is your website shows up somewhere after page 10 on search-engine results."

To rectify the problem—and optimize your content for search engines—Wessley has advice like this:

Before making any changes, clearly establish what you want to achieve. Don't be distracted by the glittering allure of top rankings for each and every page at your site. "Rather," she notes, "the goal should be to incorporate search-engine-friendly content that performs well on the most important 'money phrases.' These are areas that you've identified that typically lead to additional action by visitors and prospects."

Carefully select your keywords—and remember they're likely to be keyword phrases. If you sell doors, explains Wessley, you'll get nowhere with a generic term like doors. "A better keyword phrase would be aluminum exterior house doors or solid core wood doors."

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