Marketing 101 is a series of blog posts in which we will explore a variety of different marketing mediums, methods and strategies along with some basic ideas for making them work for you. We hope you’ll continue to check in with this series as we go and share your ideas and insights with us.
So you’ve developed a website filled with information on your product or service. Good job. Now what?
Like most people, you’ve probably searched for your product using a search engine. Did your website show up as one of the first results, or are you still clicking on “Next?”
Search engines such as Google, Yahoo!, and Bing use a variety of factors to determine where your website ranks in search results. While it may seem overwhelming to think about, Search Engine Optimization (SEO) is not that scary. Here are four SEO strategies that you should work on with your website administrator or developer.
1. Keywords: One of the easiest ways to get your website noticed is to use keywords that are relevant to your product or service. Once you determine what keywords to use, place them in each page on your website. Keywords should be used in page titles, headings, content and URLs. Most search engines use software programs called spiders to analyze webpages. These creepy crawlers pick up on the use of a keyword and rank the page accordingly. However, avoid littering a page with a keyword. Look at how many times I’ve written “keyword” in this paragraph. Annoying, right? The spiders may mark the page as spam, which would have a negative effect on the page’s ranking.
2. Titles: Titles appear in the upper left-hand portion of your browser window. Look at this page, its title reads “Marketing 101: Search Engine Optimization.” Each page on your website should have a different title that is descriptive of the content found on it. Be sure to use keywords in the title and keep them brief (less than 60 characters).
3. Content: The rule of thumb is to keep text brief. Nothing is more intimidating and less appealing than staring at a wall of text—at least to me. Try breaking up text with photos and other images. Search engine crawlers are beginning to use media files as part of their algorithms. Nowadays, when you upload a video to a website, you can input keywords as “tags” that will help users discover your content and improve your page’s ranking.
4. Inbound Links: Another important factor that improves your website’s ranking is how many other websites are linking to your site. When there are inbound links, the search engine sees your site as a go-to resource for information on a topic. Sources for these inbound links could include social media, blogs, articles, and press releases.
Whether you’re updating your existing website or developing a new one, make sure SEO is part of the planning process.