Proper SEM (Search Engine Marketing) and SEO (Search
Engine Optimization) is not open to interpretation as fine art is, rather it is a
function of the proper application of rules and features. Just as in the world of
Mathematics, if you do not follow the rules to achieve an answer, the answer that you do
get will be wrong.
Search Engine Marketing leaves little to be subjectively
analyzed. The correct answers are available to you, if you seek them, so please read on
and I'll share with you the three crucial steps in properly executing your next SEM or SEO
campaign.
I. APPLYING OPTIMIZATION TECHNIQUES
The order in which optimization techniques are applied
can be a crucial step in determining how quickly and howwell your website obtains
positioning. There is a logical process to applying such techniques and the following
steps may prove beneficial for you:
Determine your Keywords
Incorporate Keywords into page titles
Apply Keywords to text
Apply pertinent supportive alt tags
Design supportive Meta Tags
The steps noted above are fairly universal, however, there
are additions, exemptions and modifications that need to be considered when submitting
to various engines. A good way to ensure general compatibility is to target specific pages
to specific engines. While ultimately the content of your site will determine its ranking,
Inktomi, AltaVista and Google do emphasize various criteria when indexing.
By understanding these factors and optimizing accordingly, you can acheive great
ranking on multiple search engines.
II. BEGIN WITH THE END IN MIND
Here is a multiple-choice question to get you thinking. To achieve a ranking in AOL which
of the following should you do?
Send your site to AOL for review
Wait for a spider to visit your website
Submit to Google
Most already know that the answer is letter c) Submit to
Google, since Google provides results to AOL. Though AOL claims their results are
"enhanced by Google", the first 10 search results are virtually identical
between AOL and Google Searches in almost all instances.
For many people, submitting to Google solved their previous
ranking woes within AOL while for others with poor Google placement it was bad news.
For the most part, inter-search relationships like the one between Google and AOL have
been a a boon for most websites.
A number of great articles have been published on inter
search relationships so I will not comment on these relationships other than to
recommend that you do some research on your own and then always begin your optimization
process with the end in mind.
If your ultimate positioning goals include AOL, Iwon,
Netscape and Yahoo, make sure that you closely adhere to Google's established
optimization guidelines. Compliance with Google rules will ensure that your website is 99%
compatible with Google's search partners.
III. SUBMIT
Last, but certainly not least, there is the submission aspect
of your SEO. Too often I have heard the frustration and confusion of those who say
"Steve, I've already submitted to all of these major search engines and I'm still not
listed.
How is it that you can do this differently?" Clearly, the Order of Operations was
not considered in their approach. Those who use submission as their first strategy have
little or no success.
Submission prior to Optimization is much like entering a
motorcycle race with a bicycle. With all due respect to web designers, most fall short
as the first choice for your Internet Marketing. Naturally their main focus is to
conceptualize and produce a website that meets the needs of their client. SEO and SEM
typically base their work on websites that have already been built. Your SEO provider
should be proactive by working as a liaison between your company and your web design firm
to ensure that their design does properly incorporate all of the proper techniques. This
works in a similar fashion to the relationship between the architect and the builder. Both
have distinctly separate tasks but work in unison to create a pleasing result.
If at First You Don't Succeed...
As the saying goes, "If at first you don't succeed, try,
try again." If you choose to venture into the world of SEM or SEO on your own,
allow time and do not give up. Just exercise patience, make small changes and allow time
for these changes to populate through the databases. And, if you have questions or
concerns, do not hesitate to hire a professional. A professional can help you avoid many
pitfalls and common mistakes which are often inadvertent yet potentially dangerous.
About The Author
Steve Winkler is the Business Development Manager of the www.KeywordRanking.com team of
Search Engine and marketing professionals. Steve Winkler has experience in demographic
based marketing, interactive marketing programs and business efficiency consultation.
Click here for more information, a free ranking report or a free in depth consultation. He
can also be reached via email: swinkler@keywordranking.com