Wednesday, September 15, 2010

The How To's of On-Site Search Engine Optimization

I talked last week about some of the basic things you need to consider when you create a website for your business. Knowing the "what's" and the "why's" is important, but, to me, the "HOW'S" are where you can really take action and do something.

Today I'm going to share a few details on how to make your business website search engine friendly. (If there are things I don't cover in enough detail or you feel you need a bit more one on one help - contact me for a free consultation.)

Hopefully by now you've focused in on what you want your website to do for your business.
  1. Make sales
  2. Generate leads
  3. Serve as an online resume
A website can perform these and many other important functions, but I recommend you FOCUS on one or two core things first before you attempt to become the next "Wal-Mart" of your industry.

Here's a quick review of the three things you need to do short-term to make your business website effective:

1. Make sure your website is SEO (Search Engine Optimization) friendly.
2. Create a way to capture names and emails.
3. Start a pay per click campaign.

Number 1 could really take up 5 or 6 in-depth posts to really "get it". However, if there is ONE THING you can get about creating an SEO friendly site it would be this:

*** Understand the IMPORTANCE of Keyword Research ***

Here's a video that should help you get started:

This is a quick tutorial. If you have more questions about how keyword research pertains to YOUR business, you can read the following articles or contact me for a bit of "hand holding":
To summarize these articles, you need to answer the following questions:
  1. How do I want people to find my website if they are using a search engine? Simply typing in your business name or your website address is NOT the answer I'm looking for here. Instead, phrases like "utah county small business attorney" or "phoenix arizona mal-practice lawyer" are the types of phrases I would think people should be searching for to find your business. A good way to answer this question is to write down the services or products you actually provide to your clients and then see how many times those phrases are searched for in search engines like Google.
  2. Are the phrases you listed "buyer" or "browser" phrases?
    Although this question is primarily targeted to my clients who are selling tangible products, I feel it's still essential for a service business too. Here are a few examples of "buyer" vs. "browser" phrases: BUYER - "child custody lawyer" BROWSER - "lawyer"

    With a service business, it's a little more complicated to tell the difference, but let me expound: "Buyer phrases" are generally much more specific. People typing in these phrases know what they are looking for. For a service business, a location is a good example of a "buyer phrase" (ie. [the town your business is in] malpractice attorney)

    "Browser phrases" are generally vague. They may include phrases like "free" or "information about". They also tend to be one word - which means they are really general.
  3. Where do I put these phrases once I have them?
    Here are some answers to that question:

As you can see, this is just the start of the How-To's of on-site search engine optimization. If you feel this is way over your head or that you just don't have the time to do this "mundane" and "techie" work, contact Moller Marketing for a free consultation.

Next week we'll talk about creating an internal linking strategy for your business website. We'll also begin touching on creating a way to capture names and emails.

Nate Moller offers online marketing consulting to small to medium sized businesses. He specializes in on-site search engine optimization, keyword research and implementation, email marketing, and pay per click marketing campaigns. For more information, contact Nate on Twitter or add the Moller Marketing Fan Page to your Favorites on Facebook.

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