Search Engine Optimisation (aka SEO) is a huge area (much like Pay Per Click) so I’ll just go over the basics here.

SEO refers to the content in your site and how well it relates to what your customers are searching for.  Ever wondered why your site isn’t to the top five results in Google? The answer is, you’re not giving Google’s algorithms what they need to list your site in the ‘above the fold’ listings.  There are many things which affect rankings in Google search listings and they are not set in stone.  Here comes the science bit:

Keyword Rich Title and Description.  Remember way back on Day Three: (Pay Per Click Advertising: An Introduction to the Show Pony of Online Marketing) we talked about keywords? Keywords are very important in SEO as well as PPC (Pay Per Click). Ideally you want to choose around 5 keywords which best sums up your site, and what your company offers. In an ideal virtual world, you want to include your 5 main keywords in your Title and Description Meta Tags.  This helps Google understand what your site is about.

Include Keywords in you text. Try to make this as natural as possible – both for Google’s sake and for your customers’ sake. A good guide would be to include your keywords in the title of a paragraph, within the first line of that paragraph and preferably as the last word in that paragraph. An example for the keyword “airfreight services” would be:

“Airfreight Services

Airfreight services at ‘Insert Company Name Here’ are some of the best in the business.  We pride ourselves in getting your products where you want them, when you need them there.

Some of our special airfreight service features are:

·    Worldwide Import and Export Capabilities
·    Real Time Tracking of All Items Sent
·    Experienced and Qualified Personnel
·    Membership of International Air Shipping Association
·    Membership of International Air Transport Association

Contact us online, or call us today for a quote on our airfreight services.”

Note the use of bullet points here – just a gentle reminder from Tip 1: Content is King…

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Enjoy!
Lara

Online Marketing Tip 1: Content is King…but make sure your subjects are listening
Online Marketing Tip 2: If Content is King, Design is Queen
Online Marketing Tip 3: Pay Per Click 1 – Online Marketing’s Show Pony
Online Marketing Tip 4: Pay Per Click 2 – The Sequel
Online Marketing Tip 5: Pay Per Click 3 – The Final Frontier….For Now
Online Marketing Tip 6: Search Engine Optimisation – The Cinderella of Online Marketing
Online Marketing Tip 7: Social Media – Serious Marketing, or Serious Fun?
Online Marketing Tip 8: Online Press Releases
Online Marketing Tip 9: Newsletters – Benefits and Liabilities
Online Marketing Tip 10: E-mail – Scourge or Saviour?
Online Marketing Tip 11: Analytics