hen people need infor-
mation, they use search
engines. In fact, a whop-
ping 85 percent of people
say they find Web sites via
search engines, according to SEO News.
Business owners use paid search
engine advertising to get in front of consumers. But, according to a Penn State
study, consumers click on sponsored listings only 15. 8 percent of the time. Can
you afford to leave 84.2 percent of your
Web site traffic on the table?
If your customers and potential clientele can’t find you online, they will most
certainly find your competition. Even
though you may spend a fortune to create
a Web presence that is unique and distinct,
if your customers can’t find you online,
they can’t buy from you. For your online
business to succeed, your page should be
ranked in the top 20 or 30 search results.
Luckily, there’s something you can do
to increase your visibility without using
paid ads. It’s called search engine optimization (SEO) and it uses proven techniques
to boost your Web site’s search rankings. The higher
your search rankings, the more hits to your site.
How Search Engines Work
How do search engines index your site into their
database? Search engines, like Google, Yahoo and
MSN, have a piece of software called a robot (or
a spider) that searches the Internet for Web sites,
examines the content on each page, and indexes it
accordingly in the search engine’s database. Then
it finds a link on your page, follows the link, and
reads the text on the next page it finds.
Once all the text is in the search engine’s database, an algorithm is run against the text to determine what the site/page is all about. When someone types a phrase into the search engine, the search
engine responds with all the sites/pages about that
topic, based on what it perceives to be the most relevant sites/pages it can find. Your site’s rankings are
based on how relevant the search engine thinks your
site is compared to other sites.
Search engines rank your site based on a sophisticated mathematical algorithm, which includes a
lot of specific techniques. To get you started on the
road to SEO, this article covers 10 techniques.
Tricks of the E-Trade
compile keywords. Keywords are words or
phrases that people use in search engines to find
relevant sites. If someone is looking for a motiva-
tional speaker in New York City, he or she might
type in “motivational speaker NY” or “keynote
motivational speaker.” People use all sorts of key-
words when searching, so your first job is to com-
pile a list of all the possible keywords they might
use. Google’s free keyword tool is the best tool
for doing this research: https://adwords.google.
Select the top 10 keywords that best identify your
business. Add these keywords to the text on your
Web site pages. Search engines will index each indi-
vidual page, so insert the appropriate keywords
based on the content of the specific page. Whatever
you do, just write normally. If you try to “stuff” the
keywords all over the page, you will be penalized by
the search engines for trying to trick them. A good
rule of thumb is one keyword for every 200 to 300
words. You want the text to read naturally and be
easy for your visitors to comprehend.
put your keywords in your page title meta tag. This
is the only place where the exact words you write