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To
Optimize or Not to Optimize
Email marketing, banner ads, affiliate programs — with so many weapons in the web marketing arsenal, how do you decide where to concentrate your efforts? As a search engine optimization (SEO) specialist, I believe achieving high rankings in search engines and directories should be part of any marketing plan. But the relative importance of optimization depends on your marketing goals and the nature of your web site. Quality vs. Quantity The more popular a given keyword or phrase, the harder it is to rank well using that keyword or phrase. If you're in a highly competitive market and your main goal is to drive a large volume of traffic to your site, search engine optimization might hold a lower priority than other marketing strategies. If your goal is high-quality, targeted traffic, however, search engine optimization should play a more important role in your marketing plan regardless of challenges from the competition. The trick is to choose more specific keywords and phrases. If your web site advertises your copywriting service, for example, don't optimize for the word copywriter. Instead, think about alternate ways people might search for your service. Do you write press releases? Optimize for writing press releases. Don't forget related phrases such as press release copywriting. Double-check your ideas with a database of common search phrases, such as Word Tracker, to ensure you're choosing words people use when running searches. Patience Is a Virtue Patience is a prerequisite for any SEO endeavor. Although some results are usually noticeable in the first month, it can take six months or more to see the fruits of your labor. If you're having a special promotion and need traffic immediately, search engine optimization is not the best choice. But if you seek to attract high-quality, targeted visitors through the long term, it is worth the wait. Keep this in mind: Search engine optimization allows your site to maintain high rankings for a long time. If done correctly, optimization need not be redone frequently. Well-written, keyword-rich copy, easy navigation, and appropriate titles and meta tags can keep your site in the top 10 results for years. Is Redesign an Option? A graphics-heavy web site will rarely achieve high rankings. If your site includes a lot of graphics and little text, you must be willing to redesign the site so that it conforms to search engine requirements. If you can't or won't change your design, there's no reason to bother with search engine optimization. Rather, concentrate on other Internet marketing efforts to bring in the desired traffic. Although it's not for everyone, search engine optimization has many benefits. Remember, most people still find web sites by typing keywords into search engines and directories. If you want your site to appear when they search for your product or service, search engine optimization is a must. |
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