This section deals with those aspects and elements of your website that should be
optimized for Google in order to increase relevancy. You want to maximize how
relevant your site and pages are to a given search query for a given search phrase.
In addition to optimizing your site for Google, you should also strive to incorporate
some best practices into your website design and structure.
Before we begin, make sure you don’t overlook the obvious:
Your website must contain high-quality, useful, timely content that people will
actually want to read and take a next-step action on.
It is amazing how often this statement is ignored. You should spend more time
creating useful and relevant content, and less time on fancy graphics, gratuitous
animations, or Flash – especially on your home page. Remember that Google uses
automated software to analyze the text on your site. It will ignore graphics and other
multimedia elements on your site - and often your customers will too.
Think of SEO as a long-term investment in your site “infrastructure”. Once your site is
optimized, it stays optimized and keeps its ranking over time (but not forever – you
still need to update your site on a regular basis). This means free traffic over time.
Compare that with paid advertising such as Google AdWords or Yahoo Search
Marketing (formerly known as Overture) where the minute you stop paying for your
ads, your traffic goes away – it is a recurring expense.
As this section builds on the previous chapter, it is highly recommended that you
complete the tasks described in the last section.
optimized for Google in order to increase relevancy. You want to maximize how
relevant your site and pages are to a given search query for a given search phrase.
In addition to optimizing your site for Google, you should also strive to incorporate
some best practices into your website design and structure.
Before we begin, make sure you don’t overlook the obvious:
Your website must contain high-quality, useful, timely content that people will
actually want to read and take a next-step action on.
It is amazing how often this statement is ignored. You should spend more time
creating useful and relevant content, and less time on fancy graphics, gratuitous
animations, or Flash – especially on your home page. Remember that Google uses
automated software to analyze the text on your site. It will ignore graphics and other
multimedia elements on your site - and often your customers will too.
Think of SEO as a long-term investment in your site “infrastructure”. Once your site is
optimized, it stays optimized and keeps its ranking over time (but not forever – you
still need to update your site on a regular basis). This means free traffic over time.
Compare that with paid advertising such as Google AdWords or Yahoo Search
Marketing (formerly known as Overture) where the minute you stop paying for your
ads, your traffic goes away – it is a recurring expense.
As this section builds on the previous chapter, it is highly recommended that you
complete the tasks described in the last section.
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