The most important aspect of Best Practices for optimizing and, therefore, pushing and pulling visitors to a website is CONTENT, CONTENT, CONTENT. Everything written on the site must be optimized with the appropriately researched keywords.

The reason businesses and websites grow is due to developing and executing a good solid plan. Set goals along a timeline to define your direction. Have a short term and a long term plan––each should have flexibility. Our Best Practices White Paper demonstrates that making changes to a few key elements can increase landing page conversions by 40% or more. With the growth of PPC advertising and email marketing, maximizing conversion rates on campaign landing pages has become a priority for many online marketers.
The Beginning, Middle and End Results

* It starts with the design layout of the site. Each web page must link back and forth between all other pages on the site. They can also link outside the website when the link returns to the owner’s website. Proper formatting of these links for the search engines is critical.

* Graphics and color can be scientifically formatted––by choosing, for example, from more than 1,000 templates––which can then be manipulated to fit the needs. All graphics should have embedded links, codes and advertising references.

* Each page should have a variety of the beginnings of some contents with a link to further details. This may consist of about 80 words, five lines, which will then link to another page where further information on the company’s product or service is expanded upon.

* “The Long Tail” theory demonstrates how the economic efficiency of online selling extends the number of products that can be economically marketed. Companies such as Amazon, Netflix, iTunes and Google are taking advantage of this and contributing to their bottom line and the bottom line of a number of clients. The concept of The Long Tail should also be applied to search optimization marketing, (SOM) to achieve optimum Internet marketing results.

* Long Tail distribution and search engine marketing can be combined in two different ways. SOM’s high ROI enables a company to market a significantly larger number of products at a low enough cost that long tail distribution is cost effective. In addition, the application of long tail distribution requires that a large number of keywords be added to your marketing mix to bring in a large number of small searches.

* All content must be optimized with keywords (“tomatoes”) and search terms (“tomato sauce with spices”). Before any copy is written, keywords research must be done. With top of the line keywords the website will bring in far more visitors.

* Using a large number of targeted terms has the overall cumulative value of a few high volume search terms with much less competition to get well placed.
 

* Content is critical because search engines see ‘new’ content and respond by raising the website to a higher position of visibility on the search engine.

* Visitors want new information content to keep them updated. 

* Content consists of OPTIMIZED articles, press releases (also distributed through wire services and the Business Wire), testimonials, news reports, white papers, best practices, blogs, reader feedback, recommendations from outside sources and users, podcasts (and shared podcasts), audio and visual reports, speeches, newsletters, professional experts’ articles, archives and libraries of articles, flash games, technical papers, online stores, etc.

* Add world, national, regional and local news to the website. In a recently released analysis of consumer activity at general news sites, comScore Media Metrix reported that more than half (54 percent) of all U.S. Internet users visited sites in the General News category in June 2006.* Design community around common subjects and informational content.

* Content should be placed on outside industry and open forums and blogs throughout the world.

* Advertising revenue sharing programs and PPC are profitable when applied correctly to the website. Search-Optimization.com advertising aggregator will supply advertisers for online podcast and video-cast publishers.  

This entry was posted on Wednesday, April 4th, 2007 at 12:09 pm and is filed under Search Optimization. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.