SmallBizResource Blog -- Internet

The 411 On SEO

Posted by Gayle Kesten Thursday, May 29, 2008, 09:27 AM ET

Just when you've finished patting yourself on the back for finally launching a Web site, you might find yourself back at the drawing board.

That's because if you haven't set up your site in such a way that search engines like Google can find you and figure out what you have to offer, you're missing out on potential customers who may never know your small business is out there.

Yes, I'm talking about search-engine optimization (SEO). Google the term and you'll find a million and one sites talking about it as well.

Let's keep things simple. Says Julie Gross Gelfand, who works for Long Island-based marketing and PR firm Harrison Leifer DiMarco, which assists companies with optimization: "The goal of search engine optimization is to get your site as high in the search rankings as you can. The ones on the first page get the most traffic."

Traffic, of course, can lead to sales.

How do you get to the top of a search? First you have to be found. Search engines send out automated programs (a.k.a. spiders and crawlers) to find Web sites and catalog theie information. (Check out HowStuffWorks for a more detailed, yet easy-to-understand explanation.) How you format, place and present your Web content will totally impact your ranking. How you structure site navigation and the inclusion of clickable links will, too.

"SEO is not rocket science. It’s simple, but it’s not easy. There’s a difference," according to SmallBusinessSEM blogger Matt McGee. "There’s a small set of basic rules that apply to any Web page or Web site, whether you’re a small business or not. Your site has to be crawlable, your content has to be good -- and I’d include things like page titles, keyword use, etc., under the umbrella of content -- and you need quality, relevant inbound links."

That the synopsis of it anyway. Let's get to the how. Even if you decide to call in an SEO pro, you'll want to be able to talk the talk so you know you're getting your money's worth. Over in Search Engine Land, Jim Newsome offers up 10 fundamental SEO tips that will point you in the right direction, including:

Remember that content is king. Building great content and keeping it up to date is the key to SEO; search engines love sites like blogs, which are highly topical and regularly refreshed.

For more on how to help the search engines find your Web site, check out this comprehensive feature on sister site bMighty.com.

Admittedly, this blog only scratches the SEO surface. Please let me know what you've done to optimize your Web site and what you'd like to read more about.

Internet

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