SEO for CEOs ? Search Engine Optimization Unmasked for CEOs

If you're like most other CEOs, the term "search engine optimization" will mean very little. Either that or it means expense! But it doesn't have to be that way? If you feel like you're standing in a dark room handing money to strangers to get you in the search engines, then this article is for you.

This is an article written by a business owner for other business owners and CEOs. It explains Search Engine Optimization (or SEO) in layperson's terms. It won't make you an expert, but it will give you some insight into what you're spending your money on, what you should be spending your money on, and just as importantly, what you shouldn't.

But before launching straight into an explanation of SEO, let's talk a bit about search engines. Approximately 75%-80% of website traffic comes through search engines. What's more, research shows that most people don't look beyond the first 2 pages of search results. This means if your website doesn't rank in the first 2 pages of the major search engines, it's only receiving 20% of its rightful traffic? and revenue. (And remember, being ranked number 1 when you search for your company name or web address doesn't count. You need to rank highly for the words your customers use at search engines.)

The biggest concern for search engine companies like Google, Yahoo, etc., is finding content that will bring them more traffic (and thus more advertising revenue). They do this by using complex algorithms to determine whether a site is useful and should be included in their search results.

This is where SEO comes in.

SEO is the art of ranking in the search engines. Nothing more, nothing less.

SEO means creating your site such that the search engines consider it useful. The two main weapons in your arsenal are:

? Keywords ? Links to your site

KEYWORDS

Figure out what words your customers are looking for at search engines, and use those words at your site. By frequently using keywords that are important to your customers, you tell the search engines what you do. These keywords are used in your copy and in the code behind the page. Generally speaking, the more you use the keywords, the more relevant you are to searches in that field.

Keywords in Your Copy

The use of keywords in your copy is easy to understand. But it's not easy to do. You can't just pepper your site with a meaningless array of words. The trick is using the most important keywords a lot without compromising the readability of your copy. It's a balance between writing for the search engines and writing for your reader.

TIP: If you find this too time consuming, a website copywriter can take care of it for you. And if you know your keywords already, it should cost you no more than normal web copy.

Keywords in Your HTML Code

The use of keywords in your HTML code is harder to understand, but it's easier to do. There are four main places these keywords are used:

? Keywords

? Description

? Alt

? Title

TIP: When you hear people talking about meta tags, this is what they're talking about. To see how meta tags are used in practice, go to Google and pretend you're a customer. Search for something your customers would search for. e.g. If you're in car audio, search for "car audio". Click on the first couple of results to bring up their website. Right-click on the home page, and select "View Source". You'll see a whole lot of code. You can ignore most of it. What you're looking for are the following?

meta name="KEYWORDS" CONTENT="keyword 1,keyword 2,keyword 3"

meta name="DESCRIPTION" CONTENT="Meaningful description of page using the main keywords"

img src="filename.gif" alt="Meaningful description of picture using the main keywords"

The title of the page using the main keywords

Take a look at the way the creators of the site have used keywords in these areas, and follow their lead. You already know they're ranked highly, so chances are they've done a good job. Alternatively, take a look at my site, http://www.divinewrite.com to see how I've done mine.

LINKS TO YOUR SITE

Now that you know how to tell the search engines what you do, let's talk about how to convince them you're important.

Links to your site (or "inbound links") are the most important factor in ranking. The more links you have to your site from other sites, the better your ranking (related sites generate better rankings).

TIP: Think of the Internet as a big election. All the websites in the world are candidates, and all the links to those websites are votes. The more votes (links) a candidate (website) has, the more important it is, and the higher its ranking.

There are many possible ways to generate links. Some are dubious (like auto-generation software). Others are legitimate, but offer limited results (like asking customers and suppliers to list you on their sites, and adding your site to various business directories). You can experiment with these methods, but I've always found the best way to generate inbound links is to write helpful articles and let publishers of newsletters and e-zines use them for free ? on the proviso that they link back to your site.

People who publish e-Zines and newsletters are always hungry for quality content. And there are websites out there dedicated to giving them just that. If you submit a well written, relevant, helpful article to one of those sites, you can have thousands of newsletter publishers ready to snap it up. Then you just sit back and watch the links multiply!

TIP: This method is beneficial in other ways too. Readers of your article will see that you know what you're talking about, and because you're published, they'll see you as an authority.

It's impossible to say how much time you'll need to spend generating links. You just have to keep at it until you have achieved a high ranking. Even then, you'll still need to dedicate some ongoing time to the task, otherwise your ranking will drop.

Summary

So to cut a long story short, it comes down to this. If you have a lot of the right keyword phrases, used in real sentences, distributed realistically throughout your site, and a lot of links from other relevant sites, you stand a good chance of being ranked highly.

That's what you're paying your providers for. And that's what SEO is all about.

About The Author

* Glenn Murray is an SEO copywriter and Article Submission Specialist. He is a director of PublishHub and also of copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at [email protected]. Visit http://www.divinewrite.com or http://www.publishhub.com for further details, more FREE articles, or to purchase his e-book, 'SEO Secrets'.

In The News:

Do Links to Noindex Pages Help SEO?  Search Engine Journal
How Can I Set Up an SEO Agency?  Search Engine Journal
How to Choose an E-commerce SEO Agency?  https://www.indianretailer.com/
SEO in 2020: Going Beyond Google  Search Engine Journal

Google is Quickly Changing...

Google is quickly changing...With the big buzz of Novembers fall... Read More

DIY SEO - Part 2 Tags n Things

Part 2 Tips 4 tagsMeta tags are the descriptive tags... Read More

Beyond the Box with Googles Web API

Google, the most popular, and many say best, search engine,... Read More

Search Engine Ranking... Oh, the Mystery!

Rankings, Rankings, Rankings!How do you get your website ranked well... Read More

Google Rank Cake

6 cups thick content mix 1 jar word of mouth,... Read More

How Important is PageRank, Really?

Webmasters can spend most of their waking hours doing everything... Read More

7 Search Engine Optimization Mistakes and Solutions

To many websites, webmasters discover that major sources of website... Read More

Optimize Your Website or Get Lost In The Crowd!

It used to be that designing an attractive website to... Read More

Maximize Your Search Engine Traffic - 13 Ways to Pull in More Visitors From the Search Engines

Maximizing traffic from the search engines to your web site... Read More

Three Search Engine Ranking Gold Tips

Getting a high ranking in the search engines is something... Read More

What Size Body Section Ranks Highest?

This is another one of the controversial questions in many... Read More

3.5 Reasons You Need To Forget About Search Engines

Have you ever stopped to think how much time is... Read More

Keyword Popularity Check

Before using keywords for your site, it is always better... Read More

Tales, Fails And Betrayals Of Search Engine Placement Part 1

This is the first of a series of articles about... Read More

Googles Next Big Move

November 2003 might go down in history as the month... Read More

SEO #4: Off-page Optimization

Yesterday you should have read the third course out of... Read More

Internet Marketing and SEO

Have you ever seen any email offers of getting you... Read More

Niche Marketing - Why Keyword Research Come First

A good portion of my business involves spending hours and... Read More

Spamglish; A Search Engine Comedy With A Language All Its Own

When the movie Spanglish hit the screens in 2004, it... Read More

Keyword Research And Overture

Many of us who build websites get in the habit... Read More

Web Site Copy is about More Than Keywords

Let's say you are writing a web site to sell... Read More

Link Popularity

In today scenario when we talk about Search Engine Optimization,... Read More

The 7 Best Stealth Techniques to Improve Your Google Rankings

Stealth as in Spying. But Knowing What your Top Competitors... Read More

SEO Tips - Google Has Changed - Learn Why And What To Do

Google now checks the year your domain name was first... Read More

How to Avoid Being Dropped by the Search Engines

For websites, one of the most important things in their... Read More