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Search Engine Optimization - It's All About Words
from: James Doc Lewis
I'd like to talk a little about words. In particular, I'd
like to talk about a special category of words.
Words that you may not suspect are important, vital
really, to your online business success.
Not too long ago the promise, heard round the world was, "Build
it and they will come." Today, with somewhere in the
neighborhood of 3 billion websites already indexed by the search
engines, and the number growing so rapidly that some are betting
big bucks on the number doubling each year, for many years to
come, a more accurate prediction would be: "If they can find
it, they just might stop by."
Making sure that your site is easy to find, increasing the
likelihood that once found -- they will stop by, and assuring
that once there -- they will stay long enough to take the
desired action: this is what organic search engine
optimization (SEO), is all about. Some of the methods used
to achieve those ends is what we will discuss here.
Now, we could talk about Conversion Rates (CR's) or Page
Rejection/Abandonment Rates (PR/AR), Cost Per Visitor (CPV),
Ratio of New to Returning Visitors (RN/RV), Conversion Rate,
Average Page Views (APV's), Average Order Value (AOV), or my
current favorite, Page "Stickiness", or any of a number of
Key Performance Indicators (KPI's), which are all the
buzz, at the moment.
All I'm going to say about the KPI's here is that they
are all excellent ways to measure how well your SEO campaign is
going. They will provide enough numbers to keep a mathematician
happily counting, for days, and provide the basis for some very
useful information, IF you've done your homework, taken
advantage of optimal designing, including Organic Search
Engine Optimization, and used the right words from
the start.
Words mean different things ~ to different people You
say (pō tāt' ō) and I say (pă
tŏt' ō)... ... and Billy Joe Bob, over there in
the corner, says (spŭd)
Stick close to me on this one. All of us, by reason of
education, upbringing, geography, (probably heredity, but who
knows?) have particular ways of referring to things. On top of
this, there is the jargon associated with our professions,
social institutions, and Alma Maters which most of us tend to
use as a badge of identity and perhaps even superiority. But as
anyone knows who has ever tried to get answers to simple
questions from someone unwilling, or unable to talk in anything
but the jargon of their own position, it doesn't work too
well.
The point I'm trying to make here is that no matter how great
your (pō tāt' ōs) / (pă tŏt' ōs)
are, Billy Joe Bob isn't going to be able to find them in a
search, and thereby know anything about them, till you break
down and start calling them spuds, at least some of the
time.
Q- Hey mack, you got any swage lube? This rebated
boattail won't slide. (* explanation at end)
The words that will bring people to your site and keep
them there, long enough to take the action that you want them to
take (sign-up, join, buy, etc.), are the words we need to
find and use. The important thing to keep in mind here is that,
just like you weren't looking for the Key Performance Indicators
(KPI's) I mentioned earlier, so too your potential customers
won't necessarily be looking for your products and/or services
by the same names which you call them.
The first thing I tell a new client who is looking at
establishing/ improving their position on the web is to start
talking with their customers and find out what they call the
services and or products that their business offers. After
getting past the strange looks and raised eyebrows, they find
out that their customers use completely different words to
describe their business than they do.
Search Word Optimization
Now we come down to the real crux of the matter. What
words will your potential customers/clients use to find your
particular goods/services? In the world wide world of the
WorldWideWeb my number (#1) one advice is,
"Assume Nothing." There is no reason to guess. Anything you
don't know (I try to start with the idea that I know
nothing) can be checked out and proven, one way or
another.
One way to find out what most people are calling what they are
looking for, is to use one of the handy Search Term Suggestion
Tools you will find on our
can input words and phrases you would like to use for your site
keywords and see how many times they were searched for on an
average day. Here we can quickly find out the differences
between the words "we think" people would be looking for in
order to find the services offered by this site and what they
actually use.
For Example:
When checking the keyword phrase website development, a
common phrase among those who do that sort of thing and one I've
always used to describe what I do, the average number of
searches per day comes up to around 750.
Now, that's not a bad number but being as the operative word
here is "optimization", we decided to try a few
alternative phrases. When we checked the phrase web
design the number of daily searches jumped to just under
14,000.
Any guesses as to which phrase we decided to use? The phrase
web design & development not only says it more clearly to
our human visitors but it also is searched for 2,100% more
often than "website development" and is therefore much more
"search engine friendly".
A Word of Caution
There are those who believe that, by using less than honest
tactics, they can influence the Search Engine Result Pages
(SERPs) in their favor. Having subscribed to this theory once or
twice, in the past, let me just say that while it is possible to
gain some short term advantage in this way, the likelihood is
that you will be found out, the url will be banned, and what
ever time and financial investment you have put into it will be
lost.
Be sensible with your copy and optimization efforts. Google,
Yahoo, MSN, and all the rest have buildings full of brilliant
engineers and statisticians who stay up all night studying ways
to beat the cheaters. Just like your mama told you, honesty is
the best policy. You might want to keep that in mind when
shopping for an
It's Only Words . . .
Here, at Emerald Coast Entrepreneur, we strive from the start of
every project to work towards a site optimized for both humans
and robots. A site which will show up on the first page, in your
main keyword searches, and have the look and feel to draw people
in and keep them there long enough to take the desired action.
And first, last and always, a site which we can look on proudly
together as having earned its placement by good honest effort
and applied principles of organic search engine
optimization.
With a start to finish holistic approach to business strategy,
professionally written copy, Internet Marketing, design
development, all carried out within an integrated plan for
optimized results, we can bring your business to a place of
prominence and assure the leads/sales that you want and need, in
order to grow your business.
Time has proven three indisputable facts pertaining to Organic
Search Engine Optimization (SEO).
1. SEO is the most cost effective form of internet
marketing available. 2. SEO usually provides an
extremely fast return on investment. Many times within 30
days. 3. SEO continues to provide returns, long
after an individual project is completed.
------------------------------------------------------- *
Explanation: Hunters may skip this section.
swage (swāj) verb 1: form metals with a swage
Swaging is the operation of cold forming metal through a die
using high pressures, specifically in the manufacture of
bullets. A rebated boattail is a method of sealing the bullet
within the jacket in such a way that the seal is improved,
reducing muzzle blast and increasing accuracy.
Oh, why didn't you just say so?
About the author:
James 'Doc' Lewis spends much of his professional time as SEO
for the Internet consulting firm,
Emerald Coast Entrepreneur. Doc started practicing his magic
long before the term SEO was coined and continues to study and
perfect methods of workable and cost effective SEO and SEM,
devising unique solutions to diverse marketing challenges.
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