There are many components to a website strategy to evaluate for improving search engine findability for keyword phrases and developing traffic.
The elements below are the most crucial components of a successful strategy:
- Determining Targeted Keyword Phrases
Keyword phrases that drive traffic must be carefully selected for targeting in the content of website pages and the HTML tags.
- Keyword Phrases In Content Of Pages
Each website page must target no more than 2 keyword phrases; pages need to have a minimum of 100 words of text content targeting primary and secondary keywords.
- Keyword Phrases In HTML
Targeted keyword phrases in your content, the text of your page, must be reinforced in the Title and Description Tag in the HTML of each page; unique Titles and Description Tags are essential for each page.
- Inbound Linking
To rank well for targeted keyword phrases there must be a good number of relevant site inbound links to your pages.
- Search Engine Local Pages
To rank well for targeted keyword phrases in local areas, it’s important to have fleshed out listings in Google Places and Bing Local. This will place your site at the beginning of the search results page for your local address.
- Site Evaluation and Web Development.
The architecture and design of a Website directly affect ranking and traffic generation. There are special challenges created by having elements that make sites unfriendly to search engines and/or to visitors. Guard against the kinds of mistakes that cause internet “spiders” and “crawlers” to avoid your site or misunderstand your site.
- Blogs, Social Media, and YouTube
Content in Blogs targeting keyword phrases helps to rank for those phrases. Social Media and YouTube are becoming increasingly important for ranking in search engines and for generating traffic and followers.
- Pay-Per-Click Marketing
The pay-per-click system drives traffic by establishing a fixed position for keyword phrases through a bidding system at each search engine, it can be especially helpful for competing with some keyword phrases.
- Log Analysis & Relationship Marketing
A detailed online visitor analysis of clickstream and Web site traffic will determine how much traffic a site receives, where the traffic is coming from, which engines are sending traffic, the keywords used to find the site, which pages are the most popular, where traffic is being lost, which pages are the least popular, and more. This analysis allows you to adjust your website content and keyword phrases.
- Competitive Analysis.
A Competitive Website Analysis will show how a web site compares to major competitors’ Websites. Learning from successful competitors provides information to establish greater traffic and sales conversion.
Programs are available for all the components of Website positioning and promotion. These can include onsite training, online training, and e-books. Becoming proficient in your understanding of the web and its ability to improve your business is helpful to increase sales and ultimately your return on investment.