4 Simple Techniques to Improve Search Engine Rankings

If your e-marketing strategy includes winning search engine traffic, are you getting the rankings you need to achieve your goals? All the research shows that most people select a result from the top 5. A small number will scroll down the page and a tiny number will click to the second page of the search results.

The message is clear: to attract search engine traffic, you need to be in the top 5 positions. Unfortunately, getting top rankings isn't easy for some keywords. If there is a lot of competition for a keyword, you will have to work hard and invest some money to get into top position. In these situations, there is no substitute for high quality search engine optimisation - which will take time to generate results

However, if the competition for your keywords is not too intense, try following these 4 simple strategies (taken from an article by Esoos Bobnar of Planet Ocean) and boost your basic search engine optimisation 'overnight'.

Begin by getting your 'title tag' right:

1. Use the exact phrase you want your page to rank for
2. Put the phrase at the start of the 'title tag'
3. Weave a variation of the phrase into the tag

For example, if you want to optimise for 'New Zealand wines' you might use a title tag which says:

"New Zealand wines - delicious wines from New Zealand"

In reality, this isn't always possible but the closer you can get to the ideal, the more successful your optimisation efforts are likely to be.

Secondly, increase your keyword density:

1. Seed the text on the page with your keyword about 5 times and add 3 variations of the keyword
2. Draw attention to this keyword through use of H1, H2 and H3 titles, bold and italics
3. Don't stuff keywords in and don't try to hide keywords from site visitors. Search engine spiders know all the tricks and your site risks being penalised if you are caught

Don't forget though that real people will visit your site so you need to strike a balance between optimising your text and making it appealing and readable for your hard-won visitors.

Thirdly, use keywords in your internal links:

When creating links from one page to another within your website, use keywords in the link text. So, following our 'New Zealand Wines' example, rather than saying:

"For information on our products, click here" the link should say

"Why not find out more about our delicious New Zealand wines?"

This strategy can deliver good results and is currently popular with search engines. However, changes to a high performing website should be approached cautiously (following a drip-feed approach) and the links should be optimised in a way which is natural and appealing to your website visitors.

The final strategy is to get a listing in your target search engine's preferred directory:

1. Google takes results from DMOZ
2. Yahoo draws from Yahoo Directory and
3. MSN takes results from bCentral

While DMOZ is free (and slow), Yahoo costs $299/annum and bCentral is $49/annum. While a listing almost guarantees a rise in your search engine ranking, your site will be reviewed by a human editor. This means that if you are using any tricks to con the spiders, you will be found out.

A further disadvantage is that search engines then tend to present your directory entry in their results. As directories prefer rather dry, factual text, you may find that your efforts to create carefully worded marketing copy for your search engine results get lost.

Would you like to learn more about the best way to implement any of these strategies? If you want to find out more about the ways you can improve your website's search engine ranking, call me for a free, no obligation conversation on 01608 737653 or email: kate.barlow@branchout-internetmarketing.com to book a meeting.

Kind regards,

Kate Barlow

You may copy or distribute this newsletter as long as this copyright notice and full information about contacting the author are attached. The author is: Kate Barlow of Branch Out Internet Marketing, The Old Co-Op, High Street, Hook Norton, OX15 5NF, UK. Contact kate.barlow@branchout-internetmarketing.com> or Tel: 01608 737653, Fax: 01608 737653.

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