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What & Why of Search Engine
Optimization
SEO
is all the buzz today. Just about all ecommerce store managers are aware
that it takes more than just building a Web site to wind up on the first
page of Google's results. Search for a common term like men's pants.
At the time of this writing, Google showed 3,400,000 results. And research
shows that the bulk of searchers click on result #1. Prof
Thorsten
Joachims et al of Cornell University found that 42% click the
first result. 8% go for number two and the remaining 50% are spread almost
entirely over the remaining 8 results. It's very clear that you must be in
the top few positions to get any appreciable traffic from free search.
So why not just use pay-per-click, you might reason.
PPC
is generally a part of a comprehensive Web marketing strategy. Used properly,
it can help drive new customer acquisition. But relying on it as a sole method
of driving traffic is suicidal. The reason is that PPC advertising works
along an auction model. Top results go to high bidders. And when you are
bidding for top slots against another store that gets 75% of their orders
from free search, guess who has deeper pockets to win the bidding war.
What Does ET do to Otmize my
Site? |
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 Our SEO is
ONLY offered as part of a new Website Development or Web Page Makeover. We
KNOW we can't do the job justice without tearing into the structure of the
site, so that's step 1. |
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Yes, our work
does include META tags. We do NOT used automated scripts to extract meta
information from page content. They do a terrible job. It takes a human touch
to write good Title tags and avoid overdoing it with Keywords. We give you
inputs to enter unique Title, META Keywords and META description tags on
every single page. |
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We clean up
your HTML and get scripts off the page where they belong. We ditch deprecated
FONT tags and HTML styling, and replace it with more powerful CSS as required
by current specs. This results in pages where the content doesn't have to
figth with tons of clutter to be found by search spiders. |
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We make sure
that your important keywords are in all the strategic locations on your pages.
Our page-builder scripts are designed to turn out beautifully optimized pages
as you continue to add content to your site.
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Ready to Start?
Contact us and find out how little it
takes to make your site spider friendly. |
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Don't all Developers do
SEO?
It certainly does seem that all Web site designers now claim to
be SEO gurus. One way to test the truth of such claims is to search for their
own top keywords or phrases and see how their site scores in major search
engines. Look also at their portfolio and see if they have helped any of
their clients rise to lofty first-page rankings. Truth be told, many Web
designers are so clueless when it comes to SEO that their efforts may actually
do more harm than good.
Watch out for Rip-Off
Artists!
 With SEO being such a vital part
of success for Web stores, it's little surprise that tons of schemers and
scammers have rushed in to fleece unsuspecting merchants. Here are a few
signs of a charlatan.
Beware of unsolicited phone calls and e-mail contacts.
Any real SEO expert stays so busy they have no need of such marketing
methods.
Beware of experts that insist they can optimize
your site without any structural changes. At best, they will apply a few
META tags that will do little or nothing for your search results. At worst,
they may have in mind black-hat SEO tricks such as doorway pages, hidden
text and the like. Use of any such tricks is easy for search engines to detect
and sure to get you banished to outer Slobovia.
Finally, beware of SEO guys who somehow haven't gotten
around to optimizing their own site. If they are either too clueless or too
lazy to serve themselves, you don't want them serving you. |
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P
757.495.2771
F 757.495.2564 |
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