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Search Engine Optimization – Driving Targeted Visitors to your Web Sites through Search Engines!

* Majority of visitor traffic is driven from Search Engines to web sites.
* Search is the second largest activity on web, after email.
* Paid Search contributes to 40% of internet advertising spend.
* Search Engines like Google, Yahoo and Live.com drive qualified traffic through their Organic Results.

The process of optimizing a web site with the purpose of getting the site listed on top 10 results for relevant search query is called Search Engine Optimization.

Optimizing for search improves the chances of site’s pages and content to be easily accessible by search engine spiders. This makes users to acquire relevant information via minimal search queries.

Successful Search Engine Optimization process allows website content to be compatible with search engines understanding on actual content based on search queries.

3 Simple Steps to Usability Centric Search Engine Optimization:

1. Keyword Research – what keywords are used for widgets.com website to appear in the search results? For example, business is trying to showcase “widgets solutions”, users are likely to search with keywords like “widget solution providers”, “buy widget” than just “widgets” or “how widgets work”.

Keyword research covers understanding of various keywords that are likely to be used to find the content offered on the website. A good starting point to keyword research is Google’s FREE Keyword Research Tool and WordTracker tool: https://adwords.google.com/select/KeywordToolExternal; http://www.wordtracker.com

2. Usability:

a. Content Relevancy: Upon understanding of keywords usage, next step would be to identify what content users are expecting on the website by using these keywords. Content on website needs to be created with this correlation. For example, if the keyword used is “widgets support” and if your business doesn’t support widget problems, it would be recommended to drop this keyword from keyword research list. Writing content on user needs would dramatically increase the relevancy for search query usage.

b. Design Usability: Making the content immediately obvious on the webpage will increase the page stickiness.   If content is written on “Support on Widget Problems” and is not easily visible on the landing page, users would very likely exit and search on other websites.  In such cases, search engines would think that “your” content is not relevant to the query and rank them lower next time.

c. Website Accessibility: Quality of the website is determined by its accessibility. Simple way to improve accessibility of a website is by making it available 24/7 and compatible across all major internet browsers by following the w3c standards (http://www.w3.org/).

Creating a website which is more usable with unique content allows the users and search engines to rank the site in top 10 of search results.

3. Popularity: Making content pertinent on the web page would directly reflect on the rankings by appearing in the top 10 search results. This can be achieved through PR campaigns, have people write reviews on their sites, and boosting viral marketing strategies.

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