One of the best ways to drive traffic and attract customers to your Web site is to improve your Google page rank. While a search engine optimization strategy won't ensure top billing for your site, it will increase the likelihood of higher exposure.

Google uses automated programs known as "spiders" or "webcrawlers" that scan the Web regularly and rank Web sites according to a number of factors. Although much of the process is veiled in secrecy, here are some of the things that factor into your site's page rank.

Links from other sites. Google spiders move from site to site across the Internet by following hyperlinks. The company's proprietary PageRank algorithm tallies "votes" for sites by counting the number of links a site has pointing to it from unrelated sites. Therefore, increasing the number of links to your site should elevate your ranking. All votes are not equal, however. Google gives heavier weight to votes from sites it deems as more important, so make sure to register your site with directories such as Yahoo and the Open Directory Project.  

• Internal links. Make sure your site is well-organized and easy to navigate. A site map will help visitors and Google spiders navigate your site. Google recommends that if any of your pages, including the site map, have more than 100 links, you should break your pages into more digestible portions. Also, make sure you don't have any broken links. Spiders don't like dead ends. 
   
• Meta tags. Meta tags are hidden HTML directions for Web browsers or search engines. They include such important items as the title of each page, relevant keywords describing site content, and the description of the site that shows up when a search engine returns a search. Make sure your meta tags accurately describe your content. 
   
• Keywords. Consider likely words or phrases that users might type into search engines to find your site. Make sure your content contains those words or phrases and include them in your meta tag information. Simply blanketing a page with one key phrase, however, will not work. Google robots are smart. They can determine whether or not you're using a key phrase in context or in an attempt to sneak your way up the Google ranking charts. 
   
• Search engine optimizers (SEOs): Businesses often enlist the help of SEOs, companies that specialize in improving the visibility of their clients' sites. Among other things, they'll register your site with major search engines, list it in the appropriate directory, write optimized content for the site, and recommend changes to your site architecture. Do your homework when choosing a company, however, and avoid those who promise the world.

Optimizing your site according to these guidelines should help your page ranks. Google claims, however, that its uses more than 100 factors to determine page ranking. Its Web site has a lot of important tips that will give you insight into their process. It also includes some essential advice on tactics to avoid popular SEO scams.

In your eagerness to improve your Google page ranking, it's easy to lose sight of your customer. Don't sacrifice the user experience by focusing on luring spiders. Remember, the goal is to draw users to your site and keep them coming back.

Be patient once you have optimized your site. It may take up to eight weeks for you to see any meaningful progress.

For a Free SEO Analysis fill out the form or call Tom at 1-888-287-7964

Ad impression: An ad impression, or ad view, occurs when a user pulls up a Web page through a browser and sees an ad that is served on that page. Many Web sites sell advertising space by ad impressions (see CPM, below).

Clickthrough rate: The percentage of people clicking on a link compared with the total number seeing that same link.

Conversion rate: The percentage of site visitors who respond to the desired goal of an ad campaign compared with the total number of people who see the ad campaign. The goal may be, for example, convincing readers to become subscribers, encouraging customers to buy something, or enticing prospective customers from another site with an ad.

Cost per click (CPC): The amount of money an advertiser will pay to a site each time a user clicks on an ad or link.

Cost per thousand impressions (CPM): The amount of money an advertiser will pay for 1,000 ad impressions or views (M refers to the Roman numeral for 1,000).

Keyword: A word or phrase that a user types into a search engine when looking for specific information.

Meta tags: Hidden HTML directions for Web browsers or search engines. They include important information such as the title of each page, relevant keywords describing site content, and the description of the site that shows up when a search engine returns a search.

Page view: A common metric for measuring how many times a complete page is visited.

Search engine marketing (SEM): Promoting a Web site through a search engine. This most often refers to targeting prospective customers by buying relevant keywords or phrases.

Search engine optimization (SEO): Making a Web site more friendly to search engines, resulting in a higher page rank.

Search engine optimization (SEO) and search engine marketing (SEM) are two important ways to promote your business to online customers. SEO requires making your site search engine-friendly, and SEM involves targeting potential customers by purchasing relevant keyword ads on search engines such as Google, Yahoo, and Alta Vista.

SEO: There are many ways to optimize your site so that search engines will list your site higher in their rankings. Start with the following:

Links from other sites: Search engine spiders move from site to site across the Internet by following hyperlinks. The more high quality and high trafficked sites you have pointing to your site, the more important the search engine will think you are. Make sure to register your site with directories such as Yahoo and the Open Directory Project.  

• Internal links: Make sure your site is well-organized and easy to navigate. A site map will help visitors and spiders navigate your site.

   Meta tags: Meta tags are hidden HTML directions for Web browsers or search engines. They include important information such as the title of each page, relevant keywords describing site content, and the description of the site that shows up when a search engine returns a search. Make sure your meta tags accurately describe your content.

•  Keywords: Consider likely words or phrases that users might type into search engines to find your site. Make sure your content contains those words or phrases, and include them in your title portions of your site and in relevant content.

•  Search engine optimizers: Businesses often enlist the help of optimizers who specialize in improving the visibility of their clients' sites. Among other things, they'll register your site with major search engines, list it in the appropriate directory, write optimized content for your site, and recommend changes to your site architecture.

SEM: The more targeted your advertising, the higher your "conversion rate." Conversion rate refers to the percentage of ads that actually convert to sales or some other desired action (such as registration). One way to ensure that your prospective customers are qualified is to buy ads according to specific search engine keywords that a user might submit. For example, if you're selling a Minolta 60X digital camera, buying the keyword ad "Minolta 60X digital camera" will most likely give you better results than buying the keyword "camera."

Some terms get bid up quickly for instance, you'll pay a lot more for a technology keyword than a knitting keyword. SEM, however, has a higher conversion rate than other online marketing methods, so it can still be a cost-effective route to take.

Make sure that you have compelling ad copy luring people to your site. Provide a call to action to prospective customers to encourage them to click on your link. Also, make sure that you send prospective customers to a targeted page on your site. Your home page will convert fewer customers than a page describing the exact service that you promote in your keyword ad.

You generally pay for keyword ads on a cost per click (CPC) basis. Review the keywords you've purchased to ensure you're getting a good return on your investment. If not, try a different word or phrase. You can also try different ad copy or landing pages on your site to see what's more attractive to prospective customers.

Companies offering CPC programs include Google, Yahoo (Overture), AskJeeves, FindWhat, Kanoodle, Industry Brains and LookSmart.

Once you've exhausted your SEO and SEM options, there are a couple of other routes that will produce results. You can put together an online ad campaign by either buying advertising on sites that appeal to your demographic or trading ads with other sites. In addition, you can send out email newsletters. Encourage customers to provide their email addresses so you can contact them with useful information and promotions.

For a Free SEO Analysis fill out the form or call Tom at 1-888-287-7964