The 3 Fundamentals of Search Engine Optimization

Search engine optimization (SEO) is all about being easy to find. Ideally, it’s about become so easy to find, that prospective buyers find you first – before they find any of your competitors! There are three fundamental things you have to get right to make sure your web site pages are easy to find.

The right keywords. Ideally, you want keywords that are likely to actually be used by your prospective customers and yet are not likely to be used by your competitors. Unless you’re a large, national business, think local, not global. If you offer ballpoint pens, for example, rather than using “ballpoint pens” as the keyword, think of “ballpoint pens your town” as the keywords. Use the keyword tools from Google and Yahoo! as a place to start.

The right content. Having the right keywords and the wrong content gets you nowhere. Search engine architects weren’t born yesterday. Make sure the actually content of your web pages echoes your keywords and make sure they do it page by page. Good search engine optimization requires that, on each page, you thread the relevant keywords into the text of your page. And don’t do it in graphics; use text. Search engines can’t read graphics.

The right tags. Search engine optimization also requires that you use the right meta tags – and not just for the index page but for every page in your site. For each page, make sure the title and the page description use appropriate keywords. In particular, make sure the meta description is as promotional as possible – this tag is often what’s published in the search engine results!

Those are the fundamentals. Get them right and you will already have gone a long way toward optimizing just how easy it is to find your site.

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