Emerging Methods for Effective Search Engine Ranking

Search Engine traffic has always been and continues to be oneof the best ways to drive qualified traffic to a web site - it presentsinformation about goods and services when the interest level is highand it can be acted on immediately. Up till now opt-in e-mail marketinghas been an effective complement to search engine ranking campaigns;but the never-ending deluge of Spam is rapidly ruining theeffectiveness of opt-in e-mail and helping to add luster to the valueand cost-effectiveness of search engine traffic.

Unfortunately, the increasing popularity of search engineranking methodologies is helping to raise the barriers to entry - asmore businesses, ad agencies and SEO firms concentrate their efforts oncreating highly optimized web sites, the competition for keywordrankings and qualified traffic is increasing significantly. The rulesare changing rapidly and if you expect to succeed you must deploy asophisticated methodology that blends technology and processes. Here isa list of five bottom line requirements that must be adhered to if youexpect to generate qualified traffic:

Link Strategy: The web is maturing and search engines areputting more and more emphasis on link popularity or page rank or "PR"in Google's vernacular; i.e. the number of web sites pointing back toyour own. If you are to be successful you must develop and deploy asystematic process to establish links to your web site with others thatare in your market segment and setup an outbound "link to" resourcespage via your own site. This takes an investment of time and resources- typically you need between 400-800 links back to your web site toachieve a good "page ranking." Here is a link to an excellent detailedarticle on setting up an effective link popularity strategy:

Website101.com

Keyword Fundamentals: Keywords are the fundamental buildingblocks of any search engine ranking campaign - many/many companieswaste significant resources optimizing for keywords that are eitherwrong; i.e. not targeted for their market or there is too muchcompetition and rankings will never be achieved. You must utilizekeywords that are targeted for your market and find those that caneffectively drive page 1-3 rankings - WordTracker Wordtracker.comhas rapidly emerged as the defacto industry standard technology toolfor researching keywords - we've used it for years and highly recommendthis cost-effective and comprehensive service to our clients andbusiness partners.

Keyword Saturation: Search engine "spiders" or "bots" areautomated software applications that constantly roam the web to assesswhat is called "keyword saturation" via web site content (pages) toidentify how a site should be listed in a search engine database. Theytypically look for 3-7% usage of keywords versus the text on a specificpage - you must adhere to their standards if you want to achievekeyword rankings for your selected keywords. And, to further complicatematters, top tier search engines all have different rules for keywordsaturation - we highly recommend and use this software application tohelp us ascertain and setup the correct keyword saturation for ourclient's web sites:

Se-optimizer.com

Optimized Content: Highly optimized content is still veryimportant as far as search engines are considered - the more searchengine optimized content on a web site the better. Search enginesprefer content that is thematically grouped, loads fast, is textualwith minimal graphics, is highly optimized for keywords (keywordsaturation fundamentals are addressed) and incorporates one or two ofyour primary keywords for a specific page in the page title.

Site Maps Essential: Site maps are frequently overlooked whensearch engine ranking processes are deployed. A site map not onlyserves as a quick reference and/or navigation guide for anyone visitingyour web site but it's also used by search engines to "crawl" (theaction a spider or bot takes to review your web site) your web site tofind pages and links. Make sure you include a basic site map in youroptimization plans, it's very important to help search engines navigatethrough your site.

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