The keys to good placement on the search engines
are really quite simple. It is all about relevant
content, links and process.
CONTENT for SEO Branding
Words are strategic, use them effectively. Don't call your pages index.htm or welcome or
home. If your target is families looking for
a Caribbean holiday, consider naming it "Caribbean-family-hotel.htm".
Use "Caribbean family hotel" in your
page titles, heading, text and images. Each
page must focus on a specific keyword
or phrase (>>> make each page a "pea soup"
not a pottage).
Don't duplicate content and don't overdo
a word. Any word with a frequency over
5% may be considered spam. Duplicate content
can get you de-listed. To see how complicated
it can become check
Add your brand name to every page. Use
your brand name as the directory or the Internet
address (URL). Search engines will then see
you as mybrand.com/caribbean-family-hotel.htm. Your brand must reach out to its market
with relevant comment. A family page
should talk about aspects of family vacations:
Kids clubs, children activities, family meals,
family entertainment, baby-sitting, child paddle
pools, playgrounds etc, are all relevant to
your brand and are very relevant to the search
Use words that people are looking for. There are several tools that will tell you how
many people are searching for a word or phrase.
The trick is to find your niche - express that
in words that will resonate with searchers and
the search engines. ( >>> SEO keyword tools)
Target and re-target. 16 million pages
compete for "Caribbean family hotels".
Only 10 are on page 1. Consider "Barbados
Family hotel": 1/2 million pages. The most
hardened SEO professional could spend ages optimising
this and not get on the first page. Consider
"Barbados budget family hotels" 110.000.
Can you beat all 110.000 sites for first place?
Probably not. A SEO marketing consultant
who understand every detail of how the engines
Search engine constantly change their
systems to make search as relevant as possible.
They also tweak systems to stop abuse, Ie: to
stop those who try to get high ranking by using
deceptive practices and search engine tricks
(SEO spamming). If a site is suspect
it can be de-listed. SEO consultants have to
be very informed and must be very careful not
to inadvertently cause a site to be perceived
Finally when your pages are optimised you still
need help to get to the top. You have to have
links from quality sites and your site must
be seen as superior. We will deal with links and process in the next newsletter.
When all things are equal and you are as good
as 100,000 other sites, your links and process
will make the difference.