by Ricardo d Argence

Many times a client only looks at the bottom line when it comes to the performance they are getting for their investment into Search Engine Optimization.

They often only look at the selected keyword phrases that they are paying for, without fully realizing what other residual effects they are receiving.

During a site’s optimization, it is transformed into a properly conceived and easily navigable document. It is a patter that is sought out by the search engine spiders. If your site is easier to index, you will find that your rankings become much better!

W3C validation is something that all websites should be working toward, but it won’t help with the rankings. Yahoo engineers have indeed said that the W3C validation will not help with the rankings. It’s content however will determine it’s ranking.

Properly naming page titles and file names is also quite important, and it helps the spider out immensely during the indexing. Google doesn’t place much value on meta tags, at least not like it used to, but they’re still a huge part of the picture. That being the case, don’t exclude them.

Once the site has been coded the right way, it is time to use Search Engine marketing. This is used to raise traffic, and there are many different methods. There could be articles, press releases, blogs, feeds, and many other things. It’s amazing what can be used to direct traffic to a website.

There are now other benefits stemming from Search Engine Marketing which will start to show up. For instance if you’ve been doing press releases where you spoke about a new color of widget for some time, and you list the colors that you have for sale, you have created what is known as an In-Bound Link which will go to your site for Red Widget, however having mentioned the other colors, they will gain their own IBL’s.

If you included phrases about the ways to use widgets, their colors, and other things, then you have also included keywords that you may have never though of. When you check to see what keywords are being used, you might actually be a bit surprised.

Now you’ve seen just a bit of the potential power that your website actually has. Every page will have it’s own rank, and for this reason it’s critical to ensure the optimization of every single page on your website.

One other thing that you should concern yourself with is geo targeting. This isn’t something that has been implemented everywhere yet, but it scans your pages for addresses, and if you are a brick and mortar business, then having your address indexed by it’s geographical location is very important.

When you check Google to see where your site ranks, remember all of the hidden keywords that you may have included. It’s amazing how often these will bring you right to the top of the search engine rankings. Right were you belong!

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