One of the keys to improving site traffic is to optimize your site for search engines. Search Engine Optimization (SEO) is the process of making small changes to your site's content and architecture that make it more readable to search engine "spiders" - the automated tools that are constantly scanning the Internet for new content. By optimizing, your site will appear as high as possible in search listings.
Much of SEO relates to search terms (keywords) that people use to find your site. The first step in SEO is to determine which keywords are important. Put yourself in the place of a user attempting to find the sort of content that you provide, and develop a list of specific search terms that should lead to your site. Then determine how many of those terms are used in your site's content, and revise as necessary. You should integrate your keywords into content as naturally as possible - don't just compile lists of terms and list them at the bottom of every page, as this will actually lower your search engine rank. As much as you can, use your keywords in major headings, page titles, and other conspicuous locations throughout your site. See more information in Web Strategy: 10 Tips for Writing for the Web.
Your site architecture can also affect search engine rank. In general, the code that supports your site should be as simple as possible to make it highly visible to search engines. Meaningful content that is embedded in images, videos, animations, etc. is invisible to search spiders. So, make sure that any messages in multimedia content are also spelled out as text. Also, try to avoid gimmicky features such as dropdown navigation menus, Flash-based sites, and other non-standard tools - while they may be visually appealing, often they can hide much of your site content from search engines.
Once your content and architecture are SEO-friendly, upkeep is important. Posting new content on your site on a regular basis will keep your search rank high. And make sure to trade links with other reputable sites in your field - the more external sites that link to your content, the higher your site will rank.
To implement or update your site’s SEO you will likely need to work with your technology support department. Now that you know a bit about SEO, you are ready to have that conversation.
For more tips, Google provides an excellent resource for Webmasters at http://www.google.com/support/webmasters/bin/answer.py?answer=35769.
Any comments or questions about SEO are welcome below!
This blog post is part of the follow up to the recent Webinar hosted by EPA - Get Caught in the ‘Net: Building Your Web Strategy to Reduce Radon Risk. The complete screencast (audio and video) of the Webinar are available in the RadonLeaders.org Resource Bank.
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