SEO For CE Os Search Engine Optimization Unmasked For CE Os

If you’re like most other CEOs,​ the​ term “search engine optimization” will mean very little. Either that or​ it​ means expense! But it​ doesn’t have to​ be that way… if​ you​ feel like you’re standing in​ a​ dark room handing money to​ strangers to​ get you​ in​ the​ search engines,​ then this article is​ for you.

This is​ an​ article written by a​ business owner for other business owners and CEOs. it​ explains Search Engine Optimization (or SEO) in​ layperson’s terms. it​ won’t make you​ an​ expert,​ but it​ will give you​ some insight into what you’re spending your money on,​ what you​ should be spending your money on,​ and just as​ importantly,​ what you​ shouldn’t.

But before launching straight into an​ explanation of​ SEO,​ let’s talk a​ bit about search engines. Approximately 75%-80% of​ website traffic comes through search engines. What’s more,​ research shows that most people don’t look beyond the​ first 2 pages of​ search results. This means if​ your website doesn’t rank in​ the​ first 2 pages of​ the​ major search engines,​ it’s only receiving 20% of​ its rightful traffic… and revenue. (And remember,​ being ranked number 1 when you​ search for your company name or​ web address doesn’t count. you​ need to​ rank highly for the​ words your customers use at​ search engines.)

The biggest concern for search engine companies like Google,​ Yahoo,​ etc.,​ is​ finding content that will bring them more traffic (and thus more advertising revenue). They do this by using complex algorithms to​ determine whether a​ site is​ useful and should be included in​ their search results.

This is​ where SEO comes in.

SEO is​ the​ art of​ ranking in​ the​ search engines. Nothing more,​ nothing less.

SEO means creating your site such that the​ search engines consider it​ useful. the​ two main weapons in​ your arsenal are:

• Keywords
• Links to​ your site


Figure out what words your customers are looking for at​ search engines,​ and use those words at​ your site. By frequently using keywords that are important to​ your customers,​ you​ tell the​ search engines what you​ do. These keywords are used in​ your copy and in​ the​ code behind the​ page. Generally speaking,​ the​ more you​ use the​ keywords,​ the​ more relevant you​ are to​ searches in​ that field.

Keywords in​ Your Copy

The use of​ keywords in​ your copy is​ easy to​ understand. But it’s not easy to​ do. you​ can’t just pepper your site with a​ meaningless array of​ words. the​ trick is​ using the​ most important keywords a​ lot without compromising the​ readability of​ your copy. It’s a​ balance between writing for the​ search engines and writing for your reader.

TIP: if​ you​ find this too time consuming,​ a​ website copywriter can take care of​ it​ for you. And if​ you​ know your keywords already,​ it​ should cost you​ no more than normal web copy.

Keywords in​ Your HTML Code

The use of​ keywords in​ your HTML code is​ harder to​ understand,​ but it’s easier to​ do. There are four main places these keywords are used:

• Keywords
• Description
• Alt
• Title

TIP: When you​ hear people talking about meta tags,​ this is​ what they’re talking about. to​ see how meta tags are used in​ practice,​ go to​ Google and pretend you’re a​ customer. Search for something your customers would search for. e.g. if​ you’re in​ car audio,​ search for “car audio”. Click on​ the​ first couple of​ results to​ bring up their website. Right-click on​ the​ home page,​ and select “View Source”. You’ll see a​ whole lot of​ code. you​ can ignore most of​ it. What you’re looking for are the​ following…

meta name="KEYWORDS" CONTENT="keyword 1,​keyword 2,​keyword 3"

meta name="DESCRIPTION" CONTENT="Meaningful description of​ page using the​ main keywords"

img src="filename.gif" alt="Meaningful description of​ picture using the​ main keywords"

The title of​ the​ page using the​ main keywords

Take a​ look at​ the​ way the​ creators of​ the​ site have used keywords in​ these areas,​ and follow their lead. you​ already know they’re ranked highly,​ so chances are they’ve done a​ good job. Alternatively,​ take a​ look at​ my site,​ to​ see how I’ve done mine.


Now that you​ know how to​ tell the​ search engines what you​ do,​ let’s talk about how to​ convince them you’re important.

Links to​ your site (or “inbound links”) are the​ most important factor in​ ranking. the​ more links you​ have to​ your site from other sites,​ the​ better your ranking (related sites generate better rankings).

TIP: Think of​ the​ Internet as​ a​ big election. All the​ websites in​ the​ world are candidates,​ and all the​ links to​ those websites are votes. the​ more votes (links) a​ candidate (website) has,​ the​ more important it​ is,​ and the​ higher its ranking.

There are many possible ways to​ generate links. Some are dubious (like auto-generation software). Others are legitimate,​ but offer limited results (like asking customers and suppliers to​ list you​ on​ their sites,​ and adding your site to​ various business directories). you​ can experiment with these methods,​ but I’ve always found the​ best way to​ generate inbound links is​ to​ write helpful articles and let publishers of​ newsletters and e-zines use them for free – on​ the​ proviso that they link back to​ your site.

People who publish e-Zines and newsletters are always hungry for quality content. And there are websites out there dedicated to​ giving them just that. if​ you​ submit a​ well written,​ relevant,​ helpful article to​ one of​ those sites,​ you​ can have thousands of​ newsletter publishers ready to​ snap it​ up. Then you​ just sit back and watch the​ links multiply!

TIP: This method is​ beneficial in​ other ways too. Readers of​ your article will see that you​ know what you’re talking about,​ and because you’re published,​ they’ll see you​ as​ an​ authority.

It’s impossible to​ say how much time you’ll need to​ spend generating links. you​ just have to​ keep at​ it​ until you​ have achieved a​ high ranking. Even then,​ you’ll still need to​ dedicate some ongoing time to​ the​ task,​ otherwise your ranking will drop.


So to​ cut a​ long story short,​ it​ comes down to​ this. if​ you​ have a​ lot of​ the​ right keyword phrases,​ used in​ real sentences,​ distributed realistically throughout your site,​ and a​ lot of​ links from other relevant sites,​ you​ stand a​ good chance of​ being ranked highly.

That’s what you’re paying your providers for. And that’s what SEO is​ all about.

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