• Naming Your Files: many companies use their own internal file systems to name their web pages, such as “www.domain.com/1234X”. Instead of naming a page “1234X”, the file should be named with keywords that will drive traffic. For example, the page on my site describing my Internet Marketing services is saved as “www.vogelmarketing.net/Internet_Marketing."
• Page Titles: the page “title” is what you see in the heading of a Google search result, as well as in the browser tab when you visit that page. Many sites will title their pages with generic words, such as “Welcome to Our Home Page,” or worse “Untitled”. The title should contain those specific keywords that will drive traffic, because it is one of the many ways search engines determine the relevancy of your site to a search. No one does a search for “Welcome to Our Home Page”! Again, using my site as an example, my home page carries the title “Vogel Marketing Solutions: Marketing Consultants in Lancaster PA”. Each page should carry a completely different title that focuses on the topic of that specific page.
• Bullet Points and Bold Type: rather than describing your services in long sentences, pull out those services and “bulletize” them, and make the bold. It’s been theorized that search engine robots may spot these keywords more easily; they figure they must be important if they are bulleted and bold. Besides, bulleted copy makes sense from a user-friendliness standpoint; people don’t read web pages … they scan them. For an example of what I mean, take a look at my “About Us” page. My five key service areas have been bulleted and bolded.
• Link Your Keywords: many sites will describe what’s on a certain page, then use the words “Click Here” as the link to that page. Since search engines give prominence to linked text, make the keyword your hotlink. Take another look at my About Us page, and you’ll see that my five key services are all linked text.
• Incoming Links: one of the most important activities you can do for your website is increase the number of incoming links from other sites. This can be from your LinkedIn page, Associations of which you’re a member, business partners, valued vendors, and more.
• Avoid Too Much Flash: while it’s been reported that Google is now beginning to index Flash sites, it’s better to maintain an HTML-only site (or at least a mirror site from your Flash version) to ensure that all search engines can access your site and its content. Besides, many visitors (like me!) find it irritating to sit through an animation of flying words and pictures. Just give me the content I’m looking for!

I can perform a review of your site and help you find ways to drive more of the right kind of traffic to your site. Email me to set and appointment, or call 717-368-5143.