Website SEO, the Caesar Way –Farquharson/Tedesco

(A Note from T.J. and Bill: We’re off this month. In our absence, please enjoy this column from our good friend, former Roman emperor Julius Caesar. A few thousand years after successfully faking his own death, Caesar has returned to prominence as an SEO guru.)

Friends, Romans, countrymen: lend me your ears! There’s but one thing worse than the Ides of March: having a Website that is not properly optimized for search engines. Everyone from the humblest slave to Caesar himself uses search engines to seek out the wares they need. Your print customers are no different.

If your Web pages rank highly on Google and other search engines, my friends and countrymen, you shall receive much site traffic, and thus many sales the live-long day. Websites that are not optimized shall be forced to endure the winter’s cold, far from any visitor. Have I captured your attention yet? Good! Let us commence my Seven Pillars of SEO.

Pillar I: Create external links to your Website. I am remembered in history in great part because of my popularity as emperor. Popularity is also important on the Web, my friends. Search engine bots count how many times your site is linked to from other sites. A site with a whole bevy of external links pointing to it shall be deemed significantly more relevant in searches than one with a mere pittance.

Therefore, doth pursue all reciprocal link opportunities with other companies, as long as there be a credible business reason to do so. Also, my countrymen, consider dispersing press releases via an online PR distribution service. When these releases post, a whole squadron of links will be created back to the release’s source—your Website. Dozens or even hundreds of external links can be created this way.

Pillar II: Use search engine-friendly page titles. We Romans highly value titles—”Emperor Caesar” commands much more respect and attention than “Sandalmaker Caesar,” doth it not? Web page titles hold similar weight in the world of SEO—they’re one of four key elements that determine your site’s search engine rankings.

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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  • Nick

    I take issue with Pillar III, as it is an oversimplification to the point of being straight-up incorrect.

    There is some evidence to support that traffic to a website does influence search ranking, however that evidence is predicated on organic traffic from Google, and short-click vs long-click, or how a user interacts with your website (not traffic, but engaged traffic). Generating traffic from AdWords will not improve your rank directly.

    In addition, for many sites, this engagement factor is seriously insignificant. If traffic-to, regardless of action, was a good ranking factor everyone with an ad fund (corp) would be using PPC to jack organic ranking.