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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.

How SEO Can Put Your Business at the Top of Search Results (Part II)

Last week, Lucy and the FEI tribe discussed one best practice for search engine optimization (SEO). This week, the discussion continues with another SEO tip for businesses. Remember, fire = print.

SEO was the topic of today’s FEI marketing meeting. Org, Marka, Numo and Zoot sat around the circular conference room table. “First, remind me of the importance of SEO,” Org said to Marka.

“Let me put it this way,” Marka began. “Why should FEI be listed in the O-White Pages?”

“Because that’s where many prospects used to go when looking for a local fire services provider,” Org replied. “At least until the O-web...Ah, I see.”

“As of last year, 7.2 percent of all O-web visits were to O-Google. And that’s just the most popular of many search engines!” Marka exclaimed. “Search engines are where many consumers and businesses begin their buying journeys. Ensuring our O-site’s prominence in various search engines is paramount to getting it noticed by prospects.”

“I’m convinced,” Org said. “Now, what is today’s SEO tip?”

Free of Zoot’s cramped office, Marka had access to a whiteboard again. She went up to it and wrote:

Use Search Engine-friendly O-page Titles

“O-page titles are one of four key elements that determine our O-site’s search engine rankings,” Marka explained. “Search engine algorithms use our page titles to help them decide if we should be on the first page or the 20th. I’d rather be on the first page, wouldn’t you?”

“Of course,” Org quickly agreed. “A lot of FEI’s sales rest on our search-engine rankings.”

“Therefore, we should make sure our O-page titles are relevant to the various fire products and services we’re trying to sell,” Marka continued, tossing her straw-colored hair out of her eyes. “Each title should accurately describe the O-page’s content as succinctly as possible.”

“We can title our torches O-page: ‘Durable, weather-proof, flexible fire torches,” Zoot interrupted.

“Exactly!” Marka quickly agreed.

“How is ‘Matches are convenient, for lighting fire on the go’ for the title for our matches O-page?” Org asked.

“Yes!” Marka agreed again.

“So our old practice of giving every O-site page the same title ‘FEI’ is not a best practice?” Numo asked, already knowing the answer.

“No,” Marka said. “And we’ll never do it again.”

Today’s FIRE! Point
Search engines are where many consumers and businesses begin their buying journeys. Ensuring your website’s prominence in various search engines is paramount to getting it noticed by interested prospects. Webpage titles are one of four key elements that determine an O-site’s search engine rankings. Therefore, make sure your webpage titles are relevant to the various products and services you’re trying to sell. Your page titles should accurately describe the web page’s content as succinctly as possible.

FIRE! In Action
Private MD Lab Services Uses SEO to Boost Website Traffic
The medical lab and blood testing organization used SEO tactics to increase its organic search traffic by 319 percent.

Next week: The FEI tribe discusses another element of good SEO.

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