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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.
 

Improve Your SEO Performance

 
Last week, the Fire Enterprises, Inc. (FEI) tribe learned to design an effective business O-site (Website). This week, Marka explains how the tribe can use intelligent SEO (Search Engine Optimization) tactics to increase O-site traffic and consequently improve sales. Remember, fire = print.

“Now that we’ve got a spankin’ new O-site, we have to make sure it’s highly accessible to potential fire buyers,” Zoot said.

“A lot of O-site traffic is generated through search engines,” Marka explained. “If pages for our important services and products rank highly in popular search engines, our O-site will get a lot of page views. In addition, more consumers are buying fire and torches O-line, and many consumers also use search engines to guide their decisions.”

“Keeping our O-site prominent in search engine results is clearly an important part of our online marketing efforts,” agreed Org. “So how do we implement a search engine optimization strategy for our new O-site?”

“Search engine optimization, or SEO, is an ever-changing practice,” Marka admitted. “Following these guidelines, however, can help drive search engine traffic to our O-site.”

Marka started writing on the whiteboard:

Cultivate external links to our O-site

“Popularity is important on the Web,” Marka pointed out. “Search engine bots count the number of times a site is linked to from other sites, and deem O-sites with 1,000 external links significantly more relevant than those with only 10.”

“How do we create these external links?” Zoot asked.

“We can frequently send out press releases via an online distribution service,” Marka replied. “These press releases will include links to our O-site that will be counted by search engines and therefore improve SEO. Another strategy involves using social media communications as promotional vehicles for our O-site. Posts from an FEI blog, Twitter account or Facebook page that link back to our O-site can improve our search engine results.”

Use search engine-friendly page titles

“Search engines mostly use Web page titles to determine whether the page’s content is relevant to the user’s search,” Marka cotinued. “So we must ensure our Web page titles are relevant to fire products and services. Titling every Web page ‘FEI’ won’t draw people searching for torches to our site.”

“SEO is rather complicated,” Numo opined, cleaning his glasses with his toga.

“It’s so complicated that we’ll have to meet again next week to discuss the rest of my SEO tips,” Marka said.

“As long as you bring us free pizza,” Zoot remarked, his mind always on his next meal.

Today’s FIRE! Point
A lot of Website traffic is generated through search engines. If your important services and products rank highly in popular search engines, your Website will get a lot of page views. More consumers are buying print online, and many consumers also use search engines to guide their buying decisions.

There are many tactics that can drive SEO for your printing company. Cultivating external links to your Website via an online PR distribution service or social media postings can improve your Website’s search engine results. So can stocking your Website with title pages relevant to each page’s service.

FIRE! in Action

Alibris Uses Google Adwords to Drive SEO and Improve Sales
Every Website visit and order made as a result of the bookseller’s Adwords campaign is tracked and measured against the cost of the program. With help from Adwords, the business has seen sales grow 80 percent in the past four years.

Next week: Part two of Marka’s tips on search engine optimization (SEO) for business Websites.

 

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