Drive More Targeted Traffic to Your Website with SEO Best Practices – Part II

Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka showed the tribe how implementing SEO best practices can help FEI drive more targeted traffic to their Website, a crucial first step of demand generation efforts. This week, the tribe concludes SEO best practices discussions. Remember, fire = print.

The Tuesday morning marketing meeting began. Marka stood in front of the other tribe members—Tribe Leader Org, Sales Tribe Leader Zoot, and Finance Tribe Leader Numo—to continue discussing how to optimize FEI’s website for search engines.

“Can you briefly reiterate why SEO is important?” Org asked.

“Here’s the short and sweet version,” Marka said. “Today our prospects use O-line search engines to seek out fire vendors. Optimizing our site for search engines will help ensure it shows up prominently in search results for the words and phrases our prospects are likely to be searching for. Now, here are a few more SEO best practices we should implement.”

Marka scribbled on the whiteboard:

Build external links—Search engine bots count how many times FEI’s O-site is linked to from other sites, and use this information to determine how relevant our O-site is and therefore how high it should appear in searches. We can improve our performance here by capitalizing on opportunities to build external links back to our O-site. First, we can pursue “link swapping” opportunities with other companies—as long as there’s a credible business reason to do so—and contribute guest posts to other O-sites in our industry.

“Probably the most efficient way to build external links,” Marka continued, “Is to send out press releases via a reputable online PR distribution service. We include a link to our O-site in these press releases, so when news sites pick them up they create external links back to our O-site. If we’re announcing something truly newsworthy and targeting the right media outlets, we can create dozens or even hundreds of external links from one release this way!”

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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