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

Last week, Lucy and the FEI tribe went over a few reasons why businesses should consider selling through online channels. This week, they shift gears by focusing on the best search engine optimization (SEO) practices. Remember, fire = print.

One morning, Marka and Org arrived at Zoot’s office to find him dressed in a coonskin hat and bear-fur jacket. Binoculars hung around his neck.

“What’s with the get-up?” Marka asked.

“I heard we were going on a search today,” Zoot said.

“No, Zoot – not that kind of search. We’re discussing good search engine optimization (SEO) practices for FEI’s new O-site,” Marka explained.

“Elaborate,” Zoot said.

“Search engines generate a lot of O-site traffic,” Marka began. “Put simply, high rankings for our O-pages on Oogle and other search engines equal lots of O-page views.”

“How do we attain these high rankings?” Numo asked.

“Following four SEO guidelines can help drive search engine traffic to our O-site,” Marka said. “Today, we’ll discuss the first guideline: cultivating external links to our O-site. Search engine ‘bots’ count links to our O-site elsewhere on the O-web. An O-site with 1,000 external links pointing to it will show up higher in page rankings than one with just 10. We can create external O-site links through:

  • O-social media posts
  • O-Tube videos
  • O-line press releases

“Regarding the last option, sending out frequent press releases via an O-line PR distribution service is a boon for SEO,” Marka continued. “When our releases post, valuable links will be created back to the release’s source—our O-site. Dozens or even hundreds of external links can be created this way.”

“Beautiful,” Zoot said, “but I feel like you have more in your SEO bag of tricks.”

“Oh, yes,” Marka teased, “but that’ll wait for next week.”

“In the meantime, I better change,” Zoot said, tugging at his bear-skin jacket. “My next client’s a vegetarian.”

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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