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.”

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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