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

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

Org, Marka, Numo and Zoot sat around the conference room table. The morning marketing meeting hadn’t started and Zoot and Numo were discussing after-work plans.

“I’m going to the new Pallas designer clothing store in Agamemnon’s Mall to pick out a few new winter togas,” Zoot announced.

“Does it have good clothes?” Numo asked.

“It must!” Zoot said. “The store is always so crowded.”

“Ah,” Marka said. “You’re thinking like a search engine.”

“Huh?” Zoot asked.

“Search engines deem highly trafficked O-sites more important in page rankings than lower-trafficked ones,” Marka explained.

“That’s quite a Catch-22,” Org observed. “To become prominent in search engine results, our O-site must be popular. But to become popular, it would help if our O-site was prominent in search engine results!”

“Fortunately, we can drive more traffic to our O-site simply by linking to or displaying it elsewhere,” Marka said. “This makes it easy for people we’re already communicating with to visit us O-line. Here are a few ways we can do so…” [Marka began writing on the white board.]

  • Require every FEI employee’s O-mail signature to contain a link to FEI’s O-site.
  • Frequently link our sOcial media posts back to the O-site.
  • On all printed promotional materials, include O-site address and QR codes that take users to an O-site landing page.

“All of these activities will drive customers and prospects toward our O-site for free, boosting our search rankings,” Marka continued. “But another way to generate O-web traffic is to pay a little bit for it via an Oogle Adwords campaign. With this campaign in motion, ads for FEI will appear when users search Oogle for keywords we’ve purchased, and each user who clicks on our ad will be sent to our O-site and recorded as a visitor. By boosting our O-site traffic, Adwords can help us write more business and positively impact our O-site’s native search-engine ranking.”

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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