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.”

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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