Improve Your Business’ SEO Performance (part 2)

Last week, the FEI tribe learned how intelligent SEO tactics can increase O-site traffic and consequently improve sales. This week, Marka discusses more potentially useful SEO activities for businesses. Remember, fire = print.

“How else can we improve our O-site’s search engine position?” Org asked.

Marka began scribbling on the whiteboard:

Increase Website traffic

“Search engines deem heavily-trafficked O-sites more important than low-trafficked ones,” Marka explained. “Without much traffic, our O-site will descend into irrelevance. We can generate traffic the old fashioned way: by paying for it.”

“What do you mean?” Zoot asked.

“I’m talking about ‘Zeus’ AdWords,” Marka explained. “Potential buyers who view and click on our ad will be brought to our O-site and be recorded as a site visitor.”

“We don’t have the budget for a large-scale paid campaign like that,” Numo warned.

“There won’t be any onerous costs,” Marka said. “‘Zeus’ and other programs allow advertisers to easily cap daily spending amounts. We can place affordable ads that will display when prospective fire buyers search for certain relevant keywords—e.g. fire, matches, torches, etc.”

Marka continued scribbling:

Write search engine friendly Web page text

“Search engines scan O-site text for repeating words and use these words to help determine O-page relevancy, which is a major SEO component,” Marka said. “However, you can overdo the repetition and end up with content that barely sounds like Olympus English. Getting the balance right is critical. We should start with well-written copy that’s to the point. During copy review sessions, we’ll consider tweaking a word here and there for SEO purposes, but it’s better to prioritize impressing visitors than search engine bots.”

“I was thinking of redesigning our new micro-site as flash-only,” Lucy shared. “How would that affect its SEO?”

“Flash-only sites look great,” Marka said. “However, getting search engines to read Flash pages is trickier. Flash-only sites must be designed carefully.”

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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