Improve Your Website’s ROI by Using SEO, Part II

Last week, FEI marketing whiz Marka went over three of the seven best practices for search engine optimization (SEO). This week, Marka concludes her SEO discussion with four more tips for helping businesses perform well in search engines. Remember, fire = print.

Lunch had just ended, and the FEI tribe was gathered in the conference room for the afternoon marketing meeting. Zoot contentedly patted his bloated stomach.

“Good lunch, Zoot?” Org asked.

“You bet,” Zoot said. “I got the #4 with extra feta from Olive Burger.”

“Olive Burger?” Numo asked. “I thought you were heading to Sparta Burger.”

“That was the plan,” Zoot said. “But I passed Olive Burger first.”

“Zoot, you’ve inadvertently shown why SEO is so important for our business,” Marka interjected.

“How?” Zoot asked.

“Olive Burger and Sparta Burger are both located off Exit 21 on Route O-66,” Marka explained. “But Olive Burger is right off that exit, while Sparta Burger is almost two miles down the road. Olive gets a lot of traffic from people who are planning on eating somewhere else, but simply see it first.”

“You’re saying a good SEO ranking is the virtual equivalent of being ‘first-off-the-freeway?’” Zoot asked.

“That’s right,” Marka replied. “If FEI ranks high in search engines for terms fire buyers search for most, we’ll steal a lot of business away from competitors on page five. Now, let’s go over the last four pillars of effective SEO.” [Marka started scribbling on the whiteboard.]

Pillar IV: Prioritize fresh content.

“Oogle and other search engines measure all of our O-pages for freshness, score them, and use that score in part to determine where these pages should rank for search results,” Marka explained. “That’s why we must commit to updating our site weekly—daily, if possible.”

“Fortunately, content management systems (CMS) such as WordPress make updating our site a breeze,” Marka continued. “CMSs allow us to simply create, edit and place O-web content in a slew of forms: tip-of-the-week boxes, blog posts, news releases, ‘helpful fire tip’ videos, and more.” [Marka then wrote more on the whiteboard.]

Pillar V: Write search-engine-friendly O-web copy.

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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