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

Last week, FEI marketing whiz Marka taught the tribe how to create content that will keep people reading and returning to FEI’s website. Now, Marka concludes her series of tips on the FACS formula for effective websites. Her last topic is how search-engine optimization (SEO) can help FEI get more business from its website. Remember, fire = print.

Zoot strolled into the conference room, his nose buried in his weekly appointment book. Oblivious to his surroundings, he walked into a pillar, one of seven added near the front of the room.

Zoot tumbled to the floor and his appointment book flew across the room. “What the Hades was that?”

“You just ruined my visual aid!” Marka exclaimed. “I spent a lot of time arranging those seven pillars.”

“Why seven pillars?” Zoot asked.

“Today we’re discussing search-engine optimization (SEO),” Marka explained. “SEO best practices can be broken down into just seven components, or…pillars.”

“Why should we care about optimizing our site for search engines?” asked Numo, who’d arrived early and was already seated.

“The answer is simple and obvious,” Marka replied. “Good SEO practices lead to more interested prospects finding our O-site. More qualified site visitors lead to more sales. Let’s begin with Pillar I.”

Pillar I: Create external links to your O-site.

“Search engine bots count how many times our O-site is linked to from other O-sites,” Marka explained. “All other things equal, an O-site with more external links pointing to it will rank higher in search engines than another with just a few inbound links.

“We can create external links to our O-site through…” [Marka moved to the whiteboard to conclude her thought in writing.]

  • O-cial media posts,
  • O-Tube videos, and
  • Press releases distributed over an O-line wire service.

Marka scribbled more on the whiteboard.

Pillar II: Use search engine-friendly page titles.

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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