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To be found, you need to say something
2008-05-21 08:59:24

Here’s the reality: people search with words that make sense to them. For most people, that means plain, short, common words, not the oblique marketing speak so prevalent on the Web. Too many corporate sites (and the technology sector is by far the most consistent offender) feature marketing messages so pregnant with buzzwords, made-up phrases, and convoluted clauses that it’s questionable whether the original writer has any clue what he was trying to communicate. The company that speaks in everyday vernacular will simply appeal to a wider customer base. For instance, people will not type “integrated premises-based ECM solution” into a search engine. So if your site says that, you are missing a disproportionately large segment of your target audience. Someone might type in “content management for accounts payable.” Maybe. More likely, that person will search for “software to organize invoices,” and then find the company that solves this problem without talking about all of that ECM mumbo jumbo.   Read more

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SEO tactics
2008-05-21 01:48:46

Once the optimization strategy is defined, it’s a matter of tactical execution. In SEO, there are many, many things that can be done to support the campaign, from internal content tweaking to external link building to continued keyword research and competitive analysis. Successful campaigns are a blend of these channels—relying on any single device is like driving an 18-wheel truck on only one tire. Methods for SEO can be placed into one of two broad categories: SEO-specific tweaks made to the website itself (internal), and tactics outside the domain (external). Beyond that, it’s just a cycle of research, strategy evaluation, and campaign monitoring to ensure the effort is actually driving desired marketing results, not just upping the number of visitors.  Read more

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