Traffic
from Google to your Website for a given keyword will triple the first month
your site appears on the first search results page, according to a recent study
by search marketing firm Oneupweb. To help get your site on Google's first
search results page, here are some tips shared by search industry experts as
reported by Matt Griffin, associate editor of Catalog Success:
1. Build a sitemap
Even if it's not accessible by visitors to your online store, a sitemap always
should be included on your Web site, said Stephan Spencer, founder and
president of Madison, Wis.-based Web design and consulting company Netconcepts.
The site map will add priority to site pages that you've specified. It's likely
you'll want Google's search engine spiders to frequently crawl the pages you
most often update, he said.
2. Change internal links to meaningful keywords
Links that lead deeper into your site should never say "click here"
or "next," Spencer said. Change these links to product names,
category names or any keywords research indicated you choose. Creating links
using relevant keywords will improve search engine results for those particular
search terms.
3. Look at your top 10 keywords
Brian Elliot, chief operating officer at Emeryville, Calif.-based Alibris, a
merchant of hard-to-find and out-of-print books, noted that looking at averages
doesn't allow you to gauge your search engine efforts' health. "Your
average conversion from keyword searches may look great, but you'll have to
drill down deeper to see which keywords in particular are converting," he
said. Specifically, he suggested that merchants look at their top 10 and bottom
10 keywords to get a better idea of how well these keywords are performing, and
how they might better optimize those words for campaigns.
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