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10 Tips for Search Engine Optimization Success

People are spending a lot of time and money on Web site development, search engine optimization (SEO) and keyword purchases. While it sounds complicated and expensive, achieving high rankings in the major search engines is not as daunting a task as it might seem. The following tips will help you build a strong, effective and strategic Web presence that is a must in today's online environment.

1. Choose the right Internet-oriented language for your Web site: You must understand how people are searching for an issue, product or service to ensure you can be found where they are looking. You may be surprised to find that keywords you thought best described your issue, product or industry are silent compared to terms used by those surfing the Web. Ignoring terms, even when undesirable, can cost you thousands of visitors a day. Wordtracker is the industry gold standard for such research, while Yahoo Search Marketing (formerly Overture) and Google both offer free tools to help with your keyword selections.

2. Map your Web site: Review your keyword list and select two or three popular keyword phrases that make sense for a particular page of your Web site. Remember, it's always preferable to use phrases instead of single keywords.

3. Your title tags are key: A major factor in search engine rankings, the title tag should consist of five to 10 words and contain the targeted keywords for that particular Web page. It is best to avoid placing your company or organization name in every title on the Web site.

4. Pay attention to your body copy: While it is best to write copy from scratch based upon your keyword selections, you can easily incorporate keywords into the body of existing Web page copy. Aim for 200 plus words incorporating your elected keywords 3 to 4 times, or once a paragraph.

5. Use META keyword and description tags: Although they are no longer major factors in search engine rankings, META keyword and description tags should be used, principally the description tag, which search engines use to describe your Web site in their natural results.

6. Build your links pointing in (LPI) over time: A Web site's linking popularity -- other Web sites that link to yours -- is quickly becoming a major aspect in high rankings. The best place to start seeking quality LPI's are the major directories (Yahoo and DMOZ). Be sure to pay close attention to the submission guidelines! Secondary directories and search engines also offer excellent opportunities for LPI's. Hunting for linking partners using language research is also a great way to boost your Web site's linking popularity. Focus on sites that enjoy high rankings in the major search engines and request links from them. Proper etiquette implies that you should link to a potential partner before asking for a reciprocal link. The best way to insure high linking popularity is building a great Web site. If you do it right, chances are most of your work will be done for you. If your site is less than appealing, you may find it difficult to find linking partners, much less acceptance in directories and search engines.

7. Measure success with the big boys: Deciding on which of the several hundred search engines you should pay attention to can be nerve racking. Don't let it be - together, Google, Yahoo and MSN account for over 96% of searches conducted on search engines - focus your attention in these online spaces.

8. Use pay-per-click advertising if possible: If you can afford it, use of Yahoo Search Marketing and Google Adwords is highly recommended. On a budget if even one dollar a day, you could attract leads and brand your issue, product or service to over 96% of the search engine public, even if it is on a limited basis. Use of these services also offers a great stop gap while you are waiting for improved search engine rankings results and in most cases, will be live in a matter of days or even minutes.

9. Don't cheat: Using tactics like keyword stuffing (repeating keywords over and over), hidden text and participating with link farms, among others, are dangerous propositions. The search engines know these tricks, and they know them better than you.

10. Patience is a virtue: Obtaining top 10 rankings can often take months. Don't panic if you don't see noticeable changes over the span of a few months. Constantly tweaking your site copy every month can do more harm than good.