Blue Jungle Marketing believes that a web site is more than a communication tool; it is a valuable member of an organization that is able to acquire and retain customers 24/7 worldwide.
No two companies are the same, and neither are web sites. Blue Jungle’s experienced marketing team strategically develops an online marketing plan that reflects the needs and desires of our customers. This page expands on the February,Fort Bend Business Journal article "Explore the Cyber-Jungle - Let Blue Jungle Marketing be Your Guide"
that addresses Search Engine Optimization (SEO).
Cardinal rules
Use text instead of graphic links when possible: always include alternative text links for all graphic links on a page. This is both important for SEO and developing a site that is easy to navigate by screen readers and other tools commonly used by the visually impaired.
Be accurate and consistent in all forms of marketing: print, web, and network marketing. Use the same terminology in each so the public becomes accustom to referring to your services and products in a similar fashion. This will increase the odds that when they are looking for you they will use terms that will be found in your site
Do not use frames: frames result in visitors being sent to incomplete pages. Though still valuable tools for advanced web development, frames should not be used for site layout.
Avoid web page redirects: search engines may ban a site that uses this practice
Do not try to trick search engines: Do not use hidden text or invisible copy
Keep terms pertinent to the purpose of the site: do not be miss leading information to get search results
Tell the target market that you are there: do not rely only on the web site to attract people. Continue a strong print and network marketing campaign and ALWAYS include the URL on everything.
Limit the use of multi-media and Flash based graphics: new browsers are catching up with the technology; however, a large percentage of the internet population do not update their software or load the necessary plug-ins to allow the embellishments to operate correctly. Further, search engines either cannot or have very limited ability of searching content in multi-media objects.
Research your current market and determine how it addresses your product or service. Do not get caught up trying to develop key words that the market will need to know. For example, a product by the name of the “MgT-440 PowerHouse”, may simply be referred to by the market as a “industrial bushing.” Make sure both appear on the page.
Develop a list of keywords based on the terminology of the industry, market, and company vocabulary that reflects the organization’s product or service
Employ the services of a creative/technical writer to develop marketing copy that will include the list of words while attracting the interest of potential customers
Assure that every page has complete title, description, and keywords unique to the purpose of the page
Give every photograph alternative text that describes the photo and supports the purpose of the page
Revise copy regularly, total site copy changes is suggested annually. However, high traffic and popular pages should be revised more frequently depending on the content available.
Take part in collaborative link exchanges. This does not mean create a page of links to other sites. Those are all but ignored now days. It means work with your vendors, distributors, and affiliates and develop strategies to weave their links into the pages of your site. Make sure they link back to your site.
Use a reliable analytic (web statistic) program that provides unbiased feedback of your site’s traffic. Make sure that every page of your site is being monitored and perform regular statistic analysis to determine the optimum structure of your site. The public will ultimately determine what is the most important information that they are interested in. Blue Jungle’s experienced team of marketing professionals are able to perform routine statistic analysis and develop strategies that will take advantage of your site’s traffic patterns.
How Search Engines Work
Search vs. Directory - not all search sites on the internet are the same. A directory, like Yahoo!, is like a phone book that indexes sites in a categorized list of searchable sites. Search engines, like Google, scour the open web looking for anything that may match the proposed query. Both will list sites of interest for free, if the site posses the correct characteristics and provide a unique identity that allows it to be indexed.
Indexing – This is a practice of previewing a page(s) of a site and systematically saving content. This allows search engines to increase the speed at which they return results. The result is that sites that have a higher indexing rating result in higher listing in the search results.
What do they index – This is not as clear cut as it sounds. Search engine developers constantly revise the equation so that their system is not manipulated. In the early days, search engine simply looked at meta tags, or more simply stated, the title of the page, keywords impregnated in the hidden code, and the description. However, developers quickly caught on and were able to adjust accordingly. Now, the entire site is reviewed and the priority or importance of what is indexed is contently changed.
Indexing expanded – Now that indexing is addressed, it’s important to understand something about the process. Once a site is indexed it’s in the system for an undisclosed period of time. However, once it is indexed the search engine rarely looks at it again. The theory is that the more often a page is indexed, the higher its search rating could be. To increase indexing, it’s important that pages frequently change content so that the next time the engine looks at it it does not recognize the same old page. Again, the frequency that engines index are closely kept trade secrets. To avoid excess work and keep your customer happy, it is advised to change out and entire site annually and revise frequently visited pages at least on a monthly basis.
We would like to help
Blue Jungle Marketing understands the complexities of online marketing and has the experience to help you develop a strong web marketing strategy. To talk to a marketing specialist about your site and SEO needs, give us a call today at (281) 240 6700 or email info@bluejunglemarketing.com.
Avoiding The Black List –
Things That May Get Domains
Banned From Search Results
Misleading pages or redirects to a pages that have nothing in common with the initial search
Hiding copy or making it invisible through means of advanced coding or making text the same color as the background.
Including pages inappropriate for the general public
Ironically, requesting to be listed too often, or too many times. What’s too many? Only the search engine owners know.
Purposely searching for your site to increase rankings or any other artificial process of increasing traffic results will get you black listed.
Avoid the Myths
Myth 1: The guarantee of higher search rankings: Search engine companies control the equations; no one company can guarantee search engine optimization. They can only take steps to improve the potential of a site by using the basic steps and following the cardinal rules above.
Myth 2: Paid listings increase visibility: If you pay a search engine to list you they will, is a myth. The larger engines such as Google, Yahoo, and MSN do not guarantee placement only consideration. This money is best spent on direct marketing efforts to your industry. Now, this is not the same as Ad Word Campaigns and Banner advertising both can help spread the word; however, it’s wise to work with an experienced marketing team to avoid wasted money and potential hazards. You do not want to being paying two cents for each time the word “bushing” is being searched when the next USA Idol Music star “Bushing Grant” hits the charts.
Myth 3: Seed your site with current events because that is what people are looking at: If I plant current popular keywords that people are using I’ll attract more traffic. The truth, you may attract traffic. Search engines frown on this practice and could result in having your domain black listed (banned from the search). Make sure that all content in the site is pertinent to the operation, business, and services of your company. However, an experienced marketing writer may be able to develop a message that will promotes your product in relation to current events.
