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Organic or Natural Search Engine Optimization
Search Engine Optimization (SEO)
Refining a web site so that it is search engine friendly for targeted keyword phrases and submitting to search engines for high rankings in organic search results.
Notice the text in red points to the keyword phrase "Bladez XTR-HD". This phrase is repeated in certain areas of the web page. If the keyword is used too many times it will be considered spaming the search engines. This will cause your page to decline in the listings. If you don't use it enough or don't have 500 to 800 words per page then your web page will not show up on the 1st page of a search query. The net result will be the same. If you don't show up on the first page of a search query then you don't exist. Most users rarely go past the first page of their search.
Writing - It's all in what you say
Before we talk about creating quality content, it's important to note that any and all content should be written with the search engines in mind. Every single thing you write - a press release, a newsletter, or site information - must be geared towards the keywords of the industry or the product/service you promote. What are the search terms that consumers are using within the search engines? When you know the keywords associated with your industry and integrate them into your site content, you will receive a higher ranking - organically - and have more effective, less expensive, paid-search campaigns. For example, "Five mega-pixel camera" is much cheaper than "digital camera." You can have all the content in the world, but if it fails to contain relevant data or popular search terms, you will never be found and if you are, it's likely you won't get a return visit.
Research
How do you practically apply these concepts to your site? To identify the most-effective keywords from which to build your content, ask yourself the following questions:
- Who are the major players in the industry and what distinguishes them from one another?
- What are the trends in the overall market? Digital cameras, for example, are surging in popularity compared to film cameras. Also, hobbyists are buying more sophisticated cameras as prices decrease.
- How do advertisers market themselves? Some promotions might be industry-specific, and can be included in your keyword lists. For instance, image-processing companies find that consumers are responsive to "two-for-one" processing specials.
- What are the product attributes consumers look for? Digital camera consumers make buying decisions in terms of price, mega-pixels and lens type.
- What are the price points and different product levels? Offering all things to all people might leave you no one at all. For example, a site targeting the casual, vacation photographer looking for an affordable camera will be very different than one for studio photographers. Drill down your vertical to a consumer sub-category level and shape content around that group.
- Are there any complimentary goods or services available? Commonly known as up-selling. Don't miss the opportunity to suggest an accessory such as a camera bag or tri-pod with that fancy new camera.
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