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With more and more online companies competing for the prized "first page listing" on major search engines, it's no wonder that hundreds of companies have sprung up promising incredible results. The fact is, optimizing a web site to "perform well" in search engines is not something that happens overnight. Content needs to be added, links forged, and goals kept realistic. Wild promises are best treated with a large pinch of salt!
- Content and targeted key phrases: It is impossible to optimize a site lacking in content (relevant articles, product descriptions etc.), and from the outset, it is necessary to decide exactly what key phrases the site will be optimized for.
For example, a site could easily be optimized for the phrase "purple carrots from Mars", but as nobody is interested in such things, there is no benefit in doing so. The more popular the phrase, the harder it becomes to obtain good search engine positioning for that phrase!
- Link building: Once considered the holy grail of search engine positioning, obtaining links to your site is often not as important as other, often overlooked and easily implemented techniques.
- Effective design: Proper use of title and header tags, META descriptions and keywords, along with an effective and efficient internal navigation and linking structure are often easily modified areas of a website that can sometimes provide just the edge you need over a competitor!
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SEO can not be considered a "one-time" deal. Without frequent monitoring and tuning, even if high placement is obtained, it is unlikely to be maintained; as competitors increase their efforts, search engine algorithms are modified etc.
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