Weathering Your Keywords by Brian Weathers

Posted under Business Efficiency,Home Inspector,Realtor,SEO,Simple Business by admin on Saturday 6 February 2010 at 10:48 pm

SEO Target - Search engine optimizationSearch Engine Optimization (SEO) like the weather is constantly changing. What worked perfectly just a few short years ago to land your page in the top ten results may only get you on page three or four now.  To stay on the first page of the search results for a specific keyword you must know your competition very well.  This is like a strategic war game of sorts where your competition is learning on the fly, just like “WOPR”, the computer did in the movie “War Games”.

For this article I will concentrate on keywords  specifically, so let’s take a look at them closer and see what we can do to stay ranked on that coveted first page.  As a note, when I say ranked I mean naturally, organically or on the left side of the search engine results pages (serp), not on the right side or top where the pay per click (paid) ad’s appear.

Keywords or should I say “Long Tail Keywords” (three words or more) are much easier to get a first page ranking for now because of the ever increasing amounts of competition.  What I mean is competing number of pages for your particular long tail keyword.  Sure, you will probably get less hits or overall impressions, but if it is a “buying” long tail keyword, then that can avoid the shoppers or tire kickers as I call them.

An example in the insurance world would be “health insurance” vs.  “family co pay health insurance in Washington DC”.  A person searching for the long tail like this example has probably narrowed down their search to a particular type of health policy and is ready to buy, rather than someone who is still performing research about the subject.

So where can we use these “Long Tail Keywords” in our overall optimization strategy? There are two main areas of optimization, on page and off page. I will cover some of both as they relate to keywords in general. The first area to look at would be on page optimization, such as title tags, meta description and meta keyword tags.

A title tag should be brief but descriptive enough for your site visitors to identify you and your business. The title tag is the first thing that is shown and indexed by the search engines. The meta description tag influences the possibility that a person will actually click on the search engine results page and visit your site. Its intent is to be a brief but concise summary of your page’s overall content.

Meta keyword tags  are a summary list of the most important words on your page.  They are still considered very important, but the search engines have de-emphasized their overall value over time because of over usage.  There are other things to consider, but a good overall strategy would be to include your Long Tail Keywords in all three tags. 

The other area to concentrate on would be off page optimization strategies such as video and article marketing.  With several new articles in place on your site and fresh content regularly scheduled, this can ensure you with a much faster return to the top of the search engine rankings for your keywords.

There are many article hosts available, but four or five main sites should be enough to obtain good rankings.  Some of the best sites include EzineArticles, GoArticles, ArticleBase, WebProNews and ArticleDashBoard. 

Video marketing these days can come in two distinct flavors, posted video and hosted video. Posted video is when you create and optimize video content that is uploaded to video sharing websites like Youtube.  Hosted video is either hosted on a private network or hosted on your own site (server).

The benefit of posted video would be that you can leverage the higher page rank and authority that these sites have in order to assist you in ranking well within the search engines. The downside is that this strategy does not help with driving traffic back to your own website. Hosted video is a good strategy when your goal is to drive users to your own website but must be optimized correctly.

crocodileWith generous usage of your long tail keywords in your articles and on video links will catapult your site back towards the top again.

These are just some of the areas that you should concentrate on if you have found your site sinking back to the second page and beyond.

In the next article, I will go into detail about current Linking strategies and how that ties in with long tail keywords as well.

For more information or questions regarding this article or our services, please email me at Brian@strategicseomarketing.com or visit us at www.strategicseomarketing.com