May 2006

Published by Dianna Huff

Volume 6, Number 5

The "New" Rule for SEO: Content is King

By Dianna Huff

I attended the Search Engine Strategies Toronto conference last week with eager anticipation. Search engine marketing excites me -- an excitement which hasn't dimmed in the 10+ years I've been writing Web content -- as does learning any new search optimization strategies for maintaining high rankings in the search engines.

However, the "new" strategy I learned at the conference didn't surprise me. Everyone from keynoter Danny Sullivan, editor of Search Engine Watch, to representatives from Google, Yahoo, MSN, and Ask gave the same message: content is king.

(Oh, and make it easy for people to find this content. See last month's article, "Five Reasons Your Site Isn't Showing Up in Google.")

No longer a "bubble" or fad marketing tactic, search and the Internet have come of age. Whether you think Google's stock is too hot to touch or is destined to reach $600 a share, the search marketing industry continues to grow and evolve.

Indeed, according to the Pew Internet & American Life Project, about 60 million US adults a day are using search engines to find everything from the local Chinese food restaurant to high-end laboratory equipment for pharmaceutical research.

The implications for B2B are huge: companies must ensure their online content delivers more than ho-hum spec sheets and brochures. Because of the Internet, the relationship with a prospect begins before a salesperson sets foot in the prospect's office -- it begins when the person visits your Website.

Which is why content, including e-newsletters, blogs, case studies, reports, white papers, case studies, online tools, articles, and press releases, is king.

Developing this content delivers results, says David Meerman Scott, author of Cashing In with Content. "A Web site visitor may actually come to view the organization behind the site as a trusted resource, rather than just a place to spend spare time or dollars."

Of course, the first step to building this trust begins with ensuring prospects can find your content while searching ... and that begins with a well-optimized Website. The top three SEO tips include:

• Writing a unique title tag for each page of your site in order to boost search engine rankings.
• Building links from reputable sites to your site. The more links you have, the more "authoritative" your site looks to the search engines.
• Developing a search engine AND people friendly Website.

Search is no longer about "tricking" the search engines in order to rank well. Instead, it's about hard work, patience, and the commitment to giving your prospects the information they need to move forward in doing business with you.

Increase Online Traffic and Inquiries

Written mainly for entrepreneurs and small businesses, "How to Increase Traffic, Inquiries and Sales by Expanding the Services Area of Your Website," an article I wrote for Search Engine News, explains how to increase targeted traffic to your site by expanding or building out your "Services" section -- even if you think you offer only one service.

Is Your Website an Underachiever?

Do you want to increase targeted traffic and leads but you're not sure how? Getting found in the search engines is one sure-fire method. Yet, how do you know if your site needs optimization or other types of work?

To help you make this important decision, DH Communications offers a comprehensive Website analysis package that includes:

• Complete analysis of your site with regard to SEO (keywords, title and meta tags, inbound links, current search engine ranking, and source code)
• Interpretation of your Web analytics reports (if available)
• Usability and/or design fix recommendations
• Recommendations for additional content and/or revision of existing content

"Dianna determined that although I was ranking well for many keywords, my traffic was low due to poor title and meta tags. With her detailed analysis, I could clearly see the problem and understood her proposed solution."

Rees Whitaker
President
Inca Gold Products, LLC

Call Dianna Huff today at 603-382-8093 to learn more information or send email to: info@dhcommunications.com.

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In this Issue
The "New" Rule for SEO: Content is King
Increase Online Traffic and Inquiries
Is Your Website an Underachiever?

Worry-free MarCom
When you hire Dianna Huff for your next marketing communications (marcom) project, you'll get more than just good writing.

You'll get someone who 1) understands how to write copy that generates leads; 2) delivers copy that needs little revision; and 3) won't miss your deadline. Ever.

Dianna Huff--She makes you look good.

Contact DH Communications

Telephone: 603-382-8093
Email: info@dhcommunications.com

Featured Book:
Cashing In with Content

By David Meerman Scott
Scott's book features 20 "content-smart" e-commerce, B-to-B, and not-for-profit sites. In it he explains plains why Web marketers can't rely on "aesthetics" or "slick, TV-influenced, one-way broadcast messages" to get one's message out. People are looking for information, and they appreciate companies that give them answers to questions they hadn't even thought to ask.

Order it Now at Amazon

Previous Issues

Five Reasons Your Site Isn't Showing Up in Google
Challenge: Add Muscle to Your Flabby Headlines
IKEA Doesn't Want My Business

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Contact Dianna today

Telephone:
603-382-8093
Email: info@dhcommunications.com