CASE STUDIES
search engine strategies

Area of assistance: Web Promotion

Problem: Search engines are the primary means of finding products and services on the web. But with so many websites available, it is easy for a company's website to get lost in the crowd.

Analysis: The only way for a client's website to get noticed by casual web surfers is to try to get it placed near the top 10 returns on search engine queries. First a site needs to get indexed by the search engine. This can be done either by submitting the website's address (URL) to the major search engines or by waiting for them to find you through links on other websites. Further, you can compose meta tags and title tags (text that is mostly hidden in your web page's code) that describe the site and provide keywords for search engines to find and process.

Strategy: Submit the client's URL to each of the major search engines.

The next step is composing meta tags and title tags. The title tag is most important, and the words you enter appear at the very top of your browser. There are numerous varieties of meta tags, but the most important are the "description" and "keyword" tags. The former is a short description of your site for display on the search return, and the latter is a list of important words that a customer might search for in order to find the client's products and services. Meta tags have declined in significance in recent years, but it's a good idea to keep all your bases covered.

For best results, it is a good idea to have these tags on every page of a web site to assure easy discovery by search engine "robots" that constantly scan websites. It is even more useful to have unique title tags for every page.

For an example of these tags, right click your mouse on this page and select "view source." You will be able to see the HTML code that creates this page. At the top you will see the <title> and <meta name="..."> tags.

Conclusion: With the URL submitted to the major search engines and the meta tags in place for better description, an improved position on search engine returns is almost guaranteed. While a top rating may not be achieved, an improved ranking certainly is more likely, and URL exposure has been significantly increased.

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