TECH NOTE: Search Engines

Search Engine Optimization

Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines in the natural (unpaid) search results. SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Optimizing a web site may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

Gathering and prioritizing keywords

To start the SEO process, you need to develop a list of the keywords you think your target audience would use in a search engine to find a site like yours. Most people would enter between 3 and 6 words in a search engine. Try to think of the terms that people would use for your business. Look at the Yellow pages and identify keywords from the relevant category names and business names. You may also need to include geographic location keywords as well, particularly if you want to have a high placement in local listings. This could be your city, county, region and/or state.

Make a list of the keywords you think are important. When you get up to 30, stop. There are limits to the number of keywords that can be effectively optimized. Then prioritize the words using the following classification scheme:

A – Critically important keywords
B – Keywords that are of secondary importance
C – Relatively unimportant keywords

Etherjazz has prepared a set of instructions and a worksheet to assist you with this process, and you can download a copy of these materials here: Download Search Engine Optimization Worksheet (Adobe PDF)

 

Using Local Listings to Improve Your Visibility

One of the easiest ways to improve visibility in search engines for your local area is with local listings in the major search engines. Whenever you add location keywords to a search, the search engine will include a map of the area showing all the results that fit your search terms in that area. For example, if you entered "restaurants hood river oregon" you will see a map showing the locations of restaurants in Hood River. Some search engines also show you a partial list of the restaurants in the map window along with links.

Getting added to the local listings is easy, and best of all, it's free! Here's how to get your business (and web site) set up in the major search engines.

Google My Business

Local listings in Google is done withthe Google My Business program. To create a listing, you need to create an account for your business or have Etherjazz assist you. Google places the highest value on submissions directly from the business themselves compared to third party sources. Once the business information has been entered and submitted, Google verifies the submission to be legitimate by having you enter a PIN that will be sent to either your business address or phone number. Go to Google MyBusiness

Bing Places for Business (Microsoft)

Bing Places For Business provides a set of easy to use listing tools for you to claim, verify, and manage your local business listing on Bing. A local listing is a page showing business details. Local listings can be found on the Local tab of the Bing Search results from a computer browser. Submissions are free, and Bing also has a verification process for submissions. Go to Bing Places For Business

Yahoo Local Listings (Yext)

The Yahoo Local Listings service is similar to Google and Bing. Yahoo has partnered with Yext for the Yahoo Local Listings. The basic listing service is free. You can also sign up for Yext premium service you can control and broadcast your listings on a network of premium sites including Yahoo, Yelp, Facebook, and Bing. Got to Yahoo Local Listings