Search Engine Optimization

Long term SEO goals can only be achieved by meeting Search Engine Criteria. Focused and Comprehensive Direct and Informative Recognized and Relevant Accessible and Navigable Search Engines give high rankings to sites that are:

What is ?  Effective SEO determines the visibility of your website to Search Engines, or SEs  Currently, the three leading search providers are Google, Yahoo!, and MSN.  How can your website proactively prepare for the ‘next big search engine,’ too? SEO

SEO: A Brief History In the beginning, high rankings in search engines (SEs) were easily manipulated and search engine result pages (SERPs) became littered with revenue focused campaigning, severely compromising and significantly damaging the overall quality of SE services. Quality guidelines were instituted and, although minimal, a certain level of ‘standardization’ began to develop. Although techniques to meet those standards change, the goals of enhancing user experience remain static. Website Visibility Design (WVD) is born.

What WVD means now… Search Search engine policies and technology dictate the structure of effective website visibility. The The best website visibility project is long-term focused. Site Site Visibility is the art of designing your website so SEs can crawl, categorize, and index the information on your site. Comprehensive Comprehensive visibility policies target all SEs, not just one.

The Nine Guides of Site Visibility ––Specific ––Relevant ––Original ––Resourceful ––Referential ––Authoritative ––Interactive ––Present ––Dynamic Your site and its pages should be:

––Specific––Relevant ––Original ––Resourceful ––Referential ––Authoritative ––Interactive ––Present ––Dynamic  The specifics of a page’s content should be reflected in the three following elements: URL URL

––Relevant ––Original ––Resourceful ––Referential ––Authoritative ––Interactive ––Present ––Dynamic  Relevance to a page’s specific topic is demonstrated, primarily, in two ways: and other body tags and other body tags Linking: internal and external Linking: internal and external

––Original ––Resourceful ––Referential ––Authoritative ––Interactive ––Present ––Dynamic  Original and body content: – Original in context, composition, and grammar – Quoting several unique, relevant references gives a 'directory' authority – Direct commentary specifically citing opposing viewpoints develops 'editorial' authority

––Resourceful ––Referential ––Authoritative ––Interactive ––Present ––Dynamic  Be Resourceful by offering usable information. Collect and display current information and statistics Collect and display current information and statistics Offer a variety of data sources Offer a variety of data sources Other alternative tactics to distribute hard facts and figures. Other alternative tactics to distribute hard facts and figures.

––Referential ––Authoritative ––Interactive ––Present ––Dynamic  Reference is the root of all authority One common element to every successful site, across-the- board, is effective internal and external linking. Don’t be stingy with the link-lovin’! Whether citing your own domain or another, be sure to reference source information and/or extending discussion with direct, open links. One common element to every successful site, across-the- board, is effective internal and external linking. Don’t be stingy with the link-lovin’! Whether citing your own domain or another, be sure to reference source information and/or extending discussion with direct, open links.

––Authoritative ––Interactive ––Present ––Dynamic  Authority is a measurement of originality and relevance. Establishing authority is the most time consuming aspect of visibility Establishing authority is the most time consuming aspect of visibility Solid, long-term authority develops naturally, when done correctly Solid, long-term authority develops naturally, when done correctly Linking is a primary driver of authority Linking is a primary driver of authority

––Interactive ––Present ––Dynamic  Offer visitors the ability to directly interact with your company and website. Search functions Search functions Social Bookmarking Social Bookmarking Form Submission Form Submission Company Contact Info Company Contact Info User Registration/Profile User Registration/Profile

––Present ––Dynamic  Have an active virtual presence. Direct public commentary Direct public commentary Forum participation Forum participation News generation News generation

––Dynamic  Dynamics: Avoid staleness. Auto-generating News Pages Auto-generating News Pages Static links to result pages on offered search functions Static links to result pages on offered search functions Auto-generating content such as tickers, feeds (format correctly!), forums, blogs, and similar techniques Auto-generating content such as tickers, feeds (format correctly!), forums, blogs, and similar techniques

Visibility is inter-dependent  No one factor stands alone Visibility is an investment in time  Effects may take up to six months Visibility is on-going  SEs evolve, grow, and change