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The Art and Science of SEO: From Local to Global

by Shonali Burke on April 29, 2010

From local to global.

Image: Evan Leeson, Creative Commons

In part one of this series, I explained the basics of using local search engine optimization (SEO) techniques for your business. Local SEO works well for businesses — such as dentists, hair salons, car repair shops, and restaurants – that serve a specific geographic area.

Now, let’s stop being local. Here are some SEO considerations for any site – local or not.

When you decide to use SEO as one of your business-building strategies, a multi-layered approach works best. You’ll want to follow the ideas outlined below as well as continue to conduct ongoing keyword research, build links, and keep up on the latest SEO strategies.

In larger organizations, domain purchases, web design, internet architecture, and content creation are completed by different departments.

The advantage of running a small business is that it’s easier to corral 1-4 people than it is to corral 1-4 entire departments of 4-10 people each.

How do you expand upon the local SEO plan I outlined earlier?

Choose the Right Domain.

Before you do anything, consider your domain and choose a domain that contains your target key phrase. This step isn’t always possible for some organizations – you may already have an established domain – and for you I’d recommend naming your files with your target key phrases. For instance, you might name a page: target-key-phrase.html.

Use Internal Linking.

Link to other pages on your site using hyperlinks that contain your target key phrases. This helps search engines “know” the subject of your site and distinguishes your site from spam sites.

Attain Quality Backlinks.

I don’t advise purchasing links. Rumors have it that Google plans to update its algorithm (if it hasn’t already) to detect links that don’t build at a natural pace. If your site receives 200 incoming links in one day, that will probably look suspicious to Google.

What are your biggest SEO challenges? Please contact me or leave a note in the comments.

More from:

Regular contributor Deborah Ager is principal at ClickWisdom, LLC. She helps organizations attract and keep their ideal customers using tailored marketing strategies. ClickWisdom specializes in the use of paid search, social media, search engine optimization, and email marketing. Read a Maryland search engine optimization success story and sign up for free internet marketing tips; you can also connect with her on Twitter.

The Art and Science of Search Engine Optimization: Part Two

In part one of this series, I explained the basics of using local search engine optimization (SEO) techniques for your business. Local SEO works well for businesses — such as dentists, hair salons, car repair shops, and restaurants – that serve a specific geographic area. In this section, I branch out to include SEO considerations for any site – local or not.

When you decide to use SEO as one of your business-building strategies, a multi-layered approach works best. You’ll want to follow the ideas outlined below as well as continue to conduct ongoing keyword research, build links, and keep up on the latest SEO strategies.

In larger organizations, domain purchases, web design, internet architecture, and content creation are completed by different departments. The advantage of running a small business is that it’s easier to corral 1-4 people than it is to corral 1-4 entire departments of 4-10 people each.

What follows are tips on how to continue the local SEO plan outlined in part one:

1. Choose the Right Domain: Before you do anything, consider your domain and choose a domain that contains your target key phrase. This step isn’t always possible for some organizations – you may already have an established domain – and for you I’d recommend naming your files with your target key phrases. For instance, you might name a page: target-key-phrase.html.

2. Use Internal Linking: Link to other pages on your site using hyperlinks that contain your target key phrases. This helps search engines “know” the subject of your site and distinguishes your site from spam sites.

3. Attain Quality Backlinks: I don’t advise purchasing links. Rumors have it that Google plans to update its algorithm (if it hasn’t already) to detect links that don’t build at a natural pace. If your site receives 200 incoming links in one day, that will probably look suspicious to Google.

What are your biggest SEO challenges? Please contact me or leave a note in the comments.

Paid Links:

http://www.seobook.com/search-spam

Keyword Research:

http://www.womengrowbusiness.com/2009/07/the-beauty-of-chaos-use-it-when-choosing-good-keywords-for-seo-campaigns/

Google Algorithm:

http://www.google.com/corporate/tech.html

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