SEO can make the content of your web pages more relevant, more attractive, and more easily read by search engines and their crawling and indexing software.
Why would this be of great importance to you? Would it be important to you if customers were unable to find your telephone number or find the address of your business? I do not think that many businesses could survive for very long in this situation.This situation could apply to a web site. Can potential customers locate your current web site easily? Traffic to your web site could be extremely low. Potential customers might not even know that your site exists
"Wait a minute!" you say. "We have a beautiful web site, and we include the web site address in all advertising campaigns. Why would people be unable to find our site?"
Of course, your current customers and persons already acquainted with your business would be likely to find your web site without difficulty. Wouldn’t they?
Are you absolutely sure that your advertising has reached enough potential customers? Did you consider that some people simply do not read the newspapers? How about people who didn’t get the issue of the magazine where you placed an expensive ad?Did these people hear the WABC radio broadcast when your commercial aired? Were they watching channel 44 during the news hour? Were they on the direct mail list for which you paid thousands of dollars?
So how about those search engines that everyone uses? Potential customers will type a word or two into the box, hit ’Enter’, and immediately find a listing for your company’s web site. One more click and you have another visitor. Search engines sure are great, aren’t they.
Yes, they certainly are great, and the ’type-and-click’ scenario above does happen. More often than not, however, it doesn’t happen without a little work. Search Engine Optimization is that work.
As an example, I would like to relate a little story about a certain web site which I found difficult to locate. This particular web site is that of a fine dining establishment in a nearby community.I did not know if they actually had a web site, let alone the address they would use, so I decided to look in a popular search engine. I typed the company’s name in the search box, then clicked on the search button.There was a great number of sites listed in the search results. However, none of them seemed to pertain to a restaurant. To get more relevant search results, I decided to include the name of the town where the company is located in the search terms.
I was then presented with listings of web pages that did mention the restaurant I had in mind. Unfortunately, all of these pages were restaurant reviews and business news articles, not the restaurant’s web site. What could be wrong? Did this company not have a web site at all?As luck would have it, one of these articles mentioned the web site address, though they did not provide a link to the site. So, off I went to visit their web site.I must admit that it is a beautiful site, with extremely professional graphics, as well as music. (At least they provided a means to disable the music.Many other sites could take a hint from this.)
The content of their site is a Macromedia Flash multimedia presentation which has been embedded as an object in their web page.Why should I have had such difficulty in finding their site? Perhaps it has some connection to the site developers’ having little apparent understanding of basic SEO techniques.How much does Google know about that web site? Here is everything Google could come up with (I have changed the domain name and identifying details so as not to embarrass the site owners or developers.):
bob smith dining
www.somerestaurant.com/ - 2k - Cached - Similar pages
bob smith dining
www.somerestaurant.com/noflash.php - 2k - Cached - Similar pages
[FLASH] www.somerestaurant.com/interface.swf
File Format: Shockwave Flash
Similar pages
bob smith dining
www.somerestaurant.com/index.php?flash=true - 2k - Cached - Similar pages
That’s the extent of it. Google knows that the site exists, and it knows that there is flash content, but it has no idea what the site is all about. It doesn’t know if it is a site for a restaurant, or a site trying to sell miniature chainsaws.
This does make sense when you view the underlying content of the site. The only actual text that I could find on their web site, other than seven words listed as keywords in a meta tag, was this (Again, appropriate names have been changed.):
To view the Bob Smith site, your browser must have the latest Flash plug-in.
If you do not have the plug-in, click here to download.
phone: 217.555.1212
To a computer program that can only read plain text, like the Googlebot program that crawls web sites, this doesn’t really convey a lot of pertinent information.
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