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By Andrew Wetzler
How significant is a Website to your organization?
ost appropriate keyword menu to pursue. While there may be some subtle differences between the keyword list for SEO and SEM, the majority of keywords will be the same.
Key SEO Tactics
Search engine rankings are a function of sophisticated algorithms. Minor changes/updates can alter your rankings. While it is true that the algorithms are a moving target, which no one can fully explain, the factors that lead a Website to perform well in the natural results are fairly consistent.
A top level issue is the degree to which a site contains hearty content that aligns closely to the keywords which are most important to the site. If for instance the keywords in the Meta tags, etc. are related to human resources consulting and the content speaks to employee training programs, then there is a problem. While that may sound obvious, you would be surprised how often companies change product lines or direction, and don’t fully incorporate the new direction into both the content and architecture of its Website.
Try also to limit the number of keywords/phrases per page to two or three. Incorporating content about more than two or three keywords onto any Web page will weaken your message on the page, which won’t be viewed favorably by the search engines.
Another step in making your site as search engine friendly as possible is to ensure that the architecture doesn’t present any obvious roadblocks. Flash is probably the best example of a technology that is much more aligned for the end user than for the search engine spidering process. It’s okay to have some flash on the site, but it’s not a good idea, from a search engine ranking perspective, to have a home page that is all flash. In general, the less the better.
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