The Search Light Vol.8 Issue 7 search engine optimization newsletter

By Kalena Jordan

If I was to ask you right now "Are you absolutely certain that your web site is optimized for high visibility in search engines?", what would you say?

What if I was to ask "What position in the major search engines does your site appear in for your target search terms?" Or how about "Does each page of your site have tailored Title and META Tags?"

If you would answer "No" or "I don't know" to any of these questions, you would be amongst the 60% of web site owners whose web sites are missing out on traffic because they are not designed for search engine compatibility. Has your web designer optimized YOUR site for your target keywords? Have they made sure it is visible in Google and the other major search engines? More than likely, you don't know because they haven't told you. Ask them today!

But what exactly is search engine optimization? Simply explained, it is the technique of attaining a high ranking in search engines and directories via changes to your site code to make it more search engine compatible.

In my experience, web designers keep a lot of secrets. One of the biggest ones is that they have no clue about what makes a web site compatible with search engines. Another is that they like to build expensive, flashy sites and so convince their clients that an attractive web site never uses a lot of text.

So your web designer may have included target keywords and phrases in your Title tag and META tags (in the HTML code of your site). They may even have explained to you that these are very important references that search engines use when ranking web sites for search relevancy. I've met many a web designer who claimed that this was all it took to optimize a web site.

But did you know that you need to tailor your Title and META tags for each page of your site? Did you know that optimizing your site meta tags is only a tiny fraction of the job? Did you know that search engines actually need to find target keywords within the visible body text on your site pages in order to find it a relevant match for related search queries? Did you know that they also need to find those same keywords and phrases used within the text links that help people navigate your pages?

It's true. For search engines to rank your site highly for particular words or phrases that you would expect potential visitors to type in, each individual page of your site MUST be built with those words and phrases in mind.

For example, if you are a Miami florist, you should have logical search phrases such as "flowers", "Miami florists", "bouquets Miami" and even target search terms such as "Miami weddings", "Valentine's Day gifts" etc integrated in your title and meta tags, as well as in the visible text of your site. Better still, build and optimize a page for each product or service that you offer. That way, if anyone types in those phrases in a search engine, your site is more likely to appear higher in the search results.

Can you honestly say your web designer has built your site with your target search terms in mind? If not, it might be time to schedule an appointment with them.

So why wasn't your site optimized for search engines when it was built? Depending on who developed your site and how it was built, you'll find a million different reasons for this. Many web developers believe it is the site marketer's job to ensure the site is found in search engines and vice versa. Most don't bother checking that your site is found in the important search engines, assuming you or your marketing department will do it. Or perhaps it wasn't discussed in your original development budget.

Not many web design firms know how or have time to optimize a site successfully, no matter what they tell you. They might feel it is outside their core business, or they might believe it is not part of the "design process". Consequently, your site can be launched for many months without the search engines having any idea it exists.

Some web development firms don't include even the most basic META tags in your site code when building it. Or those that do include META tags without close consultation with you, resulting in the wrong search terms used and poor performance. This is quite typical! Remember that search engine optimization requires both client interaction and constant monitoring to be successful.

The bottom line? If your designer can't show you substantial search engine traffic they've achieved for other clients, chances are they won't be able to optimize your site properly. Search engine optimization (SEO) specialists have sprung up to fill the need for these services. Many SEO's will work either directly with you or with your web site designer to ensure your site gets the exposure it deserves in the most popular search engines and directories. My suggestion is to pay a little more for a specialist with a good track record and reap the rewards.

Remember, search engine users generally only explore the first 10 or 20 search results. If you site isn't in the top 20, you won't be found, it's as simple as that. Always include search engine optimization into your marketing budget or your site could be as effective as a billboard at the end of a dead end street.

Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.

Got positions vacant or short term projects you'd like advertised? Sign up for a free account with the Search Engine College Jobs Board and find great candidates.

SEO Coordinator

Job Title: SEO Coordinator
Job Reference #: Unknown
Position Type: full time, employee
Name of employer: Vertive, Inc
Location: Austin, Texas
Date Posted: 2 September 2008
Position description:

Are you passionate about the growth in Internet marketing? Are you looking for a company where you can impact results and build a career in search engine marketing? This position offers the opportunity to gain a deeper understanding of the Internet industry while having a direct impact on the bottom line.

SUMMARY

Vertive is seeking a talented, results-oriented individual to implement best practices which will improve natural search engine rankings on its websites. This position requires excellent analytical skills, marketing savvy, computer skills and basic knowledge of search engine optimization.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Link Building.

Submit, manage and track link building campaigns.

Gather high quality inbound links from paid/free directories, top industry sites, blogs and more.

Keyword Research.

Conduct keyword research using Wordtracker, Google and internal tools.

Recommend SEO opportunities based on keyword research and internal tools.

Make recommendations for content changes to new and existing websites.

Reporting.

Create and update daily, weekly and monthly SEO reports.

Create action items for the team based on findings.

QUALIFICATIONS AND EXPERIENCE

The ideal candidate:

Has a bachelor's degree in business, advertising, communications, economics, mathematics -- or an MBA.

Has 1-2+ years of full-time experience in online marketing or a similar field.

Is proficient with Excel and the Internet.

Is familiar with search engine optimization techniques.

Possesses knowledge of and experience with HTML/CSS.

Has excellent verbal and written communication skills and an ability to work individually on a project or in a team environment.

Is eager to meet and exceed objectives and take on more responsibility.

Brings to the position outstanding organizational skills and the ability to handle multiple projects simultaneously while meeting deadlines.

COMPENSATION & BENEFITS

Competitive compensation and benefits commensurate with experience. Benefits for full-time employees include:

Health and dental insurance.

Participation in the company's bonus plan.

401(k) upon eligibility.

Paid time off for vacations/holidays.

Snacks and drinks.

Weekly lunch in the office.

A great culture with continuous learning and opportunities for career advancement.

ABOUT VERTIVE

Vertive, Inc. is a fast-growing, privately held company at the forefront of performance marketing. It publishes Websites in market segments that let consumers research, review, compare and get the products and services they want with useful and unique editorial content. The company works closely with merchants and affiliate networks such as Commission Junction and LinkShare, and search engines Google and Yahoo!. The firm is headquartered in Austin, Texas, and has been profitable since its inception.

Be a part of a thriving company with a culture of performance. At Vertive, you will have a chance to learn and succeed every day. Work both independently and as a part of an accomplished team of technologists and business experts that loves a challenge. Vertive's industry expertise in performance publishing, search engine marketing and social media combined with its proprietary performance publishing platform keeps it at the top of the industry.

They love their jobs and you'll love working with them.

TO APPLY

To apply, send your resume detailing the positions you have held and the months and years of employment. Attach a cover letter explaining why this position is a good fit for you, as well as your salary history and desired compensation.

Send to: jobs[at]vertive.com
Include "SEO Coordinator" in the subject line.

NOTE

All positions are located at their office in Austin, Texas. They do not accept unsolicited resumes from agencies. Vertive is a tobacco-free workplace. A background check is conducted on all new hires including education and licenses, as well as criminal, financial and work history.

Please be prepared to provide samples to illustrate your relevant experience upon request.

Vertive are unable to respond individually to each person interested in their company, or answer inquiries regarding the status of a particular resume. If they are interested in talking to you further they will contact you. Please, no phone calls about this job.

Salary range: Unknown
Closing date: Unknown
More info from: [www.vertive.com]
Contact: Send resumes to jobs[at]vertive.com

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Have a great day!