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Ever hear the old expression, "a rising tide lifts
all boats?" Or how about the familiar Three Musketeers
refrain, "One for all, and all for one." Well,
the same principle applies with Search Engine Optimization
(SEO) of a web site.
The principle works like this: effective site optimization
has a carryover or "piggyback effect" that delivers
an unexpected bonus: keywords that weren’t even optimized
can often secure top rankings.
An advantage over PPC
Top rankings are secured via SEO or from Pay-Per-Click (PPC).
With PPC, you bid on certain keywords. The higher the bid,
the higher the ranking. When one of your keywords is clicked
on in a search engine search, you pay each time a user clicks
through to your site. Note: only those keywords you bid
on will show up in the rankings.
With SEO, when a site is designed, architected and optimized
via certain techniques, keywords you didn't actually optimize
will often earn good rankings.
Case study: CSI insurance
Here is a good example. CSI is an insurance broker providing
specialized and high-risk insurance to the event, entertainment
and hospitality industries.
Many different types of insurance key words were optimized
such as nightclub insurance and weather insurance. However,
rain
insurance was not optimized yet it scored a #3 ranking
in Google out of 672 returned listings.
Another un-optimized key phrase "snow
insurance" secured a #1 ranking among 222 competitive
listings.
What do we mean by "un-optimized" key words?
First, optimizing keywords can be pertained in many ways:
prominently in the text, preferably as a heading or subhead,
mentioned several times in the body text, also in the title,
meta tags, graphics, alt tags, etc.
So when a keyword that is only mentioned, in passing, in
the text appears in top rankings, that's an unexpected bonus
and represents a considerable value (and improved ROI) on
your SEO investment.
What’s the secret to the "piggyback effect?"
First, you should know that search engine rankings are fluid.
Techniques that worked before don't work today. It's also
true that trends emerge and the 'piggyback effect"
is one trend we’ve seen on several occasions.
SEO Insider takeaway: the following SEO techniques
can increase the likelihood of your web site experiencing
the "piggyback effect."
Audit Network
Effective SEO techniques
that enhance the
"Piggyback effect."
-
Build a site with a consistent
and an easy-to-understand information architecture,
including:
o Simplified information design/content/headers
o Simple, intuitive navigation (all text
links if possible) Can you do himself or Essay service and student essay.
-
Provide text links to all
major site sections
-
Develop a unique theme for
each site page
-
Create a site map with links
to all sections of your site and include
descriptions of each section
-
Create 250–700 total
words on each page
-
Include headers in non-image
format that contain your keywords (H1, H2,
H3)
-
Include keywords in your link
text
-
Provide outbound links to
similar sites with your theme
-
Create a links page with outbound/inbound
links
-
Each page title should explain
the page’s theme
-
Increase inbound links to
each specific page
-
Name your pages with your
keywords
-
Do not place your pages within
several directories on your server (i.e.
www.your-domain.com/folder/folder/folder/folder/sitemap.html)
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The point to remember is that when a site is optimized
correctly following the methodology we recommend, the search
engines will index the site and find relevant content, which
often manifests itself in unexpected rankings for non-optimized
key words and phrases.
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Marc Harty is the owner of SearchEnginePatrol.com. His
firm has obtained hundreds of top 10 search engine rankings
for a diverse list of clients, including those in the financial,
legal, human resources, educational and manufacturing sectors.
Marc regularly leads Internet marketing seminars and is
an authority on guerilla-style e-marketing.
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All rights reserved.
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including all live web site and email links. (Without cutting.)
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