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Article

Title: Raising Your Profile: Beyond the Basics

Author: Lorber, Laura Article Type: Product Analysis
Source: Wall Street Journal, v250 n48 pB4(1) Publication Date: Aug 27, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

There are several search engine optimization (SEO) tactics small companies can use to raise their profile online. First, each page should have a theme. Choose a keyword or words for each page that reflects its content and make sure that all headlines and subheads relate to this theme. Do not choose too many keywords. Also note that content higher on a page is more likely to affect search rankings. Secondly, make sure you have a clear sense of what action you want visitors to take, be it add an item to a shopping cart or sign up for a newsletter. Dont neglect to study your traffic data for trends, and to see what sections of your site are attracting and holding visitors attention. This analysis can even guide business decisions. Your site should also be easy to navigate, both for humans and search engine spiders. Website addresses that include a keyword are spider friendly. For optimum results locate these keywords close to your homepage. As spiders start at the top left corner of a page, locate your most important information there. Finally, take advantage of free tools offered by search engines, such as adding a Google Sitemap page or employing Google Maps. Bankrate.com had good results utilizing these strategies.

Companies:
Bankrate Inc Google Inc

Products:
Bankrate.com Google Maps
Search Engine Optimization

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