Creating a successful site requires three things: Marketing Strategy, Effective Architecture, and a Little Patience. If you're creating a new site, or if your current site is not getting the rankings you'd like, here are a few tips to get your site visible.
Marketing Strategy
Know your market. The words that you use in your site's copy dictate how you will be listed in search engines. The words that you think best describe your business may not be the ones that your customers are using to find you. Your terms might be too niche or too general, too technical or too layman. Ultimately, you must read the minds of your potential customers. Ask yourself: How do my customers view my products? How does my product relate to their product? What type of professional is searching for my products? What level of familiarity will they have with my product and its uses? Pose these questions to your marketing/sales teams to determine the language for your site.
Effective Architecture
When designing a site, you must remember that human beings are your primary audience. Yet, your Web site must be designed with a mind towards search engine friendliness. The key is balance. Humans like graphics. Search engines like text. Using key words frequently will boost your search engine ranking, but be careful not to make your writing appear awkward or forced. Also remember that, to the search engine, the words you use most frequently on your Web site describe the product/service that your company provides. So choose your words carefully.
