08.17.05

Web Site Owners: Get a Search Engine Optimization (SEO) Keyword Reality Check

Free guide shows how to make the most of keywords, the core of any search engine optimization strategy (includes how to select them and pitfalls to avoid).

Cleveland, OH (PRWEB) August 17, 2005 — A new guide with 20 tips helps Web site marketers navigate the often misunderstood world of keyword selection, including how to pick them right words and mistakes to avoid.

The free guide, Reality Check: A Straightforward Guide to Keywords and Search Engine Optimization (SEO),” was prepared by Cleveland, Ohio-based Fathom, a full-service online marketer specializing in search engine optimization (SEO), link popularity building, pay-per-click advertising, web analytics and permission based marketing.

Business owners owe it to themselves to give serious thought to their keyword choices,” said Michael Murray, Fathoms vice president. Too often they go with it a hunch rather than even consider credible research.”

The biggest blunder involves broad terms, Murray said. Excited by the vast audience, Web site marketers gravitate toward single keywords that often work against them. For example, many Web sites simply cant expect to land Top 10 rankings because they lack link popularity and search engine friendly content. Broad keywords often appear to diverse Web site users, and only a small percentage may be interested in a Web sites services or products (even if it could rank high), Murray said.

Specificity (without going overboard) is the best route to go, Murray said, noting that Internet searchers can pre-qualify themselves by the very search phrases they use.

Get a free copy at: www.fathomdelivers.com/forms/keyword_form.asp

The keyword guides advice includes:

Pace yourself.
Devote your energies to 2 to 4 keyword phrases. Theyre easier to rank and youll increase your odds of more Web site traffic (rather than committing tons of time to a broad, single keyword).

Think through your business goals and objectives.
What are your main products? Where are sales lagging? Which products have the highest margins?

Analyze Log files.
Web site log files reveal much about the way people search; study the data that can inspire creative search phrases.

Know how people search.
Think about the many ways people may search. Maybe a form of shoes” will work, but what about footwear?” How about executive gifts?” Maybe desk accessories” will broaden your strategy.

Dont get excited about misspellings.
Years ago, the strategy worked when people tucked misspellings in their META keyword set. But search engines dont put a lot of stock in the META keyword sets. They do favor visible text, where you dont want misspellings.

Murray is available to discuss the guide, search engine marketing tactics and related trends. He can be reached at 216.861.5951 ext. 111.

Fathom, based in Cleveland, Ohio, is a market-leading firm dedicated to search engine marketing (SEM), with an emphasis on natural search engine optimization (SEO). As an SEO firm, we also provide pay-per-click (PPC) bid management, link building, web analytics, custom web site development and permission-based marketing services.

Clients include Eaton Corporation, The Cleveland Clinic, Little Tikes, Sauder, and Bissell. Fathom has seasoned and knowledgeable SEO consultants that have promoted Web sites since 1998.

Visit us at www.fathomdelivers.com or call 216.861.5951 or 866.RANK.YOU (726.5968).