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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

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Top rankings aren't just about leads and sales. It's about the long-lasting appearance of our brand for relevant keyword phrases on major search engines. We continue to enjoy the the broad coverage we year after year. read more

Designing our updated website was a very professional and organized experience because of LA Dezign's ectensive "Site Reviews Process". They made it so much easier to make those difficult design decisions. read more
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Traffic Tuesdays

Published by: Judy Cobb 12-18-2012 | POSTED IN: Traffic Tuesdays

Words Blog 9: Building SEO

Search Engine Optimization (SEO) increases the ranking of a website in a web search by incorporating the most commonly used search terms and images into the text and design of the website. Building a website that takes advantage of SEO can assure that you have a reliable stream of visitors to your site. But what happens over time, as news and interests evolve?

Some of the terms that optimize visitors will always work. People looking for real estate in Beverly Hills will always enter "Beverly Hills" in their web searches. However, news and major events may cause people to search for terms and images that were not part of your original SEO plan. If those terms and images do not occur on your website, you could lose visitors.

For example, a major scandal in a local school district might have the potential to affect real estate values in that community. As a result, parents looking for information about that area would be likely to include terms related to the scandal in their web searches. This would improve the ranking of websites that mention the effects of the scandal and reduce the rankings of websites that don't.

Your usage of SEO will always assure that your website has excellent visibility in web searches using terms that have been frequently used in the past. You can ensure that you maintain the best visibility over time if you also include a feature that allows you to take advantage of current news and events.

Blogs, a "news" feature and the use of frequently asked questions are three techniques that will allow you to introduce timely information that can maintain your high-profile SEO.

A blog is a type of website or web page that promotes discussion of a specific topic or information sharing. Blogs appear on a regular schedule and have a particular direction and focus. A blog that deals with current trends in your business or industry can reliably allow you to take advantage of current news, events and activities. An accounting firm's website, for example, might regularly include information about changing tax laws and the effects of those laws on local businesses or consumers. A real estate website might include a blog about local news and its effects on real estate values in specific areas of the community.

A News page on the website is another feature that can allow you to include current information on your web page. Blogs appear on a regular schedule, but a News page can be updated on a more irregular schedule, as you or members of your staff have time or as necessary to keep pace with events.

A news feature allows more flexibility in timing, but it is still important to keep the information current and to update it immediately when there are significant events that visitors would expect you to mention. A News page that shows June's events in December can affect the credibility of a website.

The accounting firm with a News page would need to update the news immediately if Congress passed a significant tax bill and might need to update information about the tax bill regularly for several days or weeks. And the real estate firm would want to include updates about the school board scandal. In fact, a news feature might require updating more frequently than a blog, if it is providing information about an evolving situation or story.

This strategy has an additional advantage. Not only does it maintain the website's ranking in searches, but a good news page can also build long-term interest in your website. People who have found the news page valuable may become regular visitors to your website and customers, over time.

A "Frequently Asked Questions" (FAQ) feature is more common with websites that sell products that can generate operational questions and issues. However, other types of websites can benefit from using this approach as well. The accounting firm, during tax time, might post the question: What are the most commonly overlooked business deductions? The real estate agent with a FAQ might include a question about the ranking of the local school system, compared with others in the city, state or nation.

Any business has to be aware of shifting interests and values, or, over time, it can lose customers. A website, in today's economy, is an essential element in the overall marketing of your business.

When creating a website, it is easy to overlook the need for the business website to evolve and reflect changes in the community or the economy. This is particularly true since the U.S. economy took a downturn several years ago. Including a feature like a blog, news, or FAQs can provide you with a reliable way to assure that your website keeps pace with events without requiring that you redesign or rethink the website as a whole.

We want to assure that every blog post in this series provides you with tangible suggestions and ideas for building or improving your website. Please share your ideas, comments, questions and suggestions with us through the comments down below or email Judy directly at [email protected].

Judy Cobb is an independent writer and business writing coach whose clients have included Parsons Engineering, Mattel Toys, The Los Angeles Times and the Jet Propulsion Laboratory. She has specialized in developing training materials for instructor-led courses as well as interactive online courses and websites. She holds advanced degrees from Columbia University and Stanford as well as an MBA from UCLA's Anderson Graduate School of Management.

Thanks for reading. Jason.
P.S. Don't forget to subscribe below to this blog.

About Jason Ciment
Formerly an attorney and CPA, Jason has been working online since 1997. His columns on affiliate marketing can still be found on www.Clickz.com and his book on search engine optimization can be found at www.seotimetable.com.

This blog is published 4x per week and covers website design and SEO tips as well as a wide range of tips and advice for working and living online more efficiently and enjoyably.

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