Blog: March 2011

If you’re not already familiar with search engine optimization from reading about it here for the last few years, I’ll give you a very brief refresher. Search engine optimization (SEO for short) is the science (or, in some cases, the art) of improving the position of your websites pages in the ranking of search engine results. When you go and search for “promotional products” on Google, you’ll probably notice that some big, familiar names come up first, and your site doesn’t appear at all – not even in the first 15 or 20 pages of results.

Search engine optimization really consists of two simple practices: first, your search ranking is, to a great degree, determined by the links from other sites to yours. These so-called “back links” or “inbound” links are essential in building the type of trust that search engines like Google analyze to determine how to rank your website. These links take time, expertise, and often great effort to build and maintain.

The second part of search engine optimization is the management and fine-tuning of content on your own site. The keywords that you use to build your webpages, the variety and originality of the content on your site, and even the structure of the site itself – that is, the way your site is organized – all affect how Google analyzes and ranks your website. (more…)

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