From Tippy Toes to Tip Top (part 2 of a 2 part series)

Alright.  Yesterday, we used our fictional solar powered warming toe sock company, TwinkleToes to demonstrate how search engines look at websites.  If you followed along, then you understand the basics of Search Engine Optimization and how to keep your website from being squashed by internet obscurity.  However, if we want to get our fictional site onto the all-important first page of search results, and we do, then it is going to take a bit of fine tuning.

Some of this may seem pretty straight forward.  In fact, most of it is.  However, just because the concepts are fairly simple, doesn’t mean that the processes themselves necessarily are.  So, if you are thinking about spending money on professional site building, then what we are about to discuss are the things you really do want to go ahead and pay for.  These are the things that make a difference and that will bring you a return (in the form of increased traffic) on your investment into building your site the right way.

The first order of business is determining what keywords you need to focus on.  You may think that TwinkleToes would obviously want to focus on “socks”.  However, the most obvious isn’t always the best.  “Socks” will put TwinkleToes into some pretty heavy competition.  However, “solar powered self warming argyle toe socks” is probably too obscure.  Picking the right keyword is not just finding what words bring the least competition or what words are most likely to be searched for.  It is a process of finding a balance of keywords and can entail a lot of research.  Most people find that paying a professional to do it gives better results and costs less than the money-value of the time they would have to put into it themselves.

Item number two, is coming up with an effective link strategy.  There are a number of link exchange sites that have become very popular.  Unfortunately, they’ve also become pretty ineffective, mostly because of that popularity.  The value of a link lies in its quality, so as more and more junk sites join up on these link exchanges, the harder it gets to find worthwhile sites to link with.  The point is, not all links are created equally.  Quality links will help boost your ranking and junk links will just boost your frustration when you realize how much time you have wasted.  Again, our TwinkleToes owner could pay a service to do this and devote that time to making twice as much as he spent on the service through the business he actually knows well – making high quality solar powered warming toe socks.

The third and final thing to consider is that actual site construction itself.  If you are an html whiz, then you probably don’t have to worry too much.  If you still struggle with remembering to close your tags, then you might want to get a professional to at least look over your code.  Your keywords won’t mean squat if you flub the site construction.  Plus there are a hundred other seemingly inconsequential aspects of site design that actually do influence how a search engine indexes and ranks your site.  If nothing else, anyone who has ever tried their hand at amateur html coding knows that you can easily spend 3 days and half a bottle of valium trying to track down that one missed tag that’s messing you up.  Skipping the nervous breakdown by hiring a pro is usually worth the cost, in and of itself.