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Website Checklist: MarketingBack to indexEvaluate your commercial website and be successful. For your website to be successful you must know who your intended website audience is, what the goal of your web site is, and how the attainment of that goal will be measured. Without this knowledge, it will be hard to achieve success. MarketingSearch engine optimization Search engines sell relevance. The faster they help their visitors find what they are after the more successful they are. Again it comes back to knowing your audience, what are they looking for? What words do they use? Armed with that information you can write relevant pages using those words. No tricks are required just some simply guidelines. People are taught to avoid repetition when writing, this is not true for search engine optimization. Your keywords should be used as many times as possible while keeping the page readable to humans. If you sell socks then you might have a page about "Wool Socks", the title of the page should be "Wool Socks" the first heading on the page should be "Wool Socks" and you should mention "wool socks" a few times within the page. If "Wool socks" looks good in bold you should do it. If you sell several colors of wool socks why not have a page for each? "Green wool socks", "Blue wool socks", Do you sell them in organic and regular? Why not a page called "Green Organic Wool Socks". However, none of the techniques will help you meet your goals if you optimize a page for "wool socks" and people are searching for "warm footwear" so knowing your visitor is absolutely #1. There are a few other techniques I use for high search engine ranking I can't share them with you but suffice to say they are not sneaky or incur penalties of any kind from the search engines. All my methods are based on relevance. There is another side to search engine marketing and it is something only the web site owner can do for themselves. The more sites the link to you the better. GoogleTM calls this PageRankTM The web site owner is the best person to find quality related sites and develop a relationship that involves reciprocal linking. If high search engine ranking is important to your business, plan to set aside one hour a week to finding people to link to you. Sustained and continuos effort pays dividends. Another good reason not to employ sneaky optimization tricks is news that GoogleTM has trademarked something called TrustRankTM. The expectation is that this is a rules based system for sniffing out deceptive sites or sites that employ sneaky optimization tricks. It sure is tough watching your valid and honest site get killed in the listings by some search engine spammer, but hang in there, their days might be numbered. Coordinate with offline marketing Train the marketing department to involve you earlier of any marketing campaigns. You will benefit from having more time to implement any required features, and they will benefit from your ideas on how the site can enhance the campaign. next page | 
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