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Your Ranking in Google -
Analyze and Improve
Ask Susan - Tip of the Month
October 2005
How do you improve the rankings of your website in Google?
Just ASK-SUSAN:
Learn
all this and more at
"Make
Your Web Site Work", at Central Oregon Community
College (COCC) November 8-15, 2005. Course #44313. I am
the instructor and will be reviewing selected student's
websites. Call 541-383-7270 to register.
Today we'll look at analyzing your rankings and traffic
data for continual improvement.
"You can't manage what you can't measure". Apparently
Dr. W. Edwards Deming didn't really say that, but he did
say "Improve constantly and forever the system
of production, service, planning, or any activity. This
will improve quality and productivity and thus constantly
decrease costs." And in our case I would add "and
increase sales leads."
Rankings and traffic data are valuable indicators of your
website's performance and give you the keys to what improvements
are needed to get more leads. I recommend that you check
them once a month.
You have developed
a list of good key phrases and we talked about
ways to check
your rankings for those good key phrases.
1) If you aren't ranked as high as you would like to be
for a particular key phrase update
the content and tags and solicit
additional links with the key phrase in the link
text. Consider adding additional content about that subject.
2) If the listing in Google (as a result of the search
for the key phrase) does not adequately describe your
service, modify the page to improve the listing. How?
Typically the first part of the listing is taken from
your title tag, the second part from the "description"
tag and the third part is a snippet from the content of
your site that contains the key phrase.
For example, when I searched on Google for "susan
hankins" I got:
Ask-Susan How to get more business from your Web Site
website marketing by Susan Hankins for businesses and
government organizations. ... Call Susan Hankins @ 866-380-4972
...
- "Ask-Susan How to get more business from your
Web Site" is my title tag.
- "website marketing by Susan Hankins for businesses
and government organizations" is the description
tag and
- "Call Susan Hankins @ 866-380-4972" is
text on the page itself.
Here is the code:
- <title>Ask-Susan How to get more business
from your Web Site</title>
- <META Name="description" Content="Web
site marketing by Susan Hankins for businesses and
government organizations">
- Call Susan Hankins @ 866-380-4972 (in the body of
the code)
This code is easy to update. An listing with better wording
can increase the click-through rate and bring more visitors
to your website. In my case, I know that people are often
looking for the phone number so I provide it in the listing.
You might have noticed that I have a new toll free number.
This is a Voice-Over-Internet Protocol (VOIP) service
so it comes through my internet connection and provides
a toll free and a regular number for $30 a month. I use
a regular phone and have unlimited minutes for calling
out. The connection is perfect so far - I can't tell it's
not a regular land line. Let me know if you'd like more
information. You can try it out: 866-380-4972.
3) If your rankings are not all you had hoped for, you
can get traffic for these key phrases using paid advertising.
See the series
on "pay per click" advertising.
4) If you have a long list of pages to work on, how do
you prioritize them? First check how many searches there
are for each key phrase using WordTracker
and then start with the most popular.
5) The traffic logs will tell you how many visitors you
are getting for each search key phrase. When this drops
off from the previous months, it is time to tune up your
site.
Next month we'll talk about an effective way to double
or triple the number of leads from your website in a
few months.
Best Regards, Susan Hankins
First article in this series
on How to Improve your Rankings in Google.
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