HOW TO: Position your site in search engines

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  1. Determine the purpose of your site at a very high level
    • To sell products online for shipment to customers
    • To provide dealers with up-to-date information on current products and offer them high resolution images of our products
    • etc.
  2. Determine the audience (sometimes referred to as the “demographic)
    • Visitor type: Box Stores vs. Dealers vs. home owners vs. renters vs. municipalities vs. schools, etc.
    • Country of origin: what country/ies do you want to target? Languages?
  3. Keeping the purpose of your site in mind, determine the top one or two keywords/phrases your audience will use to find your website
    • Put yourself in their shoes (guess)
    • Ask them (survey/questionnaire)
  4. While your asking, find out how the people in your audience find your site (if it’s not through Search Engines the rest of this may be a waste of time)
  5. Visit the major search engines and note the position of your site (or absence thereof) in the results; do this for each keyword variant
  6. Determine alternate versions of your selected keywords (variants)
    • http://inventory.overture.com/d/searchinventory/suggestion/
  7. Write new or edit current content pages utilizing the keywords (and keyword variations) you previously selected
  8. Regenerate and submit your site’s Google Sitemap to Google
  9. Wait at least a full week
  10. Visit the major search engines and note the position of your site (or absence thereof) in the results; do this for each keyword variant
  11. Analyze the position of your site compared to your previous check. Did it improve?
  12. Re-evaluate and repeat as needed

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