There are three steps to search engine optimization when crafting a web site or blog, and they are simple to execute but difficult to execute well.
Performancing.com’s Nick Wilson has a little list – only three items – of ways a site can get that all-important flow of inbound traffic from search engines.
If this were a video, we would have to say “don’t blink.” Ready for the list?
1) Copywriting
2) Links
3) Networking
Pretty straightforward, isn’t it? Wilson does expand on each concept, after advising publishers to avoid the “snake oil merchants” who can do more harm than good to a site.
Wilson approaches his list topics from a blogging perspective, a sensible approach since Performancing focuses on bloggers with its services like the excellent blogging plugin for Firefox.
Copywriting needs haven’t changed much since publishing began, though. Write a snappy title, and place keywords in it when they fit. Copy for an article should be built to attract links, and organized in a readable format.
Outbound links are not a bad thing. Giving readers outbound links to quality resources enhances one’s reputation and does not hurt a site’s page rank. And readers love lists and how-to articles.
Good copy is linkable copy. That enhances how the mysterious search engine algorithms view a site. A variety of inbound links, preferably from keywords related to the subject of a post, have tremendous value. Wilson doesn’t see great benefit from link exchange schemes, since superior copy will draw links anyway.
Also encourage others to post an article to sites like Digg and del.icio.us, both of which can drive a lot of traffic to a post very quickly. Those visitors may include bloggers with similar interests who will link to a post from their sites afterward.
Networking is a more nebulous topic. Wilson encourages bloggers to look at similar blogs, and comment and participate in their conversations in a constructive way. Sites beyond blogs, like forums, groups, and newsletters, can be a resource of like-minded people.
It’s very important not to abuse those potential networking opportunities, because that behavior will backfire. Bad publicity may be better than no publicity in Hollywood, but it’s a much different story online.
All of these steps can lead to more search traffic. At worst, one will have a higher-quality blog than most, and that isn’t a bad thing in itself.
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David Utter is a staff writer for Murdok covering technology and business.
