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The Fresh Twist Newsletter — January 2007 | Issue 21

Developing Search Engine Optimized Web Content

By Barbara Zaccone

All a search engine wants to do is deliver the most relevant search results based upon users' input. Sounds simple? With so much talk about the mystery of how search engines work, it's going back to the basics that is proven to be the winning strategy. Content is the single most important factor in building a site that will fair well in search engine rankings. So where do you start? Whether you already have a site or about to build something new, these practices will surely give you a leap ahead of your competition.

  1. The first twenty five words of your home page should be filled with your top keywords and phrases. Don't take the approach of "Oh, people know when they go to our site we do x and x services".
  2. The more content the better. This is not to say your site should have long lengthy pages, but the more pages the merrier as long as your site is ease to navigate. Would you rather have a 10-second commercial spot on TV or 30-seconds? Simple math tells us the 30-second spot will give us three times more exposure. More pages mean more exposure, more chances of being found.
  3. Page content should have a hierarchical structure. Just as if you were writing content for a brochure, you would have major headings, then sub-headings, content and then maybe even a bulleted list. Search engines look for this page structure. This allows you to put those key phrases in your headings and sub headings, which tells a search engine this page content is relevant and important.
  4. Page titles (they appear at the top a browser) are the single most important element that search engines look at. They should contain descriptive keywords and phrases. Most search engines extract your page title when reporting your web site to users. This is often the phrase that a user will see and then decide whether to click through to visit your web site. Titles should not contain words like Home and Welcome.
  5. Be careful of graphics that contain words. Text on a page is not the same as Text that is really a graphic. See explanation below:

    6. This is HTML text You can highlight this
    text, and cut and paste
    it if you like.    		 Search engines can read
    this text.
     

  6. Since Google began indexing and readying PDF files, this is yet another way to make your site content rich. Whether it's a product owners manual, installation guide, press release, event announcement or catalog, it's more content that has a chance of being listed in relevant search results.

Making a Splash

Counter Splash, a countertop replacement company, wanted a brand that was both unique and memorable. BZA created a visual identity for Counter Splash that quickly communicates their services. The iconic elements contain a countertop edge along with two squares that remind us of backsplash. Together they make a strong visual statement that we've implemented in their web site, print ads and online banner campaigns.

News

Zaccone to Share Marketing Strategies


Barbara Zaccone will be speaking at the New Jersey Association of Women Business Owners (NJAWBO) Procurement & Expo event to be held February 8th at the Pines Manor in Edison. Zaccone will be among a panel of experts conducting a workshop entitled "Growing Your Business Using Public Speaking". Attendees will gain an insight into how this marketing strategy can raise their company's visibility among potential clients. For more information visit the NJAWBO web site. (http://www.njawbo.org)

BZA to Design Site for Berkshire Valley Custom Wood Designs


A picture is worth a thousand words when you're talking to potential clients about custom cabinetry and interior millwork for their home, according to the owner of Berkshire Valley Custom Wood Designs. BZA will be designing a web site for the New Jersey based company that showcases the fine quality and unique craftsmanship of their work through a comprehensive online gallery. The site launch is anticipated in March.

BZA Welcomes New Creative Director


BZA recently announced the addition of new Creative Director, Noelle Kehrley. In her new role, she will provide creative direction and interactive design services for a variety of the firm's clients. She will also be responsible for BZA's branding, web presence and marketing collateral.

Prior to coming to BZA, she held art director, contract and design positions with a variety of leading companies such as Skye Multimedia, Bristol-Myers Squibb, Sony and Atlantic Mutual Insurance.