Posted to Ben Finklea's blog on March 16th, 2009

Five Ways To Optimize Your Site

You may have heard rumors near the water cooler of how some websites got the top. You may have even heard whispers of “black hats” sneaking swiftly onto the front page, without so much as a long-term strategy. Google hears rumors. Google finds black hats. There is no way to cheat your way to the top. There is, however, a sure-fire way to get ranked on Google. Heck, they even said so themselves at PubCon South 2009, giving these five ways to optimize your site:

1. URL Structure/Architecture of Website

Proper website architecture is kind of like an apartment building. You have your address, which is your domain name, your apartment building, which is your website and the apartments are the different sections of your website. This makes up your SEO directory structure. If you have a solid structure with excellent architecture, you’re off to a great start.

2. Titles

This one is simple. Write good titles to your pages. If this means hiring a good full-time writer, five freelancers, or an SEO company like Volacci, it’s worth the investment. Content is king on the internet.

3. Keywords in URL and Content

Go to Google AdWord Tracker and search keywords/synonyms for your site. Own these domain names. Not everyone is an expert with searching on the internet. Also, put different keywords in the title and URL, they will both be crawled, so might as well deepen your content treasury.

4. Check Your Server Logs

Did you ever think there were words you are “almost” ranked well with but may be a few keywords shy of significant ranking? Check your server log and invest in those keywords on your site that you are close to ranking well with on Google.

5. Add an Article a Day

Think of this as giving your website it’s daily apple. It is very important to keep adding new content, possibly in a blogging situation. Evergreen content makes people come back for more. Make sure you do keep your old content, though. New readers may want to browse your library of blogs and content to scope out the depth and breadth of your site.
There is no way to go wrong with any of these SEO executions. In fact, I should have named this post: "SEO Basics 101". It was reported earlier this year that almost 70% of business CEOs thought it was kosher to use black hat techniques in SEO. The problem was that they didn't know it was black hat. Knowledge can mean everything on the internet. It's just what flavor kool-aid you want to drink.

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