Happy Fall

Quite regularly we get this question from website leads, new and existing clients. The answer for this question is different for every business and website. Let's break it down so you can get an idea of what factors influence your website rank the most.

1. Copy: Without copy (actual written text) the major search engines will not know what to index your site for. If you want to show up in Google for "Cape Cod Widget Maker" you better make sure you have that phrase naturally worked into your website copy (especially on the home page). I emphasized the word naturally, as you cannot simply stuff keywords into existing copy and expect results.

2. Links: I'm not referring to links on your website that send visitors elsewhere, I'm talking the reverse. How many websites link to you? Even if you don't have an approximate answer for that question, Google has an exact one. And along with copy it is the single most important factor in where your website ranks.

3. Code: The structure of each page, the code behind the scenes and many other technical optimizations play a large factor in where a site with even good copy and links ranks. Optimizing your site to be friendly to the engines who index and judge your rank is a great way to give your site the edge (assuming you've already done #1 and #2)

4. Reporting: Many website owners are concerned with why they don't show up in Google, but many don't stop to consider what they do show up for. While not a direct optimization like the 3 above, you should take a baseline measurement of where you rank now for an assortment of your keywords. Then, after you execute the three tips above, run another test. Rinse, repeat. This cold, analytical approach to rank building will force you to focus in the right areas.

Optimizing your website for the search engines is not a one-time event. A solid marketing effort is managed every month, with new copy, links and optimizations something you work on consistently. The major search engines expect your site to grow and mature, and if they detect it rotting on the vine, your rank will suffer.

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Congratulations to our August maple syrup contest winner: Chuck Leigh of Truro Real Estate

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