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How to Manage Website Promotion
By Mike Murray | July 5, 2005
By Michael Murray, VP of Fathom SEO, a website promotion firm
Whether you launch a website promotion program in-house or outsource the program, you should keep the following training opportunities and skill sets in mind:
- ~ Advanced website promotion (SEO) techniques, including page titles, META descriptions, META keyword sets, internal page cross-linking, search engine submissions, robots.txt files and domain name management;
- ~ Comprehends keyword weighting, proximity, density and related factors;
~ Search term ranking analysis; - ~ Link popularity building research, management and strategy;
- ~ Online forum and industry newsletter monitoring;
- ~ National website promotion conferences;
- ~ HTML and advanced programming languages;
- ~ Web site content writing;
- ~ Essential Web site usability practices;
- ~ Keyword research, including a firm understanding of language and the way people search;
- ~ Web analytics, including understanding common and complex metrics associated with visitors, unique visitors, page views, online sales, profitability and more;
- ~ Ability to see the big picture and not go so overboard with website promotion practices that the web site gets banned from major search engines;
- ~ Appreciation for ethical website promotion standards (i.e. should know about cloaking, keyword stuffing and the differences and nuances associated with “black hat” and “white hat”);
- ~ Marketing and branding experience;
- ~ Project management, including ability to effectively communicate needs and foster cooperation from appropriate stakeholders;
- ~ Familiarity with pay per click (PPC) programs and how their performance directly relates to natural website promotion results;
- ~ Management of paid inclusion (72-hour rapid indexing programs);
- ~ How to adjust to the changing algorithms of search engines.
The website promotion field is complex and ever-changing. To keep pace, you should have plenty of skills on hand. Overall, the website promotion process should be simple: set goals, choose the best keywords, optimize pages, submit to search engines and refine efforts in light of rankings and web analytics.
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Contact our website promotion firm today for your free ranking report and keyword analysis!Fathom SEO, a website promotion company
1-866-RANK-YOU (726.5968)
michael@fathomseo.com
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