In business, many clients overlook the real results that they’re getting during Search Engine Marketing.

They often only look at the selected keyword phrases that they are paying for, without fully realizing what other residual effects they are receiving.

When a site gets properly optimized, it is being transformed into a thought-out navigational pattern to information. This is the same pattern a search engine spider looks for. Don’t forget, the easier you make it for a spider to index your site, the better your chances are for getting your site a higher placement in the search engine results page.

W3C validation is always going to be important, and as such any website should want to reach it. One thing that it won’t help with however, is the rankings. Yahoo does not care about the validation so long as it has good content. This is what will keep your page at the top.

Properly naming page titles and file names is also quite important, and it helps the spider out immensely during the indexing. Google doesn’t place much value on meta tags, at least not like it used to, but they’re still a huge part of the picture. That being the case, don’t exclude them.

After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.

Here is where the collateral benefits of Search Engine Marketing begin to appear. Let’s say that you have been doing a series of press releases where once a week, you talk about a new color of widget. In each press release you also list the other colors of widgets that you have for sale. Even after only the first release gets sent, you’ve already created a valuable In-Bound Link to your site for your Red Widget, but since you included the other colors of the widgets as well, they all pick up IBL’s as well.

There is yet another demonstration of this which is keywords and phrases that you didn’t actually target. When your site talks about different ways to use widgets, as well as their colors, then there are many different phrases being used on your site that you can now be ranked on.

Now you’ve seen just a bit of the potential power that your website actually has. Every page will have it’s own rank, and for this reason it’s critical to ensure the optimization of every single page on your website.

One other thing that you should concern yourself with is geo targeting. This isn’t something that has been implemented everywhere yet, but it scans your pages for addresses, and if you are a brick and mortar business, then having your address indexed by it’s geographical location is very important.

When you check Google to see where your site ranks, remember all of the hidden keywords that you may have included. It’s amazing how often these will bring you right to the top of the search engine rankings. Right were you belong!

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