When taking full advantage of PPC for your search engine optimization, there are several components that need attention. Richard Vanderhurst provides a few tips on each aspect in order to take on a more effective marketing strategy:
* Keyword Placement
Choosing the right keywords is an important element to consider in your SEO efforts. This however needs to have proper positioning as well. Your keywords may be popular and effective but if you do not place them appropriately, the effectiveness depreciates. If search engines recognize the proper placing of keywords to your site, it will have a positive effect on your ranking.
* Alt, Tags and Attributes
Richard Vanderhurst clarifies another element necessary for pay-per-click strategies, which is the “alt tagsâ€. This term is often misused since alt tags are not actually tags. The more appropriate term would be “alt attributes†as they are various kinds of attributes that improve your site’s tags. “Alt†came from the word “alternative†and specifically refers to the alternative attribute (text) in place of graphics.
* Title Tags
It is advisable that your keywords be placed in the beginning of the title tag. The usual maximum number of characters of title length should range from 60-65 only. However, this may vary depending on the search engine. It is best to keep your keywords as close as possible to your title tag since search engine spiders determine the web-page topic of your site through these title tags. Include at least 2-3 from all of the keywords in your page for your title tag. Always remember to use effective keywords and make sure that your titles are distinct and descriptive.
* Meta Description Tags
The descriptions in this application are included in the search engine’s criteria for ranking. Meta description tags may work differently depending on the search engine. For instance, the Yahoo search engine uses the meta description texts and places it directly on SERP, under the site’s link.
* Anchor Text
One of the most important factors that search engines consider in the ranking process is the anchor text. Crawlers automatically follow every link that you have in your page and if these are text-based links, the better your reviews will be. The anchor text, as defined by Richard Vanderhurst, is the text found on a particular site which appears to be a hyperlink. He enumerated 2 kinds of anchor texts – yours and everyone else’s. Not only do you need to take note of how you link with other people, but also how others link back to you.
