CHAPTER 2

On Page Optimization Factors

• Keywords
• HTMLTags

Keywords

There is a keyword list that shows the words that are significant to your website and can be easily integrated into your website. Your keywords reflect your customers and show what they want or need. One must conduct research  on their customers to understand what keywords fit them the best.

The first step of an SEO campaign is Keyword Research. To generate maximum ROI one must conduct the research on customers to understand the products or services they need. Keywords are not solely based on the customer but also the theme of your website.  There are many tools to help study keywords.

Keywords Study Tools.

• Wordtracker
• Yahoo
• Google Suggest
• Digital Point Tool

HTML Tags

When spiders or crawlers look through your website they can only read text. So the actually look through your HTML code to find the keywords you have placed. There are many different type of HTML tags that these crawlers will be looking for. 

Title Tags are tags that show the words used at the top of a browser. These tags contain the theme of the website. These tags are the first impression of the website on the crawlers and most major search engines evaluate these tags to see if a website is substantial. 

Meta Description Tags are apart of the HTML code that allows you to give a summary of your webpage. This is often portrayed when searching the the website. In these Meta Description Tags it is important to use the keywords and summarize clearly because your website will be chosen based on these tags. 

SEO and SEM Landed me an Interview

I was looking for marketing jobs on LinkedIn.com and I came across a Marketing Assistant Job with Lesman. They were looking for an entry level marketer with a undergraduate degree in Marketing. After looking through the qualifications I felt confident that could compete for this position.

I had a phone interview with a marketing representative of Lesman. During the interview I mentioned I was getting my certification in SEO and the interviewer was surprised. She told me that they were planning on hiring within the next month but because I had experience in SEO and SEM that they were willing to put off the hiring if I wanted the job. This was because they were planning to spend money on training the new hire and If they were to hire me, they wouldn't need to spend the money training. The last ten minutes of the interview was spent debating the importance of SEO to the importance of SEM. I feel confident that the experience I gained in Todd Kelsey's Search Engine Optimization and Search Engine Marketing classes have put me a step ahead of my competition when searching for jobs in marketing. 

DELIGHT!

Delight is the last phase of the inbound methodology. Most companies don't spend time or money to keep their customers they are usually more focused on attracting new customers. Even though, attracting new customers is more expensive then keeping current customers. Customer delight is a competitive advantage that can help the business or even help you keep your job. You must get your customers to trust you. This will allow them to be promoters. These people will help to promote your business and create new leads for customers.

How do you delight your customers?

Serve your customers because your customers experience is formed by every interaction. Each time you make contact with the customer you are either building trust or hurting the customers trust. The way we build this trust with the customers is through the three pillars.

Innovation

Change is better than the status quo, innovate to serve people with the right products. 

Communication

Personal is better than impersonal. Communicate to help people.

Education

Empowering is better than ignoring. Educate people to grow their knowledge.