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Technology | 15
Online
operations
With SEO you can make the most
of your web presence according
to Andrew Areoff, MD of
Areoff.com
o self-respecting finance any particular keyword search will return Of course there are other prcesses that must
N
business is without a website thousands, if not millions of results. Most also be adhered to, principally regularly
to communicate with their people will not bother to browse through even providing fresh content. Your site must
visitors and sell them products a small proportion of those results; they will continually be updated if you expect your
and services. But how do you only look into the sites displayed on the first visitors to keep coming back. The site must have
make the most of your web page. useful content, as well as tools that will help your
presence? In order to leverage the possible advantages target audience. Make your site as easy to
Building a website can be relatively simple. of SEO for your website you need to get a clear navigate as possible and be sure that your links
It’s just a matter of figuring out who your understanding of how to use keywords to work the way that they should. There is nothing
target audience is so you can design a website attract targeted visitors. that frustrates people more than a “broken” link
experience that best meets or beats their The basis of any SEO technology is to search or webpage, and if your site is labeled as such,
expectations. As time goes on you change the for these relevant key words that can drive a chances are slim that many people will want to
content and features of the site in an attempt to considerable amount of traffic to your site, get come back.
differentiate it from the competition in order to it displayed in the search engine result pages
gain more visitors and customers. and found by the users who are looking for the Call to action
Job done? Unfortunately no. While creating a services you offer. The home page is crucial. It is the ‘call to action’
company website is the best way to inform an However, SEO technology is more than just that sets the tone for the company that you are
extremely wide audience about the services you putting keywords randomly on a site. Analysing seeking to promote. The front page should
offer or the products you sell, ensuring that you the competition and what steps they are taking contain call to action buttons/links like 'get an
are reaching the largest number of potential to gain more traffic can provide valuable instant quote', 'apply online here', 'find out more
clients is a different matter altogether. information for consideration on your site. information', 'contact us for more information'
Getting high-quality links to your site and and so on. The user has to be invited and
SEO is key knowing who is linking to it is another crucial encouraged to do something like obtain a quote
The key to a successful web presence is search component of SEO technology. Having relevant or contact the company and this should be
engine optimisation or SEO. websites with high rankings pointing back to clearly conveyed.
More specifically, SEO makes the difference yours can be extremely advantageous. On the Elsewhere, the website should contain up to
between an abandoned website in a dark corner contrary, links from websites that are not date information. Latest news, press coverage and
of the web and one at the top of search engine appreciated highly by the search engines will similar pages should only be used if the
rankings. And that is important because the contribute little and can even be detrimental to information is kept up to date because out of
first site that visitors see attracts the largest your rankings. date content is as useful to visitors and search
amount of visitors and consequently more engines as no content at all.
business. The most successful sites on the Site rankings Accessibility is another key point. It is
internet are the most visible ones, and this is These components, along with many others, important that the site should be designed in a
largely dictated by search engines. collectively play a crucial role in your online way that conforms to the Disability
It works like this. When someone wants to marketing efforts, they all are equally important Discrimination Act. In other words, the user
find certain products or data, they usually use a and each of them taken separately can have a should be able to increase the size of the text in
search engine to get the links to relevant significant impact on the success or failure of the browser, images should contain alt tags and
websites. They type key words into the inquiry your online business. Proper SEO methodology, your webpages should have printer-friendly
box and the search engine decides on the sites along with the eye-catching website design and versions. Finally, if you want to include money
most appropriate for their search. When you interesting content, will greatly improve your site transactions on the site – don’t try and do it
have used a search engine, you will notice that rankings and deliver more targeted traffic. yourself, call in an expert.
www.mortgageintroducer.com September 2009 Mortgage Introducer
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