Search Engine Optimization (SEO)

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Get Found on The Web First

Website search engine optimization (SEO) can help your new aerospace customers find you. Most existing customers can find your website and it can also be a great supporting sales tool with customers that you have identified through other channels. But many more potential customers are trying to find you on the web using Google, Bing, Yahoo, etc.

TriLink can help make sure that these new customers find you before they find your competitors.

On-Page SEO

On-Page SEO, or SEO within each page, is the easiest to achieve and, depending on the level of competition within your chosen keyword clusters, it can be very effective at getting your pages at or near the top of the results returned by the search engines.

Keywords are the main tool that Google uses to return a site or page when a user searches the web. Picking the right “head” (one or two keywords) and “long-tail” keywords (compound keywords of three or more words) can help raise a site’s ranking on the results page. Selecting the keywords is a three step process: first create a list of potential keywords; second, test those keywords for relative ranking and; third, select the final keywords based on the rankings.

Each page on the site requires a title, made up of keywords relevant for that page. This is how Google selects each page for display on the search results page. Also, each page requires a unique description. This is what the user sees on the Google results page and it should allow the user to see that this is indeed the page for which they are searching.

As images are not searchable by the automated web crawlers, each image needs an “alt tag” text description including one or more keywords. Anchor text, the text used for hyperlinks, is important as well.

Off-Page SEO

Off-Page SEO, or things done to improve a page’s ranking elsewhere, is more time consuming. It involves getting links to your page from outside your site. The best starting point is to register with aerospace industry directories and associations. The next steps are not so easy. It requires you to create compelling content so that other website owners will want to link to your pages. There is no shortcut here.

Analytics

Website analytics allows the website owner to track how many visitors the site has had during a given period, how they found the site (what search terms they used, for example), where they are located geographically, how long they spent on the site and which pages they visited. This allows the owner to spot trends and whether changes made to the structure or appearance have been effective. Both Google Analytics and Google Webmaster Tools are available from Google free of charge.

In order to ensure the integrity of the statistics, it is necessary to install a filter so that traffic internal to the owner’s organization is not included. It is also important to combine the traffic to the “www” version of the website with the non-www version.

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