Economic DevelopmentEconomic Development

6 Keyword 6 Keyword RecommendationsRecommendations

Web Marketing on the RiseWeb Marketing on the Rise

Source: Forrester Research Interactive Advertising Forecast, April 2009http://www.marketingcharts.com/interactive/forrester-interactive-ad-growth-still-healthy-8877/forrester-interactive-marketing-marketinv-vox-april-2009jpg/Graphics from Webmarketing 123.

• Online marketing expected to increase by 11%

• Search Marketing spend expected to grow 14%

• 60% expect to cut back traditional marketing and increase online spend

Race to the TOPRace to the TOP

Google Pages

1998

2000

2008

Source : “We knew the web was big” by Google, 2008http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.htmlGraphics from Webmarketing 123.

Where are you?Where are you?

Source: “iProspect Blended Search Results Study” by JupiterResearch, 2008, http://www.iprospect.com/about/researchstudy_2008_blendedsearchresults.htm

Graphics from Webmarketing 123.

The pages searchers click on

6 6 KEYWORDKEYWORD Recommendations Recommendations

Site Content

Keywords

Meta Content URL’s (3)

KeywordsKeywordsKeywordsKeywords

Source: SEO Webinar: Top 10 Factors That Drive Google Rankings, WebMarketing 123

Keyword SearchesKeyword Searches

Economic Development Keywordstax rates, transportation availability, wages, labor availability, business incentives, tax incentives, unemployment rate, workforce training, training grants, training dollars, plant closures*, facility closures*, electric rates, utility rate, cost per Kwh, datacenter sites, etc…

A company or consultant may even put a state or geographical description in front of these common keywords. (example – nebraska business incentives or midwest unemployment rate.)

(*this may be an opportunity for another company.)

URL’s – Keyword Success(#’s 1,2 & 3)URL’s – Keyword Success(#’s 1,2 & 3)

• First and Best - keywords in primary domain. Only an example - www.nebraskataxincentives.com

• Recommendation TwoOnly an example -www.oppd.com/nebraskataxincentives

• Recommendation ThreeOnly an example -www.nebraskataxincentives.oppd.com

Drive prospects to specific pages within a website based on keyword searches. Utilizing all three scenarios enhances chances of reaching the top (there is a price associated with this strategy).

Title Page – Use the Keywords (#4)Title Page – Use the Keywords (#4)Don’t waste prime web marketing space with your organizations name in the first or second position on the title bar on each page when searchers are using keywords. Example – search for Nebraska Tax Incentives

Example – search for Business Incentives

Make sure you use seperators (commas, pipes) between keywords.

Keywords Used in Tags (#5) Keywords Used in Tags (#5)

Alt Tags - super importantWhat is an Alt Tag = Alt tags is the alternative text used for describing images. Alt tags are displayed on the site while the images are loading, or when you hover over the image with your mouse. This allows the use of keywords more often on a page.

H1 Tags – importance diminished by use of Alt Tags.What is an H1 Tag - It is used to define the content of the page, and for proper document layout. Most often the boldest headline on a page.

Keyword ContentKeyword Content

Content is KINGYou’ve spent a lot of time, money and effort on your

web design and if you don’t use keywords it was all for not.

6 Keyword Recommendations6 Keyword Recommendations

ConclusionThese are just a few simple organic search engine

optimization strategies your organization can utilize in its web marketing efforts.

Just because you build it doesn’t mean they will find you. Help them by helping yourself.

Individually these recommendations will not move you to the top of a search but, together they will improve your position.