Nearly 98% of traffic to a Web site emanates from a keyword search - not from social media, editorial, or other sources. There are many "referral" methods to move users from one site to another, but keyword search queries - the action of entering keywords to find people, places and things online - is still the number-one method for delivering traffic to a Web site.

To appear higher in search engine results, you will need to consistently build and optimize your Web content. Learn how Google prioritizes keyword search results.

Focus on Keywords

1. Consider your keywords. Optimize your Web site by using the words and phrases your prospects and customers use to search for your business. For example, a Los Angeles, California-based restaurant called Leona's Bar & Grill, known for great California burgers and a wide selection of microbrews, may choose: "award-winning burgers, microbrewery, bar and grill, Los Angeles."
2. Identify top-level words using a free online keyword search tool. These search tools will suggest the best search terms in your topic area and show search volume on each keyword. Many of the search tools will also indicate how many other companies are trying to optimize for a keyword. Be sure you optimize keywords that best describe your business and do not have an overwhelming amount of competition. These are the keywords that have a good chance to make the first page listing or even take the top spot.
3. Optimize keyword density. Keyword density measures keywords and phrases as a percentage of the total number of words on the page. Free keyword density measurement tools are available online. Simply enter the URL of your Web site and the tool will estimate the density of keywords and phrases.

   When writing Web content, strive to include between 3% to 7% density for major keywords and 1% to 2% density for minor keywords. If keyword density on your Web site exceeds 10% it will look like "keyword stuffing" rather than naturally written text and could lead to a ban by search engines.

4. Use keywords in title tags and page titles. The title tag is the short sentence you see under the link on the search engine results page.

   For example, in your title tag, put your company name first, with core keywords next. For example: <Leona's Bar & Grill, best California burger, award winning burgers in Los Angeles>

   The page title appears at the top of each Web page in your browser. Page titles are one of the most important elements in optimizing content. Authors should use the page title to identify the content of the page using primary keywords in 64 characters or less. Optimizing page titles can generate appreciable gain in your search engine rank because search engines give more weight to titles than other visible text.

5. Use formatting to highlight keywords. Use bold and italic fonts to emphasize important words and phrases. Boldface text attracts the reader as well as search engine bots. ("Bots" are software applications designed to automate repetitive tasks on the Internet such as searching and ranking content.)

   Optimizing your Web site content can significantly improve traffic to your Web site and communication to your customers overall.

Keep Your Content Fresh.

Web sites that lie dormant for weeks or months without an update will likely begin to fall in search engine rank. The "freshness" of your Web site content and its relevance are at the core of search engine optimization.

Knowing the importance of new and relevant content, consider the content of your Web site over time. How will you add to existing content and remove irrelevant content? How will you make connections to other news in your industry category?

1. Perhaps the best and easiest way to create new content is to start a blog.

   A blog provides a vehicle for adding new content without having to schedule updates through a webmaster. Blogging gives you the opportunity to respond to what is current in your category or top-of-mind for your customers, and to "layer" the story you tell on your Web site with new ideas and more information.

   Blogs are very easy to create and update, they encourage repeat visits and interaction by "fans," and are either free or very inexpensive to produce. Do not forget to include keywords in your blog posts wherever possible-search engine optimization practices apply to all content.

2. Increase traffic through inbound and outbound link building. Your Web site page rank relies on the vast link structure of the Web to identify an individual page's value.

   In essence, Google interprets a link from Web site A to Web site B as a vote. However, Google looks at more than the sheer volume of votes or links a Web page receives; Google also measures the strength of the page that casts the vote. Votes cast by more "important" pages-such as government sites or sites with very heavy traffic-weigh more heavily.

1. Register your domain with primary search engines and professional associations. Each time you register your domain, you create a link back to your site. Some registrars charge fees but many are free.
2. Register your blog with search engine and blog directories to develop "fans" who will link to your blog.
3. Publish online press releases through a public relations firm or one of the online wire services-such as Business Wire or PR Newswire. Frequent press releases with embedded keywords and links provide two benefits: You will get inbound links from the syndications and media outlets that post your release. And you will improve your natural search rank through the addition of new optimized content.

   Search engine optimization is a long-term strategy; after you have initially optimized your site, it may take weeks or months to see measurable results in search engines. Continue best practices and you will observe increases in search engine results over time.

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