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Intelligent Enterprise serves up Search Engine Ranking Tips

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2 minute read

Intelligent Enterprise – part of the TechWeb Business Technology Network – published a great article (dated Dec. 1, 2006) about a major conundrum faced by online retailers: How to balance the immediate results of a Pay Per Click search strategy with the long-term viability of cultivating high “organic” search rankings? Intelligent Enterprise logo The article “Three Ways to Drive Traffic from Search Engines,” written by Penny Crosman, frames the challenge and then EP’s VP Marketing, Jason Billingsley lays down some easy and proven strategies point companies towards the path to profitability by dominating organic search results.

How do you make your Web site “organically” pop up in the first five results of a potential customer’s Web search? Elastic Path Software’s Jason Billingsley offers three suggestions for improving a site’s organic search results. Ten times as much money is spent on paid ads on search services like Google as is invested in search engine optimization, yet both methods convert browsers to buyers at approximately the same rate, according to Jason Billingsley, vice president of e-commerce technology vendor Elastic Path Software. What’s more, he adds, free listings are clicked on up to 200 percent more often than paid ads.

After that intriguing introduction, you are probably wondering what the three tips are, right? Well you *should* really read the entire article for tips on driving traffic with search rankings but, in brief: 1. Search-engine-optimize your press releases – {Note: the folks at PRWeb do a great job of this as discussed in Press Releases are fun with PRWeb post} 2. Use Froogle – free product inclusion into Google’s comparison shopping engine to boost your “Google Juice” 3. Blog or otherwise contribute to community sites – Ergo: “Writing rich content for syndication to sites pertaining to your field delivers traffic and increases search-engine optimization,” Billingsley says. The article continues on with real world feedback from “I Want One of Those” (yes, they are an Elastic Path ecommerce softwarecustomer:

U.K.-based gift and gadget retailer I Want One of Those turned to search-engine optimization to get its site noticed. “Our previous Web site architecture had search-unfriendly URLs,” explains Sagar Vadher, the company’s head of IT. “The way that Google works, we would rank low.” Although every page on the site contained product information and keywords, the page URLs contained no keywords or product names. Instead they were “really horrible” alphanumeric strings containing unrecognizable product ID numbers. After using Elastic Path software to help rewrite the URLs, each page URL contains a category name and product name. “Having those terms right in the URL makes it simple for Google to find,” Vadher says.