There are many ways to drive traffic to your website, and one of the most effective and least expensive ways is to improve your search engine rankings and get search engine traffic to your website.  There are three things you must be sure that you do to give yourself the best chance at improving your search engine results.  Some of these take experience to improve and others are just basic common sense.
1) Research the keywords people are actually using to search for your products or services.
You may have received an email from some offshore “SEO company” that says they can get your website on the first page of Google.  It is very easy to get any website on the first page of Google.  The question is, for what search term, or keyword phrase are you getting your web site on the first page of Google?  Many times it’s a search term that no one else is really searching for.   If that is the case, then you will have some trouble at getting any traffic to your website for that term.  You should do your own keyword research, or hire a reputable company to find out which keywords your target market is using to find you and also which keywords are going to give you more responsive traffic.  There are many tools out there that will help you discover these keywords.  Find one and give yourself a step up on your competition.  Once you know these keywords, use them in your website text, page name, title tags and header tags.
2) Keep your web pages as focused as possible on a single topic.
The more focused your web pages are, the better they will rank in the search engines for that topic.  The more general your pages are, the less ranking results they will get in the search engines.  Once you develop your keyword list of keywords you need to have on your website, keep the topic as closely linked to your website as possible.  You can always add another page to your website if you have too many different unrelated topics on a single page.  Don’t overload your page with the keyword phrase.  Use a few different phrases that are closely related on your webpage to keep your page from looking like spam.
3) Use strategic linking to link to your website.
Link to your website from other sites by using smart linking.  Smart linking is being strategic about the anchor text that you use when you link back to your web site.  The anchor text is the text that is an active link (when you click on it, it takes you to another page, or website).  When you use keywords in your anchor text, you will improve the search engine rankings of the web page for that anchor text keyword (the web page that anchor text links to).  Also make good use of the links within your own web site.  Are you using keywords in your anchor text or are you using anchor text like “click here” or “go here”?
There are some easy things that you can do to improve your search engine rankings but the first and foremost thing is to make sure you do your keyword research correctly.  The results of your keyword research can either make or break everything you do that follows.  Take advantage of the many tools that are out there to give you the best chance of success.

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