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PunchList Series, 1 of 3 : for any local, seasonal or occasion-based business: florist, gift shop, church, signs, landscaper, home repair/cleaning, car maintenace, coaches/consultants, etc.]
On-page optimization is THE very first step of SEO every Web site owner should understand. Before budgeting Google adword campaigns. Before stressing over organic (natural) Google ranking ... be sure you're ready. When you have these free/easy items in place (see below), improvements will automatically happen across ALL search engine rankings, and any future marketing money is then well spent.
"It probably won’t even take you an hour to learn and implement some of these on-page optimization techniques. But you may ask me, why it is so important? – Well literally speaking, if you can do proper on-page optimization for your website you can not only rank well with search engines [without the cost of ads] but also can increase the overall readability of your website for your visitors." [courtesy SearchEngineJournal.com] Video: How Search Engines Work 
A good checklist ensures each Web page:
1. has unique content and focus, so it has unique keywords;
2. utilizes its TITLE <title> tag. Tip: put your 800- number here so it will display with every Web page visited;
3. utilizes its HEADER tags > Header1 <h1> = section headers; Header2/3 <h2> = subheadings;
4. uses images properly: each image is close to its related content, includes completed ALT tags, uses key PHRASES unique to that page in each ALT tag, and the keywords are also used in image file names;
5. all links (anchor text) should be natural phrases in sentences which include variations of your keywords whenever possible > not just "click here"; and
6. set a update/refresh schedule for your content > "last updated" dates are recorded and matter.
When all this is said and done, you are not just in good SEO shape but in GREAT SEO shape. The next step now is to build your inbound links with your clients, partners, advocates, affiliates, etc.
NOTE: There are "advanced" SEO tricks you may want to consider pursuing (such as how your page URLs are built, optimizing social places, etc.) To discuss more, just email me.
And, finally:
Be sure to record strategies here you want to follow in your copy of Our Web Site Owner's Manual.
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This really helps my case, inhouse, as many on our team think pay-per-click is the first step.
Posted by: SGrimaldi | 03 March 2010 at 08:55 AM