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If you want your brick and mortar store to get noticed, there are a lot of pretty self-evident ways to do that. First you put the store where lots of people can see it; buy space in a busy mall or a prime location on Main Street, for example. You take out ads in the local newspaper, buy spots on the radio, or place commercials on television shows that reach your target audience. You hire salesmen to go out and find new customers. You put up big signs. The list goes on and on. On the other hand, if you run an online business, the steps are not so obvious.

You can still buy ads on the internet’s most popular websites, or at least the websites where your target customers are likely to be found. If you have recognizable brand name, or a high sought after product, that’ll probably work fairly well. If you’re a small company or a company with a niche product that most people need to be educated about before they buy, then you might need another way to get customers to visit your website.

Fortunately, on the internet, customers self-identify all the time. The major search engines sort out your customers from everyone else for you. It’s as if someone stood up in a crowd and shouted, “OK, everyone who needs a new toaster please come over here and stand next to me.” Instead of responding to a shouted invitation, however, people are typing in the name of the item they want to buy. The search engine gives them a list of places to get information about that item and places to buy the item.

If your website happens to be at or near the top of the list, then the majority of those customers are likely to go to your website and at least consider the products you are selling. Of course, all of your competitors are doing their best to get to the top of the list, too. Those who do the best job of optimizing their website will get the highest positions.

Search Engine Optimization (SEO) is the science of building a website that is viewed favorably by search engines for terms that are key to your business. For example, if you are selling toasters, then you want to be optimized for search terms like toaster, kitchen appliances, pop up toaster, and toast. People will probably enter one of those terms into a search engine when they are looking to buy a toaster. Google even offers a handy keyword tool to help you find out how often people search for certain words or phrases.

Many websites opt for professional SEO assistance. SEO marketers are experts in helping websites rise to the top of search engines rankings for the terms that are likely to deliver the most business. They make a study of the things that search engines look for when deciding if a particular website should be highly ranked for a given search term. They help business owners implement those things, and then continuously improve the site and its ranking through such thinks as link-building and the development of fresh original content.

Unless your business has an SEO expert on staff, it’s a good idea to seek out professional assistance, especially if your existing website can’t be found on the first page or two of search results for the top search engines: Google, Yahoo!, Bing, and Ask.

According to W3C every HTML document must have a Title Element in the Head section.

Authors should use the Title Element to identify the contents of a document. Since users often consult documents out of context, authors should provide context-rich titles. Thus, instead of a title such as “Introduction”, which doesn’t provide much contextual background, authors should supply a title such as “Introduction to Medieval Bee-Keeping” instead.

For reasons of accessibility, user agents must always make the content of the Title Element available to users (including Title Element that occur in frames). The mechanism for doing so depends on the user agent (e.g., as a caption, spoken).

Titles may contain character entities (for accented characters, special characters, etc.), but may not contain other markup (including comments). Here is a sample document title:

<!DOCTYPE HTML PUBLIC “-//W3C//DTD HTML 4.01//EN” “http://www.w3.org/TR/html4/strict.dtd”>
<HTML>
<HEAD>
<TITLE>Introduction to Medieval Bee-Keeping</TITLE>
</HEAD>
<BODY>
… document body…
</BODY>
</HTML>

• Title Element – Use special characters (@ | & – +) to improve listing attractiveness while reducing the need for stop words.
• SEO Tools – Backlink Checker Linkdiagnosis.com – good for determining overall unique domain links & re-directed domain links.
• Viral Marketing – Linkbait doesn’t need to be complex. It’s just a solution that troubleshoots a problem for a specific usergroup.
• Call-to-action – Use a variety of call-to-actions for title elements of different page types; product/service/info & categories.

SEO Assur provides independent referrals for operating search engine optimization firms and consultants within the United States arranged by state and city of origin.

SEOAssur provides background information on Title Elements and other on-page optimization practices.
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