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Entrepreneur's Journal: Getting free traffic with search engine optimization (SEO)

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Bankrate, Inc. (Nasdaq: RATE) is one of the top financial sites on the Web. And one of the main reasons it does so well: organic traffic.

Huh? Well, this means that when you search on popular terms and phrases on Google (Nasdaq: GOOG) and Yahoo! (Nasdaq: YHOO), Bankrate's site is often on the first page. This is essentially free traffic.

So, how can you benefit from this? Of course, there are many strategies. But, there are some things you can do to get started. Let's take a look:

Optimize your page: You want to make it easy for search engines to index your pages. This means making sure that each web page title is unique and reflects the key search phrases that your users enter (the process is known as "search engine optimization" or SEO).

What are the phrases? True, there are a variety of tools to help out.

But a quick-and-easy ways is merely to type in some phrases in Google and you will see a drop-down box that has related phrases.

"You are telling a story to the search engine of what each page is about," said Chris Kenney, who is the associate manager for search marketing at VistaPrint (Nasdaq: VPRT).

Automated Help: Although, there is one tool you should definitely check out; that is, Google's Webmaster Tools. With this, you can put together a site map, which will make it easier for Google to crawl your site.

What's more, the tool has a variety of ways to track and monitor the progress of your organic traffic efforts.

Content Is King: No doubt, a big reason users visit Bankrate is for the rich content. In fact, it's common for users to link to this content – which is a key to building stronger search results.

Thus, spend lots of time crafting good copy. Or, you might want to retain a qualified writer.

Something else: setting up a blog can also be a big boost. Search engines like sites that have fresh and timely content

Leverage Social Media: Let's face it, millions and millions of people use platforms like Facebook, MySpace, LinkedIn and so on. And, these can be great places to build exposure to your site as well as links. For example, when you have a new blog post, why not make an update to Facebook?

Patience: Now, building high search rankings can take time and some experimentation. But it's well worth it.

"Overall SEO isn't something that can happen overnight because there are so many changing parts and evolving methods," said Kenney. "SEO needs to be managed for the long haul and cannot be viewed like other marketing channels."

Tom Taulli is the author of various books, including The Complete M&A Handbook and the founder of BizEquity, a free online business valuation tool for small businesses. You can reach him on Twitter.

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Last updated: November 25, 2009: 09:48 AM

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