Find
Your Way to the Top of the Search Heap Studio
Clocks New
& Noteworthy Clients
Ask Uncle Chuck Recommended
Reading: Design Resources Happy
Thanksgiving Now
Playing -
Find Your Way to the Top of the Search Heap
Get more from search engine submission through web page optimization.
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| by JAQUES PALIN, Art Director, Morris Creative Group |
You can influence your ranking within Search Engines in a variety of ways, the most basic being proper setup of the page being submitted. Your setup should include: the title of the page, meta tag description, meta tag keywords (both of these are placed in the “HEAD” tag of your document), and body text.
Prior to editing the HTML of the page, do some preparatory work to plan the keywords the page should be associated with. On a worksheet, put together a list of 10 primary keywords that are integral to your web strategy. Put them in order of importance. In another row, list derivatives of the primary keywords. For instance, one of your primary keywords might be “cell phone.” A derivative would be “cellular telephone” or “mobile phone.” Keep forming derivatives until you feel you have a good list for that keyword.
With the keywords established, take the top three or four and build the title for the page. The title of the page is that portion of a web site that appears in the top title bar of a browser (you’ll notice that some people don’t name their pages at all, accepting the default “Untitled” -- a big mistake). Keep the title of the pages to approximately 60 to 70 characters to make it “friendly” to all search engines. With the title secured, the description is next. The web site’s description will be placed within what is known as the metatag description, which is positioned in the “HEAD” area of the HTML code. The site description should be explanatory in nature; it should be no more than 30 words; and it should include as many of the top 10 keywords that will fit.
Once the description has been finalized, start on the metatag keywords. Like the metatag description, the metatag keywords are placed in the “HEAD” of the HTML document. Place all primary keywords and derivatives in the keyword metatag. Separate each keyword using a comma. This will help establish important keyword phrases.
| <Online Resources> |
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Google.com’s URL submission page INeedHits.com Extreme
Tracking, TheCounter.com |
The next element to optimize on the page is the body text. The body text is very influential in positioning. If your web site’s navigation can be consistent with its primary keywords, it will reinforce those keywords when indexed by a search engine. Headlines, subheads, text links and normal text will also influence search engines. Try to keep these elements consistent with your primary keywords.
When adding images to your pages, also consider the “alt text” or alternative text. Alt text is a parameter associated with the HTML “img src” command and is the text area that can be associated with an image. Some sites use images for primary navigation aids. Make sure these images have alt text associated with them.
Once your page has been optimized, start submitting to the various web sites and search engines. If you created your page properly, you should see significant improvements in your traffic.Some web sites generate hits with paid placement, like Google’s adwords. Whether or not you should join the crowd depends upon the kind of traffic you are trying to generate. A retail business, for instance, can generally benefit.
Finally, make sure that you have a good traffic tracker to see if you are actually getting traffic to your site, and to get information about visitors, including their browser type, computer system, etc. Traffic trackers have gotten extremely sophisticated in recent years.
If you have any questions about search engine optimization, or if you
feel that your keywords and content need to be reevaluated or revamped,
contact Morris Creative Group
today. We’d be delighted to help you make your website generate
a better return on investment by making it more visible.
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Studio Clocks
Some of you may have noticed that Morris Creative has started a little
division called StudioClocks™ — “Art that Tells Time.”
Put simply, StudioClocks are wall clocks with your company logo or other
custom image on the face. Many styles of cases are available, and we are
adding original artwork from local artists to our standard collection
all the time. Visit online at http://www.studioclocks.com,
or call us at 865-637-9869. Order early for holiday gift giving.
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New & Noteworthy Clients
TPS specializes in polished concrete for applications ranging from industrial flooring to residential countertops. MCG is currently developing their corporate identity, website, and marketing collateral to set them apart as leaders within their industry and to effectively communicate the benefits of polished concrete to a diverse target market.
Dr. David Hunter - Keynote Speaker/Humorist
MCG is currently re-designing Dr. Hunter’s website to include new
and expanded content,, including video. By the way, need a fantastic speaker
for your next event? Visit David at http://www.davidlhunter.com.
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Ask Uncle Chuck
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Q: I’ve got a small business, and I just don’t seem to have any money left over to do marketing. If you had to identify one marketing activity for a cash-strapped company, what would it be?
A: Unquestionably, join your local Chamber. For as little as $250 a year (most chambers pro-rate dues based upon number of employees), you will gain access to some of the best thinking, best practices, and best people around. I happen to know because our firm has been a member for over 10 years.
While many people join just for the networking opportunities, it’s so
much more than that. Get involved in a committee or volunteer to be an
ambassador. When you do, you’ll naturally be doing the most powerful form
of marketing I know about: building relationships one person at a time.
You will see the benefits compound as you network with business leaders
in our 9 county region. There are opportunities to advertise in directories,
newsletters and websites, and to attend events such as business showcases
and golf tournaments, coffees, after hours events and more. You’ll also
gain access to job banks and free business training classes. Most importantly,
however, you’ll be investing in the economic and community development
of our region, which helps to generate more opportunities for all of us.
Knoxville Area Chamber Partnership - http://www.knoxvillechamber.com.
Contact Lynda Vento, Sr. Marketing and Development Associate at 604-4880,
or email her at lvento@kacp.com
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Recommended Reading: Design Resources
We’ve compiled a list of books and websites that stand as great resources
for education and inspiration, for both graphic designers and those who
would just like to know more about design. Click on the titles to read
more about the books or to visit the sites.
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Web Usability, Programming, and Marketing
Information
Design, Richard Saul Wurman
Designing
Web Usability, Jakob Nielsen
ActionScripting
in Flash MX, Phillip Kerman
The Unofficial Guide to Marketing Your Business Online, Jason R. Rich
Design Reference and Inspiration
The
New Typography, Jan Tschichold
The
Elements of Typographic Style, Robert Bringhurst
SoakWashRinseSpin,
Tolleson Design
AIGA
365 (2002), American Institute of Graphic Artists
Websites
Design Interact,
Articles and resources for interactive designers
AIGA.org, the
American Institute of Graphic Artists
GAIN, the AIGA
Journal of Design and Business
Understanding USA,
Understanding USA demographics and Information Design
Web Style
Guide, the complete guide to efficient site design online
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Happy Thanksgiving
Here at Morris Creative Group, we’ve got a lot to be thankful for, the
most important of which is all of you! So, THANK YOU to our clients, friends,
and colleagues. We appreciate you.
MCG will be closed on November 28 and 29 in observance of the Thanksgiving holiday.
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Now Playing
All the neighbors think it’s just noise…
For better or worse, there’s always some variety of music coming from
the designers’ work area in our office (usually George, with his MP3 collection
and loud speakers...). Here are a few favorites that have been inspiring
us lately:
Captain
Beefheart - Trout Mask Replica
Blur
- Best Of
Elvis
Costello - When I Was Cruel
Willie
Nelson - Red Headed Stranger
Death
Cab For Cutie - The Photo Album
Tom
Waits - Blood Money
Spoon
- Girls Can Tell
Miles
Davis - In A Silent Way
Superdrag
- Last Call For Vitriol
John
Coltrane - A Love Supreme
Local or Almost Local:
Blue Mother Tupelo
Robinella & The CC String Band
Vacationist League
Smokin’ Dave
and the Premo Dopes
R.B. Morris
Scott Miller
and the Commonwealth
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