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Branding For Dummies, 2nd Edition by Barbara Findlay Schenck, Bill Chiaravalle

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Part III

Winning Brand Fans and Followers

Website Search-Engine Optimization Tips

Do

Don’t

DO develop website content around keywords that people are likely to use to find information on you, your business, and your offerings.

DON’T cram your content with keywords to manipulate your search ranking. Search engines warn against keyword stuffing and placing hidden text or links

DO build each page of your site around specific keywords that define the page focus so users are linked straight to the web page that fulfills their interest.

DON’T forget that keyword searches may send users to internal pages of your website, so include your brand ID and a link to your home page on every page.

DO place keywords into each page’s <meta> tags, code commands, titles, navigation links, photo or graphics labels or tags, and also in imbedded text links.

DON’T use default photo file names, non-descript captions (like, “Buy Now”), non-descriptive labels for in-content hot links, or navigation icons that feature only graphics, which search engines don’t read.

DO devote a page to site map with page links if your site has more than 50 pages.

DON’T use splash pages that feature a graphic while the site loads. Search engines index content and keywords from your site’s first page, and splash pages usually contain neither.

DO choose and register domain names with words that describe your site’s business and brand.

DON’T forget that site visitors will leave if they don’t think your ...

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