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Search engine optimization (SEO) is frequently discussed in the channel as a source of incremental organic website traffic and ultimately new prospects and leads. SEO, when done properly, makes your website easier to find in popular search engines including Google, Bing and Yahoo. Accordingly, SEO is an important component to your technology marketing toolkit.

Organizations with a national or global footprint or that sell services online may find ready streams of income by investing heavily in SEO. Many IT Service and support organizations target local businesses and require onsite presence to obtain new customers, as a result IT Service providers may consider a pragmatic approach to SEO.

On Page SEO is Mandatory

On Page SEO refers to ensuring the format, structure and elements of your content are search engine friendly. Content that is “Search Engine Optimized” targets key words that are frequently used and prominently included in the website content. Long–tail keywords (e.g. think phrases instead of words) for SEO. Rather than targeting “Computers” try “Computer Repair”, or better yet “Computer Repair Plano Texas” to increase your chances of rising in the ranking. Make sure you have about two hundred and fifty to three hundred words of copy. Include an image with an alternate text tag and make sure you include your keywords in the page title, header tags, description and url when possible.

Social Networks Help with your SEO

Many search engines including Google, Bing and Yahoo will look for backlinks to your website. Google +, Google Places, LinkedIn, Twitter and Facebook are easy ways to get additional links back to your website that will show up when someone searches for your company name. Because your website address may not always include your company name (e.g. WCITS = West Coast IT Services) these social network backlinks make for an easy way to find your site in a search engine listing.

Other Popular SEO Tools

There are a number of tools that help you Search engine optimize your website. Webmaster Tools from Google can help you manage how Google sees your site. You can submit your sitemap, track keywords, backlinks, check for broken links, detect malware and debug many other issues that can hurt your ranking with search engines. Tools like Wordle and SEO Yost will analysis your web pages to determine how prominently and frequently you use targeted keywords on your website.

As with any other marketing program, you can’t count on SEO alone to grow your business. Having a balanced and practiced approach to SEO is a critical component of your technology marketing toolkit. What’s more, there are plenty of companies specializing in helping IT Service providers get the most from their marketing budgets so consider outsourcing if you don’t have the time to do it yourself.