Client-friendly SEO guidelines – Part 3
If you missed either of the two previous installments you can start by catching up here:
And without further delay here is the conclusion to this three part beginners’ guide to search engine optimization basics.
8) Image File Names
Believe it or not, search engines also index the names of your image files. Therefore, it is wise to take advantage of this and give your images file names that are relevant and informative. Don’t be cryptic or lazy. We already know that playing hard to get is not going to help the match maker work for you. The rules for naming image files are very similar to page URLs. That is, use keywords, be descriptive and use dashes (-).
Good: rose.jpg or flower.jpg
Better: flower-red-rose.jpg or red-rose-flower.jpg
If you have keywords that are sometimes misspelled, using the misspelled version within image files names is a good way to get those misspellings indexed and associated with your site. Since 99.99% of all visitors to your site probably aren’t going to view a page’s source code just to see your image file names, the risk of a misspelling reflecting negatively on your site/brand/company is next to none. While it’s unlikely this trick has a major impact on getting traffic to your site, it is none the less worth mentioning.
In terms of free tools, the industry standard is Google Analytics. It might be free but it is very robust. So much so there are a countless number of books dedicated to Google Analytics, as well as thousands of people who’s profession it is to understand and use it. Don’t let that intimidate you. Start slow, make an effort to pick up the basics, and then expand your understanding of Google Analytics as you feel is necessary. It is also recommended you consider utilizing Google Webmaster Tools.
One of the main things to know about using Google Analytics is that it is very good at telling you what happened. On the other hand, it’s not very good at telling you why. When making decision based on analytics be sure to put some effort into trying to interpret and understand the why. Avoid jumping to conclusions, quite often you’ll find there are at least two sides to every story.
10) The Process – The conclusion is the beginning
Last but not least, always be mindful that SEO is not a set it and forget it project. While your pursuit of SEO has a start, it does not have an end. The possibilities are endless…Search engine indexing algorithms continues to evolve. A competitor launches a new website and/or makes a conscious effort to build in bound links. Or maybe your product mix changes. Whatever the case may be, change and SEO go hand in hand. This isn’t the end, it’s the beginning of your love affair with SEO.
Granted, you might not have the resources to obsess over SEO on a daily basis. However, it is recommended you consider scheduling different levels of commitment on a weekly, monthly and quarterly basis. For example, maybe you review Google Analytics weekly, and revisit your keywords quarterly.
SEO is like any relationship—it takes work to make it successful. Either you’re committed to it or you’re not. And what you get out will be direct function of what you put in. Don’t expect SEO to help you, if you’re not making time to help yourself.