Search Engine Optimization ( SEO ) for the Automotive and Motorsports Industry
Search Engine Optimization or SEO is the art and science of creating web pages that help increase visibility on targeted keywords within the search engines. When a search is performed; Google, Yahoo, MSN or any other search engine when requested will try to return the most relevant web pages found within it's index based upon the query or keywords typed. In general the higher a page ranks within the results the more visitors that will visit the ranking page.
There
are a few basic elements that a search engine will use to rank web pages
and return on the Search Engine Results Page ( SERP ).
These two very general categories lead to more specific elements that are discussed below . The Search Engine Optimization elements discussed below are very High Level SEO principals and not all aspects of optimizing web pages are shared.
On Page Web Site Search Engine Ranking Factors
Keywords
Optimizing
a web page for the automotive or motorsports industry begins with proper
keyword selection. The undertaking of selecting target SEO keywords begins
with keyword research. Keyword research is the aggregation and listing
of kewyords that are relevant and related to your website. The keyword
list becomes a combination of keywords that your web site is currently
found on and the keywords your site should be found when a search is conducted.
It is also a list of related keywords and various keyword permeations.
Each keyword also has a specific value.
The objective of keyword research is to identify which keywords have a decent volume of searches, are relevant to your business and how realistic and obtainable it would be to rank for a particular keyword.
Keyword Integration and Web Site HTML
After choosing the right keywords, becoming relevant to the search engines for a particular keyword begins by ensuring that those keywords are embedded and found within the web site copy and HTML elements.
Since search engines are looking for relevant content, it would make sense to include the keyword within your web site copy. Keyword density and proximty apply here, as your want pages within your web site to be tightly themed. Each page should have a focus ( a keyword focus ), the selected keyword for the page should be used several times through out the copy and used near relevant and related terms as well. Don't just stuff the keyword into your page copy as you want the page not only read well for a search engine spider, but a human reader as well.
Ensuring
that your web site's HTML elements incoporate the keyword is important as
well. A few places that the kewyord should be included within your web site's
on page HTML elements are:
By incorporating the proper keywords into your web site, you provide hints and clues to search engine spider's as to what your content is about and ulitmately helping the search engines rank your website apporpriately within their search results.
Off Page Web Site Search Engine Ranking Factors
Links | Inbound Links
The other less controlled elements of increasing your site's search engine
ranking is by increasing the number of and the quality of links that are
pointing to your website.
Google and the other search engines use the number of inbound links that are pointing to a web site as a vote for that web site's content. The search engines agree that if your automotive or motorsports web site contains great content, then other pages on the internet would want to link to that content, helping it's popularity within the search rankings.
It is not enough to just have links pointing to your web site, but also
where the link is coming from, what the link text says and is the other
site pointing to yours relevant or similarly themed?
The anchor text or the text that is the clickable link can also help provide
further clues to a search engine and does carry some search engine weight
for ranking. This anchor text should also be seeded with the keyword and
linked to your web site's page that is highly relevant. This not only
will benefit the search engine spiders but also the human user experience.
Link Building Strategy Example
A well thought out link building strategy begins with the production of great content. This content doen't just need to be found just on your automotive or motorsports web site but on other sites found on the internet. Below is a basic example of an online link building strategy for SEO.
