• by Linda Fisk , March 17, 2006

Although paid inclusion programs and paid search campaigns provide the most immediate marketing results, SEO strategies generally provide the most cost-efficient and the most consistent traffic. So, when you have only a modest marketing budget to work with, start by optimizing your site through smart SEO strategies. And, to maximize the visibility of your site in all search results--paid and natural--it's smart to implement both paid and natural search strategies.

Most marketers are aware that search is the No. 1 navigation method used by online consumers to find information on the Web. To be competitive online, it is increasingly important that marketers ensure that their sites are included in natural search results, as well as paid search results. And, with four primary engines representing 94+ percent of all search activity, it's not only a crucial part of a smart online marketing effort, it's feasible for all online businesses.

Organic, or Natural SEO: Because most search engine referrals come through organic, not paid, listings, online marketers cannot afford to neglect natural search engine optimization (SEO). In fact, JupiterResearch estimates that natural search indexes generate 87 percent of commercial referrals from search engines. So, although it requires a bit more work, ultimately, to maximize your site's accessibility as an information choice to consumers, it's important to take the time to employ smart SEO strategies.

SEO strategies generally include the enhancement of a site's architecture, copy, and structure to ensure that search engine spiders are more likely to see and select your site's pages for search requests. In 2005, Scripps Networks Interactive embarked on an ambitious project to significantly enhance the visibility of all our Web sites across all major search engines in natural search. Fortunately, with the guidance from our interactive agency, 360i, we quickly implemented a number of operational strategies to help the visibility of our sites' content across all major search engines.

The goals for Scripps Networks Interactive's SEO project in 2005 included:

Increase number of pages indexed in the major search databases

Increase the number of first page rankings across the major search engines relative to target keywords/phrases

Increase traffic to sites from the algorithmic (natural) search placements

Lower the cost of audience acquisition for all sites

SEO Strategies: A successful SEO project usually requires changing site infrastructure, content, and linking strategies. Some of the strategies we implemented to optimize the visibility of our websites across all major search engines included:

Keyword research: we learned what keywords are most often used to access our sites and what content people most often search for within the framework of our sites.

Tag Authoring: we created a process the ensure that the most appropriate keywords and phrases were included in all meta tags, alt tags and title tags.

Content Enhancement: content is one of the most important aspects of search engine optimization, and considerations included:

Keywords used in headings

Paragraphs or sentences used to describe various sections or services

Ensuring high-value keywords are used frequently

Placing keywords within hyperlinks

Creating themed pages or sections dedicated to particular topics

Integrating more targeted keywords in the title tags, meta tags and alt tag

Of course, with the help of 360i, we utilized specific techniques unique to our content management system and the content of our sites that certainly helped maximize our results. In fact, the list of specific strategies and tactics employed to ensure that our SEO execution was successful is about a 20-page dissertation. We started seeing small results immediately and, after a year of focused efforts, we are now reaping larger rewards

SEO Results: In 2005, our monthly average search traffic from the top five search engines on all sites increased by 27 percent from our benchmark measure. And, combined across all properties, search engine rankings improved 43 percent for the targeted keywords. And, perhaps most importantly, first-page rankings increased 48 percent. Of all the brands, DIYNetwork.com and FineLiving.com had the greatest gains in rankings, with increases of 70 percent and 63 percent respectively, although rankings increased or maintained position for 91 percent of all words across each of Scripps Networks brands online.

One of the most important and effective SEO strategies we implemented in 2005 was the creation of "content pages" for all sites. In September, following the indexing of content pages, rankings improved significantly across all properties.

So, although SEO strategies generally require changing site infrastructure, content, and linking strategies--which means quite a bit of work, and the full impact of results is not immediate--it's worth it. For the most cost-efficient and the most consistent traffic, you can't beat a smart program of SEO enhancements.