How Do You Rank?

Fine-tuning your SEO strategy is sure to lure Web traffic and salesWith so much to worry about when it comes to Web marketing, it’s easy to overlook more complex areas. We’re so busy with Facebook, Twitter, and blogs that we neglect the basics—like SEO, or search engine optimization.At its core, SEO is the art of getting your site found on search engines such as Google, Bing, and Yahoo by using relevant keywords. Jewelers often compete to be first on the list when a consumer does a search for, say, Long Island jewelers. Studies estimate that more than 90 percent of users click on first-page results, with almost half going to the very first result. So if you want to make the Web a big piece of your business, you need to get serious about raising your rankings.In creating a keyword strategy, you may find your­self tempted by broad terms such as engagement ring, or the names of brand

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