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Coats says SEO helps Websites get hits, more traffic and more links to your site

May 10, 2011

By Dustin Zarnikow

If you’ve ever wondered what Web techies are talking about when they mention such things as SEO, meta-tags, or bots, and the knowledgeable architect of the Newspaper Consortium/Yahoo! Partnership, Rusty Coats can provide some clarity for you.

“What you’re doing with SEO is trawling for people who are topically interested in what you’re doing – making sure it is “snaggable” in some way, shape, or form,” said Coats, a media consultant and former newspaper executive.

SEO stands for search engine optimization and entails a broad spectrum of specific tools and steps one can take with his Web site and content to make sure it becomes highly prioritized when people are looking for it.

“Snaggability” refers to one’s content position within the hierarchy of all Web content and the number of keywords and other such SEO precautions the generator of such content has taken to attract the sweeping arm of the search engines and bots that organize media for everyday Web surfers.

But to understand this further you’ve got to understand how search engines work.

As Coats explained during a session on “Making Content SEO-Friendly” at MPI/APME NewsTrain workshop April 29 in Madison, there are man-run search engines and computer-run “bots” that consistently scan the Internet for specific HTML-embedded meta-tags, keywords, and link exchange trends.

These topics can get a bit “involved,” but a deeper understanding of how White Hat versus Black Hat SEO methods work can make the difference between potentially millions of people gaining quick and secured access to a site’s content.

“The more pages that link to your site, the higher it’s rated,” Coats said of link exchanging.  “What I like about [link exchanging] is it has less to do with search engine optimization, and more to do with the potential of content partnerships long-term.”

All in all, SEO is fairly straight forward, at least more so than one might think. What Coats stressed is that the tools and technology available have taken what used to be a techie-only practice and embedded user friendly options directly in front of our faces – such as the keyword entry windows embedded into WordPress programming structure.  These tools and practices are right there for anybody to use, and can easily make the difference between a raging success and a sinking ship.


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