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Connexus : Issue 40
feeds, as well as links from sites in your own business sector and complementar y industries. “ The number one thing is to concentrate on creating good quality, unique content on your site,” says Taylor. “Find the keywords you want to rank for, and include them in your content. Then build genuine links through to that content from a var iety of related, quality sources. “ The fundamentals have not changed – the sneaky tricks will come and go as Google routinely weeds them out.” Cynthia karena is a freelance writer. Alliance One focuses on SEO Alliance One Credit Union sees SEO as vital to improve search listings, says marketing and operations manager Shane Babiak. “ Our first thoughts were to saturate our web pages and metadata [description of contents and keywords] with all the terms that we use as a financial institution. However, we soon realised that this strategy was flawed,” says Babiak. “ Not only were generic key words such as ‘deposits’ and ‘money’ used by major banks, who command greater exposure on internet search engines, but they are not used in a singular context on searches.” Alliance One is now concentrating its SEO strategy on incorporating key niche words and phrases that reflect its core regional markets, member needs and differentiation. Links from other websites to yours are also a crucial part of search engine algorithms when it comes to determining rank, says Salmat Digital’s Daniel Benton. “ There is a multitude of link-building strategies or ways to boost your social credibility,” he says. “ Some effective tactics to consider include guest blogging; directory submissions; event and organisation sponsorships; participating in relevant social media channels (forums, blogs, Q&A sites); and public relations (to receive mentions and links from trusted news sites),” Benton says. www.abacus.org.au 37 www.abacus.org.au 37