In Part Two of the Usability and SEO series, I talked about using a tried and true graphic and web design practice called ‘designing above the fold’ to enhance your search engine optimization and increase your conversions.

Next, let’s talk about our third and final installment of this series: using hot hyperlinking techniques to grab visitor attention, increase conversions, and increase search engine rankings!

Back in the olden days of search engine optimization, generally ‘on page’ factors were the only important considerations in search engine placement. This includes the use and placement of keywords throughout the content, placement and structure of headers and subheaders, etc. Basically, what you see ‘on the page’.

Later, as search engines became more sophisticated and discerning in their standards for placement of sites and site content, the structure of internal links became one of the key factors in evaluating a site for placement.

Hot Hyperlinking Techniques

It is essential nowadays for a website to combine on-page design factors and internal linking to achieve top search engine and page rankings. Including keywords in your content will certainly get attention, but making a piece of text into a hyperlink to another page on the site that contains an important keyword–now that’s hot! Not only is usability increased, the search engine sees a viable internal link with a well-placed keyword.

This is also critical to consider when including those all-important calls to action at the bottom of your page content. For example, you want to wrap up a page with a strong internal link and call to action. Your text might read, “We also provide hydraulic aluminum widgets and monkey wrenches. Contact us today! Let us assist you with your widget and wrench needs”.

Not bad! You’ve combined ‘on page’ keyword saturation with a strong internal link AND a call to action! That’s a lot of work from two sentences. Not only does the search engine find your page interesting and placement-worthy, you also guide your visitor in making contact. Welcome to a successful conversion!

Keep in mind–slapping a load of hyperlinks all over a page can be distracting to a visitor and end up hurting your cause. They will have difficulty making sense of all the links, become frustrated, and go to your competitor’s website. No good! Moderation is key. If there is a strong and unique link opportunity, make the best of it, but avoid six links that go to the same page.

Thank you for reading this series on three hot tips for SEO and increasing conversions. You’re hot to trot, now!

This entry was posted on Wednesday, March 12th, 2008 at 3:03 pm and is filed under General, Usability & Conversions. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.