Search Engine Marketing: Missteps to Avoid

Organic Misstep #2: Poor or insufficient copy. Search engine spiders view the copy that sits on a given Web site. If it isn’t posted in the HTML code of a site, spiders can’t see it, noted Lee. Although it can provide a cleaner look and powerful customer experience, Lee cautioned against embedding text within images, or relying too heavily on Flash-based navigation, as both will reduce the site’s searchability. The copy also should be tuned for search by placing the focus on the product and providing a compelling visitor experience.