Optimizing Your Search Engine Results

Once you decide that you are serious about promoting your car rental Web site in the search engines, the first order of business is acquiring the professional help required to make it succeed. Search engine optimization is the process of getting your Web site pages to rank well in the search engines on popular keywords that pertain to your business and region. A professional SEO company can guide you through the often cumbersome and always changing process.

The first thing to understand is that the industry is relatively new, and there is very little standardization in the way SEO is practiced. SEO companies use completely different approaches and methods to provide these services. The fundamental activities of SEO is the creation of high quality textual content relevant to your business and region combined with a link-building campaign that expands the opportunities for Web visitors to find your site through other related and complementary Web sites.

1. What is their process for content creation?

A good SEO firm will have researchers and writers on staff that are able to create quality, original content for your Web site. If the company produces generic, copied information from either your existing text or worse, from other companies’ Web sites, then you need to find another SEO company.

Besides the obvious copyright infringement issues, the search engine algorithms can tell if the content is original, and the page may be penalized if it contains duplicated text.

2. What is their approach to link building?

A large network of links from complementary Web sites is the best way to gain inexpensive and qualified traffic to your site and establish link popularity with search engines. The success of this strategy works in direct proportion to the quality and quantity of relevant content that is developed in the areas of support, promotion and product and services information. This process is labor intensive. Although there are linking schemes, it is advisable to stay clear of these, such as free-for-all linking pages and link-only directories. They normally have links back to objectionable sites that can lower your credibility in the search engines and send spam to the e-mail used for registration. A quality SEO company will spend a good deal of time researching and negotiating quality link opportunities with other like-minded sites.

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