Search Engine Optimization (SEO) for your website

But, think carefully about your plan of attack. With a small staff, it is possible to go

from famine to feast more quickly than you may be comfortable with. So, if each con-

version on your site creates work for you, you may want to take it slowly.

Challenge: Seductive Quick-and-Dirty SEO Schemes

Don’t be tempted, as some smaller

businesses are, to put your money or energy into quickie link schemes or questionable

practices such as

cloaking

(showing the search engines one page while showing your

users another) or creating

doorway pages

(pages that have no real content and just

exist to link to another page), which are likely to backfire. (We’ll talk more about prac-

tices to avoid in Chapter 3, “Eternal Truths of SEO.”) And please, remember that the

message on your site is what will bring you conversions. If your pages are stuffed with

keywords and filled with awkward text aimed at getting rankings, your business is

likely to suffer in the long run. Keep your SEO campaign squeaky clean!

Little Flower Candy Co.: Know When to Hold ‘Em!

Christine Moore is a former pastry chef who knows a great deal about making delectable hand-

made desserts using high-quality ingredients. Now she’s in business for herself.Working in her

own kitchen, using her own hands, she has developed a formidable reputation for making some

of the tastiest candies in Los Angeles.But she admits she knows almost nothing about marketing.

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