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SUMMER 2014

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Distributor's Link Magazine Summer Issue 2014

126 THE DISTRIBUTOR’S

126 THE DISTRIBUTOR’S LINK GOOGLE SEO UPDATE: WHAT’S WORKING NOW FOR FASTENER DISTRIBUTORS continued from page 12 Use Keywords Judiciously, But Use Them: While Google is punishing Web sites that engage in obvious keywords stuffing (repeating the same word or phrase over and over again ad nauseam throughout an article or post), it does still rely on keywords to identify content. Essentially, that means fasteners should plug a keyword or phrase into their headlines, subheads, opening sentence of text, and in the captions for their multimedia. "Put the most important keyword phrase as close to the beginning of the headline and repeat it somewhere toward the top," of the piece says Sarah Skerik, vice president, social media for PR Newswire (www.prnewswire.com). "Search engines to place more weight on words and phrases found at the top of the page." Go Deep With Content: Google currently frowns on Web sites that post short, mindless pieces of throwaway text with no real value -- and rewards sites posting content of real depth and insight, says Courtney Dale, the communications director at Wisdek (www.wisdek.ca), an online marketing agency. Essentially, all fastener distributors should aim for pieces that are 1,000 words minimum. And ensure that your text is not blatantly generic or easily found on any number of other sites. Moreover, if you're looking to rank high on Google's special 'In-Depth Search" tool, go for an article that is 1,500 words minimum. "High quality content is still king," Dale says. PR Newswire's Skerik agrees. She says she's seen a shift away from Google's previous laser-like focus on keywords, and a shift towards Web pages that focus on a specific, overall topic or theme. "Focus your messages, and have a specific audience in mind," she says. Adds Matt Lacuesta, an SEO account manager at Location3 Media (www.location3.com), a digital marketing agency: "Your content does not need to have repetitious keywords or every conceivable variation of a keyword phrase to be relevant for whatever you are optimizing for," says "As search queries get longer and become more long-tail, your page relevance to a theme or category becomes as important as it does to a specific keyword." Above: You can easily add a pro blog to your Web site with free, Wordpress software -- an industry standard blog solution. Below: To establish authorship credentials, first create a Google+ page like this one owned by Toby Gonzales, revenue manager for FBiFrames.com The practice is not simply good for SEO: it also makes common sense. Articles on fastener Web sites that are truly useful tend to attract inbound links from other Web sites, which in turn bump-up the 'share-worthiness' of the content on your Web site -- yet another metric Google uses when deciding how far up your Web site should appear in its search engine returns. Practice good Web site address/tag hygiene: In the end, much about working with Google's algorithm means getting your computer machines to make nice with its computer machines. That means getting the technical side right in these ways: Get a good Web address: Web site URLs should be 100 characters or less and include no more than three subdirectories. If possible, include a prime keyword for your Web site in your Web address. And try to avoid the use of numbers in and Web site address, if possible Choose title tags carefully: The title tag -- or the word or phrase that describes your page to the search engine -- is one of the most important choices you can make to attract Web traffic. Essentially, your title tag is going to be the text that people click on when Google returns the search engine results for your page. Generally speaking, keep title tags to about 60 characters, and include an appropriate keyword or two if possible. Be equally choosey with header tags: Header tags -- or the H1 tags that are included behind all the pretty colors and images on your fastener business Web page -- are also major guides Google and other search engines use to find and categorize your page and Web site. Generally, your H1 tag and your title tag should be the same keyword or phrase. Don't forget image tags: Too many Web sites are littered with cryptic image tags that completely frustrate the search engines, and offer no clue as to what the image is actually about. Don't let this happen to you. Use your title tags to finely describe what your image is about -- and reap the reward of overall higher ranking in the search engines.

THE DISTRIBUTOR’S LINK 127 SEFA - PO Box 448, Elba, AL 36323 • Tel: 847.370.9022 • Fax: 847.516.6728 • Email: sefa@thesefa.com • www.thesefa.com SOUTHEASTERN FASTENER ASSOCIATION SEFA ANNOUNCES 2014 SCHOLARSHIP WINNERS by Nancy Rich, SEFA Executive Director The Southeastern Fastener Association Scholarship Committee selected seven scholarship winners this year. Annually Robbie and Gina Gilchrist award a ,000 scholarship to a SEFA member and the SEFA awarded six ,000 scholarships this year, one being the Em Webb Scholarship in memory of SEFA past Board Member and President. Garrett McKenna, son of Ian McKenna of the Elgin Fastener Group, won a SEFA scholarship but graciously declined due to his good fortune of receiving a full scholarship from the Air Force Academy. Garret's kind act allowed another student to receive a scholarship. Congratulations to our 2014 Scholarship Winnerseach awarded ,000: Gilchrist Scholarship Caleb Huntington, son of Greg Huntington of Elgin Fasteners Em Webb Scholarship Kara Keller, daughter of Lori Keller of Elgin Fasteners SEFA Scholarships Jonathan Hodges III, son of Jonathan Hodges II of Southeastern Sales & Associates Jessica Norman, daughter of David Norman of Falcon Fastener Solutions Taryn Siemers, daughter of Michael Siemers of Ken Forging Chandler Todd, Distribution son of Gary Todd of Vertex Austin Halcomb, son of Shawn Halcomb of Elgin Fastener Group.

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