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Distributor's Link Magazine Winter 2020 / Vol 43 No1

24 THE DISTRIBUTOR’S

24 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Telephone: 631-256-6602; web: www.joedysart.com; email: joe@joedysart.com. GIVING YOUR FASTENER DISTRIBUTORSHIP A FIGHTING CHANCE While the challenge of ensuring that your Web site is search engine optimized (SEO) can feel daunting, getting your hands around SEO basics may be easier than you think. The reason: There are a number of software packages fastener distributors can use to greatly automate the process of SEOoptimizing your Web site. You’ll also find in using these tools that while the practice of SEO continually evolves, most of the basic principles have stayed constant – at least so far. It’s still important that your Web site offers technical files that enable search engines to quickly process what you’ve got, for example. And It’s still important that you use keywords to attract visitors to your site. Ditto for ensuring that your Web site downloads quickly – etc. That said, here’s an update on what’s working best right now with SEO – including the basics and latest trends: ¤ Consider Using SEO Software: As noted, there are a number of top-rated SEO solutions that will automate a great deal of the site optimization process. These same packages also offer numerous tools that will give your fastener distributorship deep insights into what’s working on your site – and what you need to change. (See more on SEO software below.) ¤ Strive for Quality Content: Google and other SEO SOFTWARE HANDLES A GREAT DEAL OF THE HEAVY LIFTING NEED TO GET YOUR WEB SITE NOTICED BY THE SEARCH ENGINES. WITHOUT SEO SOFTWARE, OPTIMIZING YOUR SITE FOR GOOGLE AND THE LIKE CAN FEEL OVERWHELMING. search engines are increasingly putting a premium on truly useful content – and are continually refining to ferret-out such content for their users. Generally, these articles run at least 1,000 words and offer deep perspective on a topic. “As long as you write unique content, provide valuable content to the user compared to other pages, offer insightful analysis, Google will reward you,” says Andreea Sauciuc, a copywriter at CongnitiveSEO (www. cognitiveseo.com/blog/author/ andreeas), an SEO services firm. ¤ Ensure Every Post Reflects Expertise, Authority and Trust: Amidst much fanfare, Google released a white paper in February 2019 detailing its preferences for posts and articles that conform to three over-arching concepts: Expertise, Authority and Trust (EAT). (www.storage.googleapis.com/gwebuniblog-publish-prod/documents/How_ Google_Fights_Disinformation.pdf). The upshot: If you have an expert at your fastener distributorship who is posting deep dives into their specialty on your Web site -- using articles, whitepapers, case studies, videos and the like -- you’re on the right track. This is what Google considers Expertise. Moreover, if your expert is supplementing these posts with say a weekly curated guide to breaking news in his or her specialty, that’s even better. That establishes what Google considers Authority. CONTRIBUTOR ARTICLE CONTINUED ON PAGE 110

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