Issue link: https://www.e-digitaleditions.com/i/314415
May/June 2014 25 always be there to back you up! User Experience To provide your audience with a truly enriching experience, you will want to expand your relevant content from plain old text to adding features, such as large clean images with multiple angles; cus- tomers product ratings and reviews; a Q&A section for that particular page; videos (from how-to videos to watch- ing the product in action); installation instructions; manufacturer specification sheets; and allow customers to share your content via social media, email, or print. Above are just a few examples, as the list of features can grow to be quite extensive. The important thing to remember is the more information offered, the better your chances are of landing a new customer and retaining old ones. Helping Search Engines Today Although computers are getting smart- er and smarter with each passing year, and may someday be able to simulate the human brain (scary thought), today search engines are no match for us. This is where SEO steps in to assist search engines in making a decision on where a web page should rank in the natural SERP's (Search Engine Results Pages). Because I am limited on space in this article, I will offer a brief over- view on the fundamentals of SEO, then offer a few tools and resources to help you achieve SEO success. In addition, I welcome questions from readers who would like more information. Keywords After writing relevant content for your audience, you should do a keyword anal- ysis for your web page to ensure you are focusing on the right set of keywords. The keywords should be in the content several times and in variation. If you find you need to re-write your content a little, be sure it has a natural flow and do not stuff keywords into your content for the sake of adding them. Search engines can spot keyword stuffing from a mile away and will penalize you for it. Meta Title Tags The title tag should be precise in describing what the page is about while including, at minimum, the primary keywords of the page. The title tag is important because it will be displayed in search engine SERP's, in your browser, on external websites, and is currently continued on page 31 used in Google's algorithm as a ranking factor. The description tag should not exceed 70 characters to avoid being truncated.