Optimizing a website from a pure search point of view is like throwing a rock in the river and expecting it to float. Practices such as directory submissions, search engine submissions equates to burning bills in the fire.
How to optimize your website?
Think about your business goals. After all, everything is about the bottom line. Being this more content served or more hot air balloons sold online.
Understand your customer base. Don’t optimize prematurely. You need to know what your customer base is looking for before optimizing. Pay special attention to internal lingo vs. the market lingo. If your customers call it SaaS and your service relates to SaaS then you should be found for SaaS. Forget about the internal project code name. You might find some resistance from within but what you can do is support your claims with data. Show the folks up above what’s being searched for. They are smart .
Understand your traffic. Use compete, Google Trends and other free services that can give you an idea of what your traffic looks like. Of course, use the keyword suggestion tool by Google or Yahoo!
Now, get started with that keyword list.
Set up the test environment. What variables are defined as metrics? Conversions, clicks, impressions, actions, subscriptions, video views, flash interactions, blog comments, trackbacks, pingbacks, blog mentions, content submission. Again, this goes back to your business goals.