WINTER 2020

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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
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