4 Steps to Improving Your Search Engine Marketing
Search engine marketing can be a complex and scary
topic. Endless opportunities to advertise and market, constantly
changing trends and technologies, and overly complex solutions all come
with the territory. So, what you don't need when you're evaluating or
creating your search engine marketing strategy is lengthy explanations
about how different techniques work. Instead, seek out advisors who can
guide you with simple explanations and techniques based on real
results. That's exactly what following article is about. It's a simple
list of four things business owners can use in creating or evaluating
their search engine marketing strategy.
1. Establish Your Internet Marketing
Many consultants will tell you to set goals about
what you want to achieve with your website. Forget it. Those are
distractions from the real question you need to ask yourself, which is
"What is THE purpose of my website?"
Once you answer that question, all other aspects
of search engine marketing strategy can be leveraged to help you
achieve that purpose. Typically, people use their website for many
different purposes. Regardless, you still need to answer this question.
The focus you will get from it will help you create a more effective
Here are the top three most common answers to the
question "What is THE purpose of my website?"
1. To sell things
2. To generate leads for my sales team
3. To educate my target audience
It can be this simple! Just decide which of the
three answers above suits you best (or create your own) and then move
on to step 2.
2. Establish a Search Engine Marketing
There's a reason why search engine marketing is so
hot. It works. It consistent generates leads, sales, etc. at a lower
cost-per-lead or cost-per-sale than traditional mediums like TV or
direct mail advertising. It makes sense when you think about it: when
people want to find something online, they go to Google, Yahoo!, MSN,
etc. and search for it.
Search engine marketing is all about SHOWING UP
when people search for what you sell, offer, or have on your website.
There is a growing body of knowledge (books, articles, etc.) on how to
do this. And like anything else, it has become over analyzed and too
complex. To further complicate things, some search engine marketing
techniques are ethical and legitimate, while some are not. The best
approach is to create a search engine marketing plan that focuses on
1. Search engine optimization - showing up in the
"free" area of the search engine's results
2. Pay-per click advertising - showing up in the
"paid" area of the search engine's results
For search engine optimization, first realize
there is no "silver bullet." There just isn't a way to easily get
ranked consistently high in the search engines. It is a combination of
factors that always come down to one underlying truth: build your
website according to web standards, with a focus on accessibility for
Just like search engine optimization, there is no
"silver bullet" for pay-per click advertising, either. Instead, the
formula for PPC success is in well-placed bids (what you will pay to
have your ad show up) combined with meaningful landing pages (where
people go when they click on your ad).
3. Conduct Search Engine Optimization
The goal of search engine optimization is to make
changes to your website to get higher rankings in search engines. Yet,
search engine optimization is a confusing sector. On one hand, there
are "snake oil salesmen" ready to get you a #1 ranking with their
latest trick. On the other hand, the things that actually do work are
very simple, and frankly, just not very "sexy."
The best strategy to take is a common-sense
approach to SEO: develop standards for your website that ALL pages must
adhere to. If you do this, and enforce it, you can then branch out to
some of the other "niche" aspects of SEO.
Here's a sample list of SEO standards to enforce
on your website:
1. Write descriptive HTML page titles that really
describe the page it is on (in 255 characters or less)
2. Write a summary sentence that really describes
the page it is on (in 255 characters or less)
3. Write page content that is focused on
4. Write descriptive ALT text for all images that
describes the concept the image illustrates and never use images for
5. Build all pages to comply with current web
standards observed by the World Wide Web Consortium (W3C)
Only once your web pages comply with the above
standards should you start more advanced SEO techniques, including
keyword targeting, 301 redirects, link building (getting more links to
your site), RSS news feeds, blogs, and SEO-specific metrics and
4. Leverage Pay-Per Click Advertising
Pay-per click advertising helps you get more
traffic from search engines through advertising in search engine
results. You pick terms that people search on. You bid a price per
click on your ad that you are willing to pay. You ad shows up when
someone searches on that term, and, if you're lucky, they click on your
ad and come to your website.
So, pay-per click advertising really boils down to
1. Picking keywords to advertise on (i.e. target
2. Determining what to bid for those target
3. Writing copy for the ads that show up when
Picking keywords is all about knowing what terms
your customers, clients, etc. would use when searching for your product
or service. There are several tools to help you generate ideas. The
best tools also check to see how many searches-per-month your target
keywords receive. You typically want to find keywords that generate a
lot of searches every month, but are focused enough for your business.
For example, a company that sells Keen high-performance outdoor sandals
probably would be best served bidding on "keen sandals" versus
"sandals" which could include searches for the all-inclusive resort,
Determining what to bid for your keywords can be a
highly-scientific process, sometimes managed by complex software and
several key metrics. To keep it simple, let a tool like Google Adwords
Traffic Estimator recommend to you what to bid at first. Start there,
and start small. Your best bet is to lock-in a low daily budget limit
until you are comfortable with the impressions your ads are getting,
the flow of traffic from the ads to your website, and what those people
do once they get to your website.
Writing ad copy comes down to writing a headline
that people will click on, and creating compelling copy below that
headline/link that will get people to click.
Headlines are best created by following what
magazine covers do: focus on getting attention through eye-catching,
short phrases. Using words like best (i.e. "Best Tips for a Summer
Barbeque"), ultimate (i.e. "Ultimate National Park Vacations") and
number-based lists (i.e. "Top 5 Hybrid Cars for 2006") have all been
proven to work.
Writing effective ad copy below the title/link is
really about reinforcing the term(s) search for. This means using the
keywords in the ad copy, and starting the copy with an action verb.
By following the approach above, you can create or
evaluate your search engine marketing strategy, focus on what matters
most when executing your plans, and more effectively achieve your goals.
Article Source: http://www.articlesbase.com/business-opportunities-articles/
About the Author
Hello my name is John, Im am very advanced in
business marketing and affiliate marketing and im sharing my info with