Search Engine Optimization And Search Marketing
For Start Ups
Startup Companies often have big dreams and a
small budget. Using pay per click (PPC) advertising like Google
AdWords, Yahoo! Search Marketing, and MSN adCenter alone to draw
traffic may not be financially feasible. A successful startup should
opt for a more balanced, frugal approach to getting traffic to their
landing pages; one which incorporates generic search result traffic.
Using a blend of limited PPC advertising and content optimization can
yield the best return on an SEO investment.
Strategy One for Startup Companies: Split Tests & Pay Per Click
Whenever you conduct a pay per click campaign you should always run
split tests to see which ads are most effective. An A - B split test is
the most simple, and practical method. Simply create two ads for the
same keywords and run both ads in conjunction. Which ever ad has a
higher score, try and determine why. Discontinue the less successful ad
and create another ad and accentuate the features of the better selling
ad. Iterate this split testing process to come up with the best ads.
Often, simply looking at the top ads is a great way to get
started--learn what you can from the best!
Another short note when conducting a pay per click management campaign;
often it is wise to only bid on ads on the Google or Yahoo! search
results, and not their content networks. Google's content network ads
are not as visible and will hurt your ad's quality score due to the
lower click thru rate the ads will have on the content networks.
Strategy Two for Startup Companies: Keyword Optimization
Purchasing a software program like AdWords Analyzer or getting a
membership at WordTracker.com is essential to effective search engine
optimization. The goal with using these programs is to find relevant
search phrases that are are searched heavily but without much
competition. Once these search phrases are detected, you can start
optimizing your page's content for these keywords.
Links have always been the staple of search engine page rank
algorithms. Google currently uses link text to determine page
relevancy; that is, the words the anchor tags are placed around that
link to your site help Google determine what keywords are relevant in
relation to your site's content. If I linked to your site with the link
text "Polish Sausage" Google will think have a clue that your site is
relevant to sausage sales. The question then becomes, "How do I get the
right links pointing to my site with the right keywords in the linked
text?" That might be difficult if you didn't do it yourself; thus you
must do it yourself.
You'll want to find sites with a high page rank to post your links on;
message boards will not do. Decent Search Engine Marketing will require
you to sign up for sites like Associated Content, Squidoo, and eZine
Articles. Create your own content and have link text that is keyword
specific to the various pages you are linking to. Watch, you rankings
will improve and you'll make money posting content to some of these
sites as well. For some complete search engine marketing advice, take a
look at the following search engine marketing blog
In conclusion, incorporating a blend of pay per click and organic
search engine optimization will dramatically improve your page rank and
your landing page scores. Google, and the rest of the engines are
getting smarter; keyword optimization is just the tip of the iceberg!
If your money low, time high, this balanced attack strategy can be an
incredibly effective course of action with a great return on your
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Dave Davis is the managing director of RedFly Marketing - Pay Per Click Management &
runs an SEO Blog