SEM is the process of building and marketing a site with the goal of improving its position in search engine results. SEM includes (SEO) and paid search advertising.
Let's take a simple comparison between marketing and advertising:
Direct marketing: You see a gorgeous girl at a party. You went up to her and say "I am very rich. Marry me".
Advertising: You are at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says, "He is very rich. Marry him".
Understand the difference and decide upon your advertising campaign.
Some of the major search engines that dominate the web today are Google, Yahoo, Bing. People search for their needs on the internet via these search engines, before making a buying decision. Hence, SEM is important even if a business does not sell products directly on the internet. It helps to provide your business details to the lead and they contact you for further details.
Search Engine Marketing is the key to success of a business:
A SEO website is a year-round performer, one can achieve more revenue through higher search engine rankings. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. How much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed on search engines (saturation) and how many back links the site has (popularity).
The growing sophistication of search engine software enables to precisely describe the information that we seek. There are 5 - 6 times more online purchases made from traffic delivered by search engines compared to banner advertising. With the help of SEM, traffic to your website increases with increase in ranking. By leveraging search engine marketing, your business will get more leads and able to scale to a greater height.
Although SEM strategy takes lot of time and effort, it is well worth the results which you will achieve. Internet never sleeps, so forget about cold callings and knocking on doors. Someone who is looking for ways to generate online cash must resort to SEM. Unless the famous search engines notice your website; it is useless. As marketers, we should learn how to harness the true power of the online realm, it doesn't matter yours is a small business or a fortune 500 company.
The other important thing to note is that, the quality of traffic from search engines is much greater than from other sources of online advertising. Each search engine has different ways to determine which site will rank well for the keywords used. Search engines are answer machines. When a person looks for something online, it requires the search engines to scour their corpus of billions of documents and do two things - first, it returns the relevant or useful result to the searcher's query, and second, ranks those results in order of perceived usefulness.
Pay per click (PPC) is a marketing system, in which the advertiser pays when the user clicks on advertisement and goes to its site. This is one of the interactive methods compared to paying just for the placement of a banner ad on a web page. PPC advertising has gained profound importance and provides astonishing results to leading companies who are already considered brand names at present. But the fact is that it's not easy to achieve in a PPC campaign if you lack the tactics to stand out. The ad should be designed in such a way that it should have the capability to attract more visitors and make them too keen to know more about it. The relevancy of your ad should be good enough, so that you can display information on numerous pages. If you have brand new site and want to tell visitors about it, pay per click is the best way for you to do it. Pay per click campaign is a very potent weapon in your internet marketing and can generate instant sales, provided it should be in right context.
Social Media Marketing is the best tool for online promotion
Social media marketing is the most powerful communication tool over the internet. When you promote your products and services through social media channels, it definitely helps you so that you can increase your return on investment or ROI. There is no better way or an even cheaper way than a social media channel when it comes to announcing new products or services for your company, it also allows to discover your customer preference which in turn helps you to enhance all your marketing products and plan your marketing campaigns more effectively. Using social media not only increases reliability, but also effectively increases revenue and also number of customers. Even if your business isn't active on social media, your competition almost certainly is. So make the best use of social media marketing and search engine marketing tools for your website promotion.
If your social media marketing is not well planned and executed, it may end in a disaster. Different sites use different social media channels, depending upon the nature of the websites and its products. There is no other better and easy way than the social media sites to inform the customers about arrival or release of new products and services.
Selasa, 05 Desember 2017
Jumat, 24 November 2017
Leverage the Power of Search Engine Marketing to Reach Your Business Goals
If you're looking for a powerful strategy to optimize your online marketing spends to reach out to high quality customers for your business then look no further. Search Engine Marketing is what you need. SEM is a proven and effective strategy for both long-term and short-term marketing campaigns, and millions of businesses worldwide are using it to promote their products and services today. So, read on to decide whether it is right for your business too.
What is Search Engine Marketing?
Search Engine Marketing is a strategy which is effective in getting quick visibility for a business in the Search Engine Result Pages.
When a user searches for a word or phrase (keyword) in a search engine like Google or Bing, he sees two types of listings (results):
Organic: these are the results that appear on the search engines due to their relevance to the keyword entered by the user. Organic listings are free, and cannot be purchased from the search engines.
Inorganic: these are the advertisements that show up along with the organic results. The interested companies can bid for these positions. These results are distinctly demarcated as ads, sponsored results, etc.
Through SEM, businesses can compete for getting featured in these inorganic results.
How do these ads work?
These advertisements can be placed on the SEM platforms like Google AdWords, Bing Ads and Yahoo Gemini to reach out to people who are the right audience for your business. The Search Engines auction these premium ad spaces, and businesses interested in featuring their ads can bid for these spaces.
The SEM process is as follows:
The first step is to create the ad. An SEM ad contains a Headline, Ad Text and a link to a webpage containing details about what is being advertised. While creating the ads, the advertisers have to choose relevant keywords to which these ads are linked.
When people search for any of the keywords chosen by the advertiser, the auction is run. The quality of the ads, bid amounts, relevance to the search term are a few of the parameters that are considered by the Search engines to determine which ads will be shown before the others.
Once the ads gets shown, and an interested user clicks on the link, they will reach the web page containing details of your offering. The user can then buy or sign up, or do any other action that gets you closer to your goals.
(What needs to be noted here is that they may also leave the page without doing anything. It is important to understand that SEM does not guarantee positive business results).
Who can use SEM?
SEM can be used by any business, at any time. Worldwide, millions of Internet savvy businesses, whether new or old are using SEM effectively to reach out to their customers.
The following are just a few of the situations when Search Engine Marketing can prove to be very handy to engage with your customers:
For brand building and building brand recall.
Promoting a new product or service.
Popularizing promotional offers like discounts, loyalty programs, etc.
Re-marketing or up selling products to your existing customers.
Marketing B2B products
E-commerce companies looking at driving users to visit their sites
Getting students to enroll for educational courses.
Real estate companies selling residential or commercial properties.
Travel agencies selling holiday packages for the upcoming festival season.
A great competitive tool for new companies:
SEM is a great tool for start-ups or new businesses which have to compete with established companies in the market. These established companies would have already garnered good positions in the organic (free) search results, and hence it will be difficult and time-consuming for these new businesses to get visibility there. However SEM can get them this visibility if they have a few dollars to spend. They can bid for ad spots on the Search Engine Result Pages and get noticed quickly by customers.
Greater control over ad spends: Pay per Click
Another compelling reason for using search engine marketing is due to its flexible payment models. The most popular payment model is called Cost per Click (CPC) or Pay per Click (PPC). Using this you pay the search engine only if a user clicks on your ad to know more, and not whenever the ad is displayed to someone. This means that you get better and qualified leads, which go a long way in furthering your business interests.
Benefits of SEM:
Visibility: SEM can get your business noticed by people quickly, and get steady traffic flowing to your website.
Wide choice of ad formats: You may run text ads on the Google Search results pages, or display (graphic) ads on websites related to finance and similar themes. A variety of display ad formats can be chosen to fit different types of computers and mobile devices.
Bidding Options: You can choose from the following:
CPC (Cost per Click): You pay the search engine only if someone clicks on the ad, and not whenever the ad is displayed. This method can be effective for getting the user to perform an action that you desire, such as make a purchase, register for an offer, etc.
CPA (Cost per Acquisition): You pay the search engine when people take a specific action after clicking your ads.
CPM (Cost per Mille): Pay for impressions, i.e. whenever your ad is seen by the user. This is more suitable for brand building, and increasing awareness about your company. In Google, CPM method is available for display ads only.
Targeting: You can choose your audience as per their age, gender, location, interests, etc. Ads will not show to people who do not fall within your defined target group.
Scheduling: The ads can be scheduled to run continuously or only on specific days. The timings can be chosen as well. You can schedule the ads to show up uniformly throughout the day or on specific hours of the day only.
Analytics: once your ads start running, the ad platforms provide a variety of reports to the user. This data can be further analysed to understand which ads are running well and which aren't. Thereafter, the better running ads can be repeated more often, and the non-performing ads can be either rebuilt, or dropped completely.
Considering the plethora of options provided by these platforms for construction and optimisation of SEM ads, it will be better if you get qualified and specialist professionals to manage your campaigns. They can implement, monitor, analyse, and optimise these ads. Their deep understanding of the practical aspects of SEM can come in very handy for you to be successful in your search engine marketing efforts and get a great mileage for your business.
What is Search Engine Marketing?
Search Engine Marketing is a strategy which is effective in getting quick visibility for a business in the Search Engine Result Pages.
When a user searches for a word or phrase (keyword) in a search engine like Google or Bing, he sees two types of listings (results):
Organic: these are the results that appear on the search engines due to their relevance to the keyword entered by the user. Organic listings are free, and cannot be purchased from the search engines.
Inorganic: these are the advertisements that show up along with the organic results. The interested companies can bid for these positions. These results are distinctly demarcated as ads, sponsored results, etc.
Through SEM, businesses can compete for getting featured in these inorganic results.
How do these ads work?
These advertisements can be placed on the SEM platforms like Google AdWords, Bing Ads and Yahoo Gemini to reach out to people who are the right audience for your business. The Search Engines auction these premium ad spaces, and businesses interested in featuring their ads can bid for these spaces.
The SEM process is as follows:
The first step is to create the ad. An SEM ad contains a Headline, Ad Text and a link to a webpage containing details about what is being advertised. While creating the ads, the advertisers have to choose relevant keywords to which these ads are linked.
When people search for any of the keywords chosen by the advertiser, the auction is run. The quality of the ads, bid amounts, relevance to the search term are a few of the parameters that are considered by the Search engines to determine which ads will be shown before the others.
Once the ads gets shown, and an interested user clicks on the link, they will reach the web page containing details of your offering. The user can then buy or sign up, or do any other action that gets you closer to your goals.
(What needs to be noted here is that they may also leave the page without doing anything. It is important to understand that SEM does not guarantee positive business results).
Who can use SEM?
SEM can be used by any business, at any time. Worldwide, millions of Internet savvy businesses, whether new or old are using SEM effectively to reach out to their customers.
The following are just a few of the situations when Search Engine Marketing can prove to be very handy to engage with your customers:
For brand building and building brand recall.
Promoting a new product or service.
Popularizing promotional offers like discounts, loyalty programs, etc.
Re-marketing or up selling products to your existing customers.
Marketing B2B products
E-commerce companies looking at driving users to visit their sites
Getting students to enroll for educational courses.
Real estate companies selling residential or commercial properties.
Travel agencies selling holiday packages for the upcoming festival season.
A great competitive tool for new companies:
SEM is a great tool for start-ups or new businesses which have to compete with established companies in the market. These established companies would have already garnered good positions in the organic (free) search results, and hence it will be difficult and time-consuming for these new businesses to get visibility there. However SEM can get them this visibility if they have a few dollars to spend. They can bid for ad spots on the Search Engine Result Pages and get noticed quickly by customers.
Greater control over ad spends: Pay per Click
Another compelling reason for using search engine marketing is due to its flexible payment models. The most popular payment model is called Cost per Click (CPC) or Pay per Click (PPC). Using this you pay the search engine only if a user clicks on your ad to know more, and not whenever the ad is displayed to someone. This means that you get better and qualified leads, which go a long way in furthering your business interests.
Benefits of SEM:
Visibility: SEM can get your business noticed by people quickly, and get steady traffic flowing to your website.
Wide choice of ad formats: You may run text ads on the Google Search results pages, or display (graphic) ads on websites related to finance and similar themes. A variety of display ad formats can be chosen to fit different types of computers and mobile devices.
Bidding Options: You can choose from the following:
CPC (Cost per Click): You pay the search engine only if someone clicks on the ad, and not whenever the ad is displayed. This method can be effective for getting the user to perform an action that you desire, such as make a purchase, register for an offer, etc.
CPA (Cost per Acquisition): You pay the search engine when people take a specific action after clicking your ads.
CPM (Cost per Mille): Pay for impressions, i.e. whenever your ad is seen by the user. This is more suitable for brand building, and increasing awareness about your company. In Google, CPM method is available for display ads only.
Targeting: You can choose your audience as per their age, gender, location, interests, etc. Ads will not show to people who do not fall within your defined target group.
Scheduling: The ads can be scheduled to run continuously or only on specific days. The timings can be chosen as well. You can schedule the ads to show up uniformly throughout the day or on specific hours of the day only.
Analytics: once your ads start running, the ad platforms provide a variety of reports to the user. This data can be further analysed to understand which ads are running well and which aren't. Thereafter, the better running ads can be repeated more often, and the non-performing ads can be either rebuilt, or dropped completely.
Considering the plethora of options provided by these platforms for construction and optimisation of SEM ads, it will be better if you get qualified and specialist professionals to manage your campaigns. They can implement, monitor, analyse, and optimise these ads. Their deep understanding of the practical aspects of SEM can come in very handy for you to be successful in your search engine marketing efforts and get a great mileage for your business.
Jumat, 03 November 2017
Search Engine Marketing Tips Can Help Your Online Business Reach New Heights
Search engine marketing is the base for the success of any online venture. And keyword research is the basis of doing successful search engine marketing. Basically, search engine marketing is nothing but all the different marketing strategies that are adopted by online sites to market their goods and services in major search engines on the web. Compared to the other traditional methods of marketing, search engine marketing has been found to be the most successful and effective marketing strategies for any online products.
So if you are into online buying and selling of goods, search engine marketing is what you should be doing and search engine marketing tips are the guide that you can use for this. Search engine tips can guide you in the proper direction for the marketing of your product in major search engines on the web. So all you need to do is identify what search engine marketing strategies will best suit your market.
More than 95% of online visitors seek the help of search engines to find out anything on the web. Well I am not saying this, but a research by a major institution says it and you need to take special notice of this, if you want to succeed in your online business. All your business and marketing strategies must be aimed at bombarding your target audience with lots of information about your product. So search engines become your automatic choice for advertising your product on the web.
To advertise about your product on the web, it is very important for you to find out the appropriate keywords using which you want customers to buy goods from your online site. To search for anything on search engines, you need to type in a phrase and based on this the results will be displayed to you. To succeed on the web, you need to find out what words visitors make use of to find your products and services.
Keyword research is an integral part of search engine marketing strategy. You can have the best strategies, the most innovative ideas, but this will come to a naught if you do not find out the right keywords to advertise your products. It may happen that you advertise your site using a particular word and the visitor actually uses different words to search for your products. So, it is crucial to find out visitor activity to know exactly what visitors look on the web.
If you feel that you will not be able to handle the search engine marketing of your business despite knowing all the search engine marketing tips, your best bet is to hire the services of a professional to do the work for you. There are several search engines marketing firm that will do the work for you flawlessly. You can sit back and enjoy the benefits of such search engine marketing firms.
So if you are into online buying and selling of goods, search engine marketing is what you should be doing and search engine marketing tips are the guide that you can use for this. Search engine tips can guide you in the proper direction for the marketing of your product in major search engines on the web. So all you need to do is identify what search engine marketing strategies will best suit your market.
More than 95% of online visitors seek the help of search engines to find out anything on the web. Well I am not saying this, but a research by a major institution says it and you need to take special notice of this, if you want to succeed in your online business. All your business and marketing strategies must be aimed at bombarding your target audience with lots of information about your product. So search engines become your automatic choice for advertising your product on the web.
To advertise about your product on the web, it is very important for you to find out the appropriate keywords using which you want customers to buy goods from your online site. To search for anything on search engines, you need to type in a phrase and based on this the results will be displayed to you. To succeed on the web, you need to find out what words visitors make use of to find your products and services.
Keyword research is an integral part of search engine marketing strategy. You can have the best strategies, the most innovative ideas, but this will come to a naught if you do not find out the right keywords to advertise your products. It may happen that you advertise your site using a particular word and the visitor actually uses different words to search for your products. So, it is crucial to find out visitor activity to know exactly what visitors look on the web.
If you feel that you will not be able to handle the search engine marketing of your business despite knowing all the search engine marketing tips, your best bet is to hire the services of a professional to do the work for you. There are several search engines marketing firm that will do the work for you flawlessly. You can sit back and enjoy the benefits of such search engine marketing firms.
Selasa, 24 Oktober 2017
Search Engine Marketing Solutions Helps To Achieves Online Marketing Targets
Many online business enterprises are lost in the crowd due to lack of search engine marketing tactics. To make your online business to survive it is certain that you should have an effective and targeted search engine marketing plan. To achieve this campaign you need to accomplish the following. Understand the basic SEO concepts. Without this you will be hitting an arrow in the dark without knowing the basics. When you become aware of and understand these SEO concepts, apply these principles to your own website. Try to adopt all the possible combinations of enhanced SEO at your website. For targeted search engine marketing make an effective online marketing strategy and constantly review and restructure your targeted search engine marketing plan. Hire the services of SEO professional for finding search engine marketing solutions. It may cost money to you but it is indeed a very good investment in the long term.
Make sure that you provide search engine marketing solutions to your overall comprehensive online marketing plan. This should be certain that you provide solutions keeping in view the target audience that is appropriate for the business of your website. Hire consulting and services of other individuals if required, to meet your online search engine marketing requirements.
To find the right keywords and search terms for your website are also part of search engine marketing solutions. These mail tools are essential for search engine marketing. Optimize your website on these keywords and try to increase links for these to rank high in search engines. Better ranking will help you in better search engine marketing. Keywords are the tools through which search engines recognize your URL in the World Wide Web. Use alt Meta tags, title tags carefully with keywords to get better response from search engines. Submit your site to search engines to make your site familiar in the World Wide Web. Do link popularity of your website among other websites and users.
For online paid advertising you can also use PPC adds to get your website listed in the top of the paid advertisement sin search results. Get traffic analysis for your website by installing traffic analyzer and log file analyzer. This way you can make reports regarding stat counters of visitors and implement search engine marketing strategies for visitors.
As Search engine marketing has become necessary as people nowadays prefer to buy products online as this saves their time and money, adopting the correct search engine marketing solutions for your website could help your website to appear in the top of search engines and your site can get more hits and thus generate more queries and business leads resulting in more sales and more profits.
Make sure that you provide search engine marketing solutions to your overall comprehensive online marketing plan. This should be certain that you provide solutions keeping in view the target audience that is appropriate for the business of your website. Hire consulting and services of other individuals if required, to meet your online search engine marketing requirements.
To find the right keywords and search terms for your website are also part of search engine marketing solutions. These mail tools are essential for search engine marketing. Optimize your website on these keywords and try to increase links for these to rank high in search engines. Better ranking will help you in better search engine marketing. Keywords are the tools through which search engines recognize your URL in the World Wide Web. Use alt Meta tags, title tags carefully with keywords to get better response from search engines. Submit your site to search engines to make your site familiar in the World Wide Web. Do link popularity of your website among other websites and users.
For online paid advertising you can also use PPC adds to get your website listed in the top of the paid advertisement sin search results. Get traffic analysis for your website by installing traffic analyzer and log file analyzer. This way you can make reports regarding stat counters of visitors and implement search engine marketing strategies for visitors.
As Search engine marketing has become necessary as people nowadays prefer to buy products online as this saves their time and money, adopting the correct search engine marketing solutions for your website could help your website to appear in the top of search engines and your site can get more hits and thus generate more queries and business leads resulting in more sales and more profits.
Selasa, 03 Oktober 2017
10 Secrets You Really Should Know About Search Engine Marketing
Beverly Sills, the opera singer who died earlier this year, is famously quoted as saying "There are no shortcuts to any place worth going". As a specialist online marketing professional, I spend a lot of time reading about the latest developments in search engine marketing and how this or that tweak, ploy or shortcut will suddenly change your life and lead to huge amounts of traffic; riches beyond your wildest desires and everlasting happiness. At the risk of sounding something of a cynic (I suppose 8 years in online marketing gives me a right to be!), if not a downright party pooper, I have to say I'm with Beverly Sills on this one. Yes, there are some things that you can do that might give you an edge, but if you are lucky it will only give you an edge for a very short time (before you're found out). At best you could have just wasted your time, at worst you could be set back significantly and lose far more than you gained.
Background
Before I elaborate, it's important, in my opinion, to understand, the history and culture of the net and of a lot of the people that have been involved with it. The Internet's early success was largely promoted by a group of altruistic, non-commercial, caring, sharing and fair minded people, who wanted something to develop that was free and good. After all, this is a community that gave their time and knowledge free to develop Open Source software, in response to what it saw as the commercial dominance of software by certain companies.
The Internet's now most mighty company, Google, grew up with this altruistic ideology, even having a corporate motto of "Don't be evil". It embraced these principles to provide a free search engine that allowed people to find what they were looking for on the internet. It continued to develop this engine to become better and better and provide its users with a better and better experience, even though those users didn't pay a penny for its services. Eventually, it developed so much trust that it was able to start generating revenue by offering paid advertising alongside its free results, however it has continued to invest in making its free service ever better, based on honest, fair & good, "Don't be evil" principles.
Admittedly Google has had one or two blips along the way but it has developed, generally, a trust amongst its users by delivering what they want and being fair about it. Search Engine optimisation whizzes and website owners who ignore 'Don't be evil', do so at their peril.
The Accidental Search Engine Marketeer
So, if there are no shortcuts and you have to play fair and by the rules, then why "10 'secrets' you really should know about search engine marketing"?
Well, let me tell you another secret, I discovered search engine marketing almost by accident! Ten years ago, when I started out online, search engines were very much in their infancy. In fact, to me, when you typed anything into a search engine, the results reflected what seemed to be the web's main purpose and preoccupation, sex and pornography!
Back in those days' people had lots of other ideas how they were going to get visitors to their website, many of them a lot more glamorous than using search engines. Anyway, let's face it, there were a lot less websites back then.
Being in possession of very few resources (in comparison to the huge amounts of money being thrown about by other start ups in those dot com boom days) and at the time a relatively limited understanding of the internet, I concentrated on simple and, what seemed to me, common sense ideas and business principles to drive visitors to my website.
By employing these, more and more people found my website but not only as a result of all my hard work and efforts, they were also finding the site through search engines because, unwittingly, these same tactics were improving the search engine ranking of the site.
Amazingly today, despite the huge cultural, technological, social and environmental changes (and by that I'm only talking about the search engines!) the same principles still apply, despite the huge volume of different techniques, systems and tricks that have been peddled in the meantime. So what are these 'secrets'?
The 10 'Secrets' You Should Know About Search Engine Marketing
1. Focus
The internet is a huge ocean. No matter how big a fish you are, you'll be lost in it. Find yourself a pond. The smaller a fish you are, the smaller a pond you need, but don't try to be all things to all people: a) it'll never work, b) you'll never be found.
2. Differentiate
You need to have a reason why someone visits your website and buys into your product or service. In the offline world it's often OK to be as good as everyone else and rely on the fact that people like you as the reason they want to buy from you. In the online world, where there is so much competition and, generally, people don't know you, you need to have sound reasons and differentiating factors.
By all means try to get people to like you (see 3, 4, 5, 6, 7, 8, 9 & 10) but remember they have a lot more choice in a search engine than on a high street, you need to communicate why they should choose you simply, effectively and fast!
If you're selling motor insurance for disabled lady drivers, yes you have a niche and you've completed step 1, but you need to establish the benefits that your customers will enjoy by buying from you and that they will value more than the 237,000 other links they could choose. You then need to communicate these on your web pages and in your Meta Description of your content or Search Advertising Copy, to make it easy for your visitors/customers to establish quickly why they should visit your site when scanning a search page.
3. Build Your Site and Its Contents for Your Customers Not You
In Neuro-Linguistic Programming (NLP), there is a concept that people are led either by their visual senses (what they see), their auditory senses (what they hear) or their kinaesthetic senses (what they feel). When you watch any great auditor speak (Bill Clinton for instance) you'll see him trying to appeal to all of these senses, so that he communicates with his entire audience - not just a part of it. Your website must do this too.
Search engines like words but don't fill your pages purely with text, a lot of your visitors will also like to see images. Likewise don't fill your pages with images because you like them and you think your visitors should too. A lot of your visitors also want to hear what you have to say and feel comfortable with your site.
Search engines like words because they tell them what your site is all about, so you need to write clearly on your pages just this. But it's important to write these words with your customers in mind, not what you think the search engines want. Your customers have got to understand them and they need to be written in their language.
If you are selling bling jewellery you need to use a whole different vocabulary to that if your offering savings and investment advice to the over 65's. The reason for this is twofold:-
a) If you do get them to your page but they don't relate to the content when they get there or it doesn't make sense, they'll just click off.
b) The same language your customers want to read is that they'll use when searching
Search engines now also have clever robots that can read English and will penalise your site if it thinks you're trying to trick them by writing keyword intense nonsense. In any case, what's the point of getting people to your site if you lose them immediately because you haven't written content they can understand or relate to?
4. Write Well Structured Content
I've already said it but I'll say it again, make your pages easy for your visitors and/or customers to understand. Just like you learnt at school, structure your content to make it easy for people to follow. Write a good page title that explains what your page is about, use headings to explain what each section is about, use sub-headings where appropriate, use the words that are important to your visitors and/or customers in the content (though not repeatedly) and stress the important bits either by using headings or putting those words in bold. That's just common sense writing.
Remember that people read web pages differently to printed pages (they tend to skim read) so write bulleted points, in sharp, concise text with links to greater detail and further information, if the reader requires.
Search engines like a minimum of around 300 words per page (about the quantity of this number 4 section) so that they can accurately gauge the contents of the page. You'll also find this just about nicely fills a web page with an illustration or two, without going below the fold, i.e. forcing the reader to scroll down the page.
Add a Meta Content Description to explain to the search engine (or rather your visitor/customer who is looking for your page on a search engine) and lo and behold you've got a search engine friendly page! Yes, search engines, just like your valued visitors, analyse your pages by the Page Titles, Descriptions, Headings (H1, H2 and H3 in order) the use of Bold or Strong tags and by analysing the content of the page to understand the keywords and what the page is talking about.
5. Update Your Content Regularly
Just like a good shopkeeper changes his shop window and the layout of his store on a regular basis, then so should you change the content and look of your site. Firstly, in most cases, you want repeat visitors and they need to see you're alive and care about the website (and them). Secondly, the more frequently you update, you'll find the search engines will more frequently visit or crawl your website.
6. Give Your Users/Customers What They Want
I know this one is a bit radical but it really is one of the most important lessons you can learn. If you give your visitors what they want, when they want it and provide them with more value than they can get from other people/sites, not only will they be happy (and happy users or customers is surely the chief goal of any website or business) but they will return and what's more they'll tell their friends!
7. Delight Your Users/Customers and Make Them Your Evangelists
One thing I learnt early on is that going the extra mile to delight your customers really pays off on the internet. Word spreads really fast online and if you give a really good service and/or deliver an exceptional product, not only will your customers keep on returning (which saves you the marketing cost of getting new customers) but they tell their friends (who go on to buy from you and saves you even more marketing cost). The unexpected bonus is that they spread the word about your product or service through forums, blogs, web pages, etc., which talk about your great website and service and put links to your site, which drives more traffic to your site ...... and improves your search rankings because of all these relevant (and not paid for) links.
8. Keep Your Website Simple and Working
Just like most processes, you need to build your website for the lowest common denominator. Make it as simple and easy as you possibly can. Rigorously check everything so that your users have no chance of having a bad experience. Always sacrifice sophistication for simplicity, if simple works.
Badly built, over complicated, unfriendly or broken sites not only turn off your potential visitors and/or customers, making them click off straight away (and what's the point of going to all the trouble of getting visitors if your lose them immediately) but high bounce rates (people clicking off your site quickly because what they saw wasn't what they wanted) is a big part in the Quality Score used by Google & Yahoo in their paid search algorithm. Furthermore, badly built sites, poor or obsolete code and broken links is something search engines definitely don't like and you will be penalised for it in your search engine rankings.
9. Build Links with Relevant Sites
As I said earlier, before search engines became such a dominant driver of traffic, you tended to look all over for sources of traffic. Having no money meant paying for advertising listings was out of the question but if you could find relevant sites where a link to your site would benefit visitors and drive traffic, for instance if your site sold beds and you got a link from a site that sold bedding, then it was win-win. Similarly if you did stuff or created news stories that other sites may want to cover, then you could gain coverage and links.
What I wanted was traffic (which I got) but into the bargain I got what were essentially big votes from credible sites about my pages which boosted my search rankings. If you focus on being really good and giving value, you do develop these links and these are what search engines really want, so that they can establish you are a respected and credible site. Search Engines see links as votes of a websites value. If they see lots of paid or traded links these are not really saying the website is any good. What they want is impartial endorsements of your site and it will accord these links much higher value.
Do not trade links, willy-nilly or engage in reciprocal linking as it is sometimes called. In my opinion, the first and only question you should ask is, will this (incoming) link generate traffic/add value. If the site/page is relevant and/or related then the answer is that it probably will. If you are a management consultant and get a link from an adult dating website the chances are it probably won't. The search engines see it similarly (though they're not interested in the traffic). If they see a link to a horse race betting site from a site/page that is discussing racing form then they will see it as a credible endorsement or vote for the site and enhance the ranking of the linked to page. They will see the adult dating rank as being of no relevance to the management consultant with the result that the latter's ranking could actually be negatively affected because the search engine thinks you're trying to trick it.
10. Communicate With Your Users/Customers
Having got people to your site in the first place and even got them to buy something from you don't then just ignore them. Work at keeping them on board and getting them to keep coming back. Communicate with your users/customers by giving them advice, information, offers, support, help - not junk but things they will value. Communicate with them in whatever means they prefer (obviously making sure you get their permission to do so), whether it be by email, text, blog, podcast, special pages on your site or whatever is their preferred choice. An established user will use you again more readily, as they (should!) trust you and this will be a lot less costly than trying to find new users. Once again, if your users value this (which if done right they will) you'll find links appearing which add more weight to your pages and your search rankings.
Background
Before I elaborate, it's important, in my opinion, to understand, the history and culture of the net and of a lot of the people that have been involved with it. The Internet's early success was largely promoted by a group of altruistic, non-commercial, caring, sharing and fair minded people, who wanted something to develop that was free and good. After all, this is a community that gave their time and knowledge free to develop Open Source software, in response to what it saw as the commercial dominance of software by certain companies.
The Internet's now most mighty company, Google, grew up with this altruistic ideology, even having a corporate motto of "Don't be evil". It embraced these principles to provide a free search engine that allowed people to find what they were looking for on the internet. It continued to develop this engine to become better and better and provide its users with a better and better experience, even though those users didn't pay a penny for its services. Eventually, it developed so much trust that it was able to start generating revenue by offering paid advertising alongside its free results, however it has continued to invest in making its free service ever better, based on honest, fair & good, "Don't be evil" principles.
Admittedly Google has had one or two blips along the way but it has developed, generally, a trust amongst its users by delivering what they want and being fair about it. Search Engine optimisation whizzes and website owners who ignore 'Don't be evil', do so at their peril.
The Accidental Search Engine Marketeer
So, if there are no shortcuts and you have to play fair and by the rules, then why "10 'secrets' you really should know about search engine marketing"?
Well, let me tell you another secret, I discovered search engine marketing almost by accident! Ten years ago, when I started out online, search engines were very much in their infancy. In fact, to me, when you typed anything into a search engine, the results reflected what seemed to be the web's main purpose and preoccupation, sex and pornography!
Back in those days' people had lots of other ideas how they were going to get visitors to their website, many of them a lot more glamorous than using search engines. Anyway, let's face it, there were a lot less websites back then.
Being in possession of very few resources (in comparison to the huge amounts of money being thrown about by other start ups in those dot com boom days) and at the time a relatively limited understanding of the internet, I concentrated on simple and, what seemed to me, common sense ideas and business principles to drive visitors to my website.
By employing these, more and more people found my website but not only as a result of all my hard work and efforts, they were also finding the site through search engines because, unwittingly, these same tactics were improving the search engine ranking of the site.
Amazingly today, despite the huge cultural, technological, social and environmental changes (and by that I'm only talking about the search engines!) the same principles still apply, despite the huge volume of different techniques, systems and tricks that have been peddled in the meantime. So what are these 'secrets'?
The 10 'Secrets' You Should Know About Search Engine Marketing
1. Focus
The internet is a huge ocean. No matter how big a fish you are, you'll be lost in it. Find yourself a pond. The smaller a fish you are, the smaller a pond you need, but don't try to be all things to all people: a) it'll never work, b) you'll never be found.
2. Differentiate
You need to have a reason why someone visits your website and buys into your product or service. In the offline world it's often OK to be as good as everyone else and rely on the fact that people like you as the reason they want to buy from you. In the online world, where there is so much competition and, generally, people don't know you, you need to have sound reasons and differentiating factors.
By all means try to get people to like you (see 3, 4, 5, 6, 7, 8, 9 & 10) but remember they have a lot more choice in a search engine than on a high street, you need to communicate why they should choose you simply, effectively and fast!
If you're selling motor insurance for disabled lady drivers, yes you have a niche and you've completed step 1, but you need to establish the benefits that your customers will enjoy by buying from you and that they will value more than the 237,000 other links they could choose. You then need to communicate these on your web pages and in your Meta Description of your content or Search Advertising Copy, to make it easy for your visitors/customers to establish quickly why they should visit your site when scanning a search page.
3. Build Your Site and Its Contents for Your Customers Not You
In Neuro-Linguistic Programming (NLP), there is a concept that people are led either by their visual senses (what they see), their auditory senses (what they hear) or their kinaesthetic senses (what they feel). When you watch any great auditor speak (Bill Clinton for instance) you'll see him trying to appeal to all of these senses, so that he communicates with his entire audience - not just a part of it. Your website must do this too.
Search engines like words but don't fill your pages purely with text, a lot of your visitors will also like to see images. Likewise don't fill your pages with images because you like them and you think your visitors should too. A lot of your visitors also want to hear what you have to say and feel comfortable with your site.
Search engines like words because they tell them what your site is all about, so you need to write clearly on your pages just this. But it's important to write these words with your customers in mind, not what you think the search engines want. Your customers have got to understand them and they need to be written in their language.
If you are selling bling jewellery you need to use a whole different vocabulary to that if your offering savings and investment advice to the over 65's. The reason for this is twofold:-
a) If you do get them to your page but they don't relate to the content when they get there or it doesn't make sense, they'll just click off.
b) The same language your customers want to read is that they'll use when searching
Search engines now also have clever robots that can read English and will penalise your site if it thinks you're trying to trick them by writing keyword intense nonsense. In any case, what's the point of getting people to your site if you lose them immediately because you haven't written content they can understand or relate to?
4. Write Well Structured Content
I've already said it but I'll say it again, make your pages easy for your visitors and/or customers to understand. Just like you learnt at school, structure your content to make it easy for people to follow. Write a good page title that explains what your page is about, use headings to explain what each section is about, use sub-headings where appropriate, use the words that are important to your visitors and/or customers in the content (though not repeatedly) and stress the important bits either by using headings or putting those words in bold. That's just common sense writing.
Remember that people read web pages differently to printed pages (they tend to skim read) so write bulleted points, in sharp, concise text with links to greater detail and further information, if the reader requires.
Search engines like a minimum of around 300 words per page (about the quantity of this number 4 section) so that they can accurately gauge the contents of the page. You'll also find this just about nicely fills a web page with an illustration or two, without going below the fold, i.e. forcing the reader to scroll down the page.
Add a Meta Content Description to explain to the search engine (or rather your visitor/customer who is looking for your page on a search engine) and lo and behold you've got a search engine friendly page! Yes, search engines, just like your valued visitors, analyse your pages by the Page Titles, Descriptions, Headings (H1, H2 and H3 in order) the use of Bold or Strong tags and by analysing the content of the page to understand the keywords and what the page is talking about.
5. Update Your Content Regularly
Just like a good shopkeeper changes his shop window and the layout of his store on a regular basis, then so should you change the content and look of your site. Firstly, in most cases, you want repeat visitors and they need to see you're alive and care about the website (and them). Secondly, the more frequently you update, you'll find the search engines will more frequently visit or crawl your website.
6. Give Your Users/Customers What They Want
I know this one is a bit radical but it really is one of the most important lessons you can learn. If you give your visitors what they want, when they want it and provide them with more value than they can get from other people/sites, not only will they be happy (and happy users or customers is surely the chief goal of any website or business) but they will return and what's more they'll tell their friends!
7. Delight Your Users/Customers and Make Them Your Evangelists
One thing I learnt early on is that going the extra mile to delight your customers really pays off on the internet. Word spreads really fast online and if you give a really good service and/or deliver an exceptional product, not only will your customers keep on returning (which saves you the marketing cost of getting new customers) but they tell their friends (who go on to buy from you and saves you even more marketing cost). The unexpected bonus is that they spread the word about your product or service through forums, blogs, web pages, etc., which talk about your great website and service and put links to your site, which drives more traffic to your site ...... and improves your search rankings because of all these relevant (and not paid for) links.
8. Keep Your Website Simple and Working
Just like most processes, you need to build your website for the lowest common denominator. Make it as simple and easy as you possibly can. Rigorously check everything so that your users have no chance of having a bad experience. Always sacrifice sophistication for simplicity, if simple works.
Badly built, over complicated, unfriendly or broken sites not only turn off your potential visitors and/or customers, making them click off straight away (and what's the point of going to all the trouble of getting visitors if your lose them immediately) but high bounce rates (people clicking off your site quickly because what they saw wasn't what they wanted) is a big part in the Quality Score used by Google & Yahoo in their paid search algorithm. Furthermore, badly built sites, poor or obsolete code and broken links is something search engines definitely don't like and you will be penalised for it in your search engine rankings.
9. Build Links with Relevant Sites
As I said earlier, before search engines became such a dominant driver of traffic, you tended to look all over for sources of traffic. Having no money meant paying for advertising listings was out of the question but if you could find relevant sites where a link to your site would benefit visitors and drive traffic, for instance if your site sold beds and you got a link from a site that sold bedding, then it was win-win. Similarly if you did stuff or created news stories that other sites may want to cover, then you could gain coverage and links.
What I wanted was traffic (which I got) but into the bargain I got what were essentially big votes from credible sites about my pages which boosted my search rankings. If you focus on being really good and giving value, you do develop these links and these are what search engines really want, so that they can establish you are a respected and credible site. Search Engines see links as votes of a websites value. If they see lots of paid or traded links these are not really saying the website is any good. What they want is impartial endorsements of your site and it will accord these links much higher value.
Do not trade links, willy-nilly or engage in reciprocal linking as it is sometimes called. In my opinion, the first and only question you should ask is, will this (incoming) link generate traffic/add value. If the site/page is relevant and/or related then the answer is that it probably will. If you are a management consultant and get a link from an adult dating website the chances are it probably won't. The search engines see it similarly (though they're not interested in the traffic). If they see a link to a horse race betting site from a site/page that is discussing racing form then they will see it as a credible endorsement or vote for the site and enhance the ranking of the linked to page. They will see the adult dating rank as being of no relevance to the management consultant with the result that the latter's ranking could actually be negatively affected because the search engine thinks you're trying to trick it.
10. Communicate With Your Users/Customers
Having got people to your site in the first place and even got them to buy something from you don't then just ignore them. Work at keeping them on board and getting them to keep coming back. Communicate with your users/customers by giving them advice, information, offers, support, help - not junk but things they will value. Communicate with them in whatever means they prefer (obviously making sure you get their permission to do so), whether it be by email, text, blog, podcast, special pages on your site or whatever is their preferred choice. An established user will use you again more readily, as they (should!) trust you and this will be a lot less costly than trying to find new users. Once again, if your users value this (which if done right they will) you'll find links appearing which add more weight to your pages and your search rankings.
Selasa, 22 Agustus 2017
Search Engine Marketing Tips Are Necessary For Your Online Business
For any online business search engine marketing is the real platform. Search engine marketing is a combination of different marketing strategies for online sites to market their goods and services in major search engines in World Wide Web. As compared to other methods of marketing, search engine marketing has proved to be the most creative and successful online marketing strategies for products and services in the recent past.
Search engine marketing tips serves as a guide for your website when you launch it for online selling of goods and services. These provide you right direction for products marketing in the major search engines in World Wide Web. You just need to identify which search engine marketing strategies works best for you in the market.
The number of online visitors seeking the help of search engines has been on the increasing trend. Looking at this aspect you must frame business and marketing strategies that aims at getting more target audience providing lot of information about your product. So you can not ignore the search engines for marketing and advertising your product on the web and it becomes the automatic choice.
Search engine marketing tips serves also proves to be effective medium to optimize your website. If you want your website to be listed in the top of search engine rankings and serious about the growth of your business, search engine marketing tips provide you the solution. They can provide your business an online recognition by increasing website visibility in search engines.
Another part of search engine marketing strategy is the keywords. To find the right keywords for your website is very important. Visitors use keywords to find or buy goods from online sites. In search engines you get the results on the basis of phrase written by you in the search box. When you define the keywords and phrases used by the common visitors, chances of your site getting access gets increased. So to succeed on web you need to find out which words visitors can use to find your products and services and what visitors exactly look on the web.
If you are not able to manage search engine marketing of your business website even after knowing all search engine marketing tips, you can avail the services of professional for this. There are several search engine marketing companies that will do the work for you but you need to choose the suitable company very carefully which is able to fulfill your online business requirements.
Search engine marketing tips provide you the right direction to market your online business products and services. These services provide an effective medium to optimize your website and get it listed in the top of search engines.
Search engine marketing tips serves as a guide for your website when you launch it for online selling of goods and services. These provide you right direction for products marketing in the major search engines in World Wide Web. You just need to identify which search engine marketing strategies works best for you in the market.
The number of online visitors seeking the help of search engines has been on the increasing trend. Looking at this aspect you must frame business and marketing strategies that aims at getting more target audience providing lot of information about your product. So you can not ignore the search engines for marketing and advertising your product on the web and it becomes the automatic choice.
Search engine marketing tips serves also proves to be effective medium to optimize your website. If you want your website to be listed in the top of search engine rankings and serious about the growth of your business, search engine marketing tips provide you the solution. They can provide your business an online recognition by increasing website visibility in search engines.
Another part of search engine marketing strategy is the keywords. To find the right keywords for your website is very important. Visitors use keywords to find or buy goods from online sites. In search engines you get the results on the basis of phrase written by you in the search box. When you define the keywords and phrases used by the common visitors, chances of your site getting access gets increased. So to succeed on web you need to find out which words visitors can use to find your products and services and what visitors exactly look on the web.
If you are not able to manage search engine marketing of your business website even after knowing all search engine marketing tips, you can avail the services of professional for this. There are several search engine marketing companies that will do the work for you but you need to choose the suitable company very carefully which is able to fulfill your online business requirements.
Search engine marketing tips provide you the right direction to market your online business products and services. These services provide an effective medium to optimize your website and get it listed in the top of search engines.
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