Search engine optimization or SEO (as it is often referred to as) is an ongoing process of optimizing a website in relation to how high up it appears in major search engine rankings. When experts talk about search engine optimization, they usually focus on Google. On the other hand, most of the rules discussed here are applicable for all major search engines, such as Yahoo and Bing.
Defining Your Goals
An effective marketing campaign has its goals. It is well coordinated and always focused on delivering a specific result. In other words, before you can achieve your goal, you have to define your specific objectives. It is not possible to launch an SEO program with no measurable goals. These goals can be determined by asking a series of questions:
- What other companies offer something similar to what you do?
- Exactly what have they done to draw prospects to their websites?
- Which websites are ranking well for your most coveted search phrases?
- Are those websites reputable?
- How long will it take you to rank for a particular search phrase?
- Can you set feasible short-term goals?
- Can you set realistic medium and long-term goals?
- What efforts should you make to realize this vision?
If you’re using SEO to meet your objectives and have decided on which of the various search engine optimization techniques you actually plan to use to promote your online business then you can start to implement them. SEO can mean many different things. Usually it’s some sort of a combination of free traffic (organic SEO) and paid traffic (pay per click) that will help you achieve your objectives.
- Free traffic. To generate free traffic you have to optimize your site to make it search engine friendly. It takes into consideration what users search for and how major search engines, such as Google and Yahoo, work. This technique increases visibility by maximizing the chances that your website will appear at the top of a search results screen.
- Paid traffic. Pay-per-click or free marketing campaigns are basically text or picture adverts that the advertiser pays for only if a website visitor clicks on the advert and is taken to the advertiser’s website. So, the advertiser can have his advert appear in a search engine when a potential customer types in phrases closely related to the services or products his company sells.
The most effective marketing campaigns use search engine optimization and pay per click strategies in synergistic ways to maximize their marketing results, i.e. to drive targeted, engaged traffic from Internet users based on their search intent. On the other hand, readiness to determine objectives, compartmentalize strategies based on how they affect progress towards determined objectives and willingness to prioritize online marketing strategies based on the goal-setting is paramount.
Pushing the Right Product
How much junk mail do you receive in the email per day? Targeting your marketing efforts to your targeted customers is essential to any cost-efficient campaign. In online marketing, there are two equally important areas that must be understood:
- Keywords. Search phrases have become the most important part of any SEO campaign. Therefore, it’s very important that you use your experience to work out what keywords are going to be most profitable for your business.
- Website design. The layout of your landing page and your website reflects the type of business that you actually want to be perceived as. But first your website has to be search engine friendly. Your site might be possessing one of the very best design or the very best content, however these aren’t the only factors that lead your business to success. You will have to understand the importance of search engine optimization friendly design in order to bring success for your site.
No content at all is definitely better than low quality content. A lot of Internet users come to sites to carry out daily tasks. Quality content helps website visitors complete these tasks without additional research. Low quality content hinders task completion, and irritates and upsets website visitors.
Continually Improving Your Website
The job is never finished until the visitor is 100% happy. And a 21st century visitor constantly seeks information to enable to make decision based on informed choice. So, focus on:
- Fresh content. Publishing new content to your website is perhaps the best way of letting major search engines know that you are constantly improving and expanding the content on your website.
- Social networks. Embrace social sharing websites such as Google+, Facebook and Twitter.
The Bottom Line
Your main task is to build the search engine friendly website that will carry out your online marketing campaign. Of course, if no one can find your site, you have failed. If no one buys what you are selling, you have failed. You can have the very best website in the whole world. However, the sad truth is that if your website is not designed for major search engines, it will only be beautiful to you.