How to: Optimize Your Site for Search Engine Marketing
For millions of websites and online businesses, search is still the most important factor. Social Media has gained attention from the media and the hype is now focussed on Twitter and Facebook but search still trumps when it comes down to driving traffic and finding new potential customers.
Because of how important search traffic is to an online business, there is a specialist industry out there that is dedicated to improving website’s visibility in the search engine results. Search engine marketing is a very complicated topic that focuses on search engine optimization, but it also includes the use of paid advertising to bring a clients website to the top of the search engine result pages.
This article will focus on some key issues and best methods of optimizing your site for search.
There are two ways of defining search engine marketing. It can be described as an ‘umbrella’ term that includes SEO, paid search, paid inclusions and contextual advertisements OR it only covers paid advertising, inclusions and search and is completely separate from SEO. For the purpose of this article I’m going to use the ‘umbrella’ definition.
Making Your Website Search Engine Marketing-Optimized
You might be asking yourself what simple things you can do to make your website search optimized? Firstly, you can become familiar with SEO. This most vital part of search engine marketing is making your site easily discoverable in the search results; you can do this by gaining a basic understanding of SEO. There are some great facilities online such as SEOmoz that will get you up to speed.
Grade your website There are tools online which can provide you with a quick assessment of where your website is optimized for SEM and where it needs improving.
Quick fixes You can spend month and months trying to optimize a website, before you try this it’s important to focus on your Meta tags, and keywords in your title tags.
Use SEM-optimized CMS software and plug-in
Unless you’re a very large company with a high profit margin and the need to customize every aspect of your website you’re more than likely to use a content management systems like word press for example, and the great thing about this tool is that they come optimized for search engines.
It’s important to do your research and choose software with a good SEM feature with a plug-in system so you can enhance it.
Test your pay per click and landing page strategies.
Pay per click is another key component of search engine marketing. By putting your ads in the search engines, you can drive all sorts of traffic towards your website. Even if you have good SEO and an organic search some paid advertising still helps. This is only half of the process; you need to convert the visitors into customers.
You can test which keywords drive the most traffic, you can also keep track of what happens once those visitors arrive. Google Analytics helps you track those visitors to see whether how long they are staying on your site for and what is making them bounce away.
Inbound links are still the top way of boosting your rankings in the search results, so teaming up with other websites, creating links, and creating content to what people want to link to should be the main priority.
These tips will only help to get you started. Search engine marketing is a great learning curve, ultimately people visit your website because of its content, but if people can’t find it then it’s ultimately pointless