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Search Engine Marketing Strategy Specialist
CLICK HERE FOR SEARCH ENGINE MARKETING STRATEGY / SPECIALIST / EXPERT / CONSULTANT / OPTIMISATION / SEO FORMULA
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Developing a true Internet strategy for search engine purposes does not have to happen at all at once. Optimizing your site for true search traffic is always goal #1. Any other campaigns, whether it is pay per click programs or using outside linking services, etc. won't matter if the site itself is not optimized properly. Let me be clear - those other options or strategies may help, but you are making it much harder on yourself if you do not set your site up for true, clean traffic. It just makes everything else easier.
The biggest mistake I see sites make is they word their site to terms that they are familiar with or that are used within their industry or they just don't think about. One example would be a moving company putting "local moving" as a link and with text geared to local moving. Now, if I am in Cleveland and I am looking for a moving company, I'm not typing in "local moving". I'm typing in "Cleveland Moving Company" or something like that.
Your search engine strategy must begin with links and headers that are typed into search engines. You should join Google adwords to get an idea on what terms are searched the most in your industry. A correct SEO strategy begins with building your site naturally. Everything else that is available to you will become easier. Affiliates will come to you as your page rises. You will get link and partnership offers as your search engine ranking improves. They will come to you or at least when you go to other sites, you can show them your high ranked website.
Google Strategy
Google is the best search engine in the world. Why? Because it rewards good sites with good content and popularity. The best thing about Google is once you are listed well with them, the other search engines will follow and index you. One strategy to get listed on Google without submitting directly to them (you should do that anyway), is to get a website to link to you right away. When Google spiders my sites, they catch the inbound and outbound links. So, when we launch a new site - we simply have our other sites link to it.
Google loves new content, so update often.
Yahoo and MSN
These search engines tend to be easier to get ranked high using basic SEO strategies like proper link titling, good first paragraph and full text. Link popularity and other factors tend to be less with them. That can be good or bad, depending on whether you are established or a newcomer. New sites can show up there quicker.
DO NOT have companies submit your website to "hundreds or thousands of search engines" for a fee. Do they actually do this? Probably (I hope), but that's not the point. There are not hundreds of search engines. There are only a few. For me, I only optimize for Google, Yahoo and MSN. All the others spider or copy from those. If you are an international company, a good strategy may be to list in the directory of Google France or wherever. Don't use outside companies. That is just my opinion. When you are listed well on Google, everything else will fall into place.
Link Strategy
I am very skeptical about companies that offer to put my site our for link swapping to generate "popularity" for search engine SEO purposes. Personally, I feel it is a waste of money and could hurt you. If there are links being exchanged artificially with companies outside of your industry, search engines can punish you for it.
There are enough websites looking to gain popularity themselves in a similar industry to you. Once your site is optimized correctly, the links will come to you. You also can create your own links. Go to free classified or posting sites and put your url whenever it is appropriate. This can be a very effective strategy, especially if the site you are posting on is a popular site. These links are indexed and read. When you make a new page - market it yourself.
If your website is not search engine optimized, you do not have to feel overwhelmed. There are reputable professionals out there. You also can slowly bring your site around. Changing one page to test the SEO of a certain term or phrase would be a good strategy. Type in some exact words from that page into a search engine and then type a little less, and less to see how well your site is ranked on the terms you really want.
I tend to look at websites as being limitless in there performance. Not building a site with search engine strategies in mind is a mistake, but it can be easily corrected. Just be patient and don't go for the gimmicks. A good SEO expert should walk you through the process every step of the way.
Learn More
Nick Hunter is a multiple website owner and marketing professional. He is the owner of http://www.runawebbusiness.com - a website that does Search Engine Optimization and Marketing for websites. He is available for phone or personal consulting as well.
Article Source: http://EzineArticles.com/?expert=Nick_Hunter
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Search engine optimisation is big business. Ezines and websites litter the Internet with strategies to boost your search engine ranking. Search engine specialists charge large amounts of money to apply their strategies to your website and will go so far as to guarantee you top listings in the webs’ major search engines.
And, in my opinion, they are all frauds.
Strategy is defined as a long-term plan. So, if these search engine specialists have the ideal strategy, why do the techniques and approach constantly change. Forgive me, but that isn’t strategy. That is a last line of defence that is hastily patched up when the latest changes to the rules punch holes in it.
In "Alice through the Looking-Glass" the red queen said Alice had to run as fast as she could just to stay in one place. This impractical and short-sighted view is ludicrous, but is practiced by search engine optimists world-wide. These companies tweak and tweak and tweak, constantly changing their approach in a bid to keep those top spots. Google’s latest dance showed that, at any point, your efforts can be reduced to nothing leaving you with no choice but to start again.
The reason for this rat race is that most, if not all, of these specialists neglect to tell us one simple fact.
Search engines are there for the searchers, not for the searched.
Google, Yahoo, MSN. These weren’t set up to send you traffic. They were set up to help people find information on the terms they are searching for.
Search engines spend a fortune developing spidering techniques that will help them put the most useful and beneficial websites at the top of their listings only to forced into changing their approach when the search engine specialists hijack the listings.
Think I’m exaggerating? Are you really so arrogant that you believe your website should be in the top ten just because you spent the last twelve months building a thousand reciprocal links that no-one clicks on?
Ask yourself this question. If you do a search in Google, which website would you like to see at number one?
a) A website with genuinely useful and original information.
or
b) A website with perfectly optimised keyword density that doesn’t answer your questions.
In truth, if you are a multi-million dollar company, then you need the search engine specialists, just so that you can keep up with all the other multi-million companies intent on damaging Search Engines for the rest of us. How else are you going to be able to afford that second porsche?
For the rest of you, give it up. Stop wasting your time tweaking your site EVERY time a new trick is circulated. Once the Search Engine cottons on to the trick, they will change their format and you’ll be back to square one.
Reciprocal linking is a good case in point. Google ranked you high if you had plenty of sites pointing to you as this was a good indication of quality. Then it became a matter of, the more reciprocal links you had, the higher you ranked on Google. Everyone started linking with everyone. Software was released dedicated to helping you build page upon page of reciprocal links.
Somehow Google found out and started discounting reciprocal links. Months of work down the toilet? You’d better believe it.
Now people are starting from scratch.
"You link to my site A on your site B and I’ll link to your site C on my site A."
How long before Google start dismissing links in their scoring process altogether?
And don’t forget. Even if you were capable of following every scrap of advice perfectly, do you think you would be the only one? If a thousand people optimise their site perfectly, will they all get a top ten spot?
So here it is then. The ultimate search engine strategy that will never need to be changed, no matter how many times Google dances, Yahoo jiggles and MSN sits in the corner getting drunk.
Make sure your meta tags are properly formatted, contain ONLY the words pertinent to your content, and that your TITLE tag actually describes the page you’ve produced.
Ensure your homepage doesn’t use frames and contains a brief description of what you do. It could just be a single line, but it needs to be on there.
Add, and keep adding, more and more original and useful content to your site. Don’t plagiarise and don’t copy and paste from other sites.
Only accept reciprocal links from sites you believe may be of interest to your regular users. Make sure you have at least one link to your website from a site that is already listed in Google, Yahoo and MSN.
Make sure search engines can see all of your pages, by linking to them from the homepage. If you have a lot of pages, have a site map page linked to your homepage instead.
Make sure you have a homepage link on EVERY page. If your content is good and abundant, visitors will enter your site through deeper pages. If they like what they see, they will want to visit your homepage to see what else you do.
Stop trying to incorporate every search engine "strategy" you hear. Instead spend time focussing on step 3.
Google seems to reward sites that stick around, but its probably because time affords you more inbound links, more pages to spider and a greater pagerank. You might not get the top positions from following these steps, but you will get traffic from search engines. And you will have a site that people want to visit.
So, patience is needed. To build up a really good site with lots of decent content can take years.
If you don’t have patience, try Pay-Per-Click instead.
Dylan Campbell has been quietly making a living on the Internet since 2000. He has a unique, and often controversial, view of the industry.
Dylan Campbell writes exclusively for The Nettle Ezine.
Article Source: http://EzineArticles.com/?expert=Dylan_Campbell
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Search Engine Marketing
Search Engine Marketing Explained: Search engine marketing or SEM is the best way of creating visibility, enhancing rankings and getting more traffic to your website. Marketing has always been integral to sales and a sound marketing strategy can always help you to achieve your short-term and long-term goals and increase your profit. Search Engine Marketing or SEM originated somewhere during the late 1990's. It was propelled by the sudden increase of websites on the Internet. Internet became a revolution as more and more people found it easier to use the Internet for different purposes. Internet became a repository of information and soon people needed tools to search and locate relevant information and these tools later evolved as search engines.
Seeing the boom, marketers seized the opportunity and created search engines for promotion of websites on the Internet. During this period of evolution, search engine optimization introduced pay-per-click programs offered by Google and Yahoo followed by search marketing in 1997, and Google AdWords in 2000. By the end of 2006, the pay-per-click campaigns had achieved tremendous success and today are the primary money-making programs for search engines.
In the age where the Internet is the prime platform for advertising your product or service with the help of a website, a sound search engine marketing strategy can do wonders. Today, there are many people who market their businesses through the Internet so that more and more visitors can see the website and become prospective customers. Now most businesses use the SEM strategy to enhance search engine optimization so how can you make a difference? Is your strategy any different from what others are using?
To distinguish your business and be different, you can use some advanced ways of using search engine marketing to help increase your ROI. At the end of the day, the only thing really matters is the visitor conversion to customer. All the methods and various engine optimization methods that various businesses or individuals use are to help them derive a profit. This is exactly the reason why you have also created a website.
SEO - Search Engine Optimization: First things first, you need to get your website included in the top 10 search engine results to maximize web traffic. To do this successfully, you will need to devise a strong SEO or search engine optimization strategy. Using SEO, your website ranking will improve considerably. SEO uses keywords, which are words specific or relevant to the product or services offered by you. For example: If you are offering tour packages then you can use keywords like travel packages, honeymoon packages, wildlife tours, hiking tours, trekking etc. Using relevant or specific keywords for SEO purposes will help you to get the desired traffic on to your website and at the same time, increase your website ranking in search engines like Google, Yahoo and MSN.
Now when we speak of search engine marketing, it includes various methods of increasing the visibility of a website in search engine results pages (SERP). Some of the top SEM strategies include:
SEO Strategies: The main aim of a search engine optimization strategy or process is to improve rankings based on relevant keywords through search results. A SEO strategy can only be successful if you improve a web site structure, content, and layout and also provide a relevant back link from any other website to your website. Successful SEO is not just limited to text content but it also includes image optimization, and other documents like PDF. The hardest approach implement is the Organic search engine optimization is the more cost effective
Pay-Per-Click (PPC) Advertising: Pay-per-click advertising, which is one of the most commonly used method of driving web traffic and improving sales uses paid ads. As an advertiser, you will have to bid in an auction based market place for keyword driven advertisements. These customized ads are displayed on the search pages and you pay every time someone clicks on the advertisement.
Paid Inclusions: The third important SEM strategy is paid inclusion. Using paid inclusion, you will be able to feed listings into various search engines. As an advertiser, you will have to pay a certain amount for the inclusion of your web pages in the index of the service provider. You might have to pay a pay-per-click fee in addition to the inclusion fee depending on the SEO provider.
Online Visibility solutions: Lastly, except press released services, one of the free methods of increasing visibility is through social media optimization. Through this process, you can promote your website by placing content within online communities so that it can be spread virally. This method is used by websites like YouTube, MySpace etc.
To Achieve success a well planned mix of methods and other more innovative techniques are necessary. If you hire a Search Engine Marketing (SEM) expert make sure that he/she has a holistic approach on that combines a mix of legitimate techniques.
Moe Tamani is a senior SEO-SEM specialist with Dallas based SEO 1 Services company: www.seo-1-marketing-services.com. He also conduct Search Engine Marketing seminars in the Dallas Fort Worth area for startup and small business.
Article Source: http://EzineArticles.com/?expert=Moe_Tamani
Article Source: http://EzineArticles.com/599844
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Simply put, Search Engine Marketing or SEM is the fastest, most powerful, highly-targeted, most dynamic, highly-measurable and most cost-effective marketing strategy that can give your business the power to reach potential customers anywhere in the world anytime for a little as USD $0.05 cost per customer acquisition or even for free!
Search Engine Marketing or SEM is about making sure that your Web site appears on the top 20 of search results every time potential customers search for whatever products and/or services that you offer on any of the major Search Engines including Google, Yahoo and MSN which collectively accounts for over 90% of all Search Engine originating traffic.
There are of course other smaller Search Engines that focus on niche industries such as Kayak (www.kayak.com Travel Search Engine) and country-specific Search Engines like Baidu (www.baidu.com) which is very popular in China.
How Popular Are Search Engines?
A study last November 2005 finds that the number of people who use Internet Search Engines to find information has jumped over the last year, claiming a solid No. 2 spot behind e-mail as the most popular activity online. In the year 2003, 250 million searches were made daily on Google alone!
How Does It Work?
On the Internet, whenever somebody wants to find something, they use Search Engines. As spam continues to lessen the effectiveness of email as a marketing tool, Search Engine Marketing is fast becoming the marketing strategy of choice for companies who want to reach a global audience 24 hours a day, 7 days a week, either for free or for as little as USD $0.05 per visitor. As the Internet becomes more and more a part of our everyday lives, the greater their role becomes in helping businesses connect with their customers at that crucial point in their buying decision process (when they are searching for it).
Right now, there are probably people... potential customers who are looking for whatever products or services you are offering on any or all of the major Search Engines. When potential customers type in the keywords that they are searching for and press that "Search" button, do they find you or your competitors instead?
How can you get your business to appear on Search Engines?
Of course, you first must have a Web site. If you don't have one, get one designed by someone who has a decent understanding of Search Engine Optimization. I've come across business Web sites that are so badly designed from an SEM perspective that you can't even find it even if you search for the company name or business name itself! Even worse, their sites are designed in a way that prevents instead of facilitates their visitors to transact with them.
There are basically 2 ways for you to get your Web site to appear on Search Engines. You either get it listed on the "organic" or natural search results by doing Search Engine Optimization (SEO) or you launch a Pay Per Click (PPC) Campaign for the keywords you want your Web site to appear for. Ideally, you should be doing both because a PPC campaign can start driving highly-qualified traffic to your Web site almost instantly while you wait for your SEO campaign to gain momentum and get your Web site within the top 20 of the SERPs (Search Engine Results Page), otherwise known as "organic" or "natural" search results, which can take months to happen.
What Is Search Engine Optimization?
To get your Web site to appear on the SERPs you need to launch an SEO campaign. The main problem with SEO is that it can be very difficult and take anywhere from several months to over 1 year before you can achieve good rankings and appear within the top 20 rankings or top 2 pages of the organic search results which is all the results that most people are willing to see before they make a decision and choose what Web site to ultimately visit and do business with. Getting your Web site listed in the top 20 results is going to be a constant battle, especially if you are in a highly competitive industry and your competitors are also actively doing the same thing.
How your Web site is designed determines in great part how well its Search Engine rankings will be. Do you adore that lovely Flash animation on your home page? Loose it! Search Engines can't see that Flash animation and they rely almost exclusively on text to determine the relevance and consequently, the ranking of every Web page.
What Is A Pay Per Click Campaign?
Pay Per Click or PPC campaigns are basically ads (Sponsored Links) that appear alongside the organic search results whenever someone uses a Search Engine to search for anything that he's interested in. The reason why it's called Pay Per Click is because you spend only when somebody actually "clicks" on your PPC ad and not every time somebody sees it. These ads are controlled and are made to appear only every time specific "keywords" are searched for. The level of control an advertiser has over his PPC campaign is so high that he can control exactly how and who gets to see his PPC ads and most importantly, how much he spends for it. For as little as USD $0.05 per click on Google and USD $0.10 on Yahoo and MSN, you can start driving highly-qualified visitors to your Web site.
What Are Its Advantages Over Traditional Marketing Mediums?
While you may get an increase in sales when you put out an ad on TV, radio or print, it is almost impossible to track how well your sales were influenced "directly" by your ads. With Search Engine Marketing, you would know exactly how much you are spending and how much actual revenue you are getting for each cent that you spend for it. You can even know where your customers are coming from using Web Analytics such as the popular and free Google Analytics.
The ability to control your marketing expenditure, track your campaign's performance, identify and target your market, a truly global reach, measurable results and being able to make changes to your campaign on the fly makes Search Engine Marketing far superior to traditional marketing medium.
How Effective Is Search Engine Marketing?
It is not impossible to convert 50% of your Search Engine originating traffic. The real beauty of Search Engine Marketing is that it allows your customers to find you instead of you trying to find them.
How much does it cost?
The cost of any Search Engine Marketing campaign depends greatly on the scope and extent of it. The more keywords and the broader the audience you want to target, the more it's going to cost but the greater the benefit would be. Maybe the more important question is... "How much is it costing your business by not doing Search Engine Marketing?"
Jonathan Casuncad has over 6 years of Search Engine Marketing experience and has worked for several American SEM companies. Web site: http://www.sem-pros.com Mobile: +63915-4065427 Skype: jonathan.casuncad Yahoo Messenger: jonathancasuncad
Article Source: http://EzineArticles.com/?expert=Jonathan_Casuncad
Article Source: http://EzineArticles.com/205465
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Search marketing is now widely recognised as a highly effective way of reaching customers online. Last year, over £2 Billion was spent globally in online marketing and the figures are set to soar. More companies with an online presence are turning to search marketing to reach prospective customers, generate traffic to their site and convert them into sales. So, how does it all work? If you're considering investing a percentage of your hard earned marketing budget on search marketing you should have a basic understanding of where it's going and how it works. Most search marketing companies talk about improved web site and page ranking but what exactly does that mean? What you want is to increase traffic to your site, improve sales and raise the brand. How does that happen?
SEM or SM?
Search marketing which has now dropped the less glamorous "engine" from its previous industry name of Search Engine Marketing really consists of two disciplines - paid search and organic or natural search. Paid search is of course what keeps Google in hyper-growth or more specifically Google Adwords. In the UK we must not forget Yahoo Search Marketing (Overture), Miva and Mirago. These engines all enable advertisers to Pay-for-Position (PfP) or Pay-per-Click (PPC). It's important to note that such marketing is a form of advertising and such adverts wherever they appear should be announced as "sponsored" or labelled as advertising.
Paid Search
The PfP networks mentioned above are referred to as networks because, in nearly all cases, their adverts are shown across a network of sites. The sites in the network depend on the relationship that the main ad technology provider has with search portals. For example, if you search for something on Google and look at the Google Adwords shown, you will see the same ads on Aol.co.uk. You may see some differences due to advertisers' budgets causing fluctuations in impressions, but they are same.
Organic Search?
Organic search or natural search results are provided by crawling search engines - more on those later. The important thing to remember is that paid search is advertising and organic search is editorial. Well, that's the analogy the search marketing industry uses to describe in Newspaper-like terminology the complex world of search. It's a rather good analogy because it allows us search people to explain Search Engine Optimisation.
Organic Search and PR
So if you wanted to advertise in a national newspaper you could book it directly, use a media buyer, engage a creative agency and possibly a media planner. Well you can do all of that too with paid search. The management of paid search is big business. But what about editorial or those crawled results? Well to influence editorial, you might engage a PR agency. Of course a PR agency's not going to guarantee front page news but it will devise a strategy and execute on it to get results. Well in the world of search, to try and influence crawling search engines and their organic results, you should consider Search Engine Optimisation and you might consider a Search Engine Optimisation agency. Another point for clarity, Search Engine Optimisation is a really bad term. You don't and can't optimise search engines you actually optimise the website you want to perform well in search engines. Unfortunately, we're stuck with SEO and not a more logical name like "website search optimisation".
The find, crawl, read, index and rank
At ivantage.co.uk we always think of "ranking" on crawling search engines as just one of four steps in generating traffic and conversions in the process of successful Search Engine Optimisation. Your site, like every other site, needs not only to be ranked by search engines but found, crawled, read, indexed and then ranked by crawling search engines.
The UK's leading crawling search engines, spiders and robots
Notice I talk about crawling search engines. What on earth are these? Actually you'll have heard of most of them, there really aren't that many and certainly the only ones you need to worry about, as far as traffic is concerned, are Google, Yahoo, MSN, (Ask Jeeves) Teoma and Mirago. Each search engine generally has a portal component which is the bit consumers visit to conduct their searches and a crawling component called the robot or spider. So each of the search engines I mentioned above has its own robot, each uniquely named Googlebot, Slurp, MSNbot, Teoma and Henry respectively.
So how does your site get found?
Well, robots work by following links. So getting a link from an established site to your site is vital. You can also see if search engines know about your site already by using the command site:www.yoursite.co.uk in the search box at Google for example. This asks the search engine to retrieve all the pages it has in its database (or index) from your domain. This allows you to see which pages the search engines know about. If you are not listed you need to establish links - ask friends, colleagues and business associates and submit your site at DMOZ and the Yahoo directories (note this is different to the Yahoo search engine) . You can also submit your site for crawling at most search engines, but be aware; submitting for crawling is not as good and being found for crawling!
So, how about being crawled, read and indexed?
Well, again the command site:www.mysite.co.uk on Google and on other search engines can really serve you well. Have a look at what text the search engines are indexing and the see if the links work. This can tell you a lot about how well read and understood your site is. One of the most important things you can do to improve your search engine readability is to use a unique, descriptive HTML Title on every page of your website. Also use a Description and Abstract Meta Tag (information inserted into the "head" area of your web pages) and remember that Title and Meta tags have two purposes. The first purpose is to compel users to click through from a search page to your website. Such Titles and Meta Tags are often displayed to users using search engines and so using promotional text such as "Free Delivery" or real unique selling points entice users to click through. The second purpose is ranking - so use keywords in the Title and Meta tags that have potential to generate the right kind of traffic to your site, but match the content of each page.
So what's the key to good ranking?
The key to ranking is a great site with great content and an enviable back linking structure that has been established organically because other site owners have felt it important and useful to link to your site. Search engines really look for sites that are part of a thematic community and sites that rank the best are those that demonstrate authority over their subject matter with important, fresh, content, referenced by other websites active in the same community.
More info?
If you would like to know more about our Search Engine Marketing services including Search Engine Optimisation for organic search or PPC Campaign Management for paid search, please visit ivantage.co.uk and contact us.
Article Source: http://EzineArticles.com/?expert=Matt_Trimmer
Article Source: http://EzineArticles.com/436226
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