Search engine marketing!
OMG so complex and most of the times, so scary!
Complex because it is always changing and so many trends and technologies involved to find a solution. Scary because the answer is always a complex solution for sure.
Thinking about your search engine marketing strategy, you can simplify and take in consideration four basic questions that are essential for developing your strategy and activities:
1. What is your website purpose?
Understand what is the purpose of your website and set goals about what you want to achieve.
Answering this question will give you focus to create a more effective strategy.
The purpose could be: selling things, generate leads or educate my audience.
2. Establish a plan for your Search Engine
Search Engine is a tool that works. It is consistent to generate leads an sales at a lower cost comparing to traditional advertising such as TV or direct mail. For a Search Engine plan, you should have focus on: SEO - search engine optimization and PPC (pay per click) advertising.
On SEO, you will be seeing on the free area on the search engine's results.
On PPC, you will be seeing on the paid area on the search engine's results.
To rank consistently on the search engine, you need to understand about the factors' combination that will works for your business. There is no easy way to get ranked high on search engine.
Same for PPC that uses well-placed bids combined with great landing pages.
3. Conduct SEO
Thinking about the changes needed to get your website high ranked, you need to understand what is the best way to achieve. Be simple is the answer, specially if you have a tide budget and a small business. Developing standards to your website and enforce it on all pages.
Here is a list of SEO standards to enforce on your website:
1. Write descriptive HTML page titles that really describe the page it is on (in 255 characters or less)
2. Write a summary sentence that really describes the page it is on (in 255 characters or less)
3. Write page content that is focused on
4. Write descriptive ALT text for all images that describes the concept the image illustrates and never use images for text
5. Build all pages to comply with current web standards observed by the World Wide Web Consortium (W3C)
When your web pages comply with the above standards should you start more advanced SEO techniques, including keyword targeting, 301 redirects, link building (getting more links to your site), RSS news feeds, blogs, and SEO-specific metrics and tracking.
4. PPC Advertising
PPC helps you get more traffic to your website from search engine.
You have to pick terms (keywords) that people search on and bid a price per click on your ad that you are willing to pay. When your ad shows up and someone click on your ad, you pay.
So for PPC take in consideration those 3 components:
1. Picking keywords to advertise on (i.e. target keywords)
2. Determining what to bid for those target keywords
3. Writing copy for the ads that show up when people search
Picking keywords is all about knowing what terms your customers, clients, etc. would use when searching for your product or service. The best keywords are that generate a lot of searches every month and focused enough on your business.
To start, keep simple and use Google Adwords Traffic Estimator recommendations and set a low daily budget limit until you are comfortable using this tool.
Writing ad copy comes down to writing a headline that people will click on, and creating compelling copy below that headline/link that will get people to click.
To create best Headlines, follow what magazine covers do: focus on getting attention through eye-catching, short phrases. Using words like best, ultimate, advice, tips and number-based lists are always a catch eye headlines. Writing effective ad copy below the title/link is really about reinforcing the term(s) search for. This means using the keywords in the ad copy, and starting the copy with an action verb.
Following some basic tips, you can create and evaluate your search engine marketing strategy, focusing on what matters most to execute your plans, and more effectively achieve your goals.
Web analytics provide tools on understanding your market.
Pay attention on Behavioral patterns as what your niche market is looking for, how to make your site visitors keep coming back and most important, how to convert them into loyal customers.
Digital Marketing has become more and more challenging and competitive and some times, small business lost and fail primarily due to poor analysis of market trending, demographics; and several qualitative and quantitative factors.
So, there are three factors that you should consider:
Who visits you?
Who was interested on your website but never looked at any other pages? Which pages they visit and spent more time searching? Who took the time to fill-out surveys? Who dropped-out of purchasing something?
What were they looking for?
Did the search engine they used brought them to you? Keywords searching? What kind of products/services do they need/want? What pages did they spend most of their time on? What generated more income?
When they viewed your site.
This is a vital information. Determining the hours you were viewed, you have indication of patterns for visiting behavior and allow you to formulate marketing strategies to increase site visits, decrease bounce rates and drop-outs.
How these would help you?
These will help you to find out what parts of your website need improving.You can also know how to change and cater more to your niche market and influence their purchases (by using the audience's demographics), making adjustments to attract more and the right traffic. If you have numbers of visits but bounce and drop-out rates are almost in parallel to them, chances are you are very likely attracting the wrong crowd.
Hope it helps! Drop me an email if you need help
Learning every single day and trying to living in this fast paced world of Digital marketing.
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