Search Engine Optimization (SEO)
Search Engine Optimization & Pay Per Click Advertising Will Get You Access To The Largest Source Of Traffic
One of the main objectives of internet marketing is to get qualified leads to your website. If you are unable to get traffic to your site, then your website is no longer a marketing asset. There are many ways to direct traffic to your site, including mobile marketing, social media, directories, articles, videos, etc., but links from search engines like Google and Yahoo / Bing are still king. There are two main ways to get this traffic:
- Search Engine Optimization (SEO)
- Pay Per Click Advertising
Search Engine Optimization – The Unpaid Method
To get the search engines to notice your web pages, there is a specific process to optimize them. This process is called “Search Engine Optimization” and often shortened to “SEO”. Search engine optimization (SEO) helps make your web pages easier to find by the search engines. With proper SEO, your web pages become more relevant to the search engines for the particular keyword someone is searching for. This will enable your web page to rank higher in the search results. Of course, the ultimate goal is to get your web pages listed on the first page of the search results for keyword phrases that are important for your business. Being on page one of the search engine results will give you more web traffic than just about everything else combined! These results are referred to as “natural” or “organic” because they are not paid for, but are achieved through SEO techniques. (They are not to be confused with the paid-for results from “Pay Per Click” (PPC) campaigns. Those paid results are shown separately as the first few at the top and all those on the right margin.)
The are three areas to be concerned with when implemeting the SEO process:
- Keyword Research
- On-Page Optimization
- Off-Page Optimization (Link Building)
First, you need to know which keywords you want to optimize your pages for. (See more information about keywords in our section “Keyword, Competition & Marketing Analysis”). Then the SEO process is split into on-page and off-page (link building) techniques.
On-page factors deal with the coding and content of the web page. It includes proper setup of URL (your web address for that page), its title, HTML coding tags like h1, h2, h3 as well as keyword density and placement, treatment of images, ‘meta tags’, and many more.
Off-page link building is the process of getting other websites to contain a link pointing to your site. Link building is far more important because Google sees links pointing to your website as ‘votes’ from others. Even though the quantity of links pointing back to your site will help, the quality of the links are more important. Off-page ink building is far more important for web page ranking in the search engines. The importance of each for getting ranked is estimated as 20%-30% for on-page factors and 70%-80% for off-page link building. Make sure you have a consistent link building strategy to continually build a lead over your competitors so they cannot catch you.
Search Engine Optimization – How Can It Help My Business?
As we discussed, you need traffic to your website and the search engines provide more than all other sources combined. Proper keyword research, on-page and off-page SEO techniques will help you get to page one of the search engines – that is where you need to be to maximize your online marketing. And continuously building your inbound links builds lasting “SEO Equity” and a lead over others. The Local Search / Google Places can also get you on page one, but you don’t want to only use that strategy. Local search is relatively new and changing all of the time. There are also many occassions with only a small change in the keyword being searched can show a search results page without the Places listing.
Important: Search traffic is targeted traffic, i.e. searchers are much more likely to be buyers! If they are looking for a local product or service, there is a very good chance they are in the process of making a purchase. Of course if they are able to find a link to your website, there is a very good chance you will get the deal.
Pay Per Click Advertising – The Paid But Quicker Method