As you’re already well aware, the Internet is playing a crucial role in the shopping behavior of many modern consumers. This means that making your business easy to find online is of great importance. Search engine marketing should be a part of your overall marketing and advertising strategy. Many potential customers will start their journey towards a buying decision by pulling up a search engine.
For any chosen set of search terms, a search engine will deliver hundreds or even thousands of results. The search engine is only going to list about a dozen links on the first page it shows to the user, though. This is why search engine marketing is important: Businesses that appear on that very first page of results have an enormous advantage over their less-favorably-ranked competitors.
The Principles Of Search Engine Marketing
Every step you take to boost your website’s performance and get it up onto that first results page falls under the umbrella of SEO marketing. Tweaking both the structure and the content of the pages on your site can make in rank much more highly on relevant searches. One of the most effective ways to do this is through SEO — search engine optimization. This process involves selecting “keywords” that closely correspond to relevant search terms and making sure they are incorporated throughout your website. Thorough optimization can do wonders for your search engine rankings. Another important part of optimization is creating strong connections between the pages you want to perform well and other sites that are relevant to your chosen keywords.
Choosing A Battle You Can Win
Since the search engines survey the entire Internet to find the best results to match their users’ queries, the competition for rankings on the most popular keywords is extremely stiff. Optimizing for very broad, generic terms can be incredibly expensive and difficult. You’ll likely find it much more effective to choose less common keywords where you can achieve great results with less effort.
If your business operates within a niche that’s easy to define with a few well-chosen words, it’s not hard to figure out where you should focus your search engine marketing attention. To distinguish yourself in a busy niche you may have to get more creative. A common strategy to maximize your results is defining your keywords geographically. Winning a high-ranking position on the term “plumbing” is going to be very hard, but achieving a good rank on the term “plumbing in Albuquerque” will be a lot easier. If you can narrow your regional qualifier even more (e.g. targeting a specific neighborhood) your SEO marketing job becomes almost trivial. Keep your customers in mind and try to predict what search terms they’re most likely to use.
Picking the right keywords and incorporating them into your site isn’t enough to get the job done. The search engines won’t rank a site highly if it hasn’t been changed in the last few months. If a search engine has to choose between a static page that rarely changes and one that’s updated on a regular basis, (weekly or even daily) the page with fresher content is going to win every time.
Bear in mind that visitors have expectations, too. If you work hard to get to the top of results but have nothing to offer visitors except a useless mess of marketing nonsense, they’ll click “back” and try a different link without hesitation. Helpful and informative content will draw visitors in and increase the odds of their turning into customers.
An Impact That’s Worth The Effort
A broad online marketing strategy can have a dramatic impact on the way you find, communicate with, and do business with your customers. Search engine marketing is particularly valuable because it makes your business more prominent and increases the flow of new potential customers. It shouldn’t be the entirety of your marketing effort, but it can help drum up a crowd for your other advertising tools.