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How to Use Search Engine Marketing to Get More Hits on Your Website
When a business owner wants to know how to use any online marketing strategy to grow their business what they're really asking is: "How do I get more hits on my website?" And this is a fair question.
Discovering how to get more hits on a website requires that the business understand the fundamental principles of search marketing and then make a strategic decision to market their website more effectively. This is the goal of Search Engine Marketing, or SEM.
Search engine marketing is a marketing discipline that focuses on learning how potential customers and clients search online for products and services that your business offers. That information, in the form of "keywords", is then used by a search engine marketing firm such as our company to increase the prominence of your company's website on the Internet. Prominence is generally measured by the website's search engine ranking, or SER, when a prospective customer performs a search using a popular keyword. The higher the ranking for a popular keyword, the higher the chance of getting a visitor to your website.
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Why Search Engine Marketing Can't Make Up for a Poor Website
The success or failure of any ongoing search engine marketing (SEM) strategy is largely measured by a website's search engine ranking (SER) and the number of unique visits to the site. In short, search engine marketing answers the question "How do I get more hits on my website?"
But while a successful SEM strategy can deliver a high ranking and the subsequent visits, the website itself must deliver the “conversions” once the visitor lands on the page. In short, the website must be carefully designed to “close the deal” (however that is defined), or at least lead to that ultimate goal in a measurable way.
If a poor website consistently fails to make customers out of visitors then the best search engine marketing services in the world will be wasted. Click to learn more about website design usability. -
Is Your Website's "Quality Score" Hurting Your Search Engine Marketing Strategy?
"Quality score" is a term that refers to a score of relevancy that Google assigns to each of the ads placed by its advertisers.
In very simple terms, if you perform a search on, say, "waterproof Swiss watches" Google wants to display the most relevant ads to you. Google figures that If you're happy with the results it has displayed there's a good chance you'll use their search engine again in the future. And if you happen to click on a Google (paid) ad that just puts more money in Google's pocket -- which is how the search engine giant makes its money.
So, search engine marketing firms like ours understand that Google has a very effective (and complex) way of determining the quality (i.e. relevance, value) of your website to its intended topic. The higher the quality of the information you are providing on the site the easier it is to gain prominence and a higher search engine ranking. Conversely, the poorer the quality of the information on the site the more difficult it becomes for visitors to find your site.
Five Tips for Using Search Marketing to Grow Your Business
1. Use only relevant, original content in your website.
Keep in mind that search engine software agents, or “bots”, periodically visit your website to determine the relevancy and value of your site to its intended topic. Your site, or even just a single page on your site, that is devoted to the topic of, say, “portable widgets” should contain plenty of useful content on that subject (and only that subject).
Avoid including content
that's not directly related to the main topic of a site or page. Keep information pithy, concise, and on target.
And NEVER, EVER borrow content from another company's website. Stealing content from other sites reduces the value of your site,
but more importantly you risk getting your site permanently banned from being
indexed.
2. Use keywords that your customers or clients use.
Avoid the temptation to simply brainstorm possible keywords without any evidence that your keywords are what potential clients are actually using. Google offers an extremely handy Keyword Tool that can tell you what keywords are being used to find the services that you provide. The Keyword Tool can also give you reliable clues about other related keywords that may never have occurred to you otherwise. Plus, the Google Keyword Tool is free for anyone to use.
3. Use pay-per-click advertising to get first page ranking
in less than five minutes!
Pay-per-click (PPC) advertising allows you to “bid” on one or more keywords in order to promote your website on a first page search listing immediately. Google Adwords, the most popular PPC ad programs, costs nothing to set up and is chock full of helpful tools to help you launch your PPC ad campaign.
Related articles:
How to Avoid a Costly Mistake With Pay-Per Click Advertising Campaigns
4. Use a keyword-rich website address.
There has been lot of debate in recent years about the effectiveness that a domain name such as “best-blue-widgets.com” has on search engine ranking. But if the keyword “best
blue widgets” is used strategically in the content of the website then such a domain name would definitely improve the site's search engine ranking. At the end of the day, domain names are very cheap to register and it makes sense to leverage a domain name strategy that incorporates keywords that are also used in the site's content. Keyword-rich domain names can be used very effectively for “landing pages” when incorporated into a Google Adwords or other PPC advertising strategy.
5. Leverage keyword-rich blogs and directories to improve
search ranking.
Starting a blog on WordPress, Blogger, or any number of other blogging sites costs nothing, but can have a very positive impact on your website's search ranking. With a little discipline, you can write keyword-rich blog each month that always contains a link back to your website. This link becomes a valuable “inbound link” that naturally increases the popularity of your site. Most of the free blogging sites are considered “trusted” sites, meaning they automatically get Google's attention whenever any new content is added. Instead of waiting months for a search bot to visit a site, the blogging sites are crawled much more frequently – sometimes within hours of adding new content.
More services from MELCOOPER Consulting, Inc.
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Search Engine Optimization (SEO)
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
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Pay-Per-Click Advertising
Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. We specialize in Google Adwords and Yahoo! Search for our client's PPC advertising campaigns.
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Google Analytics
Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. We provide thorough and concise reporting to our clients that are generated using various Google Analytics tools.
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Email Marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. We use and support Constant Contact, among other email marketing tools, for our small business clients.
For more information about our Search Engine Marketing services... Please contact today us via toll-free phone (877-898-3957) or email (info@melcooper.com)1
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