Improving Your Search Engine Marketing Strategy in 4 Steps | Richard Takemura

Improving Your Search Engine Marketing Strategy in 4 Steps

Search engine marketing can be a complex and scary topic. Endless opportunities to advertise and market, constantly changing trends and technologies, and overly complex solutions all come with the territory. Therefore, it is not necessary when you are evaluating or creating your search engine marketing strategy is lengthy explanations about how different techniques work. Instead, look for advisors who can guide you with simple explanations and techniques based on real results. That is exactly what this article is about. It is a simple list of four things business owners can use in creating or evaluating their engine marketing strategy.

1. Set your Internet Marketing Strategy Goal

Many consultants will tell you to set goals on what you want to accomplish with your website. Forget it. Those are distractions from the real question you need to ask yourself which is

“What is the purpose of my website?”

Once you answer that question, all other aspects of marketing strategy search engine can be leveraged to help achieve that goal. Usually people use their website for many different purposes. In any case, you still have to answer this question. The approach that you get from it will help you create a more effective strategy.

Here are the top three most common responses to the question “What is the purpose of my website?”

1. To sell things

2. To generate leads for my sales team

3. To educate my target audience

It can be this simple! Just decide which of the three answers above suits you (or create your own) and then go to step 2.

2. Establish a plan for search engine marketing

There is a reason why search engine marketing is so hot. It works. It is consistent generates leads, sales, etc at a lower cost per lead or cost per sale of traditional media such as television or direct mail advertising. It makes sense when you think about it: when people want to find something online, go to Google, Yahoo!, MSN, etc. and search for it.

Search engine marketing is to appear when people search for what you sell, supply, or have in your website. There is a growing body of knowledge (books, articles, etc.) on how to do this. And like everything else, has become too complex. To further complicate things, some of the techniques of search engine marketing are ethical and legitimate, while others do not. The best approach is to create a marketing plan search engine that focuses on two aspects:

1. Search Engine Optimization – to appear in the “free” search engine results

2. Pay per click advertising – showing up in the “payment” of search engine results

For search engine optimization, first realize that there is no “silver bullet”. There is no easy way to get consistently ranked high in the search engines. It is a combination of factors that always comes down to a fundamental truth: build your website according to web standards, with a focus on accessibility for all.

Like search engine optimization, there is no “silver bullet” to click paid advertising either. Instead, the formula for PPC success is in well-placed bids (what you will pay for your ad to appear) coupled with meaningful landing pages (where people go when they click on your ad).

3. Performing Search Engine Optimization (SEO)

The goal of search engine optimization is to make changes to your website to get higher rankings in search engines. However, search engine optimization is a complicated sector. On the one hand, there are “snake oil salesmen” ready to get a # 1 ranking with their latest trick. On the other hand, the things that actually do work are very simple, and frankly, not very “sexy”.

The best strategy is to take a common sense approach to SEO: develop standards for your website to all pages must comply. If you do this, and enforce it, can be extended to some of the other aspects “niche” of SEO.

Here’s a sample list of SEO standards to enforce on your website:

1. Write HTML page titles that really describe descriptive page that is on (in 255 characters or less)

2. Write a summary statement that really describes the page you are on (in 255 characters or less)

3. Write page content that focuses on your product

4. Write descriptive ALT text for all images that describes the concept of 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)

Only once 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 feeds, blogs, and indicators and monitoring of SEO-specific.

4. Leverage Pay-Per Click Advertising

Click for paid advertising helps you get more traffic from search engines th4ough advertising in search engines. You pick terms that people search on. You bid a price per click on your ad that you are willing to pay. You ad appears when someone searches on that term, and if you’re lucky, they click on your ad and come to your website.

Click advertising pay per really comes down to 3 components:

1. Picking keywords to advertise on (ie, keywords)

2. Determining what to bid for target keywords

3. Writing copy for ads that appear when people search

Choosing keywords is all about knowing what terms your customers, clients, etc. would use when looking for your product or service. There are several tools to help generate ideas. The best tools also check to see how many searches per month your target keywords receive. Usually, you want to find keywords that generate a lot of searches every month but enough focus for your business. For example, a company that sells outdoor Keen Sandals high performance probably would make a better offer presented in “acute sandals” versus “sandals” which could include searches of all inclusive resort, Sandals.

Determining what to bid for your keywords can be a highly scientific process, sometimes managed by complex software and several key metrics. To make it simple, let a tool like Google Adwords Traffic Estimator recommend to you for an offer in the first place. Start there and start small. Your best bet is to secure a low daily budget limit until you are comfortable with the impressions of your ads get, the traffic flow of the ads on your website and what those people once they get to your website .

Writing ad copy comes down to writing a headline that people will click on, and creating compelling copy below the headline / link that will get people to click.

Headlines are best created by following what the magazine does not cover: focus on getting attention th4ough eye-catching short sentences. Using words like best (ie “Best Tips for a summer barbecue”), final lists (ie, “National Park Vacations Ultimate”) and based on numbers (ie “Top 5 hybrid cars for 2006 “) have been proven to work.

Copy writing the effective ad under the title / link is really about reinforcing the term (s) search. This means using the keywords in your ad text and start the copy with an action verb.

Following the above approach, you can create or evaluate your engine marketing strategy, focus on what matters most when executing your plans and achieve its objectives more effectively.

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