Do you happen to know where the foundation of the search engine results pages came from, which element was it that determined where your website sits in the grand search scheme.
For a long time it was thought that in Googles case that a high Pagerank was the pinnacle goal for any website to rank well in their SERPs, but that is no longer, nor ever was, the case. Before Google came along and completely changed the search scene, there was no real index for the internet. Yahoo was one of the first to start building an index for the web, and it was more of a directory listing than an index that brought you results pages. The real foundation of the web index as known today was built on the backlinks which pull the web together, any high profile website on the front page for the most competitive terms has an extensive, relevant backlink profile.
Any marketing campaign taken on by a qualified SEO will include a backlink building program, but even if you don’t have the means to hire an agency to do the work for you, you can still take a small part of the work on for yourself. Backlinks clearly matter to results pages ranking, but there is a right way to go about building them, and a wrong way.
To begin with, if you’re stuck trying to build your own backlinks don’t start spamming emails all over the web asking people to provide links to your website. That’s akin to telemarketers calling your house to try and sell you an upgraded cable package, it’s abrupt and an unwelcome approach to any webmaster new or old. If you’ve taken the time to find a website in a similar space that is relevant to your website, be up front and reciprocal with your link request, offering a link back to them is more an exchange of services as opposed to demanding one. And as a rule of thumb, if you don’t get a reply email, a phone call or a link to your website then it is safe to assume the answer is no – don’t push what can’t be changed.
Another method which used to be all the rage for building your own backlink profile on the cheap was to post guest blogs or in blog comments related to your niche market. With some of the recent changes to the webmaster guidelines those links and posts are almost entirely no-follow tagged, meaning that on the positive side your time is wasted in using these measures. The downside would be if the blog, forum or guest post domain has a bad rep with the search engines and you end up impacting your site negatively as a consequence of using those methods. If you’re choosing to go down the route of using a blog to try and build backlinks, create one for yourself and devote your time to creating relevant and interesting content for yourself. Cross promote yourself on your own social media pages and slowly and steadily the backlinks will naturally build themselves up.
So you’ve started your business, you’ve built your website, and you think your designer followed all of the basics where the web is concerned. You have a little left in the marketing budget and you’ve decided to make your play on the web, the largest marketplace in existence, so where do you start. Search engine optimization is a jungle of misinformation, bad ideas, poor advice, and is full of fly by night operations across the globe. In order to protect yourself and your business, we’ll provide you with some basic information that everyone should have where web marketing is concerned.
A quick read of any SEO related material will tell you that the process relies on your content and the keywords contained within. Those keywords, or keyterms, are the first stop for the search engine spiders when they get to your site, they try to discern what your website about. Once you have identified your target audience, whether it’s specific to an industry or a customer type, you can work with your content, and your keywords serve you best when they reflect your target. If you are a manufacturer of a product for example that can be used by a wider audience, then you need to be aiming for an industry sector, if you make a unique plumbing tool then you want to target plumbers as an example, not home owners doing their own repair work. Knowing which terms to use for which audience can make or break your business, because while any traffic is good, qualified traffic is obviously preferable.
And while it may seem obvious when you say it, sometimes a website doesn’t completely leave development with all of the right settings. You should ensure when your website is live, that it can be completely crawled and indexed by the search engines. There are a number of free services out there that allow you to crawl your site as if you were a bot yourself, and if you find that you can’t access your site you need to correct the issue as soon as possible. Lost traction today, is a lost sale tomorrow, and when you’re dealing with a store front that never closes every second counts. Make sure that your developer knows the steps to keep your site available to the spiders, and has built your site in such a fashion that allows for quick spidering.
When you’re working on your online branding campaign, a portion of your time is well spent on working on your pay per click offering. It’s like writing ad copy for a commercial, as adwords are the results which you see often on the top of the organic results, or to the left of the page. Typically marked as ‘Sponsored Links’ so as not to confuse those who are looking for the organic, or natural listings in the center of the page.
The pay per click model of search listing and advertising has been gaining a growing number of clicks, especially with searchers actively seeking to purchase an item. While working hard to improve on page and off page otpimization to rank organically is great for the long term gains, you can experience short term growth with adwords (PPC) advertising.
Once you’re setup with your adwords account, you’ll begin to get emails from Google offering to assist you with your account. Sometimes they offer simple suggestions as to keyword optimization or increasing your daily budget, and sometimes straight up offer a helping hand at improving traffic. On the surface at the moment, it seems that the helping hand that can be offered is worth it, with increased traffic and lower over all cost. And if that were all that were important with the PPC model that would be great, but the number one metric of measurement still hasn’t been determined – conversion rate.
It’s a great point of pride to say that your website receives 1000 visitors per hour (example only), and that your adwords cost to drive those visitors is only a few cents. But if you’re only able to effectively complete your goal – sign up for a newsletter or email, purchase a product etc, a few times out of those thousand then you’re really not doing as well as it looks initially. Your conversion rate is the key metric that matters the most in a pay per click campaign, and while it seems that letting the Adwords associates do the heavy lifting for you is great on the surface, they really only serve the same purpose as a search engine optimization expert. Driving traffic is key to visibility online, but it’s up to you and your website to convert the visitor.
With Google commanding somewhere around 2/3’s of the internet search market, it’s important to remember the basic steps we’ve discussed here. Simple navigation, a solid website built as simple as possible, while maintaining an aesthetic that you enjoy and solid content with which to bait and capture the bots, and your target audience.
Of these items, it’s content which can actually make or break your online presence. Your content is the meat of your website, it’s what captures the search engines attention and is what makes you relevant to your target market. If you’ve written it well, made sure that it’s relevant to the theme of your business then you’ve started yourself on the road to the top. When it does come to your content though, you need to also keep in mind the people that you want to read your information. Most visitors to a website, if they can’t find their information quickly and easily, will just as soon click that back button if they can’t find their way to the content they desire. It’s a great idea therefore, to break up the monotony of your website and have snippets of highly relevant information, stand out on your pages. Bolded text, italicized, and placed high in your pages helps deliver a message quickly and clearly to visitors to your site.
On the other hand of the spectrum, you have your entire articles placed within your pages for the audience you wanted to have continually return to your site. This is for that captivated visitor, whom you’ve already sold your business or website to. To a reader, all information is generally good information. The more they know about the product, your company and anything else that increases your credibility will help them feel secure in doing business with you instead of a competitor. Text is an important part of the decision-making process. From the homepage to categories and sub-categories to the actual product page, the reader is intensely interested in what you have to say, as it will be the determining factor in whether you get a conversion or not.
Good website marketing isn’t about building a site for any one type of visitor, it’s about building a site that speaks to as many different visitor types as possible without alienating any. You must have the right pieces in the right places in the right way. Skimmable content allows you to target all types of readers and give them even more than they want. That way, everyone has a positive experience.