Search Engine Optimization Marketing Explained – To Boost Up Your Online Visibility

by web directory on Mar.25, 2009, under Search Engine Marketing

Search Engine have changed into a new consumer, communications and marketing channel. Google, Yahoo and MSN serve 213 million searches a day. In fact, 9 out of 10 internet surfers use a Search Engine to start their virtual journey. Therefore, if your website doesn’t have visibility in the engines, you are missing significant volumes of traffic.

Natural vs. Paid for Listings

There are essentially two listings within a Search Engine Results Page (SERP): the Natural listings (on the left) and the Paid for listing (on top and on the right). Natural listings are the results the engine believes to be the most relevant sites to your search. The natural listings consistently receive over 70% of consumer clicks. Paid for listings are the ads served by Advertisers, who have bid on the term searched for by the traffic. The Natural listings therefore list all available websites in the World Wide Web, while the Paid for listings only serve links by relevant Advertisers willing to pay for their spot, and thus high visibility in the engines. To improve their Reach, advertisers can pay for ads on the Search Engines themselves, as well as their local listings, mobile listings and their Content Network of websites.

Pay per Click (PPC). Pay only for Visitors

Unlike others marketing channels where you pay for the number of people who see your ad, in pay per click advertising (PPC) you only pay when someone clicks on your ads and is driven through to your website search for goods and services through a Search Engine.
• PPC has the cheapest cost per lead compared to other Direct Marketing methods.
• PPC advertising is relevant to what the searcher is searching for – targeting them at the right moment and mood.
• Pay per click is 100% traceable.
• Advertisers can know the cost of each conversion in real-time, and campaigns can be instantly optimised for maximum ROI.

What is Search Engine Optimisation (SEO)?

Search engine Optimisation, or SEO as it’s commonly known as, is an internet marketing strategy that involves designing, writing and coding your entire site with the intention of enabling search engines to index your site easily and efficiently. The sole aim and objective is for it to rank higher for keywords relevant to your business. Optimising a website is critical to gaining visibility on the organic or natural (left hand side) search results (SERP’s) of search engines. Search Engine Optimization, is done in two stages, known primarily as on page and off page. On page involves the sites itself and essentially evolves around the design, build and copy laid out within the actual site. Off page relates with ongoing SEO development and includes link building campaigns, news and article submissions, paid or free directory submissions and joining discussion forums that relate to your chosen business. The latter is basically about gaining 3rd party exposure of your website.

On Page Factors

• Keyword choose
• Keyword density checks
• Credible copywriting
• Meta tags scripting
• Clean and valid mark-up (HTML)
• Link management

Off Page Factors

• Free / paid directory submission
• Article and news submission
• Press release distribution
• Reciprocal link marketing
• Inbound link building
• Digital signatures

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