For the last one month, I’ve been reading a book on search engine marketing and I have enjoyed every bit of it. The second edition was writtten by Mike Moran and Bill Hunt. The two authors have over 20 years of practical experience in search engine marketing.
The Book titled “Driving Search Traffic to Your Company Web Site” has a lot of gold nuggets.
It discusses about information and entertainment website like the one you are reading right now.
These are the type of site which require steady search engine optimization work in order to get great outcomes.
The book informs us that we need to have website goals. For instance, our goal is to inform and entertain people and that is the goal we will always aim to achieve.
The book further advises website administrators to always measure everything we do.
We are advised to conduct a keyword planning. Choose your target keywords as well as their variations and work towards ranking number one for those ketywords.
There are a number of tools that we can use to make our work easy in managing and curating websites. For instance, use AdWords.google.com to get keyword ideas.
The book reminds us that the less popular queries generate a lot of traffic for a website. These are the queries that you should target because few entities target them hence makes it easier to get a higher ranking for these keywords.
Start the process by generating a list of all your target keywords. Let’s say 10 phrases which you aim to use to generate traffic for your web site.
In order to rank among the top 10 in the search results, a lot of work will have to go into your website.
It is advisable to identify landing pages on your blog or website for each of the keywords that you are targeting.
How to tell if a URL is indexed in search engine
If you want to know if a website page is indexed, you will use the following tool:
ALLINURL:www.your site.com/
It is important to replace web pages which cannot be indexed with those that can.
How to check search ranking
In order to know how a page is ranked, you need to use automated rank checkers for instance, Agent Web Ranking’s rank checker for targeted search query.
Remember when you rank on page 1 of Google or any other search engine, this will push your competition down further hence you deny them the exposure.
Ranking #1 on search engines is important because according to the author, “48% of searchers click a result on the first page of results and 60% of those clicks are on organic results rather than paid,” the book reads in part.
Small companies have a upper hand in search marketing. This is because of flexibility. Small companies are risk takers while large companies are usually risk averse.
Organic search requires regular fine-tuning on your website. Small companies move with speed while large companies have bureaucracy to deal with.
It’s not only doom for large companies. They also have advantages because their brands are easily recognized.
However, in terms of getting links, small companies have to beg for links while large companies get people linking to them without even asking.
Technology used on a website
Search spiders prefer simple websites which do not use JavaScript navigation. This is where small companies have an advantage because they have simple designs that spiders love crawling.
How to do Search Engine Marketing
– Start small to show success before you scale out;
– Generate a list of tasks which need to be done in SEM
– Optimize content by changing content on all web pages that is put keywords in titles and descriptions;
Page content optimization should be done daily.
– Rewrite URLs to help dynamic pages get indexed;
you clearly need strong search engine optimization skills in order to succeed in having your website ranked #1 on Google or Yahoo! Search results.
How to hire people to work on your website
In order to be safe legally,when you hire new people to work on your website, have them sign contracts with non-disclosure agreements for confidential information. Also cover copyright in those contracts.
As you build your website, start investing ion in-house expertise. Send your team members to classes and conferences. Buy books and stock your library and then encourage staff members to read them and appply the lessons learnt. From reading the book I have leant that search marketing skills are hot and becoming hotter every single day.
Always find, train and hire all the experts needed to make your internet businesses a success.
In terms of timelines for search engine marketing, you need to know that implementation never ends.
Evangelize the importance of search engine marketing to all to our team members.
Link building
Always request links to your website form partner sites. Make sure that those links go straight to the product pages instead of the home page.
This is part one of the Search engine marketing web series.Look out for part two on this blog.
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