Search Engine Optimization
As the usage of Internet has increased, Internet Marketing also grown in significance. Search engines became important as they started to drive traffic towards certain websites deemed to providing the best results to the search query. Thus, businesses started to focus on Search Engine Marketing through paid search listings to catch the attention of the target audience & stay ahead of the competition.
When the business pays every time, anybody clicks on the sponsored link that appears on the top of the page above the organic results for the targeted keywords, it is called Pay-Per-Click (PPC) marketing. It is a form of paid promotion which is helpful in creating awareness & spreading information about the business. The strategy is particularly useful for a business to establish itself. In this context, Cost-Per-Click is to be optimized which refers to the actual cost paid to the search engine when anyone click on the paid link. The actual amount to be paid is set after a bidding process.
Search Engine Optimization is another strategy that a business can use to achieve success. It is considered to be different from Search Engine Marketing as it is focused on the organic search results. The aim of SEO is to ensure a website appears on the top of major search engine results (Google, Bing & Yahoo being the most important ones) for target keywords. In order to bring more traffic & increase in business, it is important to work on several areas where making some changes can lead to better results & achieving the goals in mind.
There are many ways a website can optimize & work towards improving the ranking. But there are some techniques which are not approved by the search engines. These are known as Black Hat SEO & can result in the website getting penalized for it even though it may immediately provide some results. The best way is to concentrate on following techniques to create quality content, target effective keywords, attract organic traffic & link building. These are focused on the people who will visit the website & are known as White Hat SEO. It provides benefits in the long run & help to actually increase presence of the business online.
Within White Hat SEO techniques, there are On-Page & Off-Page strategies that are required to get results. On-Page SEO refers to optimization of each page in a website while Off-Page SEO is about activities (such as Backlinking, Social Media Marketing, Social Bookmarking & Domain Authority) done outside the website that can help improve ranking. Both of these activities have their own impact & are important to the overall plan.
Most businesses tend to focus on Local Search Results. This is so because most people tend to look for local businesses frequently. But national & international SEO have their own importance. In most cases, small businesses focus on local search results while larger ones also work on national & international SEO as they cater to wider markets so that they are able to reach out to potential clients.
One of the most essential things to do is to undertake SEO Audit in order to find out what things are being done well & also locate areas of improvement. Doing so helps formulate a more focused strategy which is more likely to bring desired results such as more business & more awareness among target audience. This needs to be done on a regular basis. One major reason is that search engines keep updating their algorithms in order to provide the best & most relevant results as well as weed out those websites who try to unfairly get themselves ranked higher. These updates change how websites get ranked. This means that strategies that worked earlier may not be as effective in the future.
One way of getting the best understanding of the behavior of people is through Search Analytics. It studies the trends of online conduct of target audience in order to understand their behavior & improve the strategies to be used in order to get more business. It is quite useful in order to understand the most valuable potential clients who have visited the website. This is especially helpful in finding the various keywords that matter & helps to formulate a successful strategy for both SEO & SEM.
Content Marketing is an important part of any SEO plan. The focus is on creating content so that the target audience gets the necessary information & also gets the website to rank higher on search engine rankings. Primary purpose of any website is to provide information & provide the most relevant answers to the particular query. This helps to attract new clients, create brand awareness & help to convert more potential target audience into clients. The focus is to boost trust & establish a relation with people which is though to ultimately lead to brand loyalty.
Backlinking is linking of one website to another. To measure the effectiveness of any particular link, several factors such as relevance, quality & quantity are considered. This method is also a good way for a website to get referral traffic. It is also useful to people as they are able to find other webpages related to their original search query.
People search, add, share & manage web page bookmarks through social bookmarking sites (some of the most popular ones are del.icio.us, reddit, ) & this is known as Social Bookmarking. It is actually just the link to a particular page on a website. This helps to improve visibility of the website, brings targeted traffic & helps to grow business.
While Social Media is by itself an important aspect of digital marketing, it is also helpful as an indirect way to ensure various SEO strategies succeed. The purpose of Social Media Optimization is to create awareness, better engagement with target audience & a positive image. The best way is to connect with people through most popular social media websites such as Facebook, Twitter, Pinterest & Instagram among others. This helps to increase brand recognition & leads to faster growth of organic traffic.
The major challenge for businesses is adapting themselves to the latest trends & technologies in SEO which are changing the way it works. A few important ones are Voice Search, Artificial Intelligence, Machine Learning, Internet of Things (IoT) or Omnichannel Marketing. These are expected to grow & become an important part of people’s lives.
As more people prefer to surf Internet on their mobile phones rather than on desktops or laptops, search engines too will look at the mobile version to rank & index the website. Also, focusing solely on search engines may not be enough anymore with the growing popularity of videos, apps & podcasts in addition to the traditional websites. Even search engines are focusing on conversational search as the use of mobile phones rise & people prefer to ask questions. This simply shows that businesses need to be aware of latest trends & technologies as this process is an ongoing one.