I get a lot of questions regarding the various sources of traffic from Google AdWords pay-per-click ad campaigns. Here’s a 5 minute overview of the three different sources.
I hope this helps!
The Rocket Science of SEO
Search engine optimization done right requires a well thought out strategy, relevant content and consistent effort. Is it rocket science? No. Is it easy? Absolutely not.
The key to success is focusing on the business goals. If the goals are clear and the potential upside to a successful online marketing effort is quantified, then you can build a marketing strategy that is optimized for ROI. Building relevant traffic will result in more conversions – however your business defines conversion.
The search engines (and the people behind them) are trying to make search results as relevant as possible. Although there are some proven tools of the trade, there are no silver bullets, and tricks of the trade are simply that – tricks, and do not to work long term. Basically, your online marketing strategy should be one of relevance. Your site’s relevance should really be developed at the page level, as each of your pages should have a single purpose.
How to improve your site’s relevance?
Content. Yes, content is still king… at least a prince. Solid content drives good inbound links to your site. And quality inbound links are a vote of confidence that the search engines tally. Remember, you can have the best content on the web but if you don’t promote it, no one will know… including the search engines.
Keywords. Already have a list of 2,790 keywords you are optimizing for? Don’t kid yourself, the 80/20 rule absolutely applies here (or, in some cases, 95/5 rule). Much has been written on developing a target list of keywords. Work with your online marketing firm or use some of the tools such as WordTracker or Google Keyword Tool.
Anchor text. When links to your site use anchor text that is relevant (in your list of targeted keywords), the search engines read this text as pointers to relevant content. The more certain terms are used as links to your site, the more important your page becomes in the search results for those terms. Again, not rocket science but, all too often, we find inbound links using terms that lack any relevance to the page’s purpose.
Promotion within your niche. Blogs, associations, schools, networking groups and directories. Think about all the players in your industry. How can your site contribute to their efforts? Is there an opportunity to provide some content to a trusted industry site that would result in a link back to your site? This targeted approach pays off in a big way in online marketing.
These are some strategies that simply don’t change with changes in the search algorithms. Stay true to the goal of becoming relevant in your niche and, in the long run, you will be pleased with the results.
Building Trust Online
If you think about it, our online interactions are really online conversations. Sometimes with other people but mostly with websites we visit. If a website does not earn a visitors trust in the first 30 seconds, the next site is just a click away.
So why, after many years of online marketing experiences, do so many sites jump out at visitors with designs that spin, move, jump and play uninvited music in an effort to grab attention? What web designer today still believes that these whirligigs are a good idea? (Hint, if this describes your web designer, fire them today. Seriously.)
Keep in mind, people “buy” from websites they trust. Your site should greet users and answer two simple questions right off the bat:
- What do you offer?
- Why should I trust you?
Doubt the second question matters as much as the first? Think about an online purchase you made recently. In your pre-purchase research, did you see sites that had what you were looking for but the design was a bit scary, the text was written for search engines or it lacked credibility indicators (Verisign, BBB, etc.)? Were you willing to given them your email address? How about providing them with your name and credit card number? I didn’t think so.
In order to give your visitors a reason to stay, keep your pages focused and make sure those two questions are answered clearly right at the top. Let your first online conversation with a prospect be a rapport-building experience not a carnival.
Will the REAL SEO please stand up?
Why is it that some firms get so hung up on rankings? Now, don’t get me wrong, we like pages that rank for high volume keywords that convert to sales. (Revenue is still a good thing.) Where the problem comes is when site owners or marketing departments focus on rank instead of revenue.
Search Engine Optimization provides an avenue to let the world know about your product and service offerings – simply one part of your online marketing strategy. Many years ago, a close friend of mine told me that no matter how beautiful your website is, it’s a “Post-it in the desert” unless visitors can find you. This was before the SEO industry took off but the logic is the same today… except the number of sticky notes and people peddling sticky-note marketing has exploded.
The real opportunity is taking advantage of the fact that Google, Yahoo, Ask, MSN are all trying to provide relevant results. Why should your site show up on Page 1? The more relevant your site seems to the search engines, the better the traffic (better, not necessarily higher). Why should other sites link to yours? The trick here is really no trick at all; become more relevant.
This is where a competent SEO consulting firm can help. If you have a solid offering that the market wants, they can help you with an online marketing strategy to take advantage of the niche problems you solve. Although digital marketing can be broken down into many parts, there is nothing easy about it. Online marketing done right takes solid strategy, consistent execution and time.