These days building a successful media plan without search engine marketing is essentially preventing your company from being a superstar and letting your competition win. Search Engine Optimization (SEO) is not a one-time job, but requires a ongoing general maintenance to keep your ranking and traffic up. From a technical perspective, search engines take into consideration the “freshness factor” which means that sites with updated content will consistently rank higher than sites with out-dated content. Search engines are constantly revising and amending their rules for mapping keywords, so it’s important to keep abreast and make relevant changes. What’s more, the way that people refer to your industry, your products and your services, as well as trendy industry jargon, may change over time. Your key phrases will need to be updated continuously with these changes in mind.
For natural search use keyword research tools to learn the actual terms searchers use. There is often a disconnect between what searchers want and what marketers think they want. Recent research found that search terms with one to three phrase terms comprise of 70 percent of searches. One good practice is to consider optimization for phrases rather than single terms. Typically this means less competition and greater relevance for the searcher, making conversions or purchase more likely. The page title or “title tag” is the most important on-page web site SEO factor. Every page title should be unique. The primary keyword/phrase should be at the beginning; put your company name at the end.
A page can’t rank for “omaha marketing” if the search engine can’t figure out the page is about omaha marketing. To develop quality searchable content write naturally for humans, but use your primary keywords in your page copy when appropriate. Sites that are content driven and don’t rely to heavily on techniques like Flash to communicate a message are more favorably interpreted by the bots from the engines, while creating a clearer path for a visitor from a conversion standpoint.
Paid search, the placing of ads for products and services on search engines and content sites on the Internet, continues to be a leading technique for search engine marketers. The big three, Google, Yahoo, and MSN each provide geo-targeting and dayparting capabilities for search results, but MSN is currently the leader in providing demographic targeting tools. Understanding which keywords generate traffic, leads and sales opportunities and testing different versions of a message to see which one results in higher click through rates is necessary for success.
Executives predict that the industry is likely to become more regulated, however the future search will focus a lot on relevancy and personalization. Therefore social search is likely to become a more important tool and worthy of ad spend dollars. There is a wealth of potential waiting to be realized in online advertising and within pay-per-click specifically. While billions of dollars are spent annually, billions more are still waiting to be invested.
To learn more on how 92 West can assist your website please contact us by calling Tom Luke at 402.650.2917 or by clicking here to request a quote.