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Search Engine Marketing: SEO And PPC

Aug 17, 2007
Search Engine Optimization (SEO) is a vital part to the success of any online business. Not only will it assist you with getting more traffic to your website, it will help ensure that traffic is coming from people in your target market area. That generally results in a high conversion of sales from the new traffic. The concept of SEO is simple - using the right keywords and structures to ensure your website ranks among the top of listed results when a user enters keywords into any search engine.

Each search engine has their own criteria that they use for ranking the websites submitted to their directories. For the most part though the major pieces of the formula are the same. Each search engine sends out spiders that read the information on your web pages. That information is then indexed.

One effective strategy is to routinely add new material to your web pages. This will get the spiders continually reading your information and then indexing the new materials. Make sure the material you add is good quality though and original. Otherwise it won't get indexed because of poor content or it is being viewed as duplicate content.

Since there is so much competition of the internet, it is important to continually monitor your SEO ranking. It is also important to check statistics to find the keywords and keyword phrases that internet users are typing in. These are the exact words you want to use in your descriptions, titles, and in the text of your web pages.

Yet the fact that millions of people use search engines every day to find what they are looking for means this is a very effective marketing tool that can work for you or against you depending on the priority you make it. Keep in mind that it does take time for you to get a high ranking on most search engines. You are competing against other businesses that have been in place for years. Since most people who use a search engine only view the results on the first page you need to have other marketing methods in place as well.

Another very effective way to increase the amount of traffic to your website that is from your target market is called Pay per Click advertising (PPC). This type of marketing is very cost effective. It involves placing an advertisement on a search engine or another website. As visitors read it and take an interest in the advertisement, they will click the link. You only pay the host a set amount for each time the link is clicked.

The more popular and in demand your keyword or keywords are when it comes to PPC advertising the more you will pay for each click. Many of the main search engines have you bid on the maximum amount you are willing to pay for these keywords. Make sure you carefully analyze you budget before you decide to pay too much for these types of advertisements.

The PPC concept has become a huge tool on many of the large search engines. If you take a look at the right hand side when you enter keywords or keyword phrases into a search engine you will see a list of advertisements. They are ranked by relevance to the search criteria of the user rather than by the amount of money the PPC will earn the search engine. This is because the search engines have to provide the best information to the users to keep them from turning to other search engines for their needs. As a result the search engine will reward those PPC ads that match what the visitor is really after.

To get the most out of PPC advertising it is important you have your advertisements set up on quality sites and search engines. The more of them you have available the more traffic you will get. However, to keep the cost down for the advertising you want to make sure you are getting clicks from potential buyers in your target market. Make sure you have analysis tools in place so you can track the number of clicks from a particular source as well as the conversion rate coming from that source.
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