Search Engine Marketing for Newbies

Each search engine have slightly different criteria but over all have the basic principle for being indexed into their engines. The essential component is relevant quality content to the reader. The users of these engines also use them differently.

Search Engines are divided into two aspects. They offer an organic search which is free and paid advertising to cover the cost of providing the service pretty much like having a newspaper or magazine. Depending on the search engine used some prefer the natural results over the paid results, while on other search engines their users prefer the paid results over the natural searches. For your marketing to be effective it is important to know the profile of the users of the particular search engine you use to promote your website.

Google users tend to prefer the natural results over the paid results and inevitably offer a more effective means of marketing. They however have the most rigorous criteria of being included in their search engine.

There are two types of search engine marketing systems within each search engine. They both require different strategies to be effective. As mentioned earlier you have the natural search which is a long term method of having a constant flow of traffic and the PPC search engine marketing method that is immediate and drives traffic to your website almost immediately. Lets look at each separately.

Natural Search Strategies
In order to rank on the first page we'll use Google in this example the website will need to fulfill a specific criteria to rank well.
Content is the main determinant in this instance. This should be relevant and keyword density, labeled images and a sitemap.
To achieve this thorough Competition analysis and keyword research should be done to find out what is required to rank higher or to chose a different keyword if out ranked. Call to action = conversion This saves time in the long run.

Latent Semantic Indexing is how search engines rank your pages based on word combinations to determine what the page is about hence identifying the most relevant content to the reader.

Back links - Creating back links from relevant, there are three ways of linking
One way
Reciprocal
Three way linking
Blogging linking to website via anchored text
Tracking

Paid Search Strategies
On the other hand this method utilizes multiple variables of optimized landing pages to compare as well as drive targeted traffic with specific action in mind, that of getting a lead or purchasing a service or product using buying keywords. This is measured using quality score as it pertains to relevance. Irrelevant landing pages are heavily penalized. This method can be quite costly therefore a lot of time is spent tracking results to improve ROI
The advantage with this method is that your audience can be targeted using geo targeting. Selecting appropriate time prospects are more likely to be looking at the advert and switching it off to avoid invalid clicks. Maintaining Adgroup size to no more than 20 to avoid incurring costs unnecessarily.

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