Many businesses today have a web site presence. Whether the site is a simple one-page sale letter or a complicated customer-oriented websites, some effort and thought must go to the marketing for the web site to its target audience.
Amidst the cacophony of the Internet, marketing of your web site is becoming an additional prong to assist in the branding and virtual presence of an organization. If yours is an online business it is absolutely critical and can determine its growth and success.
You may also know the importance of having your web site rank highly in search engines for the search words and phrases that are appropriate to your business. But you may not know how to make that happen yourself.
Thanks to the growth of search engine marketing or search marketing industry, you don’t need to. A professional search marketing company can help put your web site back on the map of search engine success, or get it on the map for the very first time.
There are a variety of results that search marketing will achieve for your organization as a professional search marketing compnay will have the knowledge, resources and customized software at their disposal to over the many challenges faced by most first-time web site owners.
Natural or Organic Search Listing
One of the services that many search marketing companies provide is to assist in identifying keywords for you to ensure that your ranking goes up in the organic search engine listings.
Search marketing company should be able to provide general statistics indicating how often your preferred keywords and phrases are actually searched for on various search engines. Changes can then be made to your web site to make it more search engine friendly and increase the odds of getting to the top of the search engine ranking race.
Search Engine Optimization
The higher the search engine ranking the easier it is for your business to gain visibility and branding presence on the Internet.
Search engine optimization or SEO is the process of making your web site search engine friendly. It typically involves making changes to the web site itself.
Search marketing companies also utilize their professional knowledge and expertise to evaluate your website and offer changes where necessary to optimize your website. Some of the changes they may recommend include:
1. Changing the layout or design of your site
2. Updating the site architecture for e.g., the menus, navigation, etc.
3. Rewriting and editing content to make the keywords to make it easily identified by the search engine algorithm
4. Optimizing the HTML meta tags which are the hidden pieces of information in the code of your web site
5. Link building which is the process of finding appropriate web sites and obtaining links from their sites to yours
6. Search engine submission is a process of getting the search engine crawler to visit and index as many pages of your site
7. Directory submissions is a tested and proven method of building links and traffic to your site
Paid Search Listing
The most popular form of paid search listing is the pay-per-click (PPC) advertising, which offer you the chance to pay to have your ad appear when searcher types your chosen keywords into the search engine.
In programs such as Google Adwords and Yahoo Search Marketing, you bid on certain words or phrases and your advertisement appears when a search is made for those words or phrases – usually near, but not as part of the organic search results.
It’s up to you to determine the goals and definition of success for your search marketing campaign. Perhaps it’s nothing more than an increase in traffic to your site. Perhaps you wish to expand your mailing list subscriber base? Double last year’s online sales in the holiday season?
Finding The Right Search Marketing Company
Choosing the right search marketing company is an important decision: the right choice can lead to tremendous initial growth in your company’s online business and create the foundation for a satisfying business relationship that keeps this growth alive over the long-term.
During the initial meetings with the companies you’re considering, you’ll need to articulate your ultimate goals and whether they’re short-term, long-term, or both. It will, however, be the search marketing specialist’s job to help you calculate success with information and statistics about the project.
Search marketing is about branding and also about becoming part of your total marketing strategy. If done effectively, your business can reap impressive measurable results.
About the author: Shi Hengcheong is a SEO consultant based in Singapore. His latest work includes The SEO Report which offers a quick-start guide to help webmaster a step-by-step system to search engine optimization.