Getting noticed on the Web and more importantly driving meaningful traffic that generates real leads is both an art and a science. A Web page can provide useful information about a popular subject in an interactive and engrossing way, yet still attract few visitors. One of the most reliable ways to improve traffic is to achieve a high ranking on search engine return pages (SERPs). For example, a search for “air condition service” on Google yields many results. There are local listings, paid ads, organic results. Where does your Web page rank for your key words? How can you help it rise to the top?
Imagine that you’ve created the definitive Web site on a subject — we’ll use “air conditioning service” as an example. Your site is so new that it’s not even listed on any SERPs yet, so your first step is to submit your site to search engines like Google and Yahoo. The Web pages on your air conditioning service site include useful information, exciting photographs and helpful links guiding visitors to other resources. Even with the best information about air conditioning service on the Web, your site may not crack the top page of results on major search engines. When people search for the term “air conditioning service,” they could end up going to inferior Web sites because yours isn’t in the top results.
While most search engine companies try to keep their processes a secret, their criteria for high spots on SERPs isn’t a complete mystery. Search engines are successful only if they provide a user links to the best Web sites related to the user’s search terms. If your site is the best skydiving resource on the Web, it benefits search engines to list the site high up on their SERPs. You just have to find a way to show search engines that your site belongs at the top of the heap. That’s where search engine optimization (SEO) comes in — it’s a collection of techniques a webmaster can use to improve his or her site’s SERP position.
Search Engine Optimization Must be Targeted
The best way to capture attention online involves building your visibility to the search engines as well as in the local directories that people search. How do you do that? By link building and creating content that fits with what your prospect is searching for. If you speak the language they search on, you dramatically improve your chances of capturing their attention. The best way to get higher in the search results is to make the content on your web pages really focused for a small number of targeted keywords or phrases. Other things that help raise your rankings have to do with the number of “inbound” links into your site
– meaning other pages on the web that are related to what you do or sell that link to you.
Inbound links are Key:
Only about 25% of search engine success is on your site. The rest is accomplished with what goes on off your site and this can be difficult to control. Inbound linking is a key way to raise page rank but must be done honestly. Don’t buy links!
Internet Marketing Tools for Inbound Linking
Directory submission: Have you ever heard of DMOZ? How about Yahoo’s Business Directory? These are just a few of the directories that exist where you want to list your website. These directories are organized by topic, so they are related to your keywords and help boost your standing in the eyes of Google.
Reviews: When you’re looking for a hotel in a strange place, its always nice to see if there are reviews on Hotels.com so you can get a better idea what its really like there. Its like getting a referral, only from someone you don’t personally know. Wouldn’t it help your business if there were reviews of you or your business online? Sites such as Yelp.com, Google Local and more have reviews, which you can build by asking customers to review you online.
Social media content: What social media sites are you involved in? Do you have a Facebook profile, or are you a photo buff with a Flickr account? There are many different social media outlets you can try, and if you can somehow relate them back to your business — without directly pitching your business — you can build links back to your site.
Local search: If you were looking for a dentist, and you lived in Tampa, FL, it wouldn’t be very helpful to have to search through listings of dentists in New York City or Brazil, would it? If you’re a local business, you can take advantage of local search opportunities through Google, Yahoo and local online yellow pages directories. That way, if you’re a lawyer in Tampa, Florida, someone searching for “lawyer , New York City” wouldn’t have much luck finding you. You must optimize your site for both your subject and location. Plus, you should use Google’s local listing service.
Pay-Per-Click (PPC): PPC is search advertising. These are premium spots returned on a search results page that you pay for. Depending on the terms you want, it can be really costly to get leads through PPC, so its important to either get familiar with the campaign management tools that Google, Yahoo and MSN offer, or to hire a company like The Launch Pad to help you.
Blogging: For many businesses blogging can be a terriffic tool for not only increasing your exposure and links back but for engaging prospects and partners. If you can religiously devote the time, blogging might be a good way for you to capture attention. If you can narrow your topic and stick to it, the links created back to your site will improve your overall search rankings. Search engines like it when a website is updated often, and blogging is a great way to keep your site updated. More than that, many search engine experts now say blogging is more useful for converting sales than standard websites.
As you can see, search engine optimization is complex and time consuming. If you don’t have the resources to do some or all of it yourself, you can always outsource it. Don’t hire a company that promises to have you on page one of Google. It won’t work. Hire a marketing company that specializes in Search Engine Marketing. Keep in mind, the goal is not just to drive traffic but to actually convert visitors to next steps for doing business with you.
