Search Engine Marketing 101 For Corporate Sites
When most people want to find something on the web, they use a search engine. Millions of searches are conducted every day on search engines such as: google.com, yahoo.com, msn.com and many others. Some people are looking for your website. So how do you capture people searching for what your site has to offer? Through techniques called search engine marketing (SEM).
This tutorial is foundational information for anyone looking to implement search engine marketing. This tutorial will also help you understand how the search engines work, what SEM is, and how it can help you get traffic.What is a Search Engine?
All search engines start with a "search box", which issometimes the main focus of the site, e.g. google.com, dmoz.org, altavista.com; sometimes the "search box" is just one feature of a portal site, e.g. yahoo.com, msn.com, netscape.com. Just type in your search phrase and click the "search" button, and the search engine will return a listing of search engine result pages (SERPs). To generate SERPs the search engine compared your search phrase with information it has about various web sites and pages in its database and ranks them based on a "relevance" algorithm.Search Engine Classes
Targeted audience, number of visitors, quality of search and professionalism is what determines a search engine's class. Each search engine typically target specific audiences based on interest and location. World-class search engines look very professional, include virtually the entire web in their database, and return highly relevant search results quickly.
Most of us are familiar with the major general search engines; google.com, yahoo.com, msn.com. A general search engine includes all types of websites and as such are targeting a general audience. There are also the lesser known 2nd tier general search engines; zeal.com,ask.com,whatyouseek.com. The primary difference is that 2nd tier engines are lesser known and generate significantly less traffic.
There are also several non-general or targeted search engines that limit the types of websites they include in their database. Targeted search engines typically limit by location or by industry / content type or both. Most large metro areas will have local search engines that list local businesses and other sites of interest to people in that area. Some are general and some are industry specific, such as specificallylisting restaurants or art galleries.
Many other targeted search engines list sites from any location but only if they contain specific types of content. Most webmasters are familiar with webmaster tools search engines such as; webmasterworld.com, hotscripts.com, flashkit.com and more. There are niche SEs for practically any industry and interest.Search Engine Models
There are two fundamentally different types of search engine back ends: site directories and spidering search engines. Site directory databases are built by a person manually inputting data about websites. Most directories include a site's url, title, and description in their database. Some directories include more information, such as keywords, owner's name, visitor rankings and so on. Some directories will allow you to control your website's information yourself others rely on editors that write the information to conform to the directory standards.
It is important to note that most directories include directory listings as an alterative to the search box for finding websites. A directory listing uses hierarchal groupings from general to specific to categorize a site.
Spidering search engines take a very different approach. They automate the updating of information in their database by using robots to continually read web pages. A search engine robot/spider/crawler acts much like a web browser, except that instead of a human looking at the web pages, the robot parses the page and adds the page's content it's database.
Many of the larger search engines will have both a directory and spidering search engine, e.g. yahoo.com, google.com, and allow visitors to select which they want to search. Note that many search engines do not have their own search technology and are contracting services from elsewhere. For example, Google's spider SE is their own, but their directory is and Open Directory; additionally aol.com and netscape.com both use Google's spider SE for their results.
There are a few other search engine models of interest. There are some search engines that combine results from other engines such as dogpile.com and mamma.com. There are also search engines that add extra information to searches such as Amazon's alexa.com, which uses Google's backend but adds data from its search bar regarding tracking traffic to the site.Getting In
One of the most important things to understand about the SE database models is how to get into their database and keep your listing updated. With a search directory, a submission needs to be done to provide the directory all the information needed for the listing. It is generally recommended that this be done by hand, either by you or a person familiar with directory submissions. There are many submission tools available that advertise they automate the submission process. This may be fine for smaller directories but for the major directories, manual submissions are worth the time.
Not all search directories are free; many charge a one-time or annual fee for review. Many of the free search directories have little quality control. For free directories you may have to submit your site several times before being accepted.
There are three different methods for getting into spidering search engines; free site submission, paid inclusion and links from other sites. Virtually all spidering SEs offer a free site submission. For most, you simply enter your url into a form and submit. Paid inclusion is normally not difficult, except for the credit card payment. For free site submission there is no quality control. The SE may send a spider to your site in the next few weeks, months or never. Typically with paid inclusion you will get a guarantee that the page you submitted will be included within a short amount of time. The other standard way to get included is to have links to your website from other web pages that are already in the SEs database. The SE spiders are always crawling the web and will eventually follow those links to find your site.
Once you are in a search engine database, you might change your site and need the search engine to update their database. Each directory handles this differently; generally each database will have a form for you to submit a change request. Spidering search engines will eventually find the change and add your updates automatically.Getting High Rankings
Getting into a search engine database is only the first step. Without other factors you will not rank in the top positions, a prerequisite for quality traffic. So how do you get top positions? You can pay for placement with sponsored links that is covered in the next section. To place well in the free, organic SERPs, you will need to perform search engine optimization.
Search engine optimization is one of the most complicated aspects of web development. Each search engine uses a different algorithm, using hundreds of factors, that they are constantly changing, and they carefully guard their algorithm as trade secrets. Thus no one outside of the search engines employ knows with 100% certainty the perfect way to optimize a site. However, many individuals called search engine optimizers have studied the art and derived set of techniques that have a track record for success.
In general, there are two areas to focus on for top rankings; on-page factors and linking. On-page factors mean placing your target keywords in the content of your site in the right places. The structure of and technologies used on your website also play a role in on-page factors. Linking, refers to how other website's link to yours and how your site links internally.Search Engine's Marketing Offerings
Search engines in the early days of the web were focused solely on serving the visiting searcher. They worked to capture as much of the web as possible in their database and provide fast, relevant searches. Many early website owners learned to reverse engineer the relevancy algorithms and to make their sites "search engine friendly" to get top rankings. They were the first search engine optimizers, manipulating the search engine's natural or organic SERPs as a means of generating free web traffic.
Often times these optimized sites compromised the integrity of the SERPs and lowered the quality for the searcher. Search engines fought, and continue to fight, to maintain the quality of their results. Eventually, the search engines embraced the fact that they are an important means for marketing websites. Today most search engines offer an array of tools to balance website's owners need to market while maintaining quality for the searcher.
You can generally break search engine marketing tools into free and for-pay. Realize these classifications are from the search engine's point of view. Effort and expense is required to setup and maintain any search engine marketing campaign.
Organic rankings are still one of the most important ways to drive quality traffic. Search engines now seek to reward ethical, high-quality websites with top rankings and remove inappropriate "spam" websites. While organic rankings can produce continual free traffic, it takes time from an experienced individual to achieve optimum results. Additionally, organic placement offers no guarantees, it generally takes months to get listed and can be unpredictable once listed.
Some search engines offer services that add more control to your organic campaign. Most of these services will list / update your site faster or will guarantee that all essential content is listed. For integrity reasons, no major search engine offers higher organic rankings for a fee.
If you need top rankings quickly, pay-per-positioning (PPP) is the most popular way to go. PPP rankings appear in normal organic SERPs but are usually designated as "sponsored listings". PPP listings use a bidding process to rank sites. If you are the top bidder, e.g. willing to pay the most per click on a given phrase, you will have top placement. The 2nd highest bidder is two; the next is 3 and so on. While most PPP works using this model, some search engines offer modifications such as Google's AdWords where bid price and click-through rates are both factors for positioning.
Search Engines have many other marketing tools, such as search specific banner ads; listings on affiliate sites and more.Getting Started
The majority of websites have sub-optimal search engine marketing. Most sites have no effective search engine marketing and are continually missing out on valuable leads. Many other websites are too aggressive, wasting money on low value traffic or harming the functionality of their site due to over optimization. Too many sites are even paying money and receiving no results because they have trusted unethical or inexperienced search engine optimizers.
All SEM campaigns should start with a strategic evaluation of SEM opportunities based on return on investment (ROI). You need to assess how much each lead is worth for each keyword phrase and determine which SEM tools will achieve the best ROI for the phrase.
You also have to decide how much you want to do in-house vs. retaining an expert. A qualified expert will typically produce better results faster, but the high expenses may destroy the ROI. Often it is best to work with an expert as a team, the expert to develop the strategy and internal staff to perform implementation and ongoing management.
Tom McCracken is the Director of LevelTen Design, a Dallas based e-media agency. He has over 14 years of experience in software engineering and marketing. He has developed solutions to improve custom service and communications for some of the worlds largest companies. With an education in chemical engineering and economics from Johns Hopkins University, his background includes; web and software development, human factors engineering, project management, business strategy, marketing strategy, and electronic design.
You're Likely Missing Out on Google Traffic. Boost Your SEO with This Budget-Friendly Tool. - Entrepreneur
You're Likely Missing Out on Google Traffic. Boost Your SEO with This Budget-Friendly Tool. Entrepreneur
6 Effective SEO Tips for Beginners BOSS Magazine
5 Key Tools to Improve the SEO Potential of Your Content Social Media Today
5 Best Search Engine Optimization (SEO) Tools Business 2 Community
How to Build & Scale a Program for Global SEO Success Search Engine Journal
Why & How Content Pruning Helps Your SEO Search Engine Journal
How is SEM related to SEO? AZ Big Media
Google SEO 101: Page Speed Optimization Search Engine Journal
SEO for Images: See What You’re Missing in Your Visual Search Strategy Search Engine Journal
What SEO Strategies Should You Be Using Right Now? Digital Information World
Google SEO 101: Mobile-First Indexing Problems Search Engine Journal
You Don't Have to Code to Be Great at SEO Search Engine Journal
Google AMP & SEO: Everything You Need to Know Search Engine Journal
Off-Site SEO: Key Elements & Tactics | Marketing Infographic MarketingProfs.com
SEO Audit Checklist: 9 Page-Level Factors to Assess Search Engine Journal
10 On-Site Technical SEO Factors to Assess in an SEO Audit Search Engine Journal
Common Shopify SEO pitfalls and how to avoid them Search Engine Land
Feedback optimization: A user-first approach to SEO Search Engine Land
The Importance of Geo-Targeting in SEO and Ways to Go About the Process Business 2 Community
Best Wordpress SEO tools in 2020 TechRadar
Google SEO 101: Website Crawl Budget Explained Search Engine Journal
15 Most Common Enterprise SEO Job Requirements Search Engine Journal
10 Website Content Factors You Must Check During an SEO Audit Search Engine Journal
How to Evaluate Content Length in an SEO Audit Search Engine Journal
Top 7 SEO Tips For 2020 For Business Owners Business 2 Community
How to Improve SEO Agency-Client Communications & Relationships Search Engine Journal
Video: Brian Ussery of Razorfish on SEO for e-commerce sites Search Engine Land
6 Best Hacks For SEO Managers Business 2 Community
6 Quick SEO Fixes for Website Optimization Business 2 Community
Search Engine Optimization (SEO) Tools Market to Remain Competitive | Major Giants Continuously Expanding Market - Bulletin Line
Search Engine Optimization (SEO) Tools Market to Remain Competitive | Major Giants Continuously Expanding Market Bulletin Line
SEO Tracker: Admiral commands the casino search results with number one rankings for high volume terms - EGR Global
SEO Tracker: Admiral commands the casino search results with number one rankings for high volume terms EGR Global
Knowing Google Ranking Factors Help You Do SEO? Search Engine Roundtable
What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? - Business 2 Community
What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? Business 2 Community
How Can I Set Up an SEO Agency? Search Engine Journal
11 Domain Factors You Must Evaluate During an SEO Audit Search Engine Journal
How QA Testing for SEO Can Boost Your Traffic & Revenue Search Engine Journal
Local SEO Tools & Software Market Incredible Possibilities, Growth Analysis and Forecast To 2025 - AlgosOnline
Local SEO Tools & Software Market Incredible Possibilities, Growth Analysis and Forecast To 2025 AlgosOnline
Google’s Splitt: Meta Description Provides Content Summary Search Engine Journal
Virginia Law Firm Marketing Agency Educates On Organic SEO For Attorneys - Press Release - Digital Journal
Virginia Law Firm Marketing Agency Educates On Organic SEO For Attorneys - Press Release Digital Journal
SEO Checklist: The Positive & Negative Signals You Need to Know About [Infographic] - Social Media Today
SEO Checklist: The Positive & Negative Signals You Need to Know About [Infographic] Social Media Today
Can PageRank Predict the NHL Playoffs? Search Engine Journal
10 tips for accessible website design, with a bonus benefit: better SEO Technical.ly Delaware
All in One SEO Pack Vulnerability - New Exploit Search Engine Journal
Seo Ye-ji gives us wardrobe envy in It’s Okay to Not Be Okay South China Morning Post
Search Engine Optimization (SEO) Tools Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2027 - Bulletin Line
Search Engine Optimization (SEO) Tools Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2027 Bulletin Line
SEO Testing Service Market to Witness Huge Growth by 2025 | SEOmonitor, WebDepend, TestMatick - Owned
Legal SEO Experts: How They Can Help You Legal Reader
Jake Adelman, Author at Search Engine Journal Search Engine Journal
topseos.com named DMA | Digital Marketing Agency Named Best SEO Company for August 2020 - WFMZ Allentown
topseos.com named DMA | Digital Marketing Agency Named Best SEO Company for August 2020 WFMZ Allentown
PR.com - SEO Freelance Announces Advanced SEO Audit to Help Businesses in This Pandemic - IT News Online
PR.com - SEO Freelance Announces Advanced SEO Audit to Help Businesses in This Pandemic IT News Online
SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs - Digital Market News
SEO for Growth: The Ultimate Guide for Marketers, Web Designers & Entrepreneurs Digital Market News
Search Engine Optimization SEO Tools Market – A comprehensive study with Key Players| Ahrefs, Google, SEMRush, KWFinder - Owned
Search Engine Optimization SEO Tools Market – A comprehensive study with Key Players| Ahrefs, Google, SEMRush, KWFinder Owned
Watch: Kim Soo Hyun, Seo Ye Ji, And Oh Jung Se Try Out Different Poses For Family Pictures On Set Of “It's Okay To Not Be Okay” - soompi
Watch: Kim Soo Hyun, Seo Ye Ji, And Oh Jung Se Try Out Different Poses For Family Pictures On Set Of “It's Okay To Not Be Okay” soompi
SEO Testing Service- a Market Worth Observing Growth: SEO Tester Online, WebDepend, TestMatick - Owned
SEO Testing Service- a Market Worth Observing Growth: SEO Tester Online, WebDepend, TestMatick Owned
Park Seo Joon spreads his arms out to embrace the pleasant day and we cannot stop picturing Shah Rukh Khan - PINKVILLA
Park Seo Joon spreads his arms out to embrace the pleasant day and we cannot stop picturing Shah Rukh Khan PINKVILLA
10 Things to look for Before You Hire a Local SEO Agency For Your Business Business 2 Community
How to Choose an E-commerce SEO Agency? https://www.indianretailer.com/
SEO: Back To Basics Forbes
Suspects Ki Yon Ahn and Seo Jong Yoo Arraigned on Charges for Filing False Sales Tax Returns - STL.News
Suspects Ki Yon Ahn and Seo Jong Yoo Arraigned on Charges for Filing False Sales Tax Returns STL.News
It’s Okay to Not Be Okay finale: this week’s top stories South China Morning Post
The 3 Types of SEO Reports You Should Be Building in 2020 Search Engine Journal
SEO: Why It Matters in Today's Market RisMedia.com
10 SEO Tips to Implement in 2020 SmarterCX
How to Overhaul Your SEO Strategy for Just $50 Entrepreneur
The 10 Commandments Of SEO Forbes
In uncertain times, jump start your SEO TechCrunch
Growth Analysis of SEO Platforms Market 2020 | Red Spot Interactive, Oracle Marketing Cloud, Moz Pro, ActiveDEMAND, Act-On, Salesforce Marketing Cloud. - Owned
Growth Analysis of SEO Platforms Market 2020 | Red Spot Interactive, Oracle Marketing Cloud, Moz Pro, ActiveDEMAND, Act-On, Salesforce Marketing Cloud. Owned
Design: Making SEO Look Good Forbes
Obsessing over Seo Ye-ji and her character Ko Moon-young on It’s Okay To Not Be Okay and Intro for July 24, 20 - LaineyGossip
Obsessing over Seo Ye-ji and her character Ko Moon-young on It’s Okay To Not Be Okay and Intro for July 24, 20 LaineyGossip
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
Forget SEO - It's All About Conversion!
Which SEO hat do you wear? Is it white or black? Or perhaps it's a subtle shade of gray. Well, wherever you are on this spectrum, if you are like 99% of the SEO-fixated webmasters out there, you are doing all you can to get visitors to your site.
If You Could Submit Just One Page To The Search Engines Which Should It Be?
Listen. Some make submitting pages to search engines sound like the fast track to search engine ranking nirvana.
SEO #6: How TO GET Banned by Google!
Yesterday you should have read the fifth course out of 6 courses that will help you get a TOP rank in the search engines and get EXPLOSIVE LASER TARGETED TRAFFIC for Free. Today we move on to course #6 and study how to get banned by google! Please read today's course very carefully and take some time to test what I'm about to tell you on your own webpage.
List Building vs. Search Engine Optimization
It seems the excitement about search engine optimization fades in and out from time to time. The more people talk about search engine optimization (SEO) the more it seems to be the logical choice for bringing customers to your site.
Even More Tips For Getting A Top 10 Search Engine Ranking!
I have spent some time discussing the 5 different options you have for getting your web site listed in the search engines. Just to make sure that we're all on the same page, let's quickly review?1.
Internet Marketing and SEO
Have you ever seen any email offers of getting you to the top of search engines guaranteeing top rankings. Like anything in life there is no quick result without hard work.
Google PageRank Explained
1. What is PageRank? Here is what Google says:" PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value.
Do Search Engines Scare You?
What do the words "Search Engine" make you think of? I get immediate mind-pictures which vary but all have similar themes. Sometimes I see one of those tiny submarines which are used to explore the deepest parts of the ocean bed.
SEO #1: Choosing THE Keywords to Optimize for
This is the first lesson out of 6 that teaches you the most important elements of search engine optimization. You should read one of these 6 courses EVERY day so that you can have enough time to "digest" all the information and put them to the test.
Press Release + PRWeb = Top Google Rank... True or False?
I've always been a big time press release aficionado.And up until recently I've steadfastly taken the low tech route by sending them out via snail-mail.
Article Marketing: Fox in the Competitor Hen House or Chicken Little?
I recently was asked by an author to remove a free content article from a client web site where we had posted it (with several others from different authors) to increase topical relevancy at a site that fit the article perfectly.This article was submitted to free web content list archives which I'd found online.
5 Qualities to Look for in a Search Engine Optimization Program for Your Website
These days with millions of websites out there, you need a way to get noticed. When your company website is ranked highly in the major search engines, customers from all over the world can find your front door.
Search Engine Metrics: Organic Search vs. Paid Placement
Let me preface this report by citing advertisers in 2004 have spent 4 Billion dollars on search engine marketing according to the Search Engine Marketing Professional Organization (SEMPO).Website marketers cited Search engine positioning was the top method to drive traffic to their sites (66%), followed by email marketing (54%).
5 Simple Steps to Great Search Engine Rankings
Having your website rank well in the major search engines is crucial to a successful Internet business. However, the information on doing so, which abounds on the Internet, can be perceived as complex and contradictive.
10 Ways to Tackle Keyword Research and Selection
You need to be extremely careful with keyword research so that you don't miss excellent opportunities or aim so broadly that you target phrases that will never rank well. Here are 10 strategies to guide you along the way:1.
Five Short Quick Tips on Web Page Titles
By Catherine FranzSearch engine spiders read and record page titles first. Here are five tips on how you can get the search engine spiders to read your titles and use them in their optimization process:1.
Common Sense Approach to Search Engine Optimization
Most web surfers start their sessions at a search engine or a web directory. There are a number of different methods you can use to capture their traffic and drive it to your site:Stick to the big names: The two largest directories: Yahoo! (http://www.
The Other Side of the Search Gods Abracadabra!
Thousands of servers ..
Google Loosing Fan Base?
"Nothing last forever but the Earth and sky." - from Dust in the Wind by Kansas.
Boost Your Website Rankings with Expert Content
The chase for a high web ranking is constantly on and is in fact very demanding given the tough competition provided by all the other websites out there who happen to be putting up material on the same subject as you. All websites with average or below average content become victims of isolation and cyber ostracism.
|home | site map|