How do I make my website visible on search engines?
Search Engine Marketing (SEM) includes search engine advertising, search engine optimisation and any other marketing activity that leverages search engines.
Whether you already have a website or are in the planning stages of building one, a search engine marketing professional like Melbourne IT can help.
There are, typically, two ways to be found in search engines like Google and, depending on one’s sales and marketing objectives, one method can be more effective than the other. In many cases, a combination of the two can help drive strong sales and marketing results.
Aim for a top listing with Search Engine Optimisation
Search Engine Optimisation (SEO) is at the heart of website marketing which involves a range of techniques aimed at ensuring popular search engines can “read” and index the site, which if done properly, results in a higher listing in search results. SEO helps to deliver what is known as “free”, “natural” or “organic” listing in search engines.
It’s all about words
Key words or keyphrases (also known as search terms) are the currency in SEO. A business needs to determine the words people use to search for their particular product or service, which are then inserted into the programming of the site. When choosing keyphrases, it is helpful to put oneself in the customer’s shoes. For example, if a Melbourne-based business named Dan’s Enterprises sells roses through its website, most people are likely to use search terms such as roses, red roses, flowers, or Melbourne flowers. There is no point focusing on obscure search terms or ‘made-up’ product names if customers don’t use them, or worse, have never heard of them.
Also, be aware of common typos and misspellings of keyphrases relevant to your industry. You may be surprised how often this occurs.
Remember, when it comes to keyphrases, relevance is the key.
How popular is your website?
By this we mean, how many other reputable sites link to yours? Apply the concept of word-of-mouth marketing to the Internet by implementing reciprocal links. Google, in particular, will rank your site based largely on how many other sites have had visitors click from their website to yours.
Ready, Set… Wait?
Once an SEO program is fully implemented, it can take three to six months to deliver search rankings. In many cases, however, search rankings can start to improve within four to eight weeks.
What ranking is best?
Research shows that many do not go past the first two pages of search results – typically this is the Top 30. Websites with a higher ranking tend to get more eyeballs; therefore, while a number one ranking can help to deliver more website traffic, businesses should, on the whole, aim to maintain visibility within the Top 10 or Top 20 search results on an on-going basis.
Maintenance is key to success
Search engines change the way they index and rank websites regularly which explains why some websites appear in the Top 5 some days and in the Top 20 other days for the same keyphrases – a tricky challenge for a novice. Part of an SEO professional’s job is to monitor any changes search engines make that can affect a site’s ranking and make appropriate adjustments to the website, ensuring it continues to conform to search engine requirements.
Search Engine Optimisation is ideal for businesses that want:
- To establish its industry prominence and perceived brand leadership by aiming for a Top 10 search engine ranking.
- A strategic solution that aims to boost its presence in search engines in the long term and on an on-going basis.
Use “paid search” for faster visibility in search engines.
While a typical SEO program can take three to six months to deliver search rankings, paid search (otherwise known as “sponsored links” or pay-per-click ads) can take as little as one week to set-up and launch. Search engine listings delivered through paid search appear on the right hand side of the search results page.
If implemented properly, paid search can deliver immediate results and is a cost-effective way of driving targeted traffic to a website quickly.
When to use paid search:
- If your website is ranked highly for some keyphrases and not for others – paid search can help to drive traffic on keyphrases that have a low or no ranking on natural search results
- SEO can take three to six months to deliver search rankings – paid search can help to fill this gap
- Drive traffic for seasonal or specific promotions including new product launches, limited time offers, special deals and geographic-based promotions
- Drive traffic to specific pages of your website where you may be showcasing a specific product
- Drive traffic using other keyphrases that you may not be targeting but has the potential to deliver results. For example, your website that sells flowers may already be optimized for words relating to flowers however you may want to test keyphrases like Valentine’s Day gift or Mother’s Day gift.
- Run market tests to determine SEO elements, like keyphrases, messages, geographic locations, that are more effective in driving targeted sales traffic.
For a FREE Consultation on how your website can aim for the top in Google, book a phone appointment or call us on 1300 132 838 (select option 1, then option 4)
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