How Search Engines Work…
"Every day over 340 million web users rely on search engines to locate new businesses" -- Financial Times
- There are many different types of
Search Engines:
Google, AltaVista, MSN, Yahoo, Iwon, Mamma.com, Looksmart, Excite, AOL, etc.
- Each SE ranks results very differently. Some use others
Search Engine’s results data (Overture supplies Yahoo, Google supplies AOL, etc.)
- Each Search Engine updates and lists its results according to its own business plan and “philosophy”.
- Many search engine results are “PAID
FOR” ahead of a search (PPC’s), often unbeknownst to the web browser.
Tell me more about Search Engines…
- Most Search Engine use a complicated
algorithm and/or human review.
- Algorithm’s are programmed to “spider”
the internet and search for websites to archive and save for visitor
results. Others use “Submit URL” pages and have website owners add
their own website.
- Search Engines look to match keywords
or keyword phrases (“Las Vegas Business”) typed into a “search bar”
with the most relevant results found in the archived websites
relating to this keyword or phrase. The faster, better and more
relevant the Search Engine results - the better the Search Engine.
List of Available Internet Marketing Methods:
- Strategic Relationships & Reciprocal Links
- Email Discussion, Newsgroups.
- Banners & Print Media.
- Bulk Email (warning!)
- Search Engine Optimization.
Of all the above marketing methods – Search Engine Optimization
(SEO) gives the quickest results and is often the most cost effective.
How to Come Up In The “Top Ten” Results - Search Engine Optimization
(SEO):
”Almost 20% of Internet Users surveyed would rather surf the Web than watch TV”
The objective of Search Engine
Optimization (SEO) is to increase web visits by ranking very high in the results of searches using the most appropriate keywords describing the content of your site.
If the above objective was to occur and you were ranking high in your most relevant keywords, you are only limited by the size of your online market and the purchasing requirements of your potential customers.
Effective SEO can mean….
· You get more targeted website visitors to your website.
· You get more satisfaction by your existing customers because they
can find you easily.
· You get more customers interested in purchasing what you sell.
Website SEO – What’s Important and What’s Not:
Looks are important!
- It pays to have someone develop a professionally designed
website for you.
- Determine if your current website is a
“turn on” or a “turn off”.
- Does your website communicate your message and information clearly and efficiently?
- Does your website convey trust?
- Does your website encourage visitors to browse and/or return for a visit?
The Fundamentals Are A Must!
Three things most important to a website ranking well:
1. Relevant Content (helpful, useful, enough of it)
2. Proper page meta properties (title, keywords, description)
3. Proper web page structure (no frames, no “popups”).
Using “Pay Per Click” (PPC) Marketing:
What is PPC Marketing?
- You open a PPC account (Overture, Google, Findwhat, Mamma, etc.) and agree to pay for each click supplied by a member search engine (overture supplies Yahoo “Sponsored Links”, Google supplies AOL, etc.)
- Rather than “ranking” results, a PPC search engine displays pre-paid “results” only. PPC results are displayed in a competitive bidding process. Bids are made ahead of most searches and the bid costs can be nominal (or prohibitive) depending on the popularity of PPC keyword or phrase.
- You deposit a set amount (Example $50.00) and each click is deducted from your deposit balance.
- Larger, more reputable PPC companies have “checks and balances” to insure fraudulent clicks are NOT counted and you are not charged for multiple clicks by the same person.
Benefits of PPC Marketing:
- Instantly move your search engine results to the top of member search engine page in the “sponsored” area.
- Doubling or tripling of your current web visitor traffic can occur if PPC account is implemented properly.
- Bid on the keywords that are most important to you. Don’t bid on the ones that are not.
- Rank result title and description is written by you instead of
Search Engine (more control for a more compelling description).
- Some keywords can return hundreds or even thousands of visitors to your website.
Internet Marketing Summary:
Should I Do It Myself – Or Have Someone Do It For Me?
- Mistakes can cost you.
- Your website can get de-listed or banned.
- Mistakes can cost a lot money.
- Both of the above negatives can occur!
- SEO is quickly becoming a “Professionals Only” job.
- Knowledge on how to do it properly can take years to understand fully and correctly.
- The “rules” are changing monthly
and/or weekly.
- PPC account maintenance is often overlooked by most business resulting in failure of PPC marketing.
- PPC accounts go offline frequently and then will not appear in search results.
- Money can easily be spent on “bids” inefficiently.
- PPC accounts can overspend or fall out of
prime 1-3 bid area.
- A complicated setup of a PPC
account usually requires the expertise of a professional.
Benefits of Outsourcing Your Website Marketing Responsibilities to a Professional:
- Novice or beginner mistakes are avoided (see “mistakes can cost you” above).
- Internet’s importance growing. Use of a professional now becoming a must to further your Internet Marketing goals.
- Speed. You will get faster results than you would if you were to take the time and energy to “DIY”.
- Efficient. By freeing up this task to a professional you are making the most effective use of your time and marketing dollars.
- Cost savings. If using a PPC, your budget is adhered to and your account maintained efficiently. This will save you money in the long run.
- Affordable. Most SEO programs can be affordably budgeted and paid for month to month.
- Convenience. SEO and PPC maintenance requires a strict system often taking hours of your time every month, week, or day.
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