Typically, people use their website for many different purposes. Regardless, you still need to answer this question. The focus you will get from it will help you create a more effective strategy.
Here are the top three most common answers to the question "What is THE purpose of my website?"
Search engine marketing is all about SHOWING UP when people search for what you sell, offer, or have on your website. There is a growing body of knowledge (books, articles, etc.) on how to do this. And like anything else, it has become over analyzed and too complex. To further complicate things, some search engine marketing techniques are ethical and legitimate, while some are not. The best approach is to create a search engine marketing plan that focuses on two aspects:
Instead, the formula for PPC success is in well-placed bids (what you will pay to have your ad show up) combined with meaningful landing pages (where people go when they click on your ad).
The best strategy to take is a common-sense approach to SEO: develop standards for your website that ALL pages must adhere to. If you do this, and enforce it, you can then branch out into some of the other "niche" aspects of SEO.
Once your web pages comply with the above standards should you start more advanced SEO techniques, including keyword targeting, 301 redirects, link building (getting more links to your site), RSS news feeds, blogs, and SEO-specific metrics and tracking.
Pay-per-click advertising really boils down to 3 components:
For example, a company that sells Keen high-performance outdoor sandals would probably be best served bidding on "keen sandals" versus "sandals" which could include searches for the all-inclusive resort, Sandals.
and number-based lists (i.e. "Top 5 Hybrid Cars for 2006") have all been proven to work. Writing effective ad copy below the title/link is really about reinforcing the term(s) to search for. This means using the keywords in the ad copy, and starting the copy with an action verb.
By following the approach above, you can create or evaluate your search engine marketing strategy, focus on what matters most when executing your plans, and more effectively achieve your goals.
They type in their search query at the search engines. Your site should be on the first page. You should know how to provide a killer title and description that makes the potential visitor want to click on your site.
These words, or content, should provide tons of information in small, bite-sized chunks of text. No one likes to read 8 pages of content on a website. On the flip side, no one likes to buy a product without knowing more about it. You need to find the perfect balance between having no information and providing too much.
During that time you are positioned as an expert. Any soft recommendations that you make will be considered by your visitor.
Pre-selling and content (part 1 of this series) are closely related. You must provide information to your site visitors. You must be viewed as the expert and as a helpful friend making a recommendation. People will not feel sold by that. People will respect that you are providing answers to their problems and making a recommendation for a product that can provide even more helpful info. It's seen as a favor instead of a hard sell.
Having a successful web business starts with effective content. Stay tuned for part 4!
Free traffic is harder to attract, but it costs you absolutely no money. Almost all free traffic is the result of users finding your site on the search engines. We talked about using content as your ultimate search engine ranking booster in the last article.
Post in forums. Many forums will not allow you to market your product or services. That’s totally understandable. What we recommend doing is finding a really great forum that you can participate in. When people have questions, provide top notch and comprehensive answers. No selling. Almost all forums allow you to post your website in your profile. Take advantage of that.
Create joint ventures with non-competing websites. Work with a company that compliments your product or service. Also be sure the joint venture is a win-win-win for you, the other company and your customers. Joint ventures can be a pain to set up and complete, but well worth it if done correctly.
What page did they enter into your site? What page did they leave your site? What keywords did they use to find you? You must know your visitor inside and out! Google Analytics and Search Console are very handy tools to gather this kind of information.
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