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Search Engine MarketingSearch Engine Marketing is a relatively new discipline on the web - it encompasses search engine optimisation, pay-per-click campaign management and directory submission services. Below is a summary of these three components. Search Engine OptimisationBasic search engine optimisation (optimization) looks at two main areas - the construction of page, including use of titles, headings, body text and links - the second area is that of inbound links to your site. Pay Per Click Campaign ManagementApart from banner ads, pay per click text advertising is the web's primary form of paid advertising. Google Adwords and Overture are the market leaders in this field and both offer a similar advertising model - the advertiser deposits funds and bids on appropriate keyword phrases, these adverts appear on a search engine's results page and the advertiser pays every time someone clicks on the ad. Link CreationAs inbound links to one's site help boost positions in the search engine results, it is vital that a site has many, on-topic, links pointing at the site. The easiest way to achieve this is to submit to the many online directories, ie Yahoo!, DMOZ, JoeAnt etc. Also there are many other specialised directories to be found on the web. Once a web page has been optimised the best way of increasing its ranking is acquire links to it from other websites - this is known as link building. Also adding more content to the site on new pages will add to the number and quality of inbound links to the home page. Link gathering can be a very long drawn out procedure, involving finding other sites on the web with similar/complimentary subject matter. The site owner is then contacted and politely asked to add a link to the target site. This also can be difficult to do unless you offer a link back in return. It is suspected that the value of this kind of reciprocal linking is not as great as a link from a website that does not require a link in return. Incorporate this facet of search engine optimisation in your strategy. The quality of an inbound link is very important - and links using your keyphrases as anchor text are valued most highly The final mix of the above emarketing components varies from site to site dependant upon the nature of the site. Contact us now for more information about search engine marketing. |
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