Search Engine Marketing The Full Package

Search Engine Marketing The Full Package



After conducting extensive research I have come to​ the​ conclusion that there is​ a​ great deal of​ misunderstanding surrounding the​ subject of​ Search Engine Marketing. the​ greatest misunderstanding is​ in​ confusing the​ terms Search Engine Marketing (SEM) and Search Engine Optimisation (SEO).

One would think that those individuals claiming to​ be SEO experts should be knowledgeable about the​ subject and recognize the​ clear distinction. Apparently this is​ not the​ case; the​ internet is​ full of​ misguided information,​ from so called experts. Proving,​ I suppose that the​ industry is​ liberally spattered with cowboys.

To start,​ let us first define the​ term “Search Engine Optimisation” (henceforth referred to​ as​ SEO).


SEO

SEO is​ the​ process of​ manipulating the​ structure and content of​ a​ website in​ such a​ way that it​ will perform better in​ the​ search engine’s organic listings. the​ techniques involved can be sub-structured into several areas of​ activity,​ as​ detailed below.

1) Page readiness – Search engines expect to​ crawl clean HTML code. Every page of​ a​ website should be validated to​ eliminate errors and sloppy coding.

2) Site readiness – Search engine web bots follow the​ links on​ your web pages and thereby find new pages to​ index. if​ a​ web bot meets a​ broken link it​ cannot continue spidering your site. Make sure you​ have no broken links. Also,​ provide a​ site map. a​ tool for creating site maps is​ available at​ my website,​ www.pro-seo.co.uk.

3) Keyword selection – it​ is​ vitally important to​ select the​ right keywords for which a​ particular page is​ to​ be optimized. the​ most obvious keywords are not always the​ best choice,​ and are often mega-competitive. Choose wisely.

4) Site structure – Your website should be structured in​ such a​ way that each page can be optimized for a​ maximum of​ two keywords. Do not try to​ optimize for a​ lot of​ keywords on​ one page. Remember,​ you​ have to​ write for your users. Writing copy is​ a​ balancing act that keeps both users and search engines happy,​ and is​ better achieved on​ a​ well structured site.

5) Copy writing – the​ visible text on​ your web pages should be structured to​ include the​ two most important keywords for that page’s content. Get the​ keywords into headers. Work the​ keywords into paragraph text,​ having your keywords appear near the​ beginning,​ near the​ middle,​ and near the​ end. Make some keywords bold,​ some italic and some underlined.

6) HTML tags – the​ most important of​ these is​ the​ Title tag. Get both keywords for that page into the​ Title tag,​ without repetition. For example,​ if​ your main key phrase is​ “diet plans”,​ and your second phrase is​ “diet supplements”,​ the​ Title tag should read “diet plans and supplements”. Do not repeat the​ word diet,​ to​ search engines it​ may look like spamming. if​ your main concern is​ to​ improve your Google ranking,​ you​ may have overlooked the​ Meta keywords and Meta description tags,​ don’t,​ there are more search engines than Google and they can all bring traffic. Also,​ get the​ keywords into H1 tags,​ H2 tags,​ alt attributes,​ and very important,​ your link text.

And after doing all that for every page in​ your website you​ may be asking: so where does SEM come in?


SEM

SEM includes SEO plus all the​ other things you​ can do to​ boost your visibility in​ the​ search engines and increase targeted visitors to​ your website. a​ condensed list may be as​ follows:

1) SEO (see above).
2) A link building strategy
3) Pay per click (PPC) campaigns.
4) Banner exchanges.
5) Press releases.
6) And any other activity that will get your website noticed.

SEM then,​ is​ the​ full package. Whereas SEO techniques are a​ vital,​ but not the​ only,​ component of​ that package.




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