rganisations need to use another engine if they're not
optimise their search satisfied with the results from
engine marketing (organic the first engine. So, although
listings, general advertising and users may give Google as their
pay per click) to acquire more engine of preference, they may
customers or members, sell more actually use another engine, such
online and for many other as Yahoo or MSN, for a
reasons. There are nearly 1 significant percentage of their
billion people with Internet searches.
access. Almost 550 million
searches are conducted worldwide There are a number of things that
on the Internet every day. A are very important in
searcher is proactively optimisation:
requesting information. They are
already looking for what you Optimized page text. Every page
offer. They are a live prospect. must be optimized for a few key
search phrases. These are phrases
When looking at the search that people actually use when
results page, most users look for searching for information related
a number of specific items, at to that page. Writing a unique
least one of which must be and compelling title for every
present to capture a click web page and including target
through. These items include the phrases in each page's title,
key phrase in the title or description and keywords
description, product information meta-tags are also important.
and trusted brand names and
vendors. Crawler friendly navigation.
Making sure a crawler can easily
Nearly 60% of users have a search navigate your entire site. This
engine of preference, but will is often accomplished by
providing a secondary text-link optimisation is essential.
navigation scheme or site map.
Reducing variables in page URLs The optimised site can now serve
is very important for dynamic as the basis for an effective Pay
sites. Per Click campaign as it will
have helped to generate the
In bound links from important relevant keywords and phrases to
sites. Links to your website from be used. For a PPC campaign the
important sites (such as the most following approach is essential
popular directories and other to optimise results:
relevant sites) will boost your
popularity ranking. * Audience - who are they? What
would they use to search on? What
Search engine friendly website keywords / phrases would they
design. Excessive use of design use?
features that can cause problems
for crawlers (such as flash, * Offer - what can we do to
frames, and dynamic content) will distinguish our offer from the
negatively impact your search competition? We have a maximum of
engine visibility, as will about 30 words in which to make
‘heavy' pages that do not call the offer, so it has to be good
scripts etc. or pages that use and state what's in it for the
languages (e.g. JavaScript) that searcher?
search engines cannot read.
* Product - what is better about
Once a site is optimised it needs our product. See the constraints
to be refreshed and changed and in offer above.
kept up to date. In general
search engines like ‘new' * Creative - there aren't really
content so continuing any pictures in PPC so how else
can we be creative? simple
All of this however is wasted * Ensuring in stock and short
unless an ebusiness optimised delivery timescales
site backs it up. This means:
* Making communications clear -
* Thinking of the customer - and mail, phone, email
thinking how they think
* Testing on an ongoing basis -
* Making finding product and test, track and try, test, track
price easy and try."
* Making terms clear and payment
About the Author:
Richard Hill is a director of E-CRM Solutions and has spent many years in senior direct and interactive marketing roles. E-CRM http://www.e-crm.co.uk helps you to grow by getting you more customers that stay with you longer. We provide practical solutions that pay for themselves. We help you to make sure that your marketing works.
Read more articles by:
Richard D S Hill
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