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Search Engine Marketing And Website Content
hat is one of the main internet marketing campaign. They
keys to successfully include,
positioning your website
in the search engines? The simple 1) Competitor Analysis
answer is, Content! 2) Keyword research
3) Linking - Internal and
Why is content so important to External
your website? 4) Coding your meta tags i.e.
Header Tag, Description Tag,
Many businesses feel that having Keyword Tag.
a small amount of content is 5) Well optimised Content
enough, and the rest of the
website will sell itself! This The focus of this article is
may be the case with a small website content. That website
percentage of business websites, content is a very important
but in the majority of cases you element in most successful
will lose out by not having internet marketing campaigns,
strong content throughout your cannot be stressed enough.
site. Read on, and you will find
out why... Now don't get me wrong; I am not
saying website content is the
The aim of most businesses with a only component you need to have
website is to successfully market for a successful internet
their website and increase sales. marketing campaign, other
This is a much cheaper form of elements are also very important.
advertising than other main Content is a very strong element
stream advertising media. if the search engine is to
correctly identify where a
There are quite a few components website belongs in its search
that make up a successful engine listings. Other elements
used in search engine marketing
-see the elements listed above- Website content should have the
can be manipulated to try and following components:
deceive the search engines, but
good solid website content will 1) Relevance to the product or
give you an advantage over your service you are offering;
competitors that have little or 2) Incorporate targeted key
no content. phrases throughout;
3) Focus on the relevant sales
Why will it give you an message per product/service, as
advantage? If your website well as making it informative.
content is dedicated to a 4) Free information, articles or
particular subject or theme, then hints and tips.
search engine logic will be able
to determine where your website 1) Relevance to the product or
will best fit within its search service you are offering;
pages.
Many websites make the mistake of
Even though this article is covering multiple products or
mainly focused around the services on a single page. Not
benefits that strong content only can this be confusing for
brings to your search engine visitors to your website, but it
rankings, don't focus purely on also means that your overall
the search engines when writing keyword density on each page is
content for your website. After weak. The aim is to ensure your
all, the main purpose of having a relevant keywords appear often
website in the first place is to enough throughout your content to
attract customers who will buy give you the opportunity to
your product or service, not attain high rankings in the major
search engines! search engines for your targeted
keywords. percent of your content for
optimal results.
Note: Wherever possible, make the
focus of each web page relate to Note: This percentage range is an
one particular product or estimate as there is no
service. documentation provided by any
search engine company to support
For businesses that offer a range this.
of different products or
services, this can sometimes be I will not go into too much
quite difficult to effectively detail here regarding key
manage and organise. This is phrases, but if you would like to
where it is of more benefit to find out more, look out for my
hire a professional web designer article on researching search
to manage the structure of your engine key phrases which is
website more effectively. Your coming soon.
website needs to be clear and
concise for your customers as 3) Focus on the relevant sales
well as being effectively message per product/service, as
optimised for the search engines. well as making it informative.
2) Incorporate targeted key a) Relevant Sales message:
phrases throughout;
"Click here to find out about our
Key phrases are an important part special offer for the month of
of any search engine marketing December!!!"
campaign. Most search engine
marketing specialists will tell This statement is referred to as
you that your keywords should a "call-to-action". A
make up approximately two to five Call-to-action triggers a user to
perform a certain action; in this
case the action performed is With this in mind, when writing
clicking on this special offer. website content that has a sales
Various sales and marketing focus, ensure that you provide
research shows that when a your summary or sales message in
call-to-action is used, the the initial one to three -short-
conversion rate to sale or paragraphs, and then continue
enquiry is significantly higher. with the detail in the following
paragraphs.
b) Detailed information relating
to the product or service being Alternatively, where it fits the
sold: structure of your web page
better, provide your product or
There are two main types of users service summaries on a main page,
that visit websites: those that with links from each category to
like detail and those that want a page dedicated to the full
the information they are looking content information.
for delivered in brief summary.
The last thing you want to do is
For the purpose of this example, overwhelm someone with so much
let's refer to: information that they don't end
up reading anything, and opts out
Detailed person - Person A for a website that provides
Summary person - Person B information that is delivered in
a much simpler format.
An article like this is written
to target "Person A", as "Person 4) Free information, articles or
B" generally isn't interested in hints and tips.
reading an article of this
length. Create reasons for your customers
to keep returning to your today, but if you can give them a
website! reason to remember your website
when they are ready to buy, there
How do you create reasons for is a very good chance you will
visitors to return to your get a sale from them at a future
website? Free information that date.
relates to or compliments your
product or service is a great way How often should you add Content?
to keep visitors coming back to
your website, i.e. if your Ideally if you could add or make
website focuses on bathroom changes to your website content
tiles, provide free tips on how everyday it would greatly benefit
to care for your tiles, or on the your site in terms of search
best method for laying the tiles results. However, unless you have
for those that want to someone managing your website
"do-it-yourself". You could full-time, this is often
create a dedicated section within difficult to manage.
your website titled
"Do-it-Yourself". I recommend that you make at
least small adjustments/changes
By providing free helpful to your website on a weekly
information, not only are you basis, and add fresh content on a
adding extra fresh website weekly, fortnightly or monthly
content; you are also providing basis. This will keep the search
extra reasons for your customers engines interested in your site,
to keep returning to your and when you do make changes they
website. will be quickly picked up and
listed in the search engine
Note: A visitor to your website results.
may not want to buy from you
For any content on your website website which search engines
that is no longer relevant, or is (especially Google) love.
out of date, either remove it, or
where applicable archive it on If you are unable to write
your site. Blog software is ideal content for your website due to
for effectively managing articles time restrictions, or feel you
or updates on your website. Just don't have sufficient skills to
ensure that if you do setup a write a professional content,
Blog on your website, that it has there are other resources
the ability to archive and sort available to you:
your articles and updates
effectively. An example of a Blog - Free articles sites where you
used in this way, is the current can download and use articles on
Search Engine Marketing Blog I almost any subject you can think
use on my website. of.
Writing Articles - Hire a professional copywriter
to write your content for you.
Ideally I recommend you write This is a more expensive option,
articles or hints and tips but gives you the added advantage
yourself wherever possible. The of fresh original content.
benefits to you and your business
will include; Having a website that is rich in
well optimised content will have
- Credibility in your customers' your website well on the way
eyes as they will feel towards being successful in your
comfortable about your confidence search engine marketing campaign.
and knowledge of your product. Don't be discouraged if you don't
have much content on your website
- Fresh original content for your now. It is never too late to get
started, and no time is better remained an important component
than the present to get started! for search engines to determine
where a website will rank for
Note: To-date, no matter what specific keywords within their
search engine algorithm changes results.
occur, content has always
About the Author:
Andrew Seidel - Search Engine Marketing Specialist for Quantum Web Solutions in Sydney, Australia. http://www.quantumwebsolutions.com.au
Read more articles by: Andrew Seidel
Article Source: www.iSnare.com
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