It’s Monday again, the weather’s looking miserable and the weekend’s four days away 🙁 but hey you’ve got my Search Marketing blog post to look forward to! What more can you ask for. 😉
Right let’s get down to some Search Marketing. 🙂
3. Search Marketing
It’s quite amazing that Google launched just over 10 years ago now accounts for a whopping 87% of searches on the internet in the UK and 68% in the US. Internet users are increasingly using search engines like Google, Yahoo, and the newly launched Bing to search for information, products and even companies online. I’ll have to admit that I’m one of those people that enter company names in Google to find their website, I simply can’t be asked to remember the website URL’s of all the companies I use regularly.
As a company, and even more important as a small business, ranking up on search engines is very important (and I stress the ‘very’). Your potential customers are looking for the products or service you offer online using search engines, and if you are not on the first few pages (I never go past page 5) of their search engine results page (SERP), you might as well kiss goodbye to getting clicked on.
Search Marketing is simply ways or strategies you can use to increase your website’s visibility and ranking on SERPs.
There are two main search marketing techniques which you can use – Search Engine Optimisation (SEO) aka Natural Search, and Pay Per Click (PPC) aka Paid Search.
Most searches you run on Google will give you two results – organic search results, and paid search results. I’ve done an example below, I did a search for pies (I was very hungry 😉 ) on Google. I’ve marked out the paid results (on your right) and the organic results (on your left).
To get your website to appear on the organic search results, you use SEO techniques. To appear on the paid search results you use PPC techniques.
SEO (Search Engine Optimisation)
As I explained above, SEO is simply getting your website to appear and rank high on the organic search results of a SERP (search engine results page). When you go on a search engine like Google and enter your search requirements, Google carries out various operations which helps it show you results that are relevant to your search requirements. Obviously the web is extremely vast with around 20 billion pages (which is why you sometimes get millions of results per search), so Google can’t possibly put all these results on the first SERP. As a solution to the problem, Google runs some calculations to see which of the pages best match your search, and then shows you these results first based on its ranking.
As a small business owner, you need to figure out how to make search engines look at your website pages and rank it up on search queries relevant to the page, your product or service offering or the industry you’re in. Also, you need to make sure that your website pages are easy to read by search engines; otherwise they will leave your site and go on to competitor sites.
There are things you can do to make your website rank up when a search query relevant to your site is entered in search engines. These include:
* Keywords: Use keywords that are the same or closely related to what a potential customer will enter into Google to find your product or service offering. See how
* Links: The more people linking back to your site, the more you’re likely to rank up on relevant searches. Search engines look at links to your site and read them as you being important on the subject. See the A-Z of link building.
You also need to make sure search engines can access and read pages of your site.
• Fix any broken HTML links on your site
• Use Valid HTML and CSS, you could validate your site using W3C guidelines
• Try to reduce the use of forms and applications on pages that you want search engines to read. It’ll block the content and search engines may never find them.
• Keep web page file size under 150K, it’s easier for engines to read and index such pages.
• Make sure your Server is not slow or down. It could affect your search rankings and visitors are likely to click on to another site. UK2 Servers come with 100% power uptime and 99.9% network uptime SLG.
Paid search is bidding on keywords relevant to your business so that your website or webpage can be displayed on paid results of a SERP relevant to you. Most search engines run PPC campaigns, and my favourite is Google using Google AdWords.
Unlike SEO where you don’t have to pay anything to rank up, with paid search, the more you spend, the higher your ranking.
Right that’s me done for today, check back on Friday for my post on Social Marketing. 🙂
Have a good week.