Customized Internet Marketing with SEO and PPC
Imagine your business having the capacity to reach hundreds of thousands, if not millions of people without the expense of television or print mediums. Unless you’ve been hiding under a rock somewhere, you know we are talking about the Internet. In a rapidly advancing technological society, most of the research done and information gathered by people looking for a product or service is conducted online.
We have learned how to skim newspapers for what we want, disregarding ads. We change channels during commercials, go to the kitchen to grab a snack or put the TV on mute. The Internet allows you to reach people when they are actively seeking your product or service and are open to taking some kind of action.
A carefully planned and executed Internet marketing strategy can give you access to an unlimited amount of potential customers. While the basic methodology and tools of an internet marketing campaign are relatively static – keyword targeting, content development, website architecture, social media optimization, link building and PPC, just to name a few – the way you use them to brand your company and interact with its audience are as varied and customizable as coloring book pages.
Search Engine Optimization
Divided into two categories – on site and off site optimization – SEO is an invaluable method of getting your business visible on the Internet. Based on popularity and relevancy, its aim is to get your website a top, first page slot on search engine result pages (SERPs). Search engines are the yellow pages and encyclopedias of our era. Used to search for general information as well as specific products and services, creating brand awareness through this media is the single best way to promote your business.
On-site optimization is the development of a website’s content and structure. Whether you offer a product or service, profit or non-profit organization, the platform you use to host your website, its layout and navigation are all based on who your company is and what it offers.
A web site’s structure should be user and “search engine” friendly. This means that it should be built so search engines can crawl all of your pages, follow your links and index the pages into databases that are relevant to its keywords. However, the most important thing to remember is that it needs to be user friendly. A visitor to your site should have no problem understanding the layout of a page and the navigation between different ones. There are numerous templates to choose from, or you can have a programmer and designer build one from scratch. Either way, it will take some time to experiment and discover the layout that best organizes your content.
Content is the meat of a website; it is what draws users to go to and stay on your website. It is the one thing that can convince them to do what your website has been designed to do. While it is important to focus on making your website easily navigable, that is something users expect. So while it can certainly drive them away, it won’t make them stay either. The content provided must be useful. Whether it is an article, a video or an image, the content offered to users should be original and created by people at your company, relevant to different aspects of your industry, and have a benefit for your audience – how to articles, instructions, explanations of knotty industry issues, etc. – without an obvious sales pitch. The approach you take with your content is that it must be well produced / written and unique to your company and your industry.
While your website structure may be flawless, your content informational, engaging and useful, your keywords innocuously but effective placed, it is not enough to drive people to your site and spread the word about your company. Promotion of consistently produced, new content (articles, press releases, blog posts, videos et al) IS Off-Site Optimization. It includes building a link profile that includes links from authority websites in your niche and industry, .org and .edu sites and other relevant, high-authority pages. The way you build this profile is extremely specific to your business; links cannot come from just anywhere. Your knowledge of the business and connections will be invaluable to this effort. Guest posting and story pitching are extremely effective methods to build and sculpt your link profile. Press releases can be particularly valuable for high quality links, wider visibility along with increased search engine rankings.
Leveraging from social media like Twitter, Facebook and Pinterest, as well as social bookmarking sites like Digg, Reddit, Delicious and StumbleUpon allows you to share your content with an unlimited, targeted and growing audience. Following and interacting with other authorities in your industry gives you access to a more focused, highly interested following and opens the door for guest blogging and story pitching opportunities.
SEO is no longer a series of technical objectives such as keyword research. Google’s Panda and Penguin updates makes this abundantly clear; SEO has become marketing. Now, SEO is a matter of understanding trends, a target audience and what online mediums your niche would benefit from most and targeting them.
If your website has been newly created or is still in the works, a PPC campaign can give it an initial boost of visibility while your long term SEO strategy is headed in the right direction. The way this works is that a search engine such as Google will place an advertisement for your company proximal to the organic results for a search query, giving it the page one visibility. Based on your bidding strategy, you are charged a certain amount for each click your advertisement receives. For PPC to be cost-effective, it needs to be extremely customized, targeted and closely managed.
The way you conduct a PPC campaign will vary based on whether your company is a local, national or international business. This is because PPC targets extremely specific places based on your location(s). It also can be used to target the high-search, low-competition keywords based on your industry, which are discovered through research tools like Google Analytics and SpyFu.
Not only can you customize the locations and specificity of the terms that your ads are displayed for, you can go so far as to choose the time of the day they are displayed (day parting). This allows you to maximize your click through rates without paying for a high volume of clicks that won’t convert. So based on when and where your company gets the most business, you can tailor your PPC campaign to target those areas and times.
With each aspect customized to target your business’s specific audience and niche, SEO is a long-term investment that businesses can no longer afford to ignore. If your business wants to learn more about a marketing solution that would work for you, contact Optimum7 for a free consultation!