Many visitors to your website will arrive via a search engine. Making your website more visible on search engines will hook potential customers, so follow our simple steps to improve your ranking.
Things to do today…
• Make a list of keywords and phrases that best describe your products and services. Run keywords through a keyword tool to identify any additional possibilities and find out how frequently they are searched for
• Go online and find appropriate businesses that might be able to provide reciprocal links to your website
Short term actions
Use search engine optimisation There are certain things you can do to improve your website’s search engine ranking.
• Make your site accessible. Well- written, easy to navigate pages will attract repeat visitors and may
help push your website up the search engine rankings (see chapter one).
• Use keywords and phrases.
Decide which keywords and phrases are unique to your industry products and services. Be fairly specific, eg ‘organic local apples’ will generate more qualified search engine leads than ‘apples’. Run these through a keyword tool to identify additional possibilities. Target these key phrases in web content, page titles, headings, sub-headings and any metadata included in the page code.
• Include an HTML link to a basic site map on every page of your website. Search engines will then be able to index pages of your site, increasing the chance of your site appearing in searches.
• Include reciprocal links. Use search engines to find websites that have high rankings for appropriate key terms and phrases. Contact them and ask if they will include a link to your website in return for a reciprocal link.
• Make sure your website is useful. This will encourage others to link to your site of their own accord. These one way links are often more effective than reciprocal links.
Top tip
• Don’t compromise the quality of your web copy in an effort to fill it with keywords. Search engines could penalise you for this and your rating will drop.
Start a pay per click campaign
A pay per click (PPC) campaign will further improve your web presence.
A PPC campaign involves posting sponsored links or adverts on search engine websites. When users search for keywords related to your business,
2. Search engine marketing
your sponsored link appears in a column often to the right or above the natural or organic search results.
A PPC campaign is cost-effective as you only pay for click-through to your site. The results can be easily tracked allowing you to optimise your campaigns. Set a daily budget and your advert will be switched off once your allowance is spent.
Plan your pay per click campaign Careful planning will help you maximise the success of your
PPC campaign.
Consider the following:
• Which visitors you want to attract.
• Whether you want to target local or regional customers, a particular age-group or
particular-interest customers.
• How many unique adverts you want to create for each advert group. These will need to be tested against each other to find the most effective.
• When you want adverts to be activated and for how long.
• Which keyword searches will generate your sponsored link.
A broad match will trigger your advert more frequently than an exact match and could mean your advert is shown inappropriately.
• How much you are willing to bid initially for each click.
For more information about running a successful online advertising campaign contact Scream Media today for a FREE no obligation quote.
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