Search Engine Marketing (SEM) can be defined as promoting website or blog by improving their search engine rankings through paid advertising (PPC) or Search Engine Optimization (SEO) to enhance PPC. Gaining traffic and attention on the website through paid and unpaid efforts.
Types Of Search
Organic search (SEO) can be defined as SEO is all about impacting how visible your website is in a search engine’s organic results.
- In an effort to improve rank, you will be making changes to your website’s technical setup and content on the page.
- All major search engines have primary search results, where web pages and content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.
- Payment is not involved, as it is with paid search ads.
Importance of SEO
Search Engine Optimization (SEO) is important because:
- It improves search rankings of the website on popular search engines.
- It helps the customer find you in all the digital noise and competition.
- It drives traffic and attention to your website and is an effective pull marketing medium.
- It is easy and very cost effective.
How SEO Works?
To better understand the process of SEO, let us take a look at what happens under the hood. A company like Google has a bot. The bot is a software program that crawls the web. It does this by following links. Links from your website to other pages of your website, and even links from one website to another. The bot (crawler) arrives at the page, reads the code, and stores the information. That stored information is called the Index. Your initial Goal is to get Indexed by Google. If you’re indexed, you have the potential to be ranked. Ranking refers to where you appear on search when Google returns results for search queries. So when you enter a search term, Google will try its best to provide most relevant answers, and then rank them from best to worse.
In an effort to improve SEO rank, you need to plan out following:
- Technical Setup – You will be making changes to the technical setup and architecture of your website or blog.
- Content – You will be making changes to content on the page.
- Off-site factors – Websites that link to your website, and how they have chosen to structure those links.
SEO Goals are:
- To be indexed by Google
- Ranked highly for relevant terms (ranking in the search query)
Google Search displays what is:
- Most important
- Most relevant
- Best and worse (ranking is determined by importance and relevance)
Since Google is the most used search engine with the mind-boggling amount of data, it’s important for you to tap it and have a good rank in search results. Rank is determined by importance and relevance. A complex algorithm, such as the one run by Google every-time you make a search, turns through hundreds of variables to decide where your page lands. Many of those variables are what you’re aiming to optimize.
- Topics covered – These are the topics and content you’re writing about
- Page links – Who’s linking to your page
- Website programming – How your website is programmed
- Mobile Friendly – How your website works on different hand-held devices
Google even evaluates the quality of pages that are linking to you. If they’re on brand, relevant, and popular, it’s going to assume you’re more credible than if off-topic, unpopular pages are linking to your content. SEO done well can provide an impressive ROI. If SEO is done poorly, it will provide negative search results.
SEO is an ongoing effort.
- Use keywords on landing pages, but don’t force them – Use keywords in the content of your website, and make sure they appear naturally in the content flow and are an integral part of the content.
- Make every page of your website accessible to crawlers (bots) – Search engines are built on their ability to index pages. So it’s very important that website remains accessible to crawlers, and that crawlers can reach all pages of your website. Search engines love text, and can easily parse it. If the website is based in flash, or images primarily, SEO would have problems.
- Build a flat site hierarchy – It’s usually good to build a flat site hierarchy versus a deep site hierarchy. A flat hierarchy has a home page at the top, and then the links you have on the home page are represented by the second line of pages. Examples: About us, services, location, contact etc. Suppose you’ve multiple locations, you would place those under multiple locations and create a unique page for each one. In the case of a deep hierarchy, some content is built deep in the website, and Google has to travel further through the site to arrive at the content and index it. The further Google goes, the less value it applies to the pages. It sees them as less important. There’s no direct link from the home page or any page for that matter. This suggests to Google, that if it can’t even find it, it’s not really important to you.
- Make the website easy to navigate – Make efforts to ease movement between different pages of your website.
- Mark important content clearly and prominently – Use your designing skills so as to mark out important content clearly on your website. It can be with pull quotes, different color or style.
- Use natural language in URL’s – Clear and simple URL naming conventions should be followed all the time. It’s always better to have natural naming URL’s, free of any extensions. Show proper categories with product names wherever possible, as opposed to product codes. Example: www.bpcl.com/diesel/twowheelers/honda is better than www.bpcl.com/productid=4567
- Create unique title tags for each page – Include a clear and unique topic name for each page on top of the website. Don’t start your titles with domain names, just append them at the end.
- Give each page a unique Meta description – Fill in the metadata information for each page. Google often uses the metadata information in description preview in search results. Create a meaningful sentence to best describe what you do that will entice the visitor to click.
- Use heading tags in order – Take advantage of heading texts, and make sure they are in proper order or hierarchy on your page, like h1, h2, h3. Always have one heading one page.
- Give every image a name and an Alt tag description – Make sure that every image on your page has a well-defined name, Alt tag description, and metadata information.
- Use Sitemap – Be sure to use sitemap information both in HTML and XML format, along with the well defined robots.txt file
- Sign up for Google Webmaster tools – It’s also recommended to sign up for Google Webmaster tools. You can inspect the SEO health of your website on its dashboard. Sign up for free at http://www.google.com/webmasters. Use the dashboard to review how many pages have been crawled and indexed, see a list of crawlers and identify any HTML improvements Google recommends for you.
- Check out http://www.screamingfrog.co.uk – You can crawl your website just like the crawler would, see a list of any broken links, along with the output of heading1 tags, meta descriptions, and title tags. Work through each page on your website to make sure it’s technically sound.
SEO is an on-going effort. There’s no specific secret or magic wand you can use to succeed in having your website optimized for SEO. It requires many factors to be studied, evaluated, tweaked, refined and implemented. Having said that, a few handfuls tried and tested methods can always be relied upon to make it work. This is what you will be focusing on for now to provide a solid foundation to your continued SEO efforts and learning.
Sign up for the Google Webmaster tool to audit SEO health of your website:
Paid advertising (PPC) can be defined as:
- Marketing a website or blog through search engines so that it shows higher up in the sponsored area of search results.
- It is the process of driving traffic to your website or blog by purchasing ads and showing higher in the auctioned area of search results of popular search engines.
- PPC ads are highly targeted ads with granular reach and direct traffic to the landing page of the website or blog where you can generate leads.
Importance Of PPC
PPC ad platform is important because it helps improve search ranking in paid auction results, improves organic and local search rankings as well, indirectly helps to plan better content, indirectly helps in improving SEO, helps in pull marketing ,helps in lead generation, pay only when user clicks the ad, you can target an audience on the basis of demographics, behavior, and search keywords.
Best practices for creating PPC Ads are to create PPC ads only for high-value content that exhibits buying behavior, target users at MOFU or BOFU stage only, ensure the PPC ad is visually pleasing, engaging and catchy, re-direct users to appropriate landing page, form on landing page to capture lead information after it re-directs from the PPC ad.
Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.
Online Courses you may be interested in:
- Digital Marketing Master Course
- Email Marketing Course
- Mobile Marketing Course
- Online Advertising Course
- Planning & Executing Digital Marketing Strategy
- Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) Course
- Social Media Marketing Course
- Video Marketing Course
Certification Kits you may be interested in:
- IBM Big Data and Analytics Sales Mastery v2
- Google Adwords Video Advertising Certification Exam
- Moz SEO Expert Certification Course
- 70-778 Analyzing & Visualizing Data using Power BI
- Hubspot Email Marketing Certification Exam
- Google Shopping Advertising Certification
- Google Mobile Advertising Certification Exam
- SEMRush Social Media Marketing Certification Exam
- SEMRush PPC Exam Certification|| Get PPC Certified Now!
- SEMRush Content Marketing Course Certification
- IBM Enterprise Marketing Management Sales Certification Exam
- Google AdWords Fundamentals Certification Exam
- SEMRush Search Engine Optimization Certification Exam
- Google Display Advertising Certification Exam
- Professional Diploma in Digital Marketing Certification by Digital Marketing Institute, Ireland
- ODesk â€“ Search Engine Optimization Certification Exam
- WooRank Certification Exam
- Bing Ads Accredited Professional Certification