Get your business found: search engine optimisation

marketing-iconDavid Spencer from marketing with no money explains the basics of search engine optimization.

When customers need a service or business what do they do? Thumb through the yellow pages? Nope, not any more. They use internet search engines like Google, Yahoo and Bing. If a customer can’t find your business in a quick search your out of luck.

Internet search engines are king. 93% of consumers world wide use search engines to find and access websites (Source: Forrester Research). Many people set search engines as their homepages because they are their most commonly used internet tool. Here’s how search engines work and what you need to do to get yourself found.

Search engines browse through websites for relevant keywords to your search query. Repetition, variety, and spacing of keywords are sometimes taken into account. Big search engines like Google use complex algorithms that use thousands of website characteristics to calculate the best pages for your search. Organic search results are results purely from the search engines calculations. Non-organic results can be affected by paid advertising. Most search engines are commercial ventures supported by advertising. Some search engines offer advertisers ad space on the results page. Income from the ads can be based on clicks, commissions, or views. Other search engines offer search priority for paying businesses. So, even less relevant pages could beat out your site for the top spot of the results page.

Your goal is to be at the top of the results page by being as organic and you can. Most viewers give preference to organic results. The chances of your site being found are largely affected by key words.

Places to use your keywords:

-Titles: This is the first place the search engine searches for relevant terms and gives them high value.

-META Description: A META description is the few sentences that appear under your site in a search that describe your site. They don’t alter your search results, but they largely affect your click rates.

-URLS: Having a few keywords in your URL helps your results. Don’t overload your URL with too many though, search engines give priority to shorter URLS.

-Page Text: Make sure you include keywords throughout your pages. Don’t be afraid to be a little redundant as long as it doesn’t disturb your readers.

-Images: Save you images under your keywords. Those complex algorithms search engines use also take into account saved file titles too.

So when creating or editing your website keep in mind the importance of keywords and where to use them. Continue to use other strategies to increase your site traffic and promotion. Create a Facebook page, submit articles to other sites, run promotions, do all the other things that increase awareness of your site. After you gain some attention from search engines continue to provide fresh material and your popularity will take off.

If you are off to a sluggish start or want more visitors you can advertise with a search engine. Your results may be labeled as non organic, but it will get your site more attention nonetheless. There are various ways you can go about it. You can buy ads on relevant pages, cost per click, pay per commission, whatever method works the best for you. Some specific search engine advertising options are: Google Ad Words, Bing Search Ads, and Yahoo! Smart ads.

Follow these tips when promoting your website. Be persistent! If one you are unsuccessful, try another method! Before you know it your website will be at the top of the results page and search engine optimized!

 David Spencer, Marketing with No Money…get your business the attention it deserves. marketingwithnomoney.com

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