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Ultimate guide to Search Engine Marketing Strategy

There are hundreds of thousands of jobless individuals who want to get out of their current situation but are unable to do so. Before they entered the world of unemployment, they were not worrying about their expenditures. They expected monthly salaries that they can use to pay for their expenditures.

Aside from their regular monthly salaries, they are also entitled to several benefits such as health care, group accident insurance, financial incentives, holiday bonuses, and others. Thus, their life during their employment years is just like living in a world of security in terms of convenient living.

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But the world that they are now into is different compared as to when they are still employed. After losing their respective jobs (due to streamlining of their employee ranks or the company is experiencing financial difficulties), they have been stripped of their monthly salaries and additional benefits.

Their basic needs are just provided given the availability of sufficient funds. Medical and educational necessities of their children are now beyond their reach simply because they cannot afford it. They lose all of their credit cards because they have no money to pay for its interest.

In other words, they are now at the helm of poverty brought about by unemployment.

Despite of their current situation, most of them are determined to get out of such situation. All available job vacancies posted through local classified ads or Internet are sorted out, hoping for any possibility of getting employed from any of these vacancies.

Also read: Being Successful in Affiliate Marketing

However, you cannot deny the fact that getting employed is nearly impossible to achieve. With thousands of applicants fighting for a single job vacancy, what is the probability that you will be hired? That is nearly impossible, so to speak.

What these jobless individuals do not realize is that there is still an alternative wherein they can get out from their unemployed status. They can earn enough or more for their families, and even get beyond the earnings of a corporate executive.

That is nearly impossible, you will say. But with Internet marketing, it is always a possibility.

 

If you are quite familiar with Internet marketing, you will be able to read and hear success stories about individuals who have been denied of getting employed, yet with the knowledge of Internet marketing together with their determination to get out of their unemployed status, they have succeeded and now earning more for themselves and for their families. For these successful online entrepreneurs, Internet marketing is a blessing for them.

Despite of the huge opportunity that Internet marketing provides to individuals who are courageous enough to take the risk, there are still individuals who fail to earn through their online business. It is because of their lack of necessary knowledge about Internet marketing attributes, particularly about the importance of search engine rankings.

What is search engine ranking? How important it is to the success of an Internet marketer’s career?

Every time online shoppers look for any product or service that they need or Internet users search for any useful information that can be utilized for any purposes, they tend to use search engines. If you are familiar with Google, Yahoo, or MSN, these are just some examples of search engines. The results displayed on search engine inquiries that are made is important to online shoppers and Internet users in finding any information, product, or services that they need.

Since Internet marketing is an online-based business opportunity, search engine ranking is one of the attributes that you need to consider. You need to build a clientele base that will patronize the products and services that you are offering for sale on the Internet. Such clientele base will come from the majority of online shoppers and Internet users over the Web, thus you need to attract them to visit your site and purchase your products or services. This is what you called the conversion of web traffic into loyal clientele base.

You will be able to attract traffic to your site through high search engine rankings. Your Internet marketing website must be on the top pages of every related search engine result that will be made out of every related inquiry. Remember that Internet users prefer the websites that are “highlighted” or placed on top search engine result pages. If your site appears on top pages of any search engine (not just one but several search engines), you will be able to attract more traffic to your website and convert them into loyal and long-term clients.

There are other things to consider when relating Internet marketing to search engines. However, you must remember one of the basics of Internet marketing-search engine provides you the opportunity to succeed in your online career.

Why Is Search Engine Marketing So Effective?

SEM (Search Engine Marketing) is a pooling of various online marketing strategies to increase traffic flow to a website, a blanket term which includes SEO (Search Engine Optimization), SMO (Social Media Optimization), pay-per-click advertising, and paid inclusion into search engines.

But why is SEM so effective? A good SEM campaign can vastly increase your website’s traffic and boost sales, more so than any other marketing campaign. So why does it work so well?

The answer is variety. SEM draws on many different strategies, rather than relying on just one. SMO “gets the word out” to entire communities of people who stand to be interested in your products and services. Pay-per-click advertising works much like standard marketing, placing your advertisements on the monitors of hundreds if not thousands of people across the internet.

Paid inclusion makes sure that search engines get around to evaluating and listing your website in a timely fashion. And SEO ensures that your website’s META tags, keyword content, and backlink promotions all work together to ensure that your website places as high as possible on said search engines.

In essence, where your traditional marketing campaign might target only one or two areas, good SEM covers the full spectrum of marketing possibilities.

Be sure before paying for SEM that you know what the company is offering. However, a good SEM service will be upfront about which of these services it offers, and how much it charges for them. Some SEM services focus on only one or two aspects of online marketing, such as search engine inclusion and SEO, for example.

Others offer certain services for low prices, but charge significantly more to include the full spectrum of SEM. And there is nothing wrong with paying an SEM service to do strictly SEO or strictly search engine inclusion. But you should know upfront that that’s all the service plans to do, and that anything more will cost extra.

SEM is effective because it works with the natural patterns of traffic on the internet. It capitalizes on advertisements, on search engines, even on word of mouth through social media. A good SEM company knows how to use each outlet of marketing to its best advantage, and your business booms as a result of it. That’s the true secret of SEM; knowing how to work with the internet, instead of working against it.

4 Steps to Improving Your Search Engine Marketing Strategy

Search engine marketing can be a complex and scary topic. Endless opportunities to advertise and market, constantly changing trends and technologies, and overly complex solutions all come with the territory. So, what you don’t need when you’re evaluating or creating your search engine marketing strategy is lengthy explanations about how different techniques work.

Instead, seek out advisors who can guide you with simple explanations and techniques based on real results. That’s exactly what following article is about. It’s a simple list of four things business owners can use in creating or evaluating their search engine marketing strategy.

Also read: Being Successful in Affiliate Marketing

  1. Establish Your Internet Marketing Strategy Goal

Many consultants will tell you to set goals about what you want to achieve with your website. Forget it. Those are distractions from the real question you need to ask yourself, which is

“What is THE purpose of my website?”

Once you answer that question, all other aspects of search engine marketing strategy can be leveraged to help you achieve that purpose. Typically, people use their website for many different purposes. Regardless, you still need to answer this question. The focus you will get from it will help you create a more effective strategy.

Here are the top three most common answers to the question “What is THE purpose of my website?”

  • To sell things
  • To generate leads for my sales team
  • To educate my target audience

It can be this simple!  Just decide which of the three answers above suits you best (or create your own) and then move on to step 2.

  1. Establish a Search Engine Marketing Plan

There is a reason why search engine marketing is so hot. It works. It is consistent, generates leads, sales, etc. at a lower cost-per-lead or cost-per-sale than traditional mediums like TV or direct mail advertising. It makes sense when you think about it: when people want to find something online, they go to Google, Yahoo!, MSN, etc. and search for it.

Search engine marketing is all about SHOWING UP when people search for what you sell, offer, or have on your website.  There is a growing body of knowledge (books, articles, etc.) on how to do this.  And like anything else, it has become over analyzed and too complex.

To further complicate things, some search engine marketing techniques are ethical and legitimate, while some are not. The best approach is to create a search engine marketing plan that focuses on two aspects:

  • Search engine optimization (SEO) – showing up in the “free” area of the search engine’s results
  • Pay-per click advertising (PPC) – showing up in the “paid” area of the search engine’s results

For search engine optimization, first realize there is no “silver bullet.”  There just isn’t a way to easily get ranked consistently high in the search engines.  It is a combination of factors that always come down to one underlying truth: build your website according to web standards, with a focus on accessibility for all.

Just like search engine optimization, there is no “silver bullet” for pay-per click advertising, either. Instead, the formula for PPC success is in well-placed bids (what you will pay to have your ad show up) combined with meaningful landing pages (where people go when they click on your ad).

  1. Conduct Search Engine Optimization (SEO)

The goal of search engine optimization is to make changes to your website to get higher rankings in search engines. Yet, search engine optimization is a confusing sector. On one hand, there are “snake oil salesmen” ready to get you a #1 ranking with their latest trick. On the other hand, the things that actually do work are very simple, and frankly, just not very “sexy.”

The best strategy to take is a common-sense approach to SEO: develop standards for your website that ALL pages must adhere to. If you do this, and enforce it, you can then branch out to some of the other “niche” aspects of SEO.

Here’s a sample list of SEO standards to enforce on your website:

  • Write descriptive HTML page titles that really describe the page it is on (in 255 characters or less)
  • Write a summary sentence that really describes the page it is on (in 255 characters or less)
  • Write descriptive ALT text for all images that describes the concept the image illustrates and never use images for text
  • Build all pages to comply with current web standards observed by the World Wide Web Consortium (W3C)

Only once your web pages comply with the above standards should you start more advanced SEO techniques, including keyword targeting, 301 redirects, link building (getting more links to your site), RSS news feeds, blogs, and SEO-specific metrics and tracking.

  1. Leverage Pay-Per Click Advertising

Pay-per click advertising helps you get more traffic from search engines through advertising in search engine results. You pick terms that people search on/about. You bid a price per click on your ad that you are willing to pay and then your ad shows up when someone searches on that term, and, if you’re lucky, they click on your ad and come to your website.

So, pay-per click advertising really boils down to 3 components:

  • Picking keywords to advertise on (i.e. target keywords)
  • Determining what to bid for those target keywords
  • Writing copy for the ads that show up when people search

Picking keywords is all about knowing what terms your customers, clients, etc. would use when searching for your product or service on the internet. There are several tools to help you generate ideas. The best tools also check to see how many searches-per-month your target keywords receive.

You typically want to find keywords that generate a lot of searches every month, but are focused enough for your business. For example, a company that sells Keen high-performance outdoor sandals probably would be best served bidding on “keen sandals” versus “sandals” which could include searches for the all-inclusive resort, Sandals

Determining what to bid for your keywords can be a highly-scientific process, sometimes managed by complex software and several key metrics. To keep it simple, let a tool like Google Adwords Traffic Estimator recommend to you what to bid at first. Start there, and start small.

Your best bet is to lock-in a low daily budget limit until you are comfortable with the impressions your ads are getting, the flow of traffic from the ads to your website, and what those people do once they get to your website. Writing an advertisement copy comes down to writing a headline that people will click on, and creating a compelling copy below that headline/link that will get people to click.

Headlines are best created by following what magazine covers do: focus on getting attention through eye-catching, short phrases. Using words like best (i.e. “Best Tips for a Summer Barbeque”), ultimate (i.e. “Ultimate National Park Vacations”) and number-based lists (i.e. “Top 5 Hybrid Cars for 2018”) have all been proven to work.

Writing an effective ad copy below the title/link is really about reinforcing the term(s) searched for.  This means using the keywords in the ad copy, and starting the copy with an action verb.

By following the approach above, you can create or evaluate your search engine marketing strategy, focus on what matters most when executing your plans, and more effectively achieve your goals.

Also read: Being Successful in Affiliate Marketing

Summary:

For some, Search Engine Marketing (SEM) can be a complex and scary topic. There are endless opportunities available out there to advertise and market, constantly changing trends and technologies, and overly complex solutions all come with the territory. So, what you don’t need when you’re evaluating or creating your search engine marketing strategy is the lengthy explanations about how different techniques work.  Instead, follow the above four steps and implement everything that you have learnt in this article. You can also join for FREE, my #1 recommended program to earn money online www.wealthyaffiliate.com

 

 

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