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Buzzwords abound, search enigne
positioning (SEP) search engine optimization (SEO), search enigne placement,
the list goes on. Ignore the buzzwords and focus on how search enignes
can fuel the growth of your business.
Sales leads and conversions
mean money in your pocket. A strong search engine marketing program can
set the wheels in motion. Optimizing a web site for search enigne rankings
is the end result of a search enigne marketing campaign. This is what
virtually anyone with access to the web promises. The devil is in the
details.
Any search enigne marketing
campaign must begin with research; research and understanding of how prospects
will search for that which a web site offers. Much of the time, this is
fundamentally different than how the web site owner thinks of the site.
The earlier this process starts in the web site design and development
process the better.
A search enigne marketing campaign
includes the following steps:
- Development of a keyword
marketing strategy - simply understanding what keywords
and phrases prospects will use to search for a particlar site.
- Identification of the variations
of those words and phrases that people actually search for. (GoTo
and Word Tracker are excelent resources)
- Identification technical
hurdles that may prevent a web site from being indexed by a search
engine.
- Identify key web page elements
for keyword placement.
- Develop your web site architecture
and content in such a way that focuses on important keywords, look for
opportunities to restructure an exiting site to focus on keywords, or
create additional informational pages that focus on critical keywords
and phrases.
- Identify important search
engines and web
directories.
- Develop a directory
submission strategy.
- Perform directory and search
engine submissions.
- Monitor rankings
- Perform traffic
analysis
- Analyze, evaluate and refine
strategy and execution.
Search engine marketing is
an ongoing process. It is not a project. It is a primary key to long term
success on the web.
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