Your website is an electronic extension of your business. Poorly designed web pages often fail to provide users with a satisfactory online browsing or shopping experience.
A few years ago, in the days before the introduction of Google’s Florida Update, SEO was a quasi-Masonic vocation practiced by an expanding order of techno-monks who acted openly but held secret the minute details of their trade. As search engines and SEO techniques evolved that old order was already dying, long before the discovery of Florida in November 2003.
Understanding Who you are to the search engines. For most websites, competing in the search engine arena is like being in an endless ocean of nameless, faceless destinations, which are suspended in the shadowy ambiguity that is cast by a few well lit successes.
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The following elements are far from a complete demographic taxonomy; however they should provide a starting point for understanding your audience. This information as it is applied to SEM, affects targeted search phrases, and ideally provides data that can be turned into targeted search phrases which put you right in front of your ideal customer.
Yesterday, I had the privilege of speaking at the inaugural Search Engine Business World seminar held at the downtown campus of Vancouver’s Simon Fraser University. The event was a success though registrations were slightly lower than expected. The number of attendees was relatively small but based on the names of the corporations they work for; the collective advertising budgets they work with are enormous.
How many different ways are there to say the same thing? In some industries, quite a lot. Let’s look at the SEM industry. When researching industry related keywords we found quite a few keyword themes that mean relatively the same thing to the common searcher: internet marketing, website marketing, online marketing, website promotion, search engine optimization, search engine marketing, SEO… these just to name a few.
When a company undertakes a search engine optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and rightly so) is focused on the company website. This is the one aspect where there is a feeling of control-once a website is released into the wild, the company will have to see how its site fares against all the other websites out there, whether the other sites are using ethical SEO tactics or not.
Any serious marketing initiative begins with a solid marketing plan, search marketing should be no different. It is however an unfortunate fact that many search marketing campaigns are conducted without the firm foundation and clear direction that a good search engine marketing plan can provide.
Blogs have become a bastion of free speech on the web – where anyone can start their own personal commentary on any topic for free. Businesses use blogs to post their latest news, celebrities make fans salivate as they update their blogs with news about their day, and they even demonstrated the power to keep online vendors in line (Google bombing). The fact is, blogs have become massively popular and it seems the sky is the limit for this online phenomenon. But that is not the end of the story, I wrote this article to tell you how blogs are soon going to influence buyers of your products in the offline world.