Search Engine Marketing


Search Engine Marketing refers to marketing in the search engine channel. Google is by far the world’s most popular search engine, and while countless people search for information every second of every day, the opportunity presents itself for the would-be advertiser and marketer. The two spaces in the search landscape are Google AdWords (advertising) and organic search listings.

Search Engine Optimisation:

is the process of improving a website’s various pages so that they are as visible as possible on search engine results pages (also referred to as SERPs). Why does SEO matter? Just about anyone can build a website these days. But will the website be picked up by Google, indexed, and rank in so well that people visit your website? …Why wouldn’t that happen?

Chances are you want your business website to communicate with visitors very clearly on various products, services and or marketing messages. The key skill in optimising a site for the best traffic is understanding the sometimes huge difference between how one talks about and describes a business online – and how someone will actually search for it.

The optimisation process involves both ON-page workflows and OFF-page relationships. I’ve compiled a number of small articles relating to different aspects of these as well as helpful hints on creating a successful Search Engine Marketing campaign.

This is a basic step by step guide to improving the presence of a website or business online. For more details on specific areas touched, please visit my Digital Marketing Services Blog.

1) Look attentively at the website itself, by itself.

– Install and setup Google Analytics and Google Webmaster Tools.
– Check the On-page SEO & website design for any issues.
– Be mindful of crawl errors and that the sitemap is up to date. Generally, double check that everything is in place that makes it easy for users (and the Google crawl bot) to navigate through, and properly experience your entire site.

2) Examine incoming traffic trends & keywords

– Google Analytics, Keywords and Trends tools are free and sound places to start.
– Keyword research matters. Find the best keywords to target and generate natural search traffic from.
– Create a Keyword phrase map.

3) Create quality on-site content.

– Move forward with your keyword phrase map and brainstorm content topics and produce Quality content for the website accordingly.  Not just good product or services descriptions, but also take advantage of the website’s own blog/news channel.
– Use the keyword phrase map to create landing page URL’s that include targeted keywords.
– Use internal link-backs to the important landing pages of your site that you talk about in your blogs and news articles.
– Ensure your content is shareable & create a facebook business page to promote it on.

4) Analyse the current back-link situation for the website.

– What is the current state of the website’s back-link profile & who has Linked to the site?
– What is the competition doing regarding back-linking?
– What kind of Links are missing from the mix and what is the best Link acquisition strategy to move forward with.

5) Analyse the results of your Link acquisition strategy.

– Are the targeted keywords from your keyword phrase mapping, showing rankings improvements?
– Are the targeted keywords generating traffic to the website?
– Is the traffic converting into sales & proper site visits (and not bounces).

6) Don’t rest on your laurels.

Have you really looked at everything and measured all the metrics available? Candidly that’s not possible in my humble opinion – So go back to the start and do it all again. Here’s a FANTASTIC long list of online marketing tips to consider as you repeat the process.

7) Read more:

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