Local Business Marketing Strategy – Search Engine Optimization or SEO
While you are running ads through one or more pay per click programs, it is important to not underestimate the effectiveness of the content of your own site. In fact, paying close attention to your own web content will help your web site to show up higher on search engines. The magic way this happens has to do with search engine optimization.
Here is how the process works, and why it is so important to make the best use of this value method of publicizing your web site.
When people think of search engine optimization, the first thing they think about is keywords scattered through the content that is found on the site. Keywords help people who are interested in what you have to offer find your site.
Generally, persons entering one of those important keywords into one of the several search engines will be directed to sites that are directly of interest. A judicious use of keywords on your part will help improve the chances that you will appear in those listings.
Along with keywords that are in the text of your web content, you also want to register your web site with each of the various search engines. As part of that registration, you can include all sorts of keywords that will add your site to a search command.
You can use terms that have a direct relationship to the content and purpose of your site, as well as keywords that have some indirect relationship to your content. For example, if your web site has to do with pet supplies, a direct keyword would be “pet.” An indirect keyword might be something like house, bed, or snacks.
Registration on all the search engines does not cost anything, if you choose to take the time to do the work yourself. However, there are services that will create a profile for you and register your web site on a huge number of sites on your behalf.
Many of these services do an excellent job, but be prepared to pay for what you get. Most of these registration services offer different size packages, with each package including a select number of search engines.
While some of the packages will include the more popular search engines, it is always a good idea to verify which of the engines are included. This will help you to determine if the price tag is worth it.
If you choose to go with a registration service for the search engine optimization, make sure you provide them with an exhaustive list of keywords. Once the task is done, you cannot go back and update the list at will.
Don’t rush into this project. Instead, take a few days and add more keywords to the list as you think of them. After several days, you will probably have a list of keywords that is broad enough to make a real impact.
One other benefit of using a registration service is that some of them will guarantee that your site will make it to the top of the search engine results. Be prepared to pay extra for this option.
However, it may be worth the extra cost if there is a lot of competition in your line of work. You can gauge the effectiveness of the venture by the number of hits you receive, plus the resulting value of the sales you make.
Of course, you can also handle the registration site on your own. This will involve going to each search engine individually and setting up the search engine criteria. A good rule of thumb is to come up with your list of keywords and key phrases before you jump into the task.
Have the list in an electronic format, so you can cut and paste them into the registration form. This will save you a lot of time with the data entry, and allow you to move much more quickly in completing each registration.
Another tip is to begin with the well known search engines first. Generally, it takes somewhere between twenty-four to forty-eight hours to deploy information about a web site into the search engine files.
By taking care of major search engines first, such as Yahoo, Google, AOL, and MSN, you will have an Internet presence very quickly. Once these are taken care of, you can move on to some of the smaller search engines.
Don’t dismiss the smaller search engines as part of your search engine project. While the major engines will cover just about all the Internet, you never know when one of the minor engines will yield some results. Since it costs nothing to register with the engine–all which is required is a bit of your time. And after all, one sale is more than a make up for your investment.
Most search engines provide information about registration that will provide you with some tips on how to create the registration profile. In some cases, the process is very quick, provided you have all the details and keywords handy.
Try one or two of the search engines first, just to get a feel for how much time and effort is involved. Then, you will be able to decide if registration is something that you want to do on your own, or farm out to a service.
To your continued success,