There are, as of the date of this article, 142,272,317 registered domain names. Trying to stand out from the crowd in an “ocean” full of information can be one of the most daunting tasks for the web marker there is. It requires diligence, focus, a well laid strategy, and knowing how the search engines word to deliver your content to the right searches.
Chances are you have received a call from a “Search Engine Optimization Company” promising you a number one ranking on Google for x amount of dollars. That number is usually well into the thousands of dollars per month and, they may or may not tell you, only gets you into the top search rankings as long as that money is flowing. So how do they do this? Simply by purchasing ad placements from Google – something you can do yourself and save money but which also ceases when you cease spending money (buying ads).
Nothing beats organic search results in getting your product, service or organization in front of the eyes of the people who keep you in business. This is not best achieved by spending a river of cash on ad-words, although that technique certainly has its place in marketing, but rather by creating good content which will match the needs of your prospective client.
How To Determine The Best Keywords
While there is a bit of science to this it is solidly founded on common sense. If you are a seller of “seo content”, for example, you would want to write, tweet and use images relevant to your search terms. Foremost you must please your readership. If someone does a search on your key terms, key phrase or key words and arrive at the link you provided only to find something not relevant to their search they are probably going to leave your site immediately. This not only increases your bounce rate but also signals to the search engine that your content was not satisfactory.
Think about what it is that you do. I have a client, for example, who wants to be known for “website packages”. Therefore we are creating a high volume of content for her site using those key words in a key phrase. More importantly we are creating that content relevant to the search terms so that the visitor will be compelled not only to read but to share the content and subscribe to her site. After all visitors aren’t transactions and it generally requires transactions to create a return on your investment.
Buying Key Words vs Organic Search
As indicated earlier there may be a time when purchasing search results from your favorite search engines or even your favorite social media site makes perfect sense. In fact I have not only recommended it to my clients but have also used this technique myself with good success. In fact a recent optimized content campaign I ran created more business than I could personally handle so I moved from doing a steady stream of advertising to more of a square wave approach. By this I mean 3 weeks on followed by 2 months off. So every 2 months my ads run on Facebook and Google for 3 weeks. The instant impact and the trickle effect are just enough to keep me busy but not overwhelmed.
Whether you are buying clicks on keywords or building organic traffic with key phrase relevant content it is important to investigate your key terms to see what type of traffic the search engines are delivering for those terms. If you choose some key terms that have only a couple of hundred local searches performed each month it may not make sense to chase them. On the other hand if your market really is that niche and a sale can mean that much to you then by all means give it a try. Just remember to track everything. Let me repeat that: track everything.
I am always happy to answer your questions regardless of how “silly” you may think your question is. Understanding search engines and content is what I do and I have no idea what the measurements of a standard stand pipe and flapper valve are so I would need to ask. Feel free to use the Contact Me form and ask anything related to search or social marketing, content creation or platform development and I will answer.
I am a multi-year veteran of the industry who has served in the highest offices in the industry. I can help you get the best deals and avoid getting ripped off!
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