Marketing yourself, your product or your service is a vital part of any business. E-commerce can be a great way to enhance your revenue but due to the amount of people, vying for the same business it is vital that you understand and employ the latest trends in SEO (Search Engine Optimization) or employ a specialist to do it for you. Even if you are going to outsource your SEO needs, you will still need to arm yourself with the proper expertise and know which tools to employ in order to ensure that your site is a cut above the rest.
SEO is an on-going process and not just a one-time project. Every day, more and more sites become established on the internet. They optimize their sites in order to better their rankings in in the most widely used search engines. If you take your eye off the ball after the initial optimization of your website, it is likely that you will quickly lose any headway that you have made.
Search Engine Optimization or SEO is a term widely used. It is used to describe the process of optimization websites to make sure that they appear high up in the search engine rankings. This is required because the higher that you appear in the search engine rankings the more likely you are to achieve visitors to your site via the search engines.
Most people carry out searches using Google, Bing or Yahoo in order to find the information, product or services that they require. Most people only review the ten top search results, which appear on the first page. It is therefore vital that you make it onto the first page with your site if you want to generate significant traffic. Making it to the first page of a search engine is great and a real achievement but statistics show that the higher up the page you are the bigger proportion of clicks you will receive. You want to achieve high traffic volumes to your site because not every visitor will buy from you, therefore if you attract more traffic to your website your likelihood of making a sale will go up.
As a rule of thumb unless you are a very specialist site, selling a totally unique product or have a very high profile and reputable company then you will probably achieve in the region of one sale for every per 100 visitors to your site. Therefore, you can see the need for volume of traffic!
As I said before you do not have the opportunity to rest on your laurels as far as Search Engine Optimization is concerned. You have to grab hold of a top spot in the search engines and then you have to work to maintain your position. This means improving your site daily/weekly/monthly depending upon the competition levels for your keywords (the words that your website is tagged with that describe your product and the words that you think your customers would use as their search terms, do not panic there is software available to help analyse this).
Let us explore what Search Engine Optimization actually is, we know we have to do it in order to make our website successful but there are different ways of doing it, some ways will cause more harm than good to your site as the search engines are very fussy about how much and in what way you optimize your site.
In essence, Search Engine Optimization is a group of procedures used to maximize your sites effectiveness in attracting visitors. This is done by improving the aspects of your site that will move you up the search engine rankings (on-page optimization) as well as building links/secondary sites (off-page optimization) to improve your site reputation and ranking. Off-page Optimization is also a good way to raise public awareness of your site. Search Engine Optimization goes works best alongside an internet marketing campaign.
All good Search Engine Optimization starts with the on-page optimization and the starting point should always be identification of the keyword phrases that will be targeted to bring traffic to your site. This phase should not be skimped on and thorough investigation and testing must take place. Identifying the right keyword phrases makes or breaks a site. I cannot emphasize too much how much care needs to be taken at this stage. You will need about 10 good quality keywords to maximize traffic. Some of the things that you need to look at are that:
- The phrases are actually used in searches that relate to your product/service/information.
- These search terms are used by your prospective customers.
- That the terms provide adequate traffic to be viable.
- That the terms used convert to sales.
Once you have identified good quality keywords you will need to ensure that the content of your site includes your keywords. This may mean having to rewrite your sites content. Great care must be taken at this stage to ensure that you do not appear to be stuffing keywords into your content. The content must be written and flow naturally to include the keywords. Search Engines take a very dim view of keyword stuffing a balance must be found because the content must also be relevant to the keywords that you are going to use. You may also need to rewrite your sites contents so that you could get the right keyword phrases in your site without making it too commercial but light and informative. In order to get the balance right you have to follow basic guidelines but also be aware that the Search Engines often change their rules!
Off-page optimization can be just as tricky as on-page optimization. The Search Engines not only look at the content of your site to decide your relevance to a search term entered by your prospective customer but also by whether or not you have links to your site from other sites. The quality of links from other sites to your site can also determine how the Search Engines perceive your relevance. Going out and getting links in bulk is frowned upon by the search engine again as in your sites content these links must be natural and relevant to your sites content. Good quality links are very important in raising your rank in the Search Engines.
The internet is awash with guides and software to help you to optimize your website but you do need to be careful when optimizing your site to ensure that you do not employ methods that are frowned upon by the Search Engines.
Search Engine Optimization is time consuming but the benefits are worth it. If you do not have the time to put aside each day/week/month to keep the process going; if you do not have the time to keep up to date with the Search Engines rules and regulations or if the process just bores you silly and you just won’t keep it up then you really need to look at getting a professional in to get the job done for you.