Search engine marketing can bring your website into the spotlight when the right tactics are employed. Knowing how to get your website ranked through PPC or through traditional search engine marketing is essential to bringing in traffic that will convert into sales.
If you are a newbie to the SEM game then there are a few things that you should know before you start your search engine marketing campaigns. Here are 5 tips that will help you easily get ranked and drive traffic through search engine marketing.
1. Site Design
Site design is one of the most important aspects of search engine marketing. If you are not working with a site designer that really understands how the search engines work then you are putting yourself at a disadvantage. Although you do not have to hire a search engine marketing firm to help you out, using an industry veteran is one of the best resources to making your website show up in the search engines.
Be careful when you’re hiring a developer and check their former clients before you hire them to do anything to your website. Ask former clients about their rise in the search engines and how the developer helped them over a certain time span.
2. Keyword Research
There are tons of articles about keyword research and the importanceof using low competition keywords for your URLs, posts and domain names. However, a new tool has come to the market called Mozenda. Mozenda is a web scraper unlike any other. It features a simple point and click interface to find search terms for your niche that are not usually found in the Google AdWords or Keyword Elite software packages. Mozenda is used by companies like IBM, Yahoo! and Harper Collins.
The software comes with a full-featured demo so you can try it out before you buy it. The program lets you easily store the data in an Excel file making it easy to recall and extract. Once your have your keywords you can start building or revamping your web site based on the search terms.
3. Forgetting The Customer
Search engine marketing can easily lead a website owner to only thinking about their ranks within the search engines. If you forget about your customer then you have a website that ranks high in the search engines but does not convert into sales. Always think about the customer and put them first before your rankings. There might be a feature or a tool that can help you gain momentum in the search engine results page, however, it might put your customers at a disadvantage.
Always think about your site from a customer perspective. Search engines do not buy your products and they will not click on your advertisements. Keeping in mind the aesthetic value of your website or your pay per click advertisements is essential to getting clicks that turn into sales.
4. Over Selling
While pay per click advertising is a good way to get clicks through search engine marketing, one of the issues that you can run into is over selling your products or a PPC advertisement. Your main focus for PPC advertisements is to get the customer to click on the ad. When you over sell your products you could be leading the customer into disappointment. Hyping up the products that you are selling can make you look like every other search engine marketer on the Internet.
Getting curiosity from your customers is essential, however, the last thing you want to do is over sell a product or talk about features that the product does not possess. Make sure that you are getting just enough information for your PPC advertisements to gain customer interest and then allow the sales copy to do its own work. Many search engine marketers think that they would know what’s best to make a sale. Do not underestimate the power of a product sales copy.
5. Determine Your Key Demographic
There is a common misconception among search engine marketers of what their demographic actually is. In order to convert clicks into sales you need to determine what your key demographic will be. Are you selling to a customer or are you selling to a business? The main difference between these two demographics is the lead-time. When you’re selling to a customer the lead-time is extremely short. The lead-time could last one minute or it could last a couple of days.
When you start talking about selling to a business an impulse buy is pretty much nonexistent. Businesses need approvals for purchasing on things as miniscule as pen and paper. The last thing that they are going to do is buy a service within a day or even within a week. Selling to businesses is a great demographic and can prove more profitable than selling to customers.
However, selling to a customer gives you a shorter lead-time and allows you access to more conversions based on clicks through PPC advertisements.