Search Engine Marketing in a Nutshell
Search engine marketing simply means marketing a website through the Internet search engines to bring in visitors. This can be through getting it ranked high enough through performing search engine optimisation, or by using pay-per-click advertising that. This article will focus on search engine marketing through organic search results.
Search engine marketing involving organic search results means that your website is encouraged to rank highly through natural, or organic, methods. This means that certain search engine optimisation (SEO) strategies are employed.
SEO can mean different things to different people, but at its most basic it is simply preparing your web pages and supporting them in such a way that they will naturally be liked by the search engines.
Search engine marketing preparation means on-page optimisation and off-page optimisation. On-page optimisation means ensuring that everything on the web page, including the hidden bits of the underlying HTML code, is at its best for the search engines. Off-page optimisation means bolstering up the web page by getting appropriate back links to it.
Organic on-page search engine marketing begins with the title. A web page should be focussed on a chosen keyword phrase, and the page or document title and the page content title should share the same keyword that the page is focussed on.
For example, if the keyword phrase for a particular web page is “Car Insurance” then the web page could be saved as “car-insurance.html” and the document title in the HTML title tag could be something like, “Car Insurance – All You Need To Know.”
The article that is visible to the visitor on the page could have a title like, for example, “Car Insurance The Best Deals.” The article following the title could be around 500 words and the keyword phrase of “Car Insurance” would be used within the body of the article between 10 and 15 times. This represents an acceptable keyword density of 2% to 3%.
Off-page search engine marketing means getting appropriate websites to link back to your site. This increases the importance of your website in the eyes of the search engines. You can create your own back links by having a blog where you post complementary articles about your website, or you can use social media sites. The best back links, however, are those you get from other sites who link to you naturally.
