Last updated on December 6th, 2016 at 04:58 pm
“The two most effective ways to bring potential customers from search engines are through search engine optimization (SEO) and Pay-Per-Click (PPC) Advertising.”
Although sales happen to be your main objective behind everything you do in your business but that would only happen when somebody will visit your outlet whether it is offline or online. Your website is a kind of online outlet for you through which you let your customers know about your product or services. So, the first thing you need to do is to bring traffic rather qualified traffic to your website.
There are many ways you can bring potential traffic to your website such as from search engines, social media and so on. In this article we are going to discuss about how to bring potential customers from search engines.
Search engines are a great way to bring potential traffic to your website because they are the first platform customers embark upon while hunting for a product or service unless they know the site they want to go to and have the URL for that website to navigate directly to it.
There are two ways you can bring potential traffic to your website from search engines and that are-
What is SEO?
Search Engine Optimization refers to the collection of techniques and practices that allow a site to get more traffic from search engines (Google, Yahoo, Bing, etc).
Categories of Search Engine Optimization
There are two categories of SEO
1. On-Page SEO
On-Page SEO simply refers to the text and content on your web site pages. Despite of the fact that on-page SEO is responsible for only 25% of your website ranking in the search engine results, it’s worth tackling as can be improved quickly.
2. Off Page SEO
Off-page SEO refers to optimization strategies outside of your website’s design such as link building with authoritative sites through relevant content. You need to spend some time to improve in off page SEO.
Eight Components of On-page SEO optimization element
1. Page Title
Page titles are the text at the top of the browser window in a web page. They act as the title of the page, which is presented in search engine. You can find and edit page title in your website’s HTML. The text surrounded with thetag is your page’s title. Here are some rules to have some very effective page titles:
• Include Keywords
• Keep it precise. Unnecessarily longer page title will not be seen in your web browser or in Google search results. Too long page title tends to adulterate the significance of keyword mentioned.
• Try placing keywords close to the beginning of the title starting from the left.
• Do not include too much of numbers and characters in it. Make it readable and easily memorable for the audience.
• Include the name of your company at the end of the page title.
• Use different page titles for each page. This is how you can utilize all your relevant keywords in driving more and qualified traffic to your website.
2. Meta description and Meta Data
When you put in a keyword to search for the information, the text that you see as the description of the site is called Meta Data. It’s good to include the keywords in Meta data as they attract the searcher attention and indicates if the search result is related with the query of the visitor. You don’t find your Meta description on your web page.
If you will not use the Meta description for any web page the search engine will automatically pick up the content on your web page and will show that as the Meta description. It is not used for any SEO purposes. A short summary of the web page at the top of the pages source code in atag is Meta data.
Heading is perhaps the piece of text appearing larger or more prominent than other text on the page. This can be verified by checking the HTML code of the website if they include text with an <h1>, <h2>, or <h3> tag surrounding it.
Usually, search engines take the text in the headings as the keywords which is why you are asked to include keywords in your headings if possible. Besides, as far as importance of the headlines as per the keywords are concerned, is given in ascending order first <h1>tags, then <h2> tags and so on. Even <h4> and <h5> tags do exist but are taken as the regular text when it comes to their influence on keywords. It is advised to use <h1> tag only once however, if required such as in case of blog posts or so, you can include <h2> or <h3> tags as paragraph titles.
Images adds to the value of your content however you should keep few things in mind while adding a image to your content which are as follows
• Use keywords in the file name of your image in order to bring relevant traffic from image searches. You need to separate the keywords in the file name with a dash (-).
• Never forget to associate text with pictures as search engine read the text and not the images.
• Images are found to be wonderful source to engage the consumer however too much of image will slow down the loading of the web page, negatively affecting both the consumer and search engine optimization.
5. Domain Info
Older your domain is, more importance search engine gives to your website .An older domain registration is a sign of commitment to the website, which in turn is a signal that the site has lesser probability of being spam.
6. Moz Rank
MOZ Rank is used to measure the overall online authority of your website which is why a higher moz rank is a good sign. One thing to be noted here is that MOZ rank is an important factor of both on-page and off-page SEO.
7. Google Cr awl date
Google updates the information related to your website such as keywords and other SEO factors after crawling it. This is why frequently crawling of site by Google is supposed to be a good thing. The best way to get Google crawl your website is to produce and publish fresh content on your website more frequently.
8. URL structure
The web address of the web page is called its URL.URL structure of the website talks about the tactic behind interlinking of different URLs. Improving URL structure is a little bit complicated task however a skilled developer by your side can significantly sort out the issue.
“Stay away from keyword stuffing!”
Up till now we have learnt that how important keywords are in digital marketing however it does not mean that you go ahead and stuff your entire content unnecessarily with too many keywords as not only it can be bad experience for your site visitors but even search engines have invented n numbers of ways to detect these behaviors. Besides, a good SEO strategy is the one that abides by search engine rules giving visitors a better reading experience at the same time.
How to improve Off-Page SEO
As discussed previously, Off-page SEO refers to the overall authority of your website or what other website speak about yours. Websites with higher authority are supposed to rank higher than those with lower authority.
Website authority mainly gets influenced by inbound links. Linking of a page on your website by any other website is called inbound links. It is good to have more and more inbound links and it’s even better to have inbound link from the websites with higher authority.
Now how to get the inbound links? Simple! Create high quality and original content which will lead other websites to obviously and willingly link it to the content on their sites. Besides, sharing content on social media and optimizing it for search results increases the chances of pulling more and more inbound links towards you and leads to better visibility also.
What is PPC?
Pay-per-click (PPC) marketing is actually advertising over the internet where in advertisers pay the publisher when their ad is clicked by the audience. It is also known as cost per click marketing. Basically, in PPC marketing your ads are shown on other websites and if the user clicks on it the advertiser has to pay fixed rate for each click. Well! The idea behind it is to drive more and more traffic to your website and generate more leads converting them into sales eventually.
However, if the clicks are not getting converted to sales, it is a complete wastage of money and time for you. There are certain things that you must pay attention to for an effective PPC marketing. Let me share with you a few tips for a better PPC marketing.
Declare Negative Keywords
You must know to how the declaration of negative keywords function for you .Let me explain you in detail. Let’s take an example here, suppose you are selling hand bags and you want people who search for hand bags to come to your site and buy hand bags. However, even if the users type cheap hand bags they are directed to your site and there if they did not find the handbags cheaper, they walk away making that click waste for you. This is where negative keywords play a role. You can go ahead and let Google know that you do not want any clicks if these words are searched by the customer while creating a campaign for you. And that is why these keywords are called negative keywords. You should never forget to declare negative keywords for you to get the more refined audience leading to the lead generation and sales.
Use exact match or phrase instead Broad Match
What happens in case of broad match is that even if you don’t want the search engine to show your ad for some specific keywords, it will do that as those keywords seems relevant to the search engine being the part of your keywords. However, by using exact match or phrase you can limit search engine to show the ads only when exact match keywords or phrase is typed in by the customer. It helps decrease the impression count and in turn augments your click through rate adding value to your ads and campaign.
Evaluate your maximum CPC (cost per click)Bid
What should be your maximum cost per click bidding? It’s one of the most important parts of your PPC campaign that you need to think about. You should not waste money by unnecessarily bidding more than what’s required. Let’s suppose you get you get 3 conversions for every 100 clicks that you receive on your advertisement. So, if we evaluate that how much would be the Max CPC Bid on the payout of the product. Let’s say, you make $ 30 per conversions, when multiplied by 3 and divided by hundred that would be $0.90, which is what your Max CPC Bid should be for that product.
Never Choose Automatic Keyword Bids
There are two ways you can setup your keywords either by automatic bidding or by manual bidding. However, if you go for automatic bidding Google will set the bid for each keyword and more often than not their bids are too high. This is why you are suggested to opt for manual bidding and take complete control of your bidding making sure you are not paying too much.
Never Bid for 1st Position
Suppose inspired by your SEO marketing you are bidding for the 1st position in your PPC marketing and paying a lot more for it. However, if you are lying anywhere between the second and the sixth position in the search engine ranking page the results will almost be the same. There is no point wasting money for the 1st position in PPC marketing. Even Google says it that it will not be of much difference in PPC marketing. As told earlier, bids for 1st position is higher than a few down the line. As both furnish the same results bidding for lower positions will help you save money.
“Through PPC you can directly and immediately affect the visibility of your website search engines and take advantage of keyword-specific traffic. If implemented well, a Pay per Click campaign can be incredibly successful and offers a great return on investment. “
Like we said earlier traffics coming from the search engines are valuable, for they are actually those people who are already in need of something and they have embarked upon you website while searching for some product or service on search engines.
The only thing that needs to be taken care of is whether you are getting the online traffic through SEO or PPC make sure you religiously follow the guidelines for each channel to get the most qualified traffic to your website.
Learn from real practitioners not just trainers.