If you have a website, you know the importance of your search engine ranking to your business goals. A high position in the search engine results pages has a direct effect on how much attention, publicity, and ultimately, traffic to your website. The higher your Web pages appear in the search engine results for particular searches, the more likely it is that people will click on those links – and those clicks contribute to conversion traffic, people who come to your website as prospects and stay to become customers. Effective Internet advertising can help boost your search engine rankings, and more importantly, bring customers to your website and convert them to customers. Here are three ways that Internet advertising can help improve the results you get from your marketing campaigns.
Target a Variety of Keywords for Natural SEO
Are you targeting the right keywords? Are you getting found all possible keywords? Here’s an example. Suppose you run a residential house cleaning business. Your website talks about residential cleaning and house cleaning – but if people in your area search for home cleaning or apartment cleaners, they won’t find your website. The conventional wisdom used to be that your content should focus on one keyword phrase per page, but that’s all changed now. In fact, you’ll rank higher if your pages use a natural mix of related keywords, and, as a bonus, you’ll pop up in searches for a wider variety of keywords.
Focus More Narrowly in PPC Advertising
For PPC advertising, spend some time researching the best converting keywords for websites like yours, and target those with your PPC ads. Since you’re paying for every click on your ads, you want to focus on the search terms that are most likely to bring you real business.
Pay Attention to Title and Description Tags
The title and description tags for your Web pages have far more significance than they used to, not so much for search engine ranking but to attract the attention of potential customers. The text in your title tag will be the heading on your Google search listing, so make sure that it’s a come-on. The description tag is a little more subtle. If you supply a description, Google will display it as a snippet under the title. If you don’t, Google will make up its own description by taking text from your page. Most search engine experts will suggest that you supply a description of no more than 206 characters, and make sure you end with a completed sentence. Recent Internet advertising research, however, suggests that it may be better to include a far longer description and let Google pick and choose what to display based on the search terms entered.
Effective Internet advertising also depends upon you keeping a perceived promise with your search engine visitors – that what they’ll find on your page matches what they read in the search engine description, so be sure to hold up your end of the bargain by providing the content your visitors are looking for.
