The Bottom Line to Successful Search Engine Marketing

The bottom line to successful search engine optimization services consists of the following six steps to effective internet marketing in search.

6 STEPS TO SUCCESSFUL SEARCH ENGINE MARKETING

    Since the inception of the Internet, one of its most popular uses has been Search.  As a result, Search Engines, such as Google, Yahoo and Bing have became prevalent and Search Engine Marketing has become a viable way for businesses to market themselves online.  But due to fact that you usually have extensive competition when participating in Search Engine Marketing, the successful company needs to know, and adhere, to all of the following practical steps, in order to be successful in search and related internet marketing ideas.

1)    Conduct Comprehensive Keyword Research

Preparatory to undertaking your Search Engine Marketing Program you must devote the time, money and energy to conducting comprehensive Keyword Research. Start with the Google Keyword Tool which is free to utilize.  You may go through multiple rounds of research to really find all the terms that relate to your company, but don’t worry.  A really good set of keyword research may turn up nearly 1500 search terms that work for you…maybe even more. One client we did Keyword Research for had nearly 50,000 applicable terms at the end of their keyword research project.  Once you have completed your Keyword Research, prioritize the search terms into winnable keywords for your company, meaning those you have a probable chance of winning a Page One ranking. 

Obviously, determining winnability is a vital step, so we use three strategic indicators to help us weed down our list into those that we might potentially win a page one ranking on in Google, Yahoo or Bing.  1st is any term under 2500 a month in Google Global Search Volume. 2nd is any term costing under $2.25 per Google PPC. And 3rd is any term ranking under 45% per the SEOmoz Difficulty Ranking.

2)    Search Engine Optimize Your Website

To enhance your chance for success in any organic page rankings, you need to optimize your website pages for two or three of the winnable terms you chose.  In general, figure that each page is going to be optimized for 2-3 terms. This process will increase your Page Rankings in Google, Yahoo, Bing, AOL and Ask, thus bringing qualified potential visitors to your website site. There are multiple tools to help you SEO your website, so Google Top 10 SEO Software Tools or go here to start your SEO research project for online marketing tools.

3)    Launch Google Pay Per Click

Google PPC (aka AdWords) is a wonderful form of online marketing, as you only have to pay when someone actually clicks on your ad and goes to your site. What I like most about Pay Per Click is it allows you to run live tests on multiple search terms to discover which terms are getting you leads, sales or conversions!  Once you have ascertained this information, these are the terms you will want to pursue in the other four areas of search engine marketing: SEO, blogging, linking, and social networking.  

4)    Begin Keyword Blogging

As much as possible, you want to blog about the terms you are trying to win!  There are, typically, a wide number of variations on a keyword theme, which will allow you to write about the terms from slightly different perspectives.  The key here is to develop depth of content in your Keyword Marketing, so that when you are targeting keywords you are blogging in detail about your subjects, and developing your expertise on the subject.

5)    Start Social Media Marketing in Facebook, then Twitter

The first step here is to acquire your Company “Real Estate” as soon as possible.  Get your company accounts in Facebook and Twitter first. If you can, also Claim your company listings in Google, Yahoo and Bing.  Once that land grab is accomplished, the next step is to develop your social media strategy. Think of yourself as an ambassador for your company in Facebook and Twitter. You need to abide by the appropriate “rules” of the various channels you opt to concentrate on as you look for ways to represent your company to those markets.  

6)    Perform Ongoing Link Building

While concentrating on your Keyword Terms and Phrases, you need to approach Back Linking with a four-pronged attack:

  • Develop Volume Links back to your company website.
  • Develop Deep Links to subpages of your site.
  • Pursue Authoritative Links if possible—If you are a Sporting Goods Store and get backlinks from SPORTS ILLUSTRATED, FIELD & STREAM and DUCKS UNLIMITED you will have Authoritative Links!
  • Establish Local Links within Local Niche and Business Directories

To validate the success of this link building undertaking, you will want to monitor results at least monthly if not weekly!  Links will bring you traffic to your site and improve your standings in the search engine results.  Be sure to alt-tag your terms whenever possible.

For other small business marketing strategies, visit my blog covering a variety of methods for business marketing and promotion online, or call my arizona internet marketing agency at 623-322-3334 for help by the phone.  Ask for Randall Mains.

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What Do You Mean They Weren’t Looking For Me!

Boy, I hate to burst a friend’s bubble! Especially when that friend thinks he is excelling in my area of expertise. Especially when that friend is Jim.

Now, you probably have already read about Jim though he wasn’t referred to by name. Jim is the gentleman who referred to “Pay Per Click” as “Paper Clip,” and wasn’t thrilled by the program’s results, nor by the fact that I had corrected him on it. Anyway, he is doing his best to keep up with technology, and decided he would start a Blog. The owner of an independent sporting goods store and a pretty fair fisherman, Jim decided he would do a Blog on fishing. He has been at it for about a month, and when we had lunch the other day he breezed into the restaurant and announced that he had finally hit the big time!

Enjoying the beaming smile on his face, I asked what was up. He explained that he had fourteen hundred hits on his latest offering, 5 Important Facts about Fly-Fishing in Arizona.  And, he proclaimed triumphantly, he didn’t think that many people even knew his name. Without thinking I informed him that undoubtedly most of them didn’t. He gave me a hard look – – he wasn’t to the point of fuming, but he was, at least, brooding. Knowing he deserved an explanation, I shared a few Internet Marketing ideas with him.

The reality is, I explained, that approximately 82% of the people who read our Blogs have not typed in our name, but rather a keyword. This, I went on to tell him, is the basis for Keyword Marketing. Keyword Marketing is an excellent Online Marketing Tool, and one that Randall Mains and Pathmaker Marketing, the firm I am associated with, feature as part of their Search Engine Optimization Services. My best guess was that people were looking for advice on fly-fishing in general, and fly-fishing in Arizona in particular, and that’s how they came upon his Blog.

Jim was a little deflated; there was no doubt about it. He is a friend, and not wanting to bring him down and leave him there, I shared some of the positive aspects about his situation. I first pointed out to him that now fourteen hundred people do know his name. Next I suggested to him that he might want to use what he had started as a social Blog as a subtle way to market his business. His spirits were lifting, and he seemed genuinely interested in the prospect of using his Blog to increase his business.

Warming to the discussion myself, I explained how another Pathmaker Marketing associate, Karen Randau, knew a gentleman who had developed leads for a hunting lodge that he owned and operated. He just wrote about some of the interesting experiences the people who stayed there had enjoyed, and before long people were asking about flyers and what not. Utilizing all of the knowledge and expertise at Pathmaker’s disposal, I assured him, would allow us to help virtually any business use a Social Networking program such as Blogging to promote their business without violating the unwritten code of “fun” that is associated with Blogging.

By the time lunch was over Jim had returned to being his beaming self. We discussed some other topics that might bring him new readers, and speculated on how many hits each one would receive. He was thrilled that he might get fourteen hundred new customers, until I pointed out to him that probably half of them were probably from out of state. I got that hard look again, until I explained to him how he could deal with that, too – – – but that’s for another day and another Blog!

To learn more about Keyword Marketing visit, go here

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I Think My Google Paper Clip Must Be Rusty!!!

If you have ever seen anyone “fume” you know that it is not a pretty sight. Now, there are several things that might make a person fume: For a truck driver it is a freeway that has turned into a parking lot and for a vacuum cleaner salesman it is finding out the house they are in has no electricity after they have dumped their grit and grime on the new carpet. For most business people, the match that will torch their psyche to the point that they fume is investing dollars in a marketing program and getting little or no return. 

That latter description describes a good friend of mine. I recently met him for coffee, and as soon as he came in I could tell he was fuming! I waited until he placed his order, and then got him to talk about what was wrong. He told me he had recently spent nearly three thousand dollars on a Google Paper Clip Program and reaped no profit from his investment.

I interrupted him with the quizzical look on my face. When he asked me what was wrong I shared that I wasn’t sure what a Paper Clip Program was. He explained that it was where you only have to pay when someone clicks on the Ad and goes to your website. Me pointing out to him that the proper term was “Pay Per Click” and not “Paper Clip” did not endear me to him. In fact, I think if anything he was fuming even more!

As he continued to talk he began to look at me with a jaundiced eye, knowing of my involvement with Pathmaker Marketing. By the time he finished, it had become somewhat apparent that he was blaming me for his plight, though he had gone to a different fundraising company and I had had nothing to do with his current circumstances, directly nor indirectly. I forgave him the fallacy of his misplaced blame, and instead of getting upset with him decided to try to help   him – – at least to calm down.

As we continued to talk he explained that his biggest complaint was he didn’t get the results he had desired – – sales! In fact, on the item he was selling he made a six-dollar profit per sale, and he had only sold twenty-four. A hundred and forty four dollars, he pointed out, was a long ways from three thousand. And, he added, twenty-four was a long way from one percent of 119,000. That set off a bell or two, so I asked him to explain what he meant.

He had been told, he shared, that he should expect a one to two percent success rate on the number of hits he got. The program had been running for nearly three months, and in that time he had received just south of 119,000 hits. Even at one percent, he said, obviously having done the math at least several times, that would be almost twelve hundred sales! He assured me that seventy two hundred dollars would have been a great return on his investment, but he didn’t get the twelve hundred sales!

Knowing that I might be taking my life in my own hands (remember, he was fuming!) I boldly pointed out to him that the Pay Per Click Program had been immensely successful! Preparing to duck, I watched as he just stared at me, incredulity heavy on his face. What I said was computing, but very slowly. I waited until I figured he had at least a reasonable grasp on what I had said, and then I explained what was, to him, my outrageous statement.

I shared with him that the task of a effective internet marketing campaign like Pay Per Click is to drive qualified potential buyers to his website. The program had, apparently, done just that. His problem, I pointed out, was not with the Pay Per Click program, but rather that his website was the culprit. If that many people went to view what he had to offer, and only twenty-four made the decision to buy, his site was not converting the site traffic effectively, and might be in desperate need of repair.  He needed some new internet marketing ideas for his site, so I pointed out, like a restaurant blaming a cab driver because none of the passengers that he brought them got out and dined there when the reality was the eating place looked like a dive.

He pondered it for a while, and as he did so I saw his jaw muscles relax and a placid look rest gently on his countenance. As we sat there, however, I saw a reverse metamorphosis take place, as his jaw again tightened and a brooding look supplanted the peaceful demeanor that had so recently been there. Shaking his head in disgust, he answered my unasked question when he asked, “So I guess I wasted the eighteen hundred dollars I paid my web designer?”

I just nodded and grinned, fully understanding his plight. Internet Marketing Ideas, with all of their intricacies and ramifications, can be a challenge. That’s why I would suggest that you visit Pathmaker Marketing and see how we can help you wisely invest your marketing dollars. After all, I would hate to see you fume!

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How a Search Engine Optimization Agency Can Help Your Non Profit Website

Before I began working for a search engine optimization agency, I wasn’t really sure how to get qualified traffic to the non profit website for which I was responsible a few years ago. I’d heard larger organizations were raising significant funds online, and I could see that the site I managed was at least as professional looking as the others (albeit smaller), but the art and science of bringing qualified traffic to the site (and then converting them to assets) was a mystery to me.

If you’re in a similar situation, I’d like to share some of what I’ve learned while working in a search engine optimization agency.

First, remember that search engine optimization, or SEO as professional online fundraisers like to call it, is indeed both an art and a science. It isn’t enough to have a killer website design or to write witty and professional text. Search engines look for keywords for which people are searching, and you need to have those keywords in all the right places – not too many times and not too few times. 

Just one example of a common mistake that a search engine optimization agency can help yo overcome is making sure you don’t put headlines into graphics. When you do, you’re giving up opportunities for your headlines to help get you into the top 10 listings for searches that apply to your content. Content trumps design when it comes to search engine optimization. 

Pathmaker Marketing uses a tool for professional web developers to help clients analyze and implement strategies that (1) identify the best keywords for your organization to target and (2) get those keywords into all the right places on your site so you show up in the top 10 results of searches in major search engines on those keywords.

But that’s only one of the ways a search engine optimization agency can help your non profit website. SEO should be part of an overall Search Engine Marketing strategy that includes optimizing the site, developing a targeted-keyword blog, building strategic links to and from your site, strategically using social media accounts and and implementing a pay-per-click (PPC) advertising campaign.

You can call Pathmaker Marketing at 623-233-3334 to schedule an appointment to discuss how a search engine optimization agency can get your non profit website consistently into the top 10 results for searches on keywords that apply to you – thus turning your site into a much more significant player in your overall fundraising efforts.

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