In this part of emarketing channels I will talk about using SEO (Search Engine Optimisation) as a marketing channel. Your website should be picked up by search engines anyway but there are actions you can take to improve the traffic you get from the search engines.
What is SEO?
SEO is the process of optimising your website for the best possible search engine placement to maximise the traffic received. SEO fall’s into two categories on-site and off-site. Before you take any action you need to start with keyword research.
How can I use SEO as a marketing channel?
To start using SEO as a marketing channel for your business you will need to take actions that will help improve your search engine position in general the closer you are to the number one position the more traffic you will get from the search engines.
Keyword research
The first step you will need to take is keyword research this is the practice of finding keywords relevant to your website and analysing the amount of traffic available for the term and the competitiveness of that keyword ter
m. There are lot’s of keyword tool’s that you can use online to find out this information. What you will normally find is the more traffic for a term the more competitive it will be.
You also need to take into account whether the keyword is a buying or information term depending on your business model if you sell products then you will want to target the buying terms and if you publish you will want to go for the information terms.
On-page SEO factors
Once you have found the keywords that you will target your SEO efforts towards you need to start with the on-page factors. On-page factors refer to the source code of the page and the keywords on the page there are a lot of on-page factors but the main ones to concentrate on are title tags, description tags, heading tags, image tags and the copy on the page. Another factor of on-page optimisation is internal linking which means the links within your site and what text is used in these links.
Off-page SEO factors
The second aspect of SEO is off page factors this refers to links pointing to your site,
where they are from and how many you have. A lot of SEO’s try to blanket the internet with as many links as possible this is not necessarily t
he best strategy as links have a quality value. A link from a well known website is much more valuable than a link from a standard small website. There are lots of ways to get links you can do PR, publish content to someone else’s site, ask for them and lot’s of other ways.
Now you can get started with your SEO efforts. If you concentrate on these areas you should start to see your search engine positions rise in the search engine listings. Do you have any questions? Do you currently use SEO as a marketing channel for your business please share your thoughts in the comments section below.
Related posts: