Making the Most of Search Engine Marketing

making the most of search engine marketingA great resolution for businesses to make in the new year is to optimize their search engine marketing campaigns for higher rates of return. Increased profits are within reach of companies that make the effort. Ranking high in results from the most popular search engines improves website traffic, but how can companies reach their goal of appearing on the first page of search results? .These easy-to-understand tips give businesses the opportunity to improve rankings for a more successful 2014.

High-Quality Content

Content is king when companies want to attract visitors to a website. High-quality content is a must, and duplicate postings tend to drag down the ranking of a website. Search engine algorithms are designed to rank websites higher when they contain fresh, relevant content that relates to the core business. Well-researched content that does not simply rehash the same old thing is best. Frequent posting can also boost search engine rankings, so businesses should consider starting a blog that is updated regularly.

Mobile Website Design

A version of the website that can be viewed by mobile users is a must. Search engine optimization (SEO) that is targeted at these users can help improve rankings, but website traffic can only increase if pages are easily viewed on a mobile device. Companies may also benefit from investing in paid online advertising that is specifically targeted toward mobile users. Over 90 percent of adults in the United States own a cell phone, so focusing on visibility on mobile platforms is an issue that should not be ignored.

Paid Advertising

Organic SEO is a powerful technique for maintaining a high rank in search engine results, but this method of increasing the ranking of the website is just one piece of the puzzle. Paid advertising has its place when it comes to achieving a high search engine rank. Over 85 percent of the results showing up on a Google search result screen are sourced from paid advertising, so visibility in these results is impacted by a company’s willingness to use both SEO and paid advertising.

Local SEO

Businesses that want to attract customers to an office or brick-and-mortar store still need to maintain high online visibility. Many local customers first learn about the business by conducting an online search. Ensuring that local SEO is used to attract customers from the area is a must. Key phrases that include the name of the city can help people find the business. Local pages on websites including Yelp, Google+ Local and Yellow Pages let companies gain visibility while ensuring that contact information is updated. Positive online reviews from local customers can also help a company succeed. Businesses may consider encouraging satisfied customers to post a review online. Positive reviews can even boost a business listing on directories like Google+ Local.

Social Media

Active social media profiles allow a company to boost rankings by staying visible and interacting with customers. However, it is important for businesses to understand that there is a time investment associated with maintaining a social media profile. Companies must post relevant information on a regular basis. These posts can link back to the company website to increase traffic.

Link Building

Linking to other websites can help improve search engine rankings, but businesses need to be careful about how they use these links. Search engines including Google analyze the quality and credibility associated with each link. Businesses can also boost rankings by encouraging backlinks. Backlinking means that another website links to the company webpage. This practice is most common when a company posts interesting, relevant, fresh content that others want to reference.

If you’d like us to research areas of improvement for your website, request a free marketing assessment of your business. We’ll provide online and offline suggestions;