Collateral Benefits of Search Engine Marketing
Collateral Benefits of Search Engine Marketing
They often only look at the selected keyword phrases that they are paying for, without fully realizing what other residual effects they are receiving.
When a site gets properly optimized, (SEO) it is being transformed into a thought-out navigational pattern to information. This is the same pattern a search engine spider looks for. Don't forget, the easier you make it for a spider to index your site, the better your chances are for getting your site a higher placement in the search engine results page (SERP's).
While W3C validation is something all sites should strive for, it is not required for better rankings. Does it help? Probably. Yahoo engineers have stated that whether a site is W3C compliant or not makes no difference to how it ranks. If it has relevant content, it will get ranked.
Another element when optimizing a site is that through proper naming of page titles, file names and placement of content make the site all the more relevant to the spider. Although Google places less value on Meta Tags, they are still used as part of the algorithm, and should not be overlooked.
After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.
Here is where the collateral benefits of SEM begin to appear. Let's say that you have been doing a series of press releases where once a week, you talk about a new color of widget. In each press release you also list the other colors of widgets that you have for sale. Even after only the first release gets sent, you've already created a valuable In-Bound Link to your site for your Red Widget, but since you included the other colors of the widgets as well, they all pick up IBL's as well.
An even greater demonstration of a collateral benefit is ranking for keywords and phrases that you aren't targeting. Keeping to our widget example, if your site copy talks about the different uses of widgets, the available colors that they come in and the best way to preserve your widget, you've just created a multitude of various phrases that your site can get ranked on.
Example site copy:
We sell the highest-quality widget available. Our color selection ranges from red to purple, black to white and can be used in your home or for industrial needs. The widget is the most versatile tool on the market. Pick one up today!
From this one paragraph, here are the possible phrases your site could get ranked on:
* high quality widget
* red widget
* purple widget
* black widget
* white widget
* home widget
* industrial widget
* widget tool
* widget
This is only a tiny sampling of the potential your site has. Remember, each page gets ranked on it's own, so that's why it is so important to make sure every page you have on your site is optimized.
Even your contact/about page is critical because if you have a brick-and-mortar business, by listing your street address, you help the search engines geo target your site. Most search engines are already trying to focus your search results regionally. While it's not a major factor yet, it is something to be aware of.
In conclusion, the next time you start checking Google to see where your site ranks for it's keyword phrases, don't forget about all of the hidden keywords/phrases that are embedded in your site's copy. You would be surprised at how many of those forgotten about terms end up at the top of the pile....
-To your online success!
Paul Bliss
www.SEOforGoogle.com
Collateral Benefits of Search Engine Marketing - To learn more about this author, visit Paul Bliss's Website.
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Many times a client only looks at the bottom line when it comes to the performance they are getting for their investment into Search Engine Marketing.
They often only look at the selected keyword phrases that they are paying for, without fully realizing what other residual effects they are receiving.
When a site gets properly optimized, (SEO) it is being transformed into a thought-out navigational pattern to information. This is the same pattern a search engine spider looks for. Don't forget, the easier you make it for a spider to index your site, the better your chances are for getting your site a higher placement in the search engine results page (SERP's).
While W3C validation is something all sites should strive for, it is not required for better rankings. Does it help? Probably. Yahoo engineers have stated that whether a site is W3C compliant or not makes no difference to how it ranks. If it has relevant content, it will get ranked.
Another element when optimizing a site is that through proper naming of page titles, file names and placement of content make the site all the more relevant to the spider. Although Google places less value on Meta Tags, they are still used as part of the algorithm, and should not be overlooked.
After the site has coded properly, the game then goes up to the next level. Search Engine Marketing is used to drive traffic to the site through various means. Press releases, articles, blogs, RSS/XML feeds, Directory Submissions and User Groups all can bring targeted traffic to a site.
Here is where the collateral benefits of SEM begin to appear. Let's say that you have been doing a series of press releases where once a week, you talk about a new color of widget. In each press release you also list the other colors of widgets that you have for sale. Even after only the first release gets sent, you've already created a valuable In-Bound Link to your site for your Red Widget, but since you included the other colors of the widgets as well, they all pick up IBL's as well.
An even greater demonstration of a collateral benefit is ranking for keywords and phrases that you aren't targeting. Keeping to our widget example, if your site copy talks about the different uses of widgets, the available colors that they come in and the best way to preserve your widget, you've just created a multitude of various phrases that your site can get ranked on.
Example site copy:
We sell the highest-quality widget available. Our color selection ranges from red to purple, black to white and can be used in your home or for industrial needs. The widget is the most versatile tool on the market. Pick one up today!
From this one paragraph, here are the possible phrases your site could get ranked on:
* high quality widget
* red widget
* purple widget
* black widget
* white widget
* home widget
* industrial widget
* widget tool
* widget
This is only a tiny sampling of the potential your site has. Remember, each page gets ranked on it's own, so that's why it is so important to make sure every page you have on your site is optimized.
Even your contact/about page is critical because if you have a brick-and-mortar business, by listing your street address, you help the search engines geo target your site. Most search engines are already trying to focus your search results regionally. While it's not a major factor yet, it is something to be aware of.
In conclusion, the next time you start checking Google to see where your site ranks for it's keyword phrases, don't forget about all of the hidden keywords/phrases that are embedded in your site's copy. You would be surprised at how many of those forgotten about terms end up at the top of the pile....
-To your online success!
Paul Bliss
www.SEOforGoogle.com
Collateral Benefits of Search Engine Marketing - To learn more about this author, visit Paul Bliss's Website.
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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