Search Marketing is just that – Search Marketing. It can be a wonderfully fulfilling feeling when a website or web page shows up on the first page of a search result, but getting rankings isn’t really that difficult. Obtaining rankings for a site name, or a 3-5 key term related to your industry is a great accomplishment, but what happens once your user hits your website?
Successful search marketing guides a user based on the targeted key terms. Get to know your user, define the page you want them to land on, and clearly state where you want them to go.
Classmates.com is a prime example of targeted search marketing. A general user may hit the www.classmates.com homepage, and be presented with a general registration process. But what if a user types “El Morro Elementary School” and lands on the same page, a small percentage of them would be willing to continue with registering. But if a user types “El Morro Elementary School” and lands on a page that shows them who is already registered for that school, and gives a number of how many people are register, and so on, then the user is more likely to click the registration button and fill out the information for the free membership.
Successful Marketing is about helping your audience find what it is they are looking for through your website. If you are a Real Estate Agent trying to sell a home in a prominent neighborhood then do you want your visitor to land on your home page that focuses on you, and your services? Or do you want your visitor to land on a page that talks about that neighborhood, and what houses you have available for sale? The latter of the two is a more specified search result ultimately presenting your user with what they are looking for more effectively, and helping you generate more profit at the same time.
Search engines are growing frustrated with the battle between weeding out the spam or irrelevant content with the relevant content for their users. Google’s product is your content. They want the user to type in a term, and find what they are looking for efficiently. With copy, proper meta tags, clean url structure, linking, and various other search optimization for each of the pages of your website you can help the search engines present your pages to the user that is looking for your services, and what you have to offer more efficiently. Once the user lands on that page, let them know where to go clearly. You want content on your page, but present it in a clean design that clearly states what you are talking about, why they landed there, and what you want them to do from there.
In the end you will be more successful, and who knows, the search engines may actually have more relevant content for us to look at.
Guiding Search Traffic - To learn more about this author, visit Jennifer Somogyi's Website.
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